Pun in Advertising English.doc
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1、毕业论文(设计)Pun in Advertising English1. Introduction12. Literature review of pun32.1 The definition and general features of pun32.2 The pragmatic approach to advertising pun42.2.1 Grices four maxims of co-operation42.2.2 Leechs economy principle and clarity principle52.2.3 Sperber and Wilsons relevance
2、 theory63. Classification of pun63.1 Homophonic pun63.2 Semantic pun83.3 Grammatical pun93.4 Idiomatic pun104. Functions of pun in advertisements124.1 Information conveying124.2 Attention attracting134.3 Making advertisements brief144.4 Making advertisements aesthetic144.5 Making advertisements poli
3、te155. Variation and derivation of advertising pun165.1 Classification of variation and derivative in advertising pun175.1.1 Embedding pun175.1.2 Creating pun185.1.3 Pun relating with parody185.2 Effects of variation and derivative196. Translation of advertising pun216.1 Literal translation216.2 Fre
4、e translation226.3 Combination of literal translation and free translation237. Conclusion24References251. IntroductionWith the development of society and economy, advertisements have been infiltrating through every field of the society and have become one of the essential parts in peoples life. No m
5、atter it is business advertisement or non-profit advertisement, advertisement making is a comprehensive art. This art needs much more skills and techniques than other arts do, for it is the combination of sociology, aesthetics, psychology, marketing, acoustics, literature and linguistics. The goal o
6、f advertisements is to draw consumers attention and to inspire their desire to consume. To get audiences attention to make their products best-sellers, advertisers should well equip their advertising language with memory value, attention value and readability. To achieve the above values, different
7、kinds of rhetorical methods are often used in advertising English. With the use of the rhetorical devices, advertisements are more alive, aesthetic and emotional. Pun is the rhetorical device most often used in advertisements by advertisers.To get to know more about pun in advertising English, liter
8、ature review and practical application are analyzed in the following. The definition and the pragmatic approach are contained in the literature review. Different linguists hold different opinions about pragmatic approach of advertising pun. After the literature review, the classification is summariz
9、ed. Generally speaking, advertising pun has four types: homophonic pun, semantic pun, grammatical pun and idiomatic pun. Then function, variation and derivative are analyzed after the classification. In addition, translation is very necessary to analyze pun in advertisements. There are three transla
10、ting methods: literal translation, free translation and combination of literal translation and free translation. According to its certain circumstance, different puns need different methods.2. Literature review of pun2.1 The definition and general features of punAccording to the Oxford English Dicti
11、onary, a pun is defined as the use of word in such a way as to suggest two or more meanings or different associations or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect (Murray:1928). Redfern believes that “pun, in deed, i
12、s a post renaissance word, and an inaccurate but convenient tag for a whole variety of rhetorical devices which play on words” (1984:6). He also argues that puns do not have to be funny, and the epithets are “serious” or “unicomic”, and they have often been applied to them.Although different diction
13、aries and different scholars make different definitions about pun, they have the same essence, that is, a pun is a kind of play on words.Pun has two features, which are ambiguity and a double context. Ambiguity is defined as a language item which may have two or more than two cognitive meanings (Lee
14、ch: 1983). The first characteristic of a pun is that the focus of its meaning lies in its ambiguity. No matter what forms they are, the speakers aim to achieve an ambiguity. A pun raises the awkward problem of the presence of an ambiguity in language. In the daily communication, people try to avoid
15、the presence of ambiguity, but as for puns, people deliberately create ambiguity. That is because the essence of a pun lies in its ambiguity. It is important to keep in mind that the central and fundamental phenomenon upon which pun operates is ambiguity. A pun deliberately employs phonemic or seman
16、tic conditions to express one meaning on the surface while hiding another.Another striking characteristic is that a pun contains a double context. According to American professor Archibald A. Hill in Austen Texas University, there are three elements in analyzing and composing a pun: a double context
17、, a hinge and a trigger. A hinge is the pun itself, and a trigger refers to the intention and background that lurk behind the exploitation of pun, which is often employed when we analyze pun. 2.2 The pragmatic approach to advertising pun2.2.1 Grices four maxims of co-operationSpeakers hold the wish
18、to cooperate with others and to make their communication successful, so they need to agree upon certain principle, which is the Cooperation Theory (Grice: 1989). Grice puts forward four Maxims of Cooperation, which are Quantity Maxim, Quality Maxim, Relevant Maxim and Manner Maxim:Quantity Maxim: sa
19、y no more than is necessary; say no more than is necessary.Quality Maxim: do not say what you believe to be false; do not say that for which you are lack of adequate evidence.Relevant Maxim: be relevant.Manner Maxim: avoid ambiguity of expression; avoid obscurity of expression; be brief, be clear.Ho
20、wever, in some information communications, speakers could break above rules. Their aim is to express some implied meanings. It is what advertising pun does in advertisements. Because advertising language is different from daily language, advertisers usually convey meaning indirectly through delibera
21、tely employing pun, because the first and perhaps the most important requirement of advertisements is that they should attract and hold the audiences attention. In this case, advertisements could be most effective only when advertising language deliberately break the Manner Maxim. 2.2.2 Leechs econo
22、my principle and clarity principleAccording to Leech, advertising English should conform to Economy Principle and Clarity Principle. First of all, Economy Principle requires briefness. He holds the opinion that the course of audiences encoding and decoding will be time-saving and labor-saving when t
23、he message conveyed is not only short and pithy, but also complete and unabridged (1983). However, because the principle has a disadvantage of limiting the amount of information which probably causes ambiguity, advertising language should conform to Clarity Principle. It happens often that two princ
24、iples conflict with each other. Therefore, it is necessary to make a balance between the principles in different cases. Advertising language is the unity of two principles, sometimes even Economy Principle is more emphasized. In modern society, due to the acceleration of living pace and increase of
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