认知语言学论文.doc

The Analysis of Pun in Chinese Advertising Based on Figure-Ground Theory [ Abstract ] The researches on the pun in advertising have been very popular in these years, which are mostly from the perspectives of pragmatic functions, aesthetic functions and translation. This thesis intends to study the interpretation mechanism of pun in Chinese advertising based on Figure-Ground Theory from the angle of the audience. [ Key words ] Chinese Advertising; Pun; Figure-Ground Theory 1. Brief Introduction of Advertising and Pun With the rapid development of international trade and information exchange, advertising is ing an even more indispensable part ofour society. We are, indeed, living in the sea of advertisements. According to the American Marketing Association, advertising is“ the non-munication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through various media. ”( 赵静, 6) There are many kinds of advertisements according to different sorts of division. And above all, the role of advertising is to inform, persuade, and remind groups of customers, or markets, about the need-satisfying value of pany ’s goods and services. This thesis specially aims at the mercial Chinese advertisements. Then, we are going to take a look atpun. As for the definition ofpun, there are also various ones given by different scholars