The Pragmatic Analysis of Pun in Advertising
English and Its Application
Abstract: In the era of rapid development of Chinese economy, advertising as a business media, plays a very important role in the exchange of international trade. For the purpose of increasing sales promotion, advertising English uses refined language, rich content, appropriate rhetorical means to propagate products or ideas. Pun, as decorative device of language is frequently employed in advertising English. It not only makes the advertising language concise, humorous, and impressive, but also makes advertisement attractive and memorable. This paper will discuss the application of pun in English advertisement from the phoneme, semantics, syntax and other aspects .Meanwhile it will analyze and explain the proper use of puns from the point of view of pragmatics. If properly used, puns can promote people’s understanding, appreciation, and creation of advertisement.
Key word: advertising; pun; pragmatic analysis; application
目录
Abstract iv
摘要 iv
Outline v
提纲 vi
1. Introduction 1
2. The Pragmatic Analysis of Pun in Advertising English 1
2.1Theory of Pun 2
2.1.1 Double Context 2
2.1.2 Hinge 2
2.1.3 Trigger 2
2.2 Cooperative Principle 3
2.3 Relevance Theory 4
3. The Application of Pun in Advertising English 6
3.1 Homophonic Pun 6
3.2 Homographic Pun 7
3.3 Grammatical Pun 8
3.4 Idiomatic Pun 9
3.5 Other Puns 9
4. Function of Pun in Advertising English 10
4.1 Brevity 10
4.2 Association 10
4.3 Emotional Transmission 11
4.4 Humor 11
5. Conclusion 11
Works Cited 13
