双关语在广告英语中的修辞功能与应用研究_英语论文.doc

资料分类:英语论文 上传会员:王导 更新时间:2017-09-26
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Abstract

 

Punning is regarded as one of the most beloved rhetoric tools in English advertising because of its concise language and rich connotation. In a word, the using of puns makes advertising language novel, humorous, attractive and hence persuasive. The first chapter demonstrates the basic knowledge of English advertising, which includes a brief introduction to English advertising as well as the pun; the second chapter reviews the previous research achievements; the third chapter mainly talks about the rhetoric functions of puns in English advertising; chapter four explores the application of puns in English advertising by using some specific examples, thus drawing a conclusion of the study that  the puns in English advertising have the functions of aesthetics, humor or satire, persuasion and carrier storage. The applications of homophonic puns, homographic puns, grammatical puns and idiomatic and slangy puns enhance the attraction of advertising language effectively so as to appeal consumers to buy certain products.

    Key words: puns; English advertising; rhetorical functions; application

 

Contents

Abstract

摘要

1 Introduction-1

1.1 The Brief Introduction to Advertising English-2

1.2 The Brief Introduction to Puns-3

2 Literature Review-4

2.1 Overseas Research Status-4

2.2 Domestic Research Status-6

3 The Rhetoric Functions of Puns in English Advertising-7

3.1 The Function of Aesthetics-7

3.2 The Function of Humor or Satire-8

3.3 The Function of Persuasion-8

3.4 The Function of Carrier Storage-8

4 The Application of Puns in English Advertising-9

4.1 Homophonic Puns-9

4.2 Homographic Puns-10

4.3 Grammatical Puns-12

4.4 Idiomatic and Slangy Puns-12

5 Conclusion-14

References....-15

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上传会员 王导 对本文的描述:近年来,国内外关于英语广告中双关语的研究成果与相关文献越来越多,然而这些研究成果在实际运用中却存在很多问题,本文从双关语的基本定义、分类以及在英语广告中的修辞作用......
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