广告双关语语境顺应性的研究

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1、AbstractPunisafigureofspeechcommonlyusedinEnglish,inwhichsomefeaturesinsound,formormeaningofaword,phraseorsentenceareexploitedonpurposetoproduceaestheticsenseinsound,formormeaning.Therefore,punpossessespeculiarrhetoricalandpragmaticeffects.Duetothispoint,puniswidelyappliedinadvertisinglanguagetoprom

2、otesales.Sofar,manyscholarshavemadestudiesonadvertisingpunsfromtheperspectiveofrhetoric,semantics,cognitivelinguisticsandpragmatics.Thesepreviousstudieshavegreatvalueforpeopletoknowandunderstandpunsinadvertisingcorrectlyanddeeply.Thethesisholdsthatpunisakindoflinguisticchoicemadebytheadvertiserstoad

3、apttothecontextandalinguisticstrategytoachievespecificcommunicativegoal.IthastheoreticalandpracticalsignificancetomakethesystematicanalysisofadvertisingpunsintheframeworkofAdaptationTheory.Accordingtothetheory,thecontextcanbeclassifiedintocommunicativecontextandlinguisticcontext.Thethesismainlyfocus

4、esontheadaptationofadvertisingpunstocommunicativecontextandlinguisticcontext.Thethesisbelievesthatadvertisingpunscanberegardedasaresultoflinguisticchoice-makingconsciously.Duringtheprocess,theadvertisersintentionallymakethecommunicativecontextdynamicallyadapttotheaudience‟spsychologicalneed.Theaudie

5、ncealsospontaneouslymakeadaptationtothelinguisticcontextinvolvedinadvertisinglanguage.First,theadaptationofadvertisingpunsisanalyzedfromtheperspectiveofcommunicativecontextincludingmentalworld,socialworldandphysicalworld.Theadaptationtomentalworldcanbedividedintotwoparts:adaptationtoadvertisers‟ment

6、alworldandadaptationtoaudience‟smentalworld.Theformerreferstoadaptationtotheadvertiser‟smotivation.Theadvertisersmustpaymuchattentiontothelinguisticchoicestoattaintheirobjectives.Thelatterreferstoadaptationtotheaudience‟sabilityofperceivingandemotiveelements.Whethertheadvertisingpunscanbeinterpreted

7、correctlybytheaudienceistheprerequisiteforadvertiserstoattaintheirobjectives;Thesocialworldmainlyiincludessocialnormsandculture.Theperformanceoflanguageuserincommunicationisconstrainedbythesocialnorms