1、 学号：05080101 广告英语中双关语的应用及其语用原则学 院 名 称： 南京师范大学 专 业 名 称： 英语教育/ 实用英语 年 级 班 别： 08 级英语教育 (1)班 姓 名： 王某某 指 导 教 师： 李某某 2012 年 5 月本科毕业论文四号黑体，此处方框请保留。本框内容不予修改中文题目，20 磅字号，宋体，加粗，居中注意填写自己相应的学号黑体，小三，居中此处时间统一填写为 2012 年 5 月此处横线部分请上下对齐此处实用班应填写：08级实用英语（5）班或08 级实用英语（6）班论文中每一页的页边距均须和本样版一致，不可随意更改。注意中英文封面、与后面（从致谢到参考文献）的页
2、边距有所区别，具体数值参照本样版各页面的页面设置中的具体数值。Applications and Pragmatic Principles of Puns in Advertising EnglishA Dissertation Submittedto School of Foreign Languages Nanjing Normal University Taizhou Collegein Partial Fulfillment of the Requirementsfor the Degree of Bachelor of ArtsByWang MoumouSupervisor：Li Mo
3、umouMay 5, 2012小三号 Times New Rome 字体，斜体小三号 Times New Rome 字体小二号,字体 Times New Roman，加粗。注意标题的字母大小写规则。南京师范大学泰州学院本科生毕业论文（设计）i空一行AcknowledgementsI 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.Hear
4、ty thanks should also be given to .Special thanks should be extended to , and , who .Times New Roman 三号，粗体，居中具体内容格式要求：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。注意英文句号为实心点。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。注意此处页码标识：从 Acknowledgements
5、到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。南京师范大学泰州学院本科生毕业论文（设计）ii空一行摘要空一行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。. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .空一行关键词：高校英语教育；性别差异；因性施教；性别平等宋体 三号 粗体 居中中文
6、摘要的正文部分：宋体 小四 1.5 倍行距，段前段后 0 磅，两端对齐摘要是全文的浓缩，主要讲文章写了什么，字数保持在 150 字左右。不要使用“我认为”等词语。顶格，宋体 小四 粗体 具体关键词：宋体 小四，用分号连接。关键词一般有 3-5 个，不可过多，不要使用文章以外的文字。注意：中英文摘要、目录、正文、参考文献等均需要另起一页，不可与其他内容连在一起。南京师范大学泰州学院本科生毕业论文（设计）iii空一行Abstract空一行This dissertation is based on the studies of second language acquisition and many
7、 current motivation theories. . . . . . . .空一行Keywords : college English education; gender differences; teaching by gender; gender equality中文摘要和关键词与英文摘要和关键词，在内容上要保持一致。英文摘要的正文部分：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，两端对齐关键词正文部分：Times New Roman，四号，1.5 倍行距，段前段后0 磅。如需转行，请上下对齐。Times New Roman
8、标题-三号粗体 居中Times New Roman 四号 粗体 南京师范大学泰州学院本科生毕业论文（设计）iv空一行Contents空一行1. Introduction12. Literature Review22.1 The definition of pun.22.2 The functions of pun.32.3 The definition of advertisement.43. Applications of Puns in Advertising English .53.1 Pun on homophone.53.2 Pun on polysemy .63.3 Pun on
9、complete homonym.73.4 Pun on parody.73.5 Pun on grammar.84. Pragmatic Principles of Puns in Advertising English.94.1 Cooperative principle104.2 Relevance theory.114.3 Economy principle.135. Conclusion.14References.15标题 Times New Roman 三号，加粗，居中目录正文部分：Times New Roman 四号 1.5 倍行距，段前段后 0 磅；大章节标题粗体、 顶格；大、
10、小章节及页码部分注意上下对齐。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）11. 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 peoples life. As a specific part of advertiseme
11、nts, 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.
12、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, 2
13、004:32) 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 ReviewBelonging to physiological and social factors,
14、 gender is one of important factors that influence the effects in college English learning. M. Mider finds that females 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 al
15、so have confirmed that among English majors, female students do much better than male students. So, we can obviously find gender differences in English learning. 2.1 The definition of punEnglish pun, the word was first used by Dryden. The use of puns in the 18th century is considered a “decadent” in
16、 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 标题：Times New Roman 三号粗体顶格。标题行的行距固定值22 磅，段前段后间距 均选择“空一行”。正文字数在 3000 个单词左右。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
17、，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。南京师范大学泰州学院本科生毕业论文（设计）2空一行（大章节之间需要空一行，小章节之间无需空行）3. Applications of Puns in Advertising English Pun, a figure of speech, is al
18、so 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
19、 and vivid. There are several applications of puns in advertising English.3.1 Pun on homophoneOxford 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 th
20、is 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.3.2 Pun on polysemy “While different wor
21、ds 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.3.3 Pun on co
22、mplete homonymComplete 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.南京师范大学泰州学院本科生毕业论文（设计）33.4 Pun on parody“Parody is a piece of writing, music, acting, etc. that delibera
23、tely 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
24、 advertisement designers are sharp-minded and imaginative. They change a part of the expressions and put their ideas into them to achieve sensational effect. 空一行（大章节之间需要空一行，小章节之间无需空行）4. Pragmatic Principles of Puns in Advertising English Advertisement is an important component in our daily. In order
25、 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 空一行（大章节之间需要空一行，小章节之间无需空行）5. Conclusion Advertise
26、ment is a way for the company to propagate their products. 南京师范大学泰州学院本科生毕业论文（设计）4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)
27、.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.Times N
28、ew Roman 三号 粗体 居中参考文献应另起一页，不可与正文相连接参考文献中：1.英文的书名、杂志名、字典名需要斜体，英文论文名、学报名等不需要斜体。2.中文的书名、杂志名、字典名、论文名、学报名均不需要斜体，但是应该加书名号。3.引用资料的页码范围均在正文部分插注中注明，在 references 中不再注出。4.尽量使用原著，少用或不用网上资料。网上资料只能作参考。5. 具体示例如下：1 英文作者姓，名. 英文引用文献名. 出版社地址：出版社，年份.2 中文作者姓名 1，姓名 2，姓名 3. 引用文献名. 期刊名，年份.3 中文作者姓名. 引用文献书名. 出版社地址：出版社，年份.6.
29、注意 : 参考文献中的句号均为实心点。文献无需标明属性，如【M】 ， 【J】等。如果期刊有期数，则在年份后加上小括号，内注具体期数。7. 参考文献中，英文作者如果有中间名，则将中间名缩写，例如 Geoffrey N. Leech 应缩写为 Leech, G. N. 。各条目加编号1 2 以第一个词的首字母顺序排列。编号后空一格，再输入具体内容。英文书目 Times New Roman 12磅 行距固定值 22 磅； 首行顶格，回行不要缩进，上下对齐；中文书目位于英文后，以第一个词的首字母顺序排列。采用五号宋体，中文也须以实心点为句号。参考文献中的内容应与正文中一一对应，不可写在正文中未引用过的资料名。参考文献数量可在 10 个左右。
