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1、畢業(yè)論文（設(shè)計(jì)）PuninAdvertisingEnglish1.Introduction12.Literaturereviewofpun32.1Thedefinitionandgeneralfeaturesofpun32.2Thepragmaticapproachtoadvertisingpun42.2.1Grice’sfourmaximsofco-operation42.2.2Leech’seconomyprincipleandclarityprinciple52.2.3SperberandWilson’
2、srelevancetheory63.Classificationofpun63.1Homophonicpun63.2Semanticpun83.3Grammaticalpun93.4Idiomaticpun104.Functionsofpuninadvertisements124.1Informationconveying124.2Attentionattracting134.3Makingadvertisementsbrief144.4Makingadvertisementsaesthetic144.5M
3、akingadvertisementspolite155.Variationandderivationofadvertisingpun165.1Classificationofvariationandderivativeinadvertisingpun175.1.1Embeddingpun175.1.2Creatingpun185.1.3Punrelatingwithparody185.2Effectsofvariationandderivative196.Translationofadvertisingpu
4、n216.1Literaltranslation216.2Freetranslation226.3Combinationofliteraltranslationandfreetranslation237.Conclusion24References251.IntroductionWiththedevelopmentofsocietyandeconomy,advertisementshavebeeninfiltratingthrougheveryfieldofthesocietyandhavebecomeone
5、oftheessentialpartsinpeople’slife.Nomatteritisbusinessadvertisementornon-profit25畢業(yè)論文（設(shè)計(jì)）advertisement,advertisementmakingisacomprehensiveart.Thisartneedsmuchmoreskillsandtechniquesthanotherartsdo,foritisthecombinationofsociology,aesthetics,psychology,marke
6、ting,acoustics,literatureandlinguistics.Thegoalofadvertisementsistodrawconsumers’attentionandtoinspiretheirdesiretoconsume.Togetaudiences’attentiontomaketheirproductsbest-sellers,advertisersshouldwellequiptheiradvertisinglanguagewithmemoryvalue,attentionval
7、ueandreadability.Toachievetheabovevalues,differentkindsofrhetoricalmethodsareoftenusedinadvertisingEnglish.Withtheuseoftherhetoricaldevices,advertisementsaremorealive,aestheticandemotional.Punistherhetoricaldevicemostoftenusedinadvertisementsbyadvertisers.T
8、ogettoknowmoreaboutpuninadvertisingEnglish,literaturereviewandpracticalapplicationareanalyzedinthefollowing.Thedefinitionandthepragmaticapproacharecontainedintheliteraturereview.Differentlinguistsholdd
