广告双关语的语境顺应性分析-外国语言学与应用语言学专业论文.docxVIP

Abstract Pun is a figure of speech commonly used in English, in which some features in sound, form or meaning of a word, phrase or sentence are exploited on purpose to produce aesthetic sense in sound, form or meaning. Therefore, pun possesses peculiar rhetorical and pragmatic effects. Due to this point, pun is widely applied in advertising language to promote sales. So far, many scholars have made studies on advertising puns from the perspective of rhetoric, semantics, cognitive linguistics and pragmatics. These previous studies have great value for people to know and understand puns in advertising correctly and deeply. The thesis holds that pun is a kind of linguistic choice made by the advertisers to adapt to the context and a linguistic strategy to achieve specific communicative goal. It has theoretical and practical significance to make the systematic analysis of advertising puns in the framework of Adaptation Theory. According to the theory, the context can be classified into communicative context and linguistic context. The thesis mainly focuses on the adaptation of advertising puns to communicative context and linguistic context. The thesis believes that advertising puns can be regarded as a result of linguistic choice-making consciously. During the process, the advertisers intentionally make the communicative context dynamically adapt to the audience?s psychological need. The audience also spontaneously make adaptation to the linguistic context involved in advertising language. First, the adaptation of advertising puns is analyzed from the perspective of communicative context including mental world, social world and physical world. The adaptation to mental world can be divided into two parts: adaptation to advertisers? mental world and adaptation to audience?s mental world. The former refers to adaptation to the advertiser?s motivation. The advertisers must pay much attention to the linguistic choices to attain their objectives. The latter refers to adapta