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1、燕山大学本科毕业设计（论文）文献综述课题名称：中英广告中双关语的文化分析课题性质：自拟课题来源：口拟学院（系）：外国语学院英语系专业：商务英语年级：02级学生姓名：指导教师：2006年5月18日•、课题国内外现状：（宋体，小四号字）Mostresearchersathomeandabroadhaveprovidedgoodlinguisticdescriptionofadvertisinglanguage,thatis,theyanalyzethelinguistformsindetailfromdifferent
2、angles.Manyscholarsathomekeepworkingatdescriptivelevelofadvertisinglanguageincludinglinguisticfeatures,rhetoricalfeaturesandconversationalimplicationsetc.ZhaoJing,NiBaoyuanandHuangGuowenetc.maybetherepresentative.Thoughtheyprovidefairlygoodanalysesofadvertisin
3、glanguage,theirresearchesarelackingintheculturalanalysistotheadvertisements,especiallytothespecificaspect-一PUN.GeoffreyN・LeechesEnglishinAdvertising:alinguisticstudyofAdvertisinginGreatBritain(1996)canberegardedasapioneerworkinthesocietyofadvertisinglanguage.F
4、romtheperspectiveofstylistics,itgivesacomprehensivedescriptionofthelinguisticfeaturesemployedinadvertisinglanguage.However,Leechesbookstopsatthesurfaceoflinguisticphenomenawithoutprobingintothemotivationbehind・RolandBarthesisoneofthedistinguishedscholarswhotac
5、klethelanguageofadvertisingbyadoptingsemioticapproach,whichassumesthatcommunicationisachievedbyencodinganddecodingamessage.Inhisessaytoapplysemioticmessagesinillustratedadvertisement:thelinguisticmessage,theencodediconicmessageandthecodediconicorsymbolicmessag
6、e.TheLangugeofTelevisionAdvertisingbyGeis(1982)discusseshowadvertisersusethepersuasivelanguageintelevisionadvertisingtoachievetheiraims.UnlikeLeech,Geisadoptsthetheoriesofpsycholinguistics,semanticsandpragmaticsinhisanalysis,whichisastepforwardcomparedwithLeec
7、heswork.Hetouchesuponsomeimplicationsintelevisionadvertisingandcontendsthatadvertisersshouldberesponsiblefortheseimplications.Furthermore,heexploreshowtheconsmersprobablyinterpretthem,applyingmainlyGrice^sCooperarionPrincipleandConversationalMaxims.However,Gei
8、sstressesmuchinhisbookthedescriptionreflectedintelevisionadcertisingwhileoverlookingthepositiveeffectadvertisinghasbroughtabouttoourlife.VestergaardandSchroder'sTheLanguageofAdvert
