On the Interpretation of Puns in English Advertisements from the Perspective of Relevance Theory开题报告

 2022-08-13 14:31:23

1. 研究目的与意义

As one of the important products of modern economic society, advertising has attracted extensive attention and can be found everywhere in today''''s world. In order to spread effective information to the public in the most economical way in limited space and time, advertisers are keen to use skills to promote sales, including puns. Pun, which is characterized with ambiguous and dual contextual, violates the conversational principle but is still widely used by advertisers.

Puns, with its attracting glamour, not only has its own rich language features, but also gives advertising language extraordinary effect, which is worthy of further study. Over the years, numerous studies have been done from the perspectives of rhetoric, pragmatics, which illustrate the language features, aesthetic values and pragmatical functions of puns in English advertising. However, the specific process of audience''''s successful comprehension of the connotation that advertisers want to express and the influencing factors of achieving the best relevance effect haven’t been illustrated clearly. The Relevance Theory is both communication-oriented and cognition-oriented, which derives from the Grice’s Pinciple, is persuasive for the study of puns.

Based on the Relevance Theory, this paper is going to deeply probe into puns in English advertisements, which may rationally explain why puns is of great popularity among English advertising and provide advertisers with several angles to improve the application effect of advertising puns.

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2. 研究内容和预期目标

Research problem：Based on the Relevance Theory, this paper is going to deeply probe into puns in English advertisements, which may rationally explain why puns is of great popularity among English advertising and provide advertisers with several angles to improve the application effect of advertising puns.

The key issue to be solved：Illustrate the specific process of audience''''s successful comprehension of the connotation that advertisers want to express, and, based on three main elements of this cognitive process, analyze how to improve the effect of advertising puns.

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3. 国内外研究现状

2.1 Theoretical Framework: Relevance Theory(RT)

Relevance Theory was officially put forward by Dan Sperber and Deirdre Wilson in their book Relevance: Communication and Cognition in 1986. It is a cognitive theory which not only derives from but also an improvement and supplement of Grice’s principle theory. It is a significant theoretical basis on which we can successfully analyze the communication in puns in English advertisements. This part will introduce several key elements of the RT as a foundation of further application of the RT to puns in English advertisements.

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4. 计划与进度安排

1．November 25, 2020 the selection of topics；

2．December 16, 2020 opening report；

3．March 19, 2021 the first draft;

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5. 参考文献

Attardo, S. (2018). Universals in puns and humorous wordplay. In Winter-Froemel E. amp; Thaler V. (Eds.), Cultures and Traditions of Wordplay and Wordplay Research (pp. 89-110). Berlin; Boston: De Gruyter. Retrieved December 6, 2020, from http://www.jstor.org/stable/j.ctvbkjv1f.7

Sperber, D. amp; Wilson, D. (1987). Prcis of Relevance: Communication and Cognition. Behavioral and Brain Sciences 10(4), 697-710.

Mioduszewska, E. (1987). Bookreviews: Sperber, Dan and Wilson, D. 1986: Relevance: communication and cognition. Oxford: Basil Blackwell, 279 pp. Second Language Research 3(2), 167-174.

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