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| On the Interpretation of Puns in English Advertisement Abstract With the development of international trade and global economy, advertising language has become one of the major ways of international communication. So as to make the advertisement 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 advertisement containing puns, it is of great theoretical and practical importance to focus on the interpretation of English puns in advertisement from the perspective of relevance theory. This article desires to make an analysis of puns in English advertisement based on the relevance theory. 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 advertisement. Then it puts forward three difficulties in the interpretation of puns in English advertisement in terms of the characteristics of the puns. Also some examples will be given to demonstrate how they make people be hard to get across the advertising puns. Aiming at these three difficulties, the thesis chooses three core concepts in the relevance theory to make an intensive study. Then it makes an application of puns in English advertisement in the framework of relevance theory with specific instances. To sum up, it can’t be denied that the relevance theory has offered an important theory evidence for the interpretation of puns in English advertisement. 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. Although this thesis is far from perfection, it’s hoped that this paper could provide a new perspective for the future researches. Key words: relevance theory；puns；advertisement；cognitive context；ostensive-inferential communication；optimal relevance Contents Abstract I 摘 要 III Chapter 1 Introduction 1 1.1 Background of the Research 1 1.2 Objectives of the Research 1 Chapter 2 Relevance Theory as Theoretical Framework 3 2.1 Cognitive Context 4 2.2 Ostensive-inferential Communication 5 2.3 Optimal Relevance 6 Chapter 3 Difficulties in the Interpretation of Puns in English Advertisement 8 3.1 Double Context 8 3.2 Indirectness 9 3.3 Ambiguity 10 Chapter 4 Application of Relevance Theory to the Puns in English Advertisement 11 4.1 Application of Cognitive Context to the Analysis of Context in English Advertisement 11 4.2 Application of Ostensive-inferential Communication to the Mutual Manifestation between the Advertisers and the Audience 12 4.3 Application of Optimal Relevance to the Reduce of Ambiguity in English Advertisement 14 Chapter 5 Conclusion 16 Bibliography 18 Acknowledgements 19 |
