《英语广告双关语开题报告》由会员分享，可在线阅读，更多相关《英语广告双关语开题报告（7页珍藏版）》请在金锄头文库上搜索。
1、第 1 页英语广告双关语开题报告开题报告:ResearchProposalTitleofMyThesis:PunsinEnglishAdvertisementsandtheirTranslation英语广告双关语及其翻译SignificanceofStudyAdvertisementisanimportantpartofoureconomyandculturethatexertssignificantimpactonallwalksoflife.Withmoreattentionattractedbyinternationalbusiness,mostpanieswouldliketorein
2、forcetheirmarketingpowerbyinvestmentoflargequantitiesonadvertisinginthetargetcountryorarea.Accordingly,theproblemhowtheclassicoriginalversionofadvertisementcouldwintheheartsofconsumersinanothercountrybeesanewstudyingfocusintranslationfields.Besides,agreatamountofrhetoricalskillsanddevicesusedinEngli
3、shadscanimprovetheaestheticresultsandpersuasiveeffectofads,andthenpunsaremoreandmorelargelyusedinEnglishadvertisements.Ichoosethisthesisasmytitle,becauseIrealizethatthereisgreatsignificanceofthisstudy.Firstly,advertisementisakindofbriefandclearart.StudyingEnglishadsnotonlyhelpsustodevelopourcreation
4、,butalsocultivateourthinkingandabilitiesofappreciatingandinnovatingads.Ontheotherhand,Ihopethatbythischance,IcangetmoreknowledgeofthecolorfulessenceofEnglish,andIcanenhancemyprehensiveandapplyingabilitiesoforalEnglish,andIcanwidenmyEnglishthinking,andIcangetarelativelyfullknowledgeofEnglishculture,a
5、ndIcantrainmyabilitiesofflexibletranslation.Secondly,usingpunsappropriatelyinadvertisementscanenhanceadvertisementscharm,bringaboutco第 2 页nsumersimaginationandconsolidatetheirmemories.Punningisakindofplayonwords,whichreferstoarhetoricdeviceposedbythesimilarityinpronunciationanddivergenceinmeaning,so
6、astoproduceahumorouseffect.Punismorepersuasiveinadvertisingthanwhathasbeenexpected,butithasneverbeenmoreplete.Howitisadoptedinadvertisingtofacilitatethelinguisticmunicationandultimatelyservetoreachtheintendedpurposes,andcognitivelycastinfluencesupontheadvertisersexpressionandtheaudiencesinterpretati
7、onoftheutterancesindiscourseisstillawonderwhichisworthmakinganattempttohaveathoroughunderstanding.Thirdly,thestudyofpunninginadvertisingmaybeofpracticalimportanceinthatitislikelytoprovideguidelinesforadvertisersonhowtoemployadvertisingpunsmoreforcefully.Itleadsustoachieveabetterunderstandingofpunsin
8、advertisingandthusenjoythem.Inconclusion,rhetoric,especiallypunning,isanartoflanguage,anditseffectcanbeexertedonlybyfaithfulandvividtranslation.Thus,tostudytranslationofpunsinEnglishadvertisementsisofimportance.LiteratureReviewMcQuarriediscussedpunsinadvertisingbroadly,asaplayortwistwithinanadvertis
9、ementsstructurethatservestoproduceanechoormultiplicationofmeaning.Forexample,arecentadvertisementshowsmensties,arrangedtoformabouquet,withtheheadlines:forgetmeknots.Anotherexample,thisforBuckscigarettes,showsacigarettepackwithapictureofastag,“HerdofThese”BasedonMcquarrie(Mcquarrie:1996),theprocessof
10、constructingaresonantadvertisementisstraightforward.Tanaka(1994)discussescovertmunicati第 3 页onintheadvertisingandtheinferentialprocessofpunsandmetaphors.AccordingtoTanaka,covertmunicationbecameoneofthestrategiestheadvertiserusestomaketheaudience“believesomethingaboutaproductwithouthertrustinginhim,o
11、rindeed,despiteherdistrustinghim”.Generallyspeaking,ithastwoadvantages:(a)theaudiencemaygetakindofpleasureoutofprocessingsomeinformation;(b)moredeeplyinvolvedintheprocessofinterpreting,theaudiencepaysmoreattentiontotheproductadvertisedandsharesalargerpartofresponsibilityinrecoveringtheadvertisersmea
12、ning;accordingly,theadvertiseradvertisercanavoidtakingcertainresponsibilityforissuesthataresociallyloaded.Intheirownwords,“covertmunicationmanipulatestriggertowhichthehumanmindishighlysusceptible.”Puns,asTanakastates,areaneffectivewayofattractingtheaudiencesattention,foritconveystwomeaningsforthepri
13、ceofoneword.Itistruethatinsomecasestheinitialmeaningofthepunsiseitherrejectedorjusthelpingtoobtainadditionalcontextualeffectsthespeakerintends.Bydenyinginitialmeaningandcreatingunexpectedconsequences,theyattractmoreattentionandgivetheaudiencemorepsychologicalsatisfaction.Undoubtedly,Tanakahasnoticed
14、thesignificanceofcontextualeffectandthegreatrole,whichcognitivefactorsplayintheadvertisermakesinproducinganadvertisement;itismostlyonthattoavoidsocialresponsibility.Shepaysmoreattentiontothecognitivefactorsthantothecontextualeffects,tryingtosurveythesociallyloadedaspectoftheadvertisersconsideration.
15、Tanakadoesnotexplicitlyaddressthequestionofho第 4 页wthemass-mediaaspectsofadvertisingaffectSperberandWilsonsmodel,basedasitismainlyonexamplesofone-to-oneoral,linguistic,synchronicmunicationtakingplaceinonespot.Workingwithinthetraditionofrhetoricalanalysis,mostChinesescholarsfocusonexpressiveeffectofa
16、dvertisingpuns.Theyallmakeuseofmanyexamplestoillustratehowpunscancontributetoadvertisingmunication.Besidesmakingaclassification,ChenChanglai(Chen:1994)concludesthattheuseofpunsistheefforttomeettheaudiencespsychologicalneeds;aestheticneedsandneedsforgoodluck.Pengjiayu(peng:1999)regardsadvertisingpunsasaformofartandemploysavarietyofexamplestotellpeoplehowtoenjoythem.Huanglei(huang:20*)studiespunsinChineseandEnglishadvertisementsbyemployingavarietyofexamples.Headoptsap
