英语本科毕业论文：Analysis of English Puns in Advertising with Relevance Theory 目录.doc

本科毕业论文 题目：Analysis of English Puns in Advertising With Relevance Theory 学院： 外 语 学 院 班级： 08级英语本科十一班 姓名： 邱 菲 指导教师: 侯 彩 静 职称： 讲 师 完成日期： 2012 年 05 月 20 日  Analysis of English Puns in Advertising with Relevance Theory Abstract: Nowadays, advertising has become an important part of our daily life. It is a special and effective tool to achieve advertisers’ ultimate goal that is to persuade consumers to buy their advertised products or services. In the process of creating advertisements, advertisers value the power and flexibility of language, so they often use more language skills to grab consumers’ attention, improve images and promote their products and services. Pun is one of most common rhetorical devices used in advertisements and weighs much more in communication for its special features: ambiguity and double contexts. The phenomenon of pun’s frequent application in advertising has aroused interest and this paper will try to examine it under Sperber and Wilson’s Relevance theory by employing many examples. By analysis, how some kinds of puns attract consumers’ attention and the process of how puns achieve optimal relevance are revealed. The analysis of advertising puns can not only deepen the audiences’ understanding of advertising puns but also help the advertisers to make a better use of puns in advertisements. Key words: puns; relevance theory; forms of puns; puns interpretation Contents Abstract(English) ………………………………………………… ………………… … (I) 1 Introduction (1) 2 Literature Review (1) 3 Relevance Theory and Pun in Advertising (2) 3.1 Pun (2) 3.1.1 The Definition of the Pun (2) 3.1.2 The Main Characteristics of Pun (2) 3.2 Relevance Theory (3) 3.2.1 Ostensive-inferential Communication (4) 3.2.2 Principle of Relevance and Optimal Relevance (4) 3.2.3 Processing Effort and Cognitive effect (5) 3.3 Relevance Theory and Pun in Advertising (6) 4 Case Analysis