文献综述

燕山大学

本科毕业设计（论文）文献综述

课题名称：中英广告中双关语的

文化分析

课题性质：自拟

课题来源：自拟

学院（系）：外国语学院英语系

专业：商务英语

年级：02级

学生姓名：

指导教师：

2006 年 5 月18 日

一、课题国内外现状：（宋体，小四号字）

Most researchers at home and abroad have provided good linguistic description of advertising language, that is, they analyze the linguist forms in detail from different angles. Many scholars at home keep working at descriptive level of advertising language including linguistic features, rhetorical features and conversational implications etc. ZhaoJing, Ni Baoyuan and Huang Guowen etc. may be the representative. Though they provide fairly good analyses of advertising language, their researches are lacking in the cultural analysis to the advertisements, especially to the specific aspect---PUN……

二、研究主要成果：（宋体，小四号字）

Roland Barthes is one of the distinguished scholars who tackle the language of advertising by adopting semiotic approach, which assumes that communication is achieved by encoding and decoding a message. In his essay to apply semiotic approach to the analysis of an advertising message, Barthes recognizes three messages in illustrated advertisement: the linguistic message, the encoded iconic message and the coded iconic or symbolic message.

The Languge of Television Advertising by Geis (1982) discusses how advertisers use the persuasive language in television advertising to achieve their aims. Unlike Leech, Geis adopts the theories of psycholinguistics, semantics and pragmatics in his analysis, which is a step forward compared with Leech’s work. He touches upon some implications in television advertising and contends that advertisers should be responsible for these implications. Furthermore, he explores how the consmers probably interpret them, applying mainly Grice’s Cooperarion Principle and Conversational Maxims. However, Geis stresses much in his book the description reflected in television adcertising while overlooking the positive effect advertising has brought about to our life.

Vestergaard and Schroder’s The Language of Advertising(1985) analyzes the language used in adverting mainly from sociolinguistic perspective. Vestergaard and Schronder discuss both the linguistic forms and their content in written advertisements. They not only talk about the explicit message in advertisements but also further explore the hidden social motivations implied in the advertisements. Moreover, they argue that modern advertising is like to emphasize more on the social value and many advertisements usually promise a world better than the real one, providing the consumers with illusions. Their study focuses more on the ideology refracted from the advertisements. Vestergaard and Schroder go on to argue that advertisers need both mechanisms in their endeavor to persuade their audiences that needs can be fulfilled and problems can be solved through