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注意填寫自己相應的學號 本科畢業(yè)論文 學號：05080101 四號黑體，此處方框請保留。本框內容不予修改 中文題目，20磅字號，宋體，加粗，居中 廣告英語中雙關語的 應用及其語用原則 論文中每一頁的頁邊距均須和本樣版一致，不可隨意更改。注意中英文封面、與后面（從致謝到參考文獻）的頁邊距有所區(qū)別，具體數值參照本樣版各頁面的頁面設置中的具體數值。 此處橫線部分請上下對齊 黑體，小三，居中 學 院 名 稱： 南京師范大學 專 業(yè) 名 稱： 英語教育/實用英語 年 級 班 別： 08級英語教育 (1)班 姓 名： 王某某 指 導 教 師： 李某某 此處時間統(tǒng)一填寫為2012年5月 此處實用班應填寫：08級實用英語（5）班或08級實用英語（6）班 2012 年 5 月 小二號,字體Times New Roman，加粗。注意標題的字母大小寫規(guī)則。 Applications and Pragmatic Principles of Puns in Advertising English A Dissertation Submitted to School of Foreign Languages Nanjing Normal University Taizhou College in Partial Fulfillment of the Requirements for the Degree of Bachelor of Arts 小三號Times New Rome字體，斜體 By Wang Moumou 小三號Times New Rome字體 Supervisor： Li Moumou May 5, 2012 iv 南京師范大學泰州學院本科生畢業(yè)論文（設計） Times New Roman 三號，粗體，居中 空一行 Acknowledgements I want to express my appreciation to many who supported my efforts in writing this dissertation during past few months. I am greatly indebted to Prof. , who………………….…………….. …………………………………………………………………….………………………….… Hearty thanks should also be given to ……………………...… …………………………………………………………………………………...….. ……………………………………………………………. Special thanks should be extended to , and , who ……… …………………………………………………………………………………...….. ……………………………………………………………. 注意此處頁碼標識：從Acknowledgements到contents結束均采用羅馬數字i, ii, iii, iv, v 正文部分和參考文獻采用阿拉伯數字1,2,3,4等。 Note：本部分內容字數200個單詞左右。除指導老師外，需要感謝的人當然還有很多很多。但篇幅有限，只能寫出幾位給你最直接幫助的人，如任課老師、班主任、圖書館老師、同學或父母等。 具體內容格式要求：英文段首空格為四個字母，Times New Roman，四號，1.5倍行距，段前段后0磅，兩端對齊。注意英文句號為實心點。 空一行 注意：中英文摘要、目錄、正文、參考文獻等均需要另起一頁，不可與其他內容連在一起。 宋體 三號 粗體 居中 摘要 空一行 本文是以第二語言習得研究的理論為基礎，并綜合當前諸多的動機理論研究成果，從語言學、生理學、心理學、社會學和教育學的角度分析了我國高校英語教育的性別差異現象及其原因和影響，揭示了性別平等在我國教育中的缺失。. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 空一行 關鍵詞：高校英語教育；性別差異；因性施教；性別平等 頂格，宋體 小四 粗體 中文摘要的正文部分：宋體 小四 1.5倍行距，段前段后0磅，兩端對齊 摘要是全文的濃縮，主要講文章寫了什么，字數保持在150字左右。不要使用“我認為”等詞語。 具體關鍵詞：宋體 小四，用分號連接。關鍵詞一般有3-5個，不可過多，不要使用文章以外的文字。 空一行 Times New Roman 標題-三號粗體 居中 Abstract 空一行 英文摘要的正文部分：英文段首空格為四個字母，Times New Roman，四號， 1.5倍行距，段前段后0磅，兩端對齊 This dissertation is based on the studies of second language acquisition and many current motivation theories. . . . . . .. . . 空一行 Keywords : college English education; gender differences; teaching by gender; gender equality 關鍵詞正文部分：Times New Roman，四號，1.5倍行距，段前段后0磅。如需轉行，請上下對齊。 Times New Roman 四號 粗體 中文摘要和關鍵詞與英文摘要和關鍵詞，在內容上要保持一致。 空一行 標題Times New Roman 三號，加粗，居中 Contents 空一行 1. Introduction……………………………………………………………………1 2. Literature Review……………………………………………………………2 2.1 The definition of pun…………………………………………………………...2 2.2 The functions of pun…………………………………………………………....3 2.3 The definition of advertisement………………………………………………...4 3. Applications of Puns in Advertising English ………………………………...5 3.1 Pun on homophone…………………………………………………………….5 3.2 Pun on polysemy …………………………………………………………........6 3.3 Pun on complete homonym…………………………………………………...7 3.4 Pun on parody…………………………………………………………………..7 3.5 Pun on grammar………………………………………………………………..8 4. Pragmatic Principles of Puns in Advertising English……………………….9 4.1 Cooperative principle…………………………………………………………10 4.2 Relevance theory……………………………………………………………...11 4.3 Economy principle…………………………………………………………….13 5. Conclusion……………………………………………………………………..14 References………………………………………………………………………...15 目錄正文部分：Times New Roman 四號 1.5倍行距，段前段后0磅； 大章節(jié)標題粗體、 頂格；大、小章節(jié)及頁碼部分注意上下對齊。大小章節(jié)部分的大小寫參照上面示例。序號統(tǒng)一使用1,1.1, 1.1.1的模式。 南京師范大學泰州學院本科生畢業(yè)論文（設計） 標題：Times New Roman 三號粗體頂格。標題行的行距固定值22磅，段前段后間距 均選擇“空一行”。 正文字數在3000個單詞左右。正文部分的除標題行外的其他內容：英文段首空格為四個字母，Times New Roman 四號1.5倍行距，段前段后0磅，兩端對齊；英文句號為實心點。 1. Introduction 插注的括號內的內容如下： 中文參考文獻如下：（中文作者姓名，出版年份：引用頁碼）； 英文參考文獻：（英文作者姓，出版年份：引用頁碼）。 如果作者過多，則只需寫出第一作者的姓名，再在其后加上“等”即可。 With the development of global economy, advertisements have been infiltrating through every field of the society and have become one of the essential parts in people’s life. As a specific part of advertisements, language can express the idea by print, radio, TV or Internet. Since English is one of the most widely used languages in the world, advertising English is also becoming an indispensable part in our daily life. In modern age, people find themselves surrounded by various advertisements each day. An American writer writes: “We find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and long main streets, colorful pictures painted on buses, pamphlets sent to every house, advertisement jammed between TV programs and radio broadcast; etc”. (王燕希, 2004:32) Advertising English, as an applied language, has its own linguistic style . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .. . . . . . . 空一行（大章節(jié)之間需要空一行，小章節(jié)之間無需空行） 2. Literature Review Belonging to physiological and social factors, gender is one of important factors that influence the effects in college English learning. M. Mider finds that female’s language ability is superior to male in almost all cultural backgrounds. 正文部分每節(jié)開頭縮進4個字母位置 段前段后0行 Chinese scholars, like Yang Chaomei, Zhang Bin and Du Cuiqin, whose data analysis and quantitative study also have confirmed that among English majors, female students do much better than male students. So, we can obviously find gender differences in English learning. 2.1 The definition of pun English pun, the word was first used by Dryden. The use of puns in the 18th century is considered a “decadent” in tact. Oxford English Dictionary defines pun as “The use of a word in such a way as to suggest two or more meanings or different association, or the use of two or more words of the same or nearly the 空一行（大章節(jié)之間需要空一行，小章節(jié)之間無需空行） 3. Applications of Puns in Advertising English Pun, a figure of speech, is also called paronomasia, which comes from the Latin word------paronomazein, meaning “call in different names”. Pun is a commonly used rhetorical device, which is also a form of humor. Advertisers use the polysemous, or homonymous relation of a language ingeniously to make the expressions implicit, humorous and vivid. There are several applications of puns in advertising English. 3.1 Pun on homophone Oxford Advanced Dictionary defines “homophone” as that “homophone is a word that is pronounced like another word but has a different spelling or meaning”. Homophone is in advertisers’ good graces, because this type of pun has a humorous and lively linguistic style, which is full of appeal and can give the customers an impression. The advertisers are always trying their best to make puns on homophone. There are some instances to explain how this type of pun works. ………………… 3.2 Pun on polysemy “While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what ……… With the aid of some context and the polysemic words, it always produces literary meaning as well as connotations. This kind of pun also improves the effect of advertising expression. 3.3 Pun on complete homonym Complete homonym means the words that are identical in both sound and spelling. This application of pun is also very common. It makes the advertisements full of interests and witness. ………………… 3.4 Pun on parody “Parody is a piece of writing, music, acting, etc. that deliberately copies the style of sb/sth in order to be amusing”. (“parody”)（Leech, 1983: 122） Pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings. English has a lot of well-known phrases, idioms and sayings. They have become one of the aspects of the English culture. The advertisement designers are sharp-minded and imaginative. They change a part of the expressions and put their ideas into them to achieve sensational effect. ………………… 空一行（大章節(jié)之間需要空一行，小章節(jié)之間無需空行） 4. Pragmatic Principles of Puns in Advertising English Advertisement is an important component in our daily. In order to achieve some goal or effect, advertisers always use pun to make the advertisements vague but interesting and lively. From the analyses above, people can understand that a pun usually uses one word in a sentence relating to double meanings, surface ………………… 空一行（大章節(jié)之間需要空一行，小章節(jié)之間無需空行） 5. Conclusion Advertisement is a way for the company to propagate their products. ………………… Times New Roman 三號 粗體 居中 參考文獻應另起一頁，不可與正文相連接 空一行 References 空一行 [1] Leech, G..N.. Principles of pragmatics. London: Longman, 1983. [2] Sperber & Wilson. Relevance: Communication and Cognition. Cambridge: Cambridge University Press, 1986. ……………………… [7] 顧錫濤. 《廣告英語中雙關語的運用技巧》. 邢臺學院學報, 2006(3). [8] 胡一. 《廣告英語的修辭魅力》. 英語學習, 1999. [9] 李中行. 《廣告英語》. 湖南：湖南教育出版社, 1986. [10] 裴燕萍. 《從語用原則看廣告雙關語》. 洛陽工業(yè)高等?？茖W院學報, 2007(4). [11] 宋宏. 《廣告英語閱讀與欣賞》. 北京：北京國防工業(yè)出版社, 2006. [12] 王燕希. 《廣告英語一本通》. 北京：對外經濟貿易大學出版社, 2004. [13] 項東成. 《試談廣告英語中的復義》. 山東外語教學, 1996. [14] 周紅. 《英語廣告雙關語的運用技巧及其語用功能》. 國際關系學院學報, 2005(1). [15] 周曉, 周怡. 《現代廣告英語》. 上海：上海外語教育出版社, 1998. 各條目加編號[1] [2]以第一個詞的首字母順序排列。編號后空一格，再輸入具體內容。 英文書目Times New Roman 12磅 行距固定值22磅； 首行頂格，回行不要縮進，上下對齊； 中文書目位于英文后，以第一個詞的首字母順序排列。采用五號宋體，中文也須以實心點為句號。 參考文獻中的內容應與正文中一一對應，不可寫在正文中未引用過的資料名。參考文獻數量可在10個左右。 參考文獻中： 1.英文的書名、雜志名、字典名需要斜體，英文論文名、學報名等不需要斜體。 2.中文的書名、雜志名、字典名、論文名、學報名均不需要斜體，但是應該加書名號。 3.引用資料的頁碼范圍均在正文部分插注中注明，在references中不再注出。 4.盡量使用原著，少用或不用網上資料。網上資料只能作參考。 5. 具體示例如下： [1] 英文作者姓，名. 英文引用文獻名. 出版社地址：出版社，年份. [2] 中文作者姓名1，姓名2，姓名3. 引用文獻名. 期刊名，年份. [3] 中文作者姓名. 引用文獻書名. 出版社地址：出版社，年份. 6. 注意: 參考文獻中的句號均為實心點。文獻無需標明屬性，如【M】，【J】等。如果期刊有期數，則在年份后加上小括號，內注具體期數。 7. 參考文獻中，英文作者如果有中間名，則將中間名縮寫，例如 Geoffrey N. Leech應縮寫為 Leech, G. N. 。 4