文摘
英文文摘
大连海事大学学位论文原创性声明和使用授权说明
Chapter One Introduction
1.1 Introduction to Advertising Puns
1.2 The Reasons Why the Author Chooses the Research
1.3 Significance and Objectives of the Study
1.4 Outline of the Thesis
Chapter Two Literature Review on Puns
2.1 The Definition and the General Features of Puns
2.1.1 Ambiguity
2.1.2 The Double Context
2.2 The Implicature of Advertising Puns
2.3 Puns and Relevance Theory
2.4 Previous Researches on Advertising Puns
2.5 The Pragmatic Approach to Advertising Puns
Chapter Three Research Method
3.1 Data Collection
3.2 Classification of Puns
3.3 Pragmatic Classification of Puns
3.3.1 Information Conveying
3.3.2 Attention Attracting
3.3.3 Making Advertisement Brief
3.3.4 Making Advertisement Aesthetic
3.3.5 Avoiding Social Taboos
Chapter Four Data Analysis and Discussion of Puns in Advertising
4.1 Formal Analysis of Puns
4.2 Pragmatic Analysis of Puns in Advertisement
4.3 Analysis of Puns from Relevance Theory
4.4.1 Puns with Two Communicated Meanings
4.4.2 Nonsense Puns
Chapter Five Conclusion
5.1 Major Findings
5.2 Implications
5.3 Limitation of the Study
5.4 Suggestions for Future Research
References
Appendices: Examples of Puns
Publication
Acknowledgements
Resume
