英語廣告雙關(guān)語及其翻譯開題報告(編輯修改稿)
2024-09-05 13:58 本頁面
【文章內(nèi)容簡介】 er advertiser can avoid taking certain responsibility for issues that are socially loaded. In their own words, “covert munication manipulates trigger to which the human mind is highly susceptible.” Puns, as Tanaka states, are an effective way of attracting the audience’s attention, for it conveys two meanings for the price of one word. It is true that in some cases the initial meaning of the puns is either rejected or just helping to obtain additional contextual effects the speaker intends. By denying initial meaning and creating unexpected consequences, they attract more attention and give the audience more psychological satisfaction. Undoubtedly, Tanaka has noticed the significance of contextual effect and the great role, which cognitive factors play in the advertiser makes in producing an advertisement。 it is mostly on that to avoid social responsibility. She pays more attention to the cognitive factors than to the contextual effects, trying to survey the socially loaded aspect of the advertisers’ consideration. Tanaka does not explicitly address the question of how the massmedia aspects of advertising affect Sperber and Wilson’s model, based as it is mainly on examples of onetoone oral, linguistic, synchronic munication taking place in one spot.Working within the tradition of rhetorical analysis, most Chinese scholars focus on expressive effect of advertising puns. They all make use of many examples to illustrate how puns can contribute to advertising munication.Besides making a classification, Chen Changlai (Chen: 1994) concludes that the use of puns is the effort to meet the audience’s psychological needs。 aesthetic needs and needs for good luck.Peng jiayu (peng: 1999) regards advertising puns as a form of art and employs a variety of examples to tell people how to enjoy them.Huang lei (huang: 2000) studies puns in Chinese and English advertisements by employing a variety of examples. He adopts a parative method to investigate
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