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注意填寫(xiě)自己相應(yīng)的學(xué)號(hào) 本科畢業(yè)論文 學(xué)號(hào)：05080101 四號(hào)黑體，此處方框請(qǐng)保留。本框內(nèi)容不予修改 中文題目，20磅字號(hào)，宋體，加粗，居中 廣告英語(yǔ)中雙關(guān)語(yǔ)的 應(yīng)用及其語(yǔ)用原則 論文中每一頁(yè)的頁(yè)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(xiàn)）的頁(yè)邊距有所區(qū)別，具體數(shù)值參照本樣版各頁(yè)面的頁(yè)面設(shè)置中的具體數(shù)值。 此處橫線部分請(qǐng)上下對(duì)齊 黑體，小三，居中 學(xué) 院 名 稱： 南京師范大學(xué) 專 業(yè) 名 稱： 英語(yǔ)教育/實(shí)用英語(yǔ) 年 級(jí) 班 別： 08級(jí)英語(yǔ)教育 (1)班 姓 名： 王某某 指 導(dǎo) 教 師： 李某某 此處時(shí)間統(tǒng)一填寫(xiě)為2012年5月 此處實(shí)用班應(yīng)填寫(xiě)：08級(jí)實(shí)用英語(yǔ)（5）班或08級(jí)實(shí)用英語(yǔ)（6）班 2012 年 5 月 小二號(hào),字體Times New Roman，加粗。注意標(biāo)題的字母大小寫(xiě)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(hào)Times New Rome字體，斜體 By Wang Moumou 小三號(hào)Times New Rome字體 Supervisor： Li Moumou May 5, 2012 iv 南京師范大學(xué)泰州學(xué)院本科生畢業(yè)論文（設(shè)計(jì)） Times New Roman 三號(hào)，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(yè)碼標(biāo)識(shí)：從Acknowledgements到contents結(jié)束均采用羅馬數(shù)字i, ii, iii, iv, v 正文部分和參考文獻(xiàn)采用阿拉伯?dāng)?shù)字1,2,3,4等。 Note：本部分內(nèi)容字?jǐn)?shù)200個(gè)單詞左右。除指導(dǎo)老師外，需要感謝的人當(dāng)然還有很多很多。但篇幅有限，只能寫(xiě)出幾位給你最直接幫助的人，如任課老師、班主任、圖書(shū)館老師、同學(xué)或父母等。 具體內(nèi)容格式要求：英文段首空格為四個(gè)字母，Times New Roman，四號(hào)，1.5倍行距，段前段后0磅，兩端對(duì)齊。注意英文句號(hào)為實(shí)心點(diǎn)。 空一行 注意：中英文摘要、目錄、正文、參考文獻(xiàn)等均需要另起一頁(yè)，不可與其他內(nèi)容連在一起。 宋體 三號(hào) 粗體 居中 摘要 空一行 本文是以第二語(yǔ)言習(xí)得研究的理論為基礎(chǔ)，并綜合當(dāng)前諸多的動(dòng)機(jī)理論研究成果，從語(yǔ)言學(xué)、生理學(xué)、心理學(xué)、社會(huì)學(xué)和教育學(xué)的角度分析了我國(guó)高校英語(yǔ)教育的性別差異現(xiàn)象及其原因和影響，揭示了性別平等在我國(guó)教育中的缺失。. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 空一行 關(guān)鍵詞：高校英語(yǔ)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(duì)齊 摘要是全文的濃縮，主要講文章寫(xiě)了什么，字?jǐn)?shù)保持在150字左右。不要使用“我認(rèn)為”等詞語(yǔ)。 具體關(guān)鍵詞：宋體 小四，用分號(hào)連接。關(guān)鍵詞一般有3-5個(gè)，不可過(guò)多，不要使用文章以外的文字。 空一行 Times New Roman 標(biāo)題-三號(hào)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(gè)字母，Times New Roman，四號(hào)， 1.5倍行距，段前段后0磅，兩端對(duì)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(guān)鍵詞正文部分：Times New Roman，四號(hào)，1.5倍行距，段前段后0磅。如需轉(zhuǎn)行，請(qǐng)上下對(duì)齊。 Times New Roman 四號(hào) 粗體 中文摘要和關(guān)鍵詞與英文摘要和關(guān)鍵詞，在內(nèi)容上要保持一致。 空一行 標(biāo)題Times New Roman 三號(hào)，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(hào) 1.5倍行距，段前段后0磅； 大章節(jié)標(biāo)題粗體、 頂格；大、小章節(jié)及頁(yè)碼部分注意上下對(duì)齊。大小章節(jié)部分的大小寫(xiě)參照上面示例。序號(hào)統(tǒng)一使用1,1.1, 1.1.1的模式。 南京師范大學(xué)泰州學(xué)院本科生畢業(yè)論文（設(shè)計(jì)） 標(biāo)題：Times New Roman 三號(hào)粗體頂格。標(biāo)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?jǐn)?shù)在3000個(gè)單詞左右。正文部分的除標(biāo)題行外的其他內(nèi)容：英文段首空格為四個(gè)字母，Times New Roman 四號(hào)1.5倍行距，段前段后0磅，兩端對(duì)齊；英文句號(hào)為實(shí)心點(diǎn)。 1. Introduction 插注的括號(hào)內(nèi)的內(nèi)容如下： 中文參考文獻(xiàn)如下：（中文作者姓名，出版年份：引用頁(yè)碼）； 英文參考文獻(xiàn)：（英文作者姓，出版年份：引用頁(yè)碼）。 如果作者過(guò)多，則只需寫(xiě)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(wú)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(kāi)頭縮進(jìn)4個(gè)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(wú)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(wú)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(wú)需空行） 5. Conclusion Advertisement is a way for the company to propagate their products. ………………… Times New Roman 三號(hào) 粗體 居中 參考文獻(xiàn)應(yīng)另起一頁(yè)，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(yǔ)中雙關(guān)語(yǔ)的運(yùn)用技巧》. 邢臺(tái)學(xué)院學(xué)報(bào), 2006(3). [8] 胡一. 《廣告英語(yǔ)的修辭魅力》. 英語(yǔ)學(xué)習(xí), 1999. [9] 李中行. 《廣告英語(yǔ)》. 湖南：湖南教育出版社, 1986. [10] 裴燕萍. 《從語(yǔ)用原則看廣告雙關(guān)語(yǔ)》. 洛陽(yáng)工業(yè)高等?？茖W(xué)院學(xué)報(bào), 2007(4). [11] 宋宏. 《廣告英語(yǔ)閱讀與欣賞》. 北京：北京國(guó)防工業(yè)出版社, 2006. [12] 王燕希. 《廣告英語(yǔ)一本通》. 北京：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)出版社, 2004. [13] 項(xiàng)東成. 《試談廣告英語(yǔ)中的復(fù)義》. 山東外語(yǔ)教學(xué), 1996. [14] 周紅. 《英語(yǔ)廣告雙關(guān)語(yǔ)的運(yùn)用技巧及其語(yǔ)用功能》. 國(guó)際關(guān)系學(xué)院學(xué)報(bào), 2005(1). [15] 周曉, 周怡. 《現(xiàn)代廣告英語(yǔ)》. 上海：上海外語(yǔ)教育出版社, 1998. 各條目加編號(hào)[1] [2]以第一個(gè)詞的首字母順序排列。編號(hào)后空一格，再輸入具體內(nèi)容。 英文書(shū)目Times New Roman 12磅 行距固定值22磅； 首行頂格，回行不要縮進(jìn)，上下對(duì)齊； 中文書(shū)目位于英文后，以第一個(gè)詞的首字母順序排列。采用五號(hào)宋體，中文也須以實(shí)心點(diǎn)為句號(hào)。 參考文獻(xiàn)中的內(nèi)容應(yīng)與正文中一一對(duì)應(yīng)，不可寫(xiě)在正文中未引用過(guò)的資料名。參考文獻(xiàn)數(shù)量可在10個(gè)左右。 參考文獻(xiàn)中： 1.英文的書(shū)名、雜志名、字典名需要斜體，英文論文名、學(xué)報(bào)名等不需要斜體。 2.中文的書(shū)名、雜志名、字典名、論文名、學(xué)報(bào)名均不需要斜體，但是應(yīng)該加書(shū)名號(hào)。 3.引用資料的頁(yè)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(wǎng)上資料。網(wǎng)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(xiàn)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(xiàn)名. 期刊名，年份. [3] 中文作者姓名. 引用文獻(xiàn)書(shū)名. 出版社地址：出版社，年份. 6. 注意: 參考文獻(xiàn)中的句號(hào)均為實(shí)心點(diǎn)。文獻(xiàn)無(wú)需標(biāo)明屬性，如【M】，【J】等。如果期刊有期數(shù)，則在年份后加上小括號(hào)，內(nèi)注具體期數(shù)。 7. 參考文獻(xiàn)中，英文作者如果有中間名，則將中間名縮寫(xiě)，例如 Geoffrey N. Leech應(yīng)縮寫(xiě)為 Leech, G. N. 。 4