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广告中双关语的语用功能和运用技巧

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广告中双关语的语用功能和运用技巧
时间:2022-12-07 00:19:31     小编:

[Abstract] In modern society, advertisement’s influence is universal. Pun is to add more attraction, bEing applied as a kind of figures of speech in advertisement and deeply loved by people. Pun has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc. The advertisers use brand, idiom, and phrase, etc, to form pun skillfully. From the aspect of pragmatics, pun violates the Cooperative Principle by Grice. People usually violate the maxims in four ways. The article analyses pun from the fourth way that the speaker may flout a maxim; that is, he may blatantly fail to fulfill it and to achieve some purpose. The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind.

[Key words] advertisement; pun; pragmatic maxims; pragmatic function

【摘 要】当今 社会 ,广告作为一种竞争手段无处不在,而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。双关语的表现形式多种多样,可分为一词多义双关,同音异义双关,谐音双关,仿拟双关,插图和文字双关,语法双关等。广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。但从语用学的角度去 分析 双关语,它违背了Grice提出的合作原则。合作原则的违反通常有四种情况,而本文主要从第四种进行分析双关语,即说话人公然不执行某一条准则,也就是说话人知道自己违反了一条准则,他还想让听话人知道他违反了一条准则。运用恰当的双关语产生了幽默、风趣、 经济 和警告的作用,使人享受语言的美,同时帮助厂家在激烈的竞争中立于不拜之地,获得更大收益。

【关键词】广告;双关语;语用原则;语用功能

1. Introduction

The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive. Among the figures, pun is loved deeply. Oxford Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same”.[3] A pun (also known as paronomasia) can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious. It leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability. So pun is very popular in advertisement. The article just wants to present the pragmatic function and application of pun in advertisement.

2. Types of pun in advertisement

A pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of meanings. It has several types.

2.1 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 we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] Pun on polysemy is used widely, especially with the name of the product such as the following examples:

[1] “From sharp minds. Come sharp products.”[5]

The example is an advertisement for the Sharp copier. The word “sharp” praises the consumers’ brightness, but also refers to the Sharp product. The advertisement praises the consumers who are sharp to buy the product which is sharp. The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.

[2] “Money doesn’t grow on the trees. But it blossoms at our branches. Lioyd Bank.”[6]

It is the slogan of Lioyd Bank. “branch” means “part of a tree growing out from the trunk”, but here it implies the spanision of bank”. The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits. After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.

2.2 Pun on Homonymy

“Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both. When two words are identical in sound, they are homophones. When the words are identical in spelling, they are homographs. When two words are identical in both spelling and sound, they are complete homonyms.”[7] The follow instances will explain that:

[3] “ ‘VIPs’ an atomical comfort.

Variable Impact Pressure Sole”[8]

The advertisement of sportshoes uses the homophonic word “VIPs”. As we know, VIP usually stands for “ very important persons”, while, here, it stands for “Variable Impact Pressure Sole”. It implies if you use VIPs, you will be a VIP. The word “VIPs’ motivates the audiences’ vanity and induces them to buy the product.

[4] “Trust us. Over 5000 ears of experience.”[9]

It is an advertisement for audiphone. The literal meaning is that the product has experienced a lot of texts. While “ears” and “years” are a pair of homophone. So it implies that the product has a long history and has high quality.

[5] “Goodbuy

Winter!

100% cotton knitwear $40”[10]

It is an advertisement for the sale of winter clothes. The advertisement seems to people that it s a good and cheap to buy cotton knitwear. But when the audiences read “goodbuy winter” together, they will understand the good use of pun. “Goodbuy winter” sounds the same as “goodbye winter”. The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away. Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.

[6] “More sun and air for your sun and heir.”[11]

The advertisement is for a bathing beach. The advertiser uses homophone skilfully, sun vs. son, and air vs. heir. The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit. Each couple hopes their son and heir will be healthy all their life. Pun makes the advertising language sound sweet, fluent and persuasive.

2.3 Pun on Parody

“Parody is a piece of speech, writing of music that imitates the style of an author, composer, etc in an amusing and often exaggerate way.”[12] 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 are important part of everyday language spoken by the English speakers, and 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. And most of them achieve a remarkable success. The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition. As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind. So pun on parody is popular in advertisement.

[7] “A Mars a day helps you work, rest and play.”[13]

It is the slogan of Mars chocolate company. Looking at this advertisement, people will associate it with two idioms: “An apple a day keeps the doctor away” and “ All work and no play makes Jack a dull boy”. From the meanings of the two idioms, the watchword tells people that a Mars’ chocolate a day will make you not be a dull boy (make you wise) and keep the doctor away (keep fit).

[8] “Try our sweet corn, you’ll smile from ear to ear.”[14]

It is taken from the advertisement for a kind of sweet corn. The word “ear” has double meanings: the organ of hearing and the seed –bearing part of a cereal. Te idiom “ from ear to ear” also is a pun. One meaning is that people are satisfied with the product. The other one is that the consumers eat one ear by another. So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one. How can people refuse such delicious food?

[9] “All is well that ends well.”[15]

This is an idiom, but here, it is taken from an advertisement of a cigarette. “End”, as a verb, means “finish”, while, as a noun, means “cigarette butt”. The sentence means that if the cigarette ends are good that the cigarette is good.

2.4 Pun on Grammar

Many advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions. If this type of pun can be used properly, it will achieve unexpected effect.

[10] “Which lager can claim to be truly German?

This can.” [16]

It is an advertisement for Lager beer. “Can” is a modal verb. But in the advertisement, a can of beer beside it reminds people “can” has another meaning—tin. Also “Lager” refers to the name of beer. With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply.

The Coca-cola company also uses “can” to do their advertisement.

[11] “Coke refreshes you like no other can.” [17]

Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can; tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one.

2.5 Pun on Illustration and Words

A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances:

[12] “50% OFF.”[18]

It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%. The illustration and words are vivid, and attract the passers-by’ attention more easily.

[13] “Stop at two.”[19]

It is the title of an public service advertising (PSA) which the Population and community Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger. The gesture “V” means victory. So people also can understand that it is a victory to have only one child. This picture is famous, so people will remember it easily. To achieve the success of their country, people may more like to control the population.

3. Pragmatic analysis of advertisement pun

From analyses above, people can understand that a pun usually uses one word in a sentence relating to double meanings, surface meaning and implicit meanings, which is the main idea the speaker wants to convey. The advertisers like to use the double meanings to produce ambiguity. While, analyzing from pragmatic maxims, it breaches Cooperative Principle. Just look at another example:In the advertisement, “go nuts” means “go to buy nuts”, here in the advertisement, it also means “go crazy” in the daily English expression. And “Nux” is the name of the product. So it means the nuts will make you crazy if you buy them in Nux. The use of pun violates the Cooperative Principle, but what is Cooperative Principle?

3.1 Cooperative Principle “In order to explain further the cooperative principle, abbreviated as CP, Grice borrows from the German philosopher Immanuel Kant four categories: quantity, quality, relation and manner. That is, the CP is specified from four aspects. And the content of each category is known as maxim.a. Make your contribution as informative as is required (for the current purpose of the exchange)

b. Do not make your contribution more informative than is required”[23]

That is to say the quantity of the information you give must suit for the requirement, no less, no more. For instance, if you go to buy one pen, but the assistant gives you two pens, he breaches the Quantity. Because he should give one pen to you that you want.a. Do not say what you believe to be false

b. Do not say that for which you lack adequate evidence”[24]

It means that the speaker can’t tell lies but only can say that which has been proved to be right fact. However , if the speaker thinks what he says is right, but in fact it is false, he still obeys the principle. Give you an example, if someone asks you to go shopping with him, but you don’t like to, so you tell him that you have a meeting tonight. At this time, you violate Quality, for you have told lies to your friend. That means what you say must be relevant. For example, when you are hungry, you don’t expect you partner giving you a book, but a cake, because cake is relevant to your feeling at this situation.

3.1.4 “Manner

a. Avoid obscurity of expression

b. Avoid ambiguity

c. Be brief (avoid unnecessary prolixity)

c. Be orderly”[26]

The maxim requires the words speaker used must be concise and without ambiguity. For instance:

[15] A: Will you go to Xiamen tomorrow?

B: Maybe.

In the case, B violates Manner, because his answer is ambiguous. A still can’t get the answer he wants.

After the explanation of CP, a better understanding will be made by readers on above examples, which have violated the CP. But why do the advertisers like to use pun to violate the Maxims deliberately? The answer can also be given by Grice.

3.2 Violation of the maxims

Grice thought only both speaker and listener obey the principle, could thEir intercourse be concordant and harmonic. While he also noticed that people didn’t always obey the principle in social activity, on the contrary, they breached it intentionally. So Grice gives four ways to explain the failure to fulfill a maxim.

“Firstly, he may quietly and unostentatiously VIOLATE a maxim; if so, in some cases he will be liable to mislead.” It means you are intentional to violate the maxim.[27] For example: If someone invites you to join in a party, but you don’t like to. Avoiding offence to him, you may say, “ sorry, I have promised Jim to go shopping”. At this time, you know you tell lies, but you have to.

“Secondly, he may OPT OUT from the operation both of the maxim and the CP; he may say, indicate, or allow it to become plain that he is unwilling to cooperate in the way the maxim requires. He may say, for example, I cannot say more; my lips are sealed.

Thirdly, he may be faced by a CLASH: he may be unable, for example, to fulfill the first maxim of Quality (Be as informative as is required) without violating the second maxim of Quality (have adequate evidence for what you say).”[28] For example:

[16] A: Where does X live?

B: Somewhere in the suburbs of the city.

The answer of B breaches the Quantity, because he provides less information that A wants to know. But if B really doesn’t know where X lives, he obeys the Quality that do not say what you lack adequate evidence; if B knows the address of B, yet he does not want to tell A, then he implicates that he doesn’t want to tell A.

“Fourthly, he may FLOUT a maxim; that is, he may BLATANTLY fail to fulfill it. On the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim (because of a clash), is not opting out, and is not, in view of the blatancy of his performance, trying to mislead, the hearer faced with a minor problem; How can his saying what he did say be reconciled with the supposition that he is observing the overall CP? This situation is one that characteristically gives rise to a conversational implicature; and when a conversational implicature is generated in this way, I say that a maxim is bEIng EXPLOITED.”[29] Give an example:

[17] A: Where is Mary?

B: There is a blue car outside Bill’s house.

In the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s answer. Basing on their common sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s house.

In advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce ambiguity. Although the advertisement disobeys the principle, but it can arouse the audiences curiosity and induce them to buy the product and at last achieve a better effect. Look at some advertisements:

[18] “You can buy Happiness.”[30]

It is the slogan of a shampoo advertisement. The advertisement breaches the Manner Maxim—avoid ambiguity, for happiness has double meanings here: “delight” and “the name of the product”. It wants to express the meaning that if you buy Happiness, you will attain happiness. Although it breaches the Cooperative Principle, it impresses the audiences deeply and arouses their interest to have a try.

[19] “In our country we keep animals in the forest and people in the cages.” [31]

It is the advertisement for Volvo Car Company. From the ad, people may give an assumption that they keep animals in the forest while shut themselves in the cages. But to the common sense, the phenomenon is impossible. So the advertisement breaches the Quality that you only can say what you think is right. But through the context of the advertisement, the audiences can understand the cages refer to Volvo car, and finally know the meaning of the advertisement that the Volvo Company aims at producing more and better cars for people.

[20] “The Unique Spirit of Canada: we bottled it.

Right to the finish, its Canadian spirit stands out from the ordinary. What keeps the flavor coming. Super lightness. Supper taste. If that’s where you’d like to head, set your course for Lord Calvert Canadian.” [32]

The example is taken from the advertisement of Lord Calvert Canadian. At the first sight of the advertisement, people would be drawn, for they wonder what’s the unique spirit of Canada. After thinking, they would find “To bottle the spirit” has two meanings here: one is to bottle the liquor; the other is to put the Canadian spirit into this liquor. The advertisement breaches Manner Maxim but arouses people’s curiosity. Pun in the advertisement has a great function.

4. The pragmatic function of pun in advertisement

Pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive.

4.1 Wit and humor

Pun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.

[21] “When the wind has a bite… and you feel like a bite… then bite on a whole Nut.”[33]

The word “bite” has several meanings: grip, food, and eat. The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut. After day working, people would feel tired and hungry, while the advertisement is just the situation of them. Therefore, they would be attracted to buy the product, so they will not suffer hunger after work. Also, the sentence sounds like tongue twist.

[22] “Excellent Taste!”[34]

It is a word in an advertisement for a whiskey product—Jamson. In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”. Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”. So the advertisement means: this kind f whiskey as good flavor; the heroine has high appreciation. The advertiser uses pun to praise both the product and the consumers who choose their product. It caters for people’ vanity and induces them to buy the product.

4.2 Creativeness and originality

This is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message can set a brand apart from copycats and also-rans. So it is important to use something novel such as coinage in the advertisement to draw people’ attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.

[23] “Cab Fourward.”[35]

It is an advertisement title of Ram Car produced by Doqi company. The word “fourward” sounds like “forward”. Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”. Because the four doors of this kind of car could be opened from four directions. The advertiser creates the word “fourward” from “forward” to show the speciality of the car.

[24] “Catch the Raincheetah and cheat the rain.”[36]

It is an advertisement in Toronto Daily Star. The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”. The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest.

4.3 Satisfying people’s requirement of beauty

A good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun. Pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language. The characters of pun, such as vividness, wit and humor, pleasure people’s spirit and let them enjoy the beauty of language. For instance:

[25] “Give your hair a touch of spring.”[37]

It is an advertisement for shampoo. The word “spring” here is very vivid and like a picture in people’ mind: after using the shampoo, the long hair becomes elastic and shining. When you stand there, your hair will go with wind. Everyone likes beauty, so the advertisement caters for people’ desire and induces them to buy the product to make them more beautiful.

4.4 Satisfying the requirement of society--Economy

With the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want. But how to impress the audiences is a question. The answer is using pun. But why is pun especially favored by the advertiser? The main reasons as following:

“Firstly, advertisement is paid message, with limited space and time, so it doesn’t allow verbiage to waste the investment. Pun with double meaning has the characteristic of small carrier but plenty of connotations. So it is very economic, effective and money-saving to the advertiser.

Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement. The pun in advertisement is usually formed by short sentences. Some use the name of the product as the theme of the advertisement. Some use excellent phrases to show the specialties of the product. To the audiences, it saves their time to get the information they want.

Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously. So, to achieve expected propagandist effect, the advertisement must reduce the memory message. Pun is suitable for the requirement. The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply.”[38]

In a word, pun uses fewer words to express full message which is the content of Economy Principle, and it usually reaches the purpose of advertisement that is arouse consumers’ attention to a commodity and induce them to use it. For instance:

[26] “Two beer or not two beer, that’s a question. ----Shakesbeer”[39]

Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet. Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer. And the word said by Hamlet is also very famous, especially in western country. The sentence is short and the pattern is famous, so people will remember the product naturally.

[27] “Go well, Go Shell.”[40]

It is an advertisement for Shell Oil Company. “Well” sounds like “where”, so it implies that go to Shell company to buy oil. Only four words are used in the advertisement, but express the meaning fully and impress people deeply. Imagine that one day, when you drive your car, suddenly, the oil is run out. So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”. So you will go to Shell at once. The slogans impress the audiences deeply and persuade them to buy the product invisibly.

[28] “Make Time For Time.”[41]

It is an advertisement for Time magazine. The advertisement uses the pun on homonymy of the word “time” to refer two meanings: common sense of time, and the name of he magazine. The advertisement means that read Time magazine to seize time. In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view. While Time magazine will not only broaden view, but also save your time. It satisfies people’s requirement.

4.5 Implying Warning

Some advertisements imply warming. Pun can make the warming vivid and effective so that people can pay attention to it. For instances:

[29] “Better late than the late.”[42]

It is a public service advertising of traffic. It derives from the proverb “Better late than never”. In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully. The advertisement with pun here has more powerful to persuade the drivers to care their security.

Another example:

[30] “The driver is safer when the road is dry;

The road is safer when the driver is dry.”[43]

It is also an advertisement for safe driving. The excellent word is “dry” which has double meanings: without water and without drinking. It expresses if the road is dry and the driver doesn’t drink, all drivers will be safer. The antitheses and thyme of the sentence has more powerful to warm people.

4.6. Making the product more profitable and competitive

The speciality of pun is useful in advertisement, and favored by people. If a advertiser can make full use of it to satisfy people’s requirement, the product may precede others and gain the market.

[31] “A deal with us means a good deal to you.”[44]

Here, the double meanings of “deal” are: the amount and business. The meanings of the advertisement are that: do trade with us is a good business to you; doing business with us, you will get a lot. Advertisers use pun skilful to inspire the audiences’ curiosity and attract their interest to do the deal.

[32] “Powe to influence others.”[45]

It is an advertisement for a Hector Powe Clothing Company. They advocate that if you wear their clothes, you will have power to influence other people. Because “Powe” is like “power”. It satisfies people’s desire of power, so they like to have a try. Thus, it will bring great profit to the Powe company. Maybe people with the clothes can’t have more power, but the company has the power to influence the market.

5. Conclusion

Advertisement is a way for the company to propaganda their product. To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose. Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful. Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement. Pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc. and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable. So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.

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发布时间:2023-07-06
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发布时间:2022-08-03
摘要:从语用学角度对英汉委婉语进行对比,揭示出英汉委婉语在语用功能方面的相似性,都具有避讳、雅化、礼貌、掩饰及淡化和夸张功能。 关键词:英汉委婉语;语用功能;相似性 委婉语是用曲折、含蓄的方式表达思想的语言在英、汉语中......
试论言语行为理论在广告翻译中的作用
发布时间:2022-12-02
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广告对于广告主的作用
发布时间:2018-08-28
摘要:从全球视角看,广告的黄金时期已经一去不复返,但至今却仍生生不息。广告主为何要投放广告?文章从广告对广告主的作用的角度出发探索这一问题,通过对广告主与广告对象的相互关系的分析,讨论广告对广告主的多重价值。关键词:广告定义;广告作用一、引言从全球视角看,广告的黄金时期已经一去不复返,不过,广告并未因此退出历史的舞台,反而不断成长。2009年11月25日CTR发布的中国广告市场分析报告指出在全球市.........
关于高职英语教学中的语用能力和跨文化意识
发布时间:2023-01-11
" 论文摘要:我国高职英语教育贯彻执行教育部颁布的《高职高专教育英语课程教学基本要求》已近十年,取得一定成果,也存在一些问题。本文试图通过对高职英语教育的现状进行分析,列举现有高职高专英语教学中存在的部分问题,其中重点提......
结构式 “V+AX(定语)+O”的语用功能研究
发布时间:2022-10-05
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发布时间:2023-02-28
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休闲鞋,几乎人人都有一双。那么如何选到最适合自己的休闲鞋呢? 一定要实际测量试穿,不要用之前买皮鞋的尺寸去推论休闲鞋,鞋型不一样,脚的尺寸也是会变的。 不要被尺寸的号码迷惑,不论是英国尺寸、欧陆尺寸或美国尺寸(还分......
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1模糊语言是语言使用的重要成分。模糊性是自然语言的基本属性之一 由于客观世界存在着模糊概念客观事物本身存在着模糊性以及人的思想和主观世界存在着模糊性,因此人类的语言具有模糊性。人们根据不同的环境和意图,有时使用精确词......
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声乐技巧的功用价值探索 声乐技巧的功用价值探索 :小学音乐论文:音乐课堂教学过程 我国民族音乐的形成与特点 音乐鉴赏教学中的创造性思维培养声乐技巧的功用价值探索 文 章 来 源 w w w . 3 e d u . n e t 对声乐作......
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发布时间:2022-11-06
[摘要]新教学环境对英语专业技能课的课堂教学提出了挑战。本研究探讨以语言输出为导向,运用基于问题教学模式(PBL)开展课堂教学实践。以《综合英语》课程教学为例,PBL模式通过问题解决的“四步法”及网络、课堂、书面三种媒介,促进思维认知和语言知识同步增长,并实现真实交际的语言运用。[关键词]基于问题教学模式;语言输出;英语专业技能课[中图分类号]G420[文献标识码]A[文章编号]10054634(.........
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发布时间:2023-06-17
一、俚语的界定 麦克米伦高阶英汉词典对俚语(slang)的解释(2005年)是words and expressions that are very informal and are not considered suitable for more formal situations, some slang is only used by a particular gr......
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发布时间:2015-09-09
【摘 要】在少数民族学生教学中,如何有效运用信息技术开展双语教学,是值得研究和解决的一个重要课题。本文针对目前双语教学中存在的问题进行调查研究,探索结合信息技术的双语教学的教学方法改革,提出科学、合理的实施策略。 【......
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发布时间:2023-07-24
人的思想活动离不开语言和符号,而每一种文化的都有一套独属于其文化特点的语言和符号系统,尽管这些语言和符号在语素、句法以及发音等方面存在着巨大的差异,但他们都有着共同的可操作性、能指性和可感性特点。这些特点也成为文化交际......
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发布时间:2023-02-18
" 尽管好的广告根于好的产品,但广告的说明力和诱惑力是通过语言的锤炼实现的。精辟的语言能让顾客耳目一新。 1.运用同音异形(异义)词 广告英语常常利用同音异形(异义)词的语言特点,由此及彼,借题发挥,使广告显得活泼生动......
浅谈系统功能语法在英语词汇教学中的应用
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" 论文关键词:系统功能语法 英语词汇教学 搭配理论 语义场理论 论文摘要:近几年,语言研究者越来越多地利用认知语言学、语用学、跨文化交际学以及语料库等多角度对英语词汇教学进行研究,运用系统功能与法学这一强大的理论研究的并......
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发布时间:2023-06-22
系统功能语言学是由韩礼德创立,并且被国内外学者广泛应用于翻译研究。系统功能语言学将语言看作为社会符号系统,并将语言概括为三大元功能:概念功能,人际功能和语篇功能。在电影流行的今天,为电影字幕翻译提供一些理论基础是具有普......
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发布时间:2023-06-28
汉语元语言的表现形式和功能 摘要:元语言是言语交际中一种既重要又普遍的话语现象,以往的研究较多关注基础话语,时元语言的存在关注不够。汉语元语言的研究尚处于起步阶段。对元语言理论缺少一个系统的梳理,本文对汉语元语言的具体表......
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发布时间:2013-12-19
" [论文关键词]模糊限制语 英语课堂 礼貌原则 面子 [论文摘要]模糊限制语是模糊语言中非常重要的组成部分,在英语课堂教学中发挥了不可忽视的重要作用。本文首先介绍了模糊限制语的定义及其分类,然后结合会话原则,礼貌原则及面......
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发布时间:2023-07-25
随着现代英语不断发展,前置修饰语应用日益广泛。我们在英语教学中,为了培养学生在英语写作表现手法上简洁、明快,分析、讲解了一些词组成的前置修饰语,力求学生的英语写作具有独创的、打破常规的幽默感。 下面就分别说明我们是如......
试论广告设计与艺术运用
发布时间:2013-12-18
关键词: 传统美学 广告设计 论文摘要:通过对艺术的创新达到广告设计的要求,架起广告设计与艺术的桥梁。 艺术设计首先是大众的艺术。是一个文明古国,在几千年的中,形成了其独特的审美观念和习惯。广告语言是广告的核心内容。......
广告语言与社会文化的关系
发布时间:2023-06-13
广告语言作为广告构成的一个重要组成部分,它受社会文化的影响是毋庸置疑的。广告语言重要的职能是表现广告、服务广告,同时也在记录文化、体会文化。语言影响文化,同时也受文化的影响。广告语言无不带有社会文化的痕迹。 一、广告语......
论德语委婉语的语用原则、功能及其构成方式
发布时间:2013-12-18
[论文关键词]德语 委婉语 特点 功能 [论文摘要]委婉语是现代学尤其是语言学关注的热点之一。作为一种常见的语言现象,委婉语在各个国家、各个时代都有使用,它是用一种委婉有礼的、令人愉快的说法代替粗鲁无礼令人不愉快的说法。......
浅谈系统功能语法语篇分析在大学英语教学中的应用
发布时间:2013-12-19
" 论文关键词: 系统功能 语法语篇分析 大学英语 教学应用 论文摘要: 韩礼德创立的系统功能语法是近年来颇受瞩目的一种语篇分析理论。本文用系统功能语法语篇分析理论来分析例文中的情景语境、主位结构模式、及物性分析,使功能语法和......
系统功能语言学视角下的医护英语用语分析
发布时间:2016-09-18
一、引言 在英语应用越来越普遍的社会发展中,英语已经成社会交流沟通的重要工具。医院也是重要的英语应用场合,尤其国外患者的增多,对医护人员的英语提出了更高的要求。系统功能语言学是从英语文化和英语意义的角度发出,系统功能语......
广告语言中的模因类型
发布时间:2013-12-17
摘要:《模因论是一种基于新达尔文进化论的观点解释文化进化规律的新理论。模因是文化信息的基本单位,它靠模仿而生存,传播。它可分为强势模因和弱势模因。本文从模因论的角度出发来分析广告语言的模因类型,让大家可以从一个新角度来看......
论平面广告设计中图形创意的运用
发布时间:2023-04-11
平面广告在非媒体广告中占有重要位置,人们在生活中所获取的信息有70%是通过视觉传达获取的,平面设计就是将不同的基本图形,按照作者的思维、想要表达内容和一定的规则在平面上组合成图案,因此,图形在平面设计中无疑是举足轻重的角......
信息技术在英语教学中的运用
发布时间:2023-03-18
摘要:随着现代教育技术的发展,多媒体在英语教学中的应用日益广泛,它以各种手段调动了学生的积极性,成为教师授课的得力助手。同时,对多媒体的应用也要科学可行,根据不同的教学要求使用不同的多媒体手段,更重要的是,要做到以人......
英语语法教学交际化的意识和技巧
发布时间:2023-04-10
" 新教材语法教学交际化是每位英语教师所向往和追求的目标。但是,迄今为止,只有少数教师跨入这个神 圣的殿堂,使学生的语法知识在能力训练中得以内化,流畅输出。语法教学要改变过去“满堂灌”的现象,关 键在于教师应具有语法教学......
浅论广告舆论在网络平台中的运用
发布时间:2022-12-11
摘要: 近年来广告舆论的概念常被企业提及,它是指通过广告信息的传播形成关于广告信息的导向性意见和受众反馈意见的总和,能影响受众对产品的态度和行为。利用广告舆论的独特影响力,企业能够顺利实现广告信息的扩张和品牌形象的塑......
语用预设在小品言语幽默中的运用
发布时间:2023-07-22
[摘要]小品这类娱乐语言节目广泛地出现在各级各类晚会舞台上,广受观众欢迎,尤其是丰富多彩的言语幽默是娱乐节目的一大亮点。小品的语言幽默究竟如何生成呢?从语用预设的视角,以2017年春晚小品《老伴》为个案,具体分析脍炙人口的小品语言是如何产生幽默性。[关键词]语用预设;小品;言语幽默[中图分类号]1206[文献标识码]A[文章编号]1671-5918(2018)05-0188-03从小品的概念来看,.........
初中英语词汇教学的方法和技巧
发布时间:2023-06-12
摘要:词汇是构成语言的最基本的材料,是人类交流思想的最基本的工具,是学习英语的基础。如果没有词汇,任何形式的交流都无从谈起。不掌握一定量的词汇,听、说、读、写、译都无法顺利进行,最终直接影响学生英语能力的提高和发展。背单词历来是学生最头疼的事,如何有效地教授单词成为老师们最为关注的教学重点之一。本文针对英语词汇教学这一问题,从构词法、语境、文化等方面提出一些实用、有效的英语词汇教学方法,以供同仁在.........
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⒈引言 本文将对过去所提出的观点提出不同的看法,即:汉语中话题结构和关系结构(the relative construction)之间的关系,并非在句法的特征方面,而是在句法话题的语用解释方面得到最好的论述。本文研究结果显示:就跟句法话题有关的......
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基础日语教学中语言运用能力提升的研究 外语的学习目的是要通过所学语言与外国人交流。因此,在交流中语言运用能力是不可忽视的。日本著名语言学家西田广子曾指出,“异文化交流能力即文化背景不同的人为了进行适当的沟通,根据不同的状......
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前言 随着经济全球化的进一步发展,世界各国之间的商务交流活动越来越频繁。作为一种国际通用的语言,英语在不同国家之间的商务交流中,尤其是跨文化商务谈判中,起着至关重要的作用。从实质上说,商务谈判就是为了解决买卖中的争议或......
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发布时间:2023-05-09
摘要:工程技术方法是工程实践活动产生和发展的重要条件,是联系科学与实践以及工程主体与客体的中介和桥梁,是认识和改造复杂事物的有效工具,是改变人类思维方式和实践方式的强大牵引阀。关键词:工程技术方法;功能;作用中图分类号:TB1文献标志码:A文章编号:1673-291X(2015)09-0297-02工程技术方法是工程技术活动的灵魂,应用工程技术方法可以解决科学研究、经济管理、生产建设、体制改革以及.........
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【内容摘要】技巧性的提问是教师施教能力的一种体现。灵活恰当的提出问题,对于问题的内容、形式以及提问的时机都有良好把握,在这样的前提下提出的思考问题会迅速抓住学生的注意力,引发学生的积极思考与探究,让学生在分析和解决问......
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英语俚语,是英语当中的常用语言,主要指的是,一种较为粗俗、运用于非正式场合,而且往往被人认为是种不礼貌、不正式的语言。目前,英语俚语在美国,应用的尤其广泛。从乡下到城市,甚至是上流社会,人们在交谈时,或多或少都掺杂着俚......
C语言学习过程中编程技巧的应用研究
发布时间:2023-01-27
摘 要 伴随高等教育的快速发展,教育部门对大学生计算机应用水平提出了更高的要求和标准,要求学生应当熟练掌握C语言编成技巧,以适应未来科学技术发展的需要。长期以来,在C语言教学的过程中,在编成技巧方面,虽然教师也在不断完善......
“触目惊心”的广告语
发布时间:2015-08-10
本期话题:优秀的广告语或可以体现产品定位,或可以展示品牌气质,往往是广告作品和营销策略的点睛之笔,不仅能带给你视觉、听觉等感官上的刺激,还会有心灵的触动。曾经或现在,哪些广告语打动了你? 洛克乔要逆袭! 索尼集团在......
浅谈会计教学实用技巧的运用
发布时间:2016-06-28
很多学会计的学生说,会计理论晦涩难懂,会计分录难学,数字枯燥计算多。很多学生入不了门,学一段时间便放弃了。《老梁说天下》做过一档关于职校学生的节目,看后很有感触。他认为众多技工院校以初中毕业生为主要生源,生源质量下降,......
浅谈大学英语课堂的导入技巧和提问技巧
发布时间:2015-08-28
摘要:教学是一种艺术,成功的导入,就等于引起了学生们的注意,吸引到他们,从而使课堂活跃起来。俗话说:良好的开始是成功的一半。学生们感兴趣了,他们才会积极主动的去思考,去获取知识。教师才能在此基础上,作出提问,或者学生......
汉维广告语对比
发布时间:2023-03-28
摘要:由于受本民族语言文化的制约与影响,汉维广告又各有自己的表现手法,形成各自的风格特点,比较汉维广告语特点,将有助于我们进一步了解汉维语使用中的共性和差异性。 关键词:广告语;共性;差异性 1.引言 1.1 研究背景 ......
多媒体在英语口语中的运用
发布时间:2023-02-09
摘 要: 随着我国社会的快速发展,新世纪所需要面对的社会环境更多样化,学生运用英语交流的机会大大增加。在日平常生活中,学生往往英语学习成绩非常好,但基本不能用英语交流,“哑巴式英语”现象普遍。本文就多媒体在英语口语中的......
关于多媒体技术在高中语文教育中的运用研究
发布时间:2023-03-01
多媒体技术在高中语文教育中的运用, 能够提升高中学生的语文学习兴趣, 使高中语文教学变得更加富有生趣而富含活力, 对于高中学生语文知识的深入学习具有积极的影响。 本篇文章主要从多媒体技术在高中语文教育中运用的意义和多媒体技......
巧用英语教学方法
发布时间:2023-02-19
巧用英语教学方法 A good beginning is half done.这是西方一则谚语,译为“好的开始,是成功的一半。”英语本身是一种枯燥的语言,因此这就要求我们英语教师仔细研究教学方法,深钻教材,以活跃课堂气氛,提高课堂质量。由于教师的素质......
浅谈英语学习方法和技巧
发布时间:2023-03-01
【摘 要】英语学习是一个长期积累的过程,要学好英语就需要一定的付出。其中较为重要的是要随时留意你所接触到的日常单词,积极的进行记录和学习;同时,还需要我们多阅读和练习,针对自身情况制定学习计划,正确培养学英语的兴趣,科......
英语单词记忆的方法和技巧
发布时间:2023-05-17
语音、词汇、语法是语言的三个基本要素,其中词汇包括单词和词组(短语)等,是学习外语的关键,而词汇中单词量多,又是关键中的关键。若不能很好地把握好单词,英语的学习就无从谈起,更谈不上英语的提高。下面就英语单词记忆的方法......