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| 基于关联理论英语广告中的双关语分析 Abstract With the development of international trade and global economy, advertising language and its translation have become an important part of international communication. In order to make the advertisements more attractive to the public with less money and space, the advertisers tend to pay more attention to rhetorical devices. Pun, as an important rhetorical device, is frequently employed in advertising and turns out to be a distinctive feature of advertising language. In order to find out how the informative intentions are interpreted by the audience correctly in the English advertisements containing puns, it is of great theoretical and practical importance to focus on the interpretation of puns in English advertisements from the perspective of relevance theory. This article desires to make an analysis of puns in English advertisement based on the relevance theory. This thesis will collect the advertising puns that come from papers, magazines and webpages as the examples. These examples will be used to solve the existing problems in translating of puns. Furthermore, they will be reference for the application of relevance theory to puns in English advertisement. This study of English puns in advertisement is placed in the framework of relevance theory, which may be of great benefit to a comprehensive mastery of English puns in advertisement. Based on previous research achievements, the thesis reviews the overseas and domestic researches on English puns in advertisement, and introduces the basic information of puns in English advertisements. Then it puts forward three difficulties in the interpretation of puns in English advertisement in terms of the characteristics of the puns, and gives some examples to account for them. Aiming at the difficulties, the thesis approaches application of puns in English advertisement in the framework of relevance theory with specific instances. To sum up, the relevance theory has offered an important theory evidence for the interpretation of puns in English advertisements. On this basis, through the analysis of the specific instances, this paper can not only give the advertisers some guidance in applying advertising puns, but also make the audience gain a more comprehensive picture of advertising puns. Though this paper is far from perfection, it is hoped that this study can provide a new angle for the future researches. Key words: relevance theory；puns；advertisement；cognitive context；ostensive-inferential communication；optimal relevance 摘 要 随着国际贸易和全球经济的发展，广告语言及其翻译已成为国际交流的重要组成部分。为了使广告以较少的金钱和空间吸引公众，广告商更注重使用修辞手段。而双关语作为一种经常被使用的重要修辞手段，已成为广告语言的一个显著特征。因此，从关联理论的角度对英语广告中双关语的解读进行研究，对于正确理解广告语中的信息意图是具有理论和实践意义的。 本文拟从关联理论的角度对英语广告中的双关语进行分析。本文以报纸、杂志和网页为例，收集广告双关语。这些例子将用来解决双关语翻译中存在的问题。同时也为关联理论在英语广告双关语中的应用提供了参考。 本文将英语广告双关语置于关联理论的框架内，有助于全面掌握广告中的英语双关语。本文在总结前人研究成果的基础上，回顾了国内外对英语广告双关语的研究，并介绍了英语广告中双关语的基本信息。然后，从双关语自身的特点出发，提出了阻碍解读英语广告中双关语的三个难点，并列举了实例分析。针对这些难点，本文以关联理论为框架，结合具体实例探讨双关语在英语广告中的运用。 总之，关联理论为英语广告中双关语的解读提供了重要的理论依据。在此基础上，通过对具体实例的分析，不仅可以给广告商在营业英语广告双关语方面提供一些指导，而且可以使人们更全面地理解英语广告双关语。虽然这篇论文还不够完善，但希望能为以后的研究提供一个新的视角。 关键词: 关联理论；双关语；广告；认知语境；明示推理；最佳关联 |
