关联理论视角下食品广告中英语双关语的研究_英语论文.doc

资料分类:英语论文 上传会员:王导 更新时间:2017-09-28
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Abstract

 

Food advertisement language not only requires to be terse and forceful, but also to be novel and have the character of originality and attraction.Pun is intended to make a sentence have two meaning in the interior and exterior in a specific language environment using the phonetics and semantics of language. Also it make multi-angle advertisement for products and services with associative meaning caused by pun. Therefore, pun in food advertisement can produce the following significant economic effects: propaganda brand, resonate emotion, avoid tabu. The emotional resonance is mainly through humor effect, sensational effect and the resonance effect of value to achieve significant economic effects. Hence pun is widely used in food advertisement. The author uses lots of representative food quirkish advertisements firm and takes as examples to deeply analyse the process of understanding the puns applied in food advertisements. All the theoretical basis come from Sperber and wilson’s ostensive-inferential. The Relevance Theory offers convincing explanation about puns in food advertisements. The author attempt to utilize the theory to analyse that how the customers gain optimal relevance from the ostensive stimulus of advertiser.

Key words: relevance theory; food advertisement; pun

 

Contents

Abstract

摘要

1 Introduction-1

2 Literature Review-2

2.1 Relevance Theory-2

2.2 Advertisement-3

3 Puns in advertising-5

3.1 Definition of Pun-5

3.2 Classification of Pun-6

3.2.1 Classification of Pun in General-6

3.2.2 Classification of Pun in This Thesis-7

3.3 Basic Elements of Pun-8

3.3.1 Double Context-9

3.3.2 Hinge-9

3.3.3 Trigger-10

4 Findings and Discussions-10

4.1 Enhance the Humorous Effects-12

4.2 Enhance the Attention-gabbing Effects-12

4.3 Enhance Memory-retaining Effects-13

5 Conclusion.14

References-15

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上传会员 王导 对本文的描述:双关的联想意义能更有效地宣传产品或服务,因此作为一种修辞手段,双关被广泛应用于英语广告中。论文根据其理解过程的不同,将英语广告中的双关语分成四类。并通过对英语广告中......
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