南京师范大学英语专业学士论文格式

称：英语教育/实用英语年级班Array姓

指导教

Applications and Pragmatic Principles of

A Dissertation Submitted

to School of Foreign Languages

Nanjing Normal University Taizhou College

in Partial Fulfillment of the Requirements

for the Degree of Bachelor of Arts

By

Supervisor ： May 5, 2012

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I want to express my appreciation to many who supported my efforts in writing this dissertation during past few months.

I am greatly indebted to Prof.

, who ………………….…………….. …………………………………………………………………….………………………….…

Hearty thanks should also be given to

……………………...… …………………………………………………………………………………...….. …………………………………………………………….

Special thanks should be extended to

, and , who ………

…………………………………………………………………………………...….. .

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摘要

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本文是以第二语言习得研究的理论为基础，并综合当前诸多的动机理论研究成果，从

语言学、生理学、心理学、社会学和教育学的角度分析了我国高校英语教育的性别差异现象及其原因和影响，揭示了性别平等在我国教育中的缺失。. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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空一行 This dissertation is based on the studies of second language acquisition and

many current motivation theories. . . . . . .. . . 空一行

college English education; gender differences; teaching by gender;

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1.Introduction (1)

2.Literature Review (2)

2.1 The definition of p un (2)

2.2 The functions of pun (3)

2.3 The definition of a dvertisement (4)

3.Applications of Puns in Advertising English (5)

3.1 Pun on h omophone (5)

3.2 Pun on p olysemy (6)

3.3 Pun on complete h omonym (7)

3.4 Pun on p arody (7)

3.5 Pun on g rammar (8)

4.Pragmatic Principles of Puns in Advertising English (9)

4.1 Cooperative p rinciple (10)

4.2 Relevance theory (11)

4.3 Economy p rinciple (13)

5. Conclusion (14)

References (15)

infiltrating through every field of the society and have become one of the essential parts in people’s life. As a specific part of advertisements, language can express the

idea by print, radio, TV or Internet. Since English is one of the most widely used languages in the world, advertising English is also becoming an indispensable part in our daily life. In modern age, people find themselves

surrounded by various advertisements each day. An American writer writes: “We find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and long main streets, colorful pictures painted on buses, pamphlets sent to every house, advertisement jammed between TV programs

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2.Literature Review

to physiological and social

and quantitative study also have confirmed that among English majors,

students do much better than male students. So, we can obviously find gender differences in English learning.

2.1 The definition of pun

English pun, the word was first used by Dryden. The use of puns in the 18th century is considered a “decadent” in tact. Oxford English Dictionary defines pun as “The use of a word in such a way as to suggest two or more meanings or different association, or the use of two or more words of the same or nearly the

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3.Applications of Puns in Advertising English

Pun, a figure of speech, is also called paronomasia, which comes from the Latin word------paronomazein, meaning “call in different names”. Pun is a commonly used rhetorical device, which is also a form of humor. Advertisers use the polysemous, or homonymous relation of a language ingeniously to make the expressions implicit, humorous and vivid. There are several applications of puns in advertising English.

3.1 Pun on homophone

Oxford Advanced Dictionary defines “homophone” as that “homophone is a word that is pronounced like another word but has a different spelling or meaning”. Homophone is in advertisers’ good graces, because this type of pun has a humorous and lively linguistic style, which is full of appeal and can give the customers an impression. The advertisers are always trying their best to make puns on homophone. There are some instances to explain how this type of pun works.

…………………

3.2 Pun on polysemy

“While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what ……… With the aid of some context and the polysemic words, it always produces literary meaning as well as connotations. This kind of pun also improves the effect of advertising expression.

3.3 Pun on complete homonym

Complete homonym means the words that are identical in both sound and spelling. This application of pun is also very common. It makes the advertisements full of interests and witness.

…………………

3.4 Pun on parody

“Parody is a piece of writing, music, acting, etc. that deliberately copies the style of sb/sth in order to be amusing”. (“parody”)（Leech, 1983: 122）Pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings. English has a lot of well-known phrases, idioms and sayings. They have become one of the aspects of the English culture. The advertisement designers are sharp-minded and imaginative. They change a part of the expressions and put their ideas into them to achieve sensational effect.

…………………

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4.Pragmatic Principles of Puns in Advertising English

Advertisement is an important component in our daily. In order to achieve some goal or effect, advertisers always use pun to make the advertisements vague but interesting and lively. From the analyses above, people can understand that a pun usually uses one word in a sentence relating to double meanings, surface …………………

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5.Conclusion

Advertisement is a way for the company to propagate their products.

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[1] Leech, G ..N.. Principles of pragmatics . London: Longman, 1983.

[2] Sperber & Wilson. Relevance: Communication and Cognition . Cambridge: Cambridge

University Press, 1986.

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[10] 裴燕萍. 《从语用原则看广告双关语》. 洛阳工业高等专科学院学报, 2007(4).

[11] 宋宏. 《广告英语阅读与欣赏》. 北京：北京国防工业出版社, 2006.

[12] 王燕希. 《广告英语一本通》. 北京：对外经济贸易大学出版社, 2004.

[13] 项东成. 《试谈广告英语中的复义》. 山东外语教学, 1996.

[14] 周红. 《英语广告双关语的运用技巧及其语用功能》. 国际关系学院学报, 2005(1).

[15] 周晓, 周怡. 《现代广告英语》. 上海：上海外语教育出版社, 1998.