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1、密级：学校代码：10075分类号：学号：20100685文学硕士学位论文关联理论视角下英语广告双关语的理解研究学位申请人：陈丽娜指导教师：郑悦教授学位类别：文学硕士学科专业：英语语言文学授予单位：河北大学答辩日期：二○一三年五月ClassidiedIndex:CODE:10075U.D.C:NO:20100685ADissertationfortheDegreeofM.ArtsOntheInterpretationofPunsinEnglishAdvertisementsfromRelevanceTheoryCandi
2、date:ChenLinaSupervisor:Prof.ZhengYueAcademicDegreeAppliedfor:MasterofArtsSpecialty:EnglishLanguageandLiteratureUniversity:HebeiUniversityDateofOralExamination:May,2013June,2013AbstractAbstractAsanimportantproductofthemoderneconomicsociety,advertisementhasattrac
3、tedmuchattention.Inordertoimpresstheaddresseesinlimitedtimeandspace,theadvertiserspaymuchattentiontothelinguisticdevices,inwhichpunningisthemostimportantone.Apunitselfisanambiguityinessence.Ithasthecharacteristicofambiguityanddoublecontextsbothofwhichwillcostthe
4、audience’sextraeffortstocomprehendtheintendedmeaningsthattheadvertiserswanttotransfer.Despitethat,theadvertisersstillpreferpuns,astheadvertisingprinciplerequiresthatthecomplexmeaningbecommunicatedinasfewwordsaspossible.Advertisementswithpunsarepopularduetothefol
5、lowingreasons:firstlysuchadshavecompactformsandrichconnotations,thenpunning,asaconcisewaytoexpresshumorandwit,possessesuniqueappealoflanguageandfulfillstherequirementsofadvertisingfromallaspects.Duetoitsrhetoricnature,punningcanbringouttwodifferentmeanings:asupe
6、rficialandanimpliedone.Andtheassociativemeaningofpuncanpublicizetheproductsorservicemoreeffectively;thereforepun,asafigureofspeech,iswidelyusedinEnglishadvertisements.Theresearchonadvertisinglanguagehasalonghistoryandscholarsstudyitfromdifferentrespects.Atpresen
7、t,thestudyonitinvolvesmanydifferentfields,namely,semiotics,stylistics,semantics,pragmaticsandsoon.Studiesfromtheseapproacheshavetheirownadvantages,buttheydidn’tmuchrevealthecognitiveunderstandingmechanisms.Punhasalsobeenstudiedfromvariousangles.However,mostofthe
8、studiesarelimitedtoitsdefinition,features,rhetoriceffectsandclassifications,orthecomparisonandtranslationbetweenEnglishandChinesepuns.Asforitsapplicationinthefieldofa
