英语广告中双关语的语用功能_英语论文.doc

资料分类:英语论文 上传会员:茉莉老师 更新时间:2017-04-06
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Abstract:The existence and development of advertising has aroused much attention from scholars at home and abroad, many of who have made a good number of research studies on advertising language. Pun, as a traditional figure of speech, is particularly favored by advertisers and widely applied in advertising to enhance the attraction of advertisement. In this paper, the author proposed a wealth of examples to clarify the five functions of advertising puns in advertisements: 1) conveying information, 2) absorb audience’s attention, 3) making ads humor, 4) making ads brief but ambiguous, 5) avoiding social taboos. The study on puns in advertising will not only benefit advertisers, but also help people understand puns in advertising more deeply.

Key Words: Advertisement, Puns, Pragmatic Function

 

CONTENTS

Abstract

中文摘要

1. Introduction1 

2. Literature Review.1

2.1 Definitions of advertising puns

2.2 Previous studies on advertising puns

3. Pragmatic functions of advertising puns3

3.1 Conveying information

3.2 Attracting audience’s attention

3.3 Making advertisements humorous

3.4 Making advertisements brief but ambiguous

3.5 Avoiding Social Taboos

4. Implication.10

5. Conclusion10

 

Bibliography.12

Acknowledgements13

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上传会员 茉莉老师 对本文的描述:本篇论文中,作者举出了大量的例子来证明广告双关语的五个语用功能:(1)传递信息;(2)吸引观众的注意力;(3)使广告生动有趣,(4)使广告简明但多义;(5)避免社会忌讳。......
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