英语专业学士毕业论文格式

年级班

姓

指导教

2012

Applications and Pragmatic Principles of Puns in Advertising English

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

Wang Moumou Supervisor：

Li Moumou May5,2012

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空一行Acknowledgements

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 …………………………………………………………………………………………...…..…………………………………………………………….Times New Roman

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点。Note：本部分内容字数200个单词左右。除指导老师外，需要感谢的人当然还有很多很多。但篇幅有限，只能写出几位给你最直

接帮助的人，如任课老师、班主

任、图书馆老师、同学或父母等。

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contents 结束均采用罗马数字i,ii,iii,iv,v 正文部分

和参考文献采用阿拉伯数字1,2,3,4等。

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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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关键词：高校英语教育；性别差异；因性施教；性别平等

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This dissertation is based on the studies of second language acquisition and many current motivation theories....

......

空一行Keywords :college English education;gender differences;teaching by gender;

gender equality

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1.Introduction (1)

2.Literature Review (2)

2.1The definition of pun (2)

2.2The functions of pun (3)

2.3The definition of advertisement (4)

3.Applications of Puns in Advertising English (5)

3.1Pun on homophone (5)

3.2Pun on polysemy (6)

3.3Pun on complete homonym (7)

3.4Pun on parody (7)

3.5Pun on grammar (8)

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

4.1Cooperative principle (10)

4.2Relevance theory (11)

4.3Economy principle (13)

5.Conclusion (14)

References (15)

目录正文部分：Times New Roman四号 1.5倍行

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分注意上下对齐。大小章节部分的大小写参照上

面示例。序号统一使用1,1.1,1.1.1的模式。

南京师范大学泰州学院本科生毕业论文（设计）1.Introduction

With the development of global economy,advertisements have been 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 and radio broadcast;etc”.(王燕希,2004:32)Advertising English,as an applied language,has its own linguistic style ...................................................................

空一行（大章节之间需要空一行，小章节之间无需空行）2.Literature Review

Belonging to physiological and social factors,factors that influence the effects in college English learning.M.Mider finds that female’s language ability is superior to male in almost all cultural backgrounds.

Chinese scholars,like Yang Chaomei,Zhang Bin and Du Cuiqin,whose data analysis and quantitative study also have confirmed that among English majors,female students do much better than male students.So,we can obviously find

gender differences in English learning.

2.1The 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 空一行（大章节之间需要空一行，小章节之间无需空行）

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格。标题行的行距固定值22磅，段前段后间

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正文部分的除标题行外的其他内容：英文段首空格为四个字母，Times New Roman 四号1.5倍行距，段前段后0磅，两端对齐；英文句号为实心点。正文部分每节开头缩进4个字母位置段前段后0行插注的括号内的内容如下：

中文参考文献如下：（中文作者姓名，出版年份：引用页码）；

英文参考文献：（英文作者姓，出版年份：引用页码）。如果作者过多，则只需写出第一作者的

姓名，再在其后加上“等”即可。

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.

3.1Pun 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.

…………………

3.2Pun 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.

3.3Pun 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.

…………………

3.4Pun 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.

…………………

空一行References 空一行

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

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

University Press,1986.

………………………

[7]顾锡涛.《广告英语中双关语的运用技巧》.邢台学院学报,2006(3).

[8]胡一.《广告英语的修辞魅力》.英语学习,1999.

[9]李中行.《广告英语》.湖南：湖南教育出版社,1986.

[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.

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