Contents

Acknowledgements

Abstract

摘要

Chapter One Introduction-1

1.1 The Background and Significance of This Study-1

1.2 Puns-1

1.3 Advertisements-2

1.4 The Structure of This Thesis-2

Chapter Two Literature Review-3

2.1 Previous Studies on Speech Act Theory at Home and Abroad-3

2.2 Previous Studies on Pun in English Advertisement-3

Chapter Three Analysis of Puns in English Advertising Based on Speech Act Theory-6

3.1 Speech Act Theory and Puns-6

3.2 Analysis Different Kinds of Puns in English Advertisements-7

3.2.1 Semantic Puns-7

3.2.2 Idiomatic Puns-8

3.2.3 Homophonic Puns-9

3.2.4 Products Puns-10

Chapter Four Conclusion-12

4.1 Major Findings-12

4.2 Limitations-12

References-13

Abstract

As a carrier of information communication, advertisements play a vital role in propagating products and arousing people’s purchasing desire. Pun, as an effective rhetorical device, is favored and frequently employed by advertisers because it can increase attraction and enjoyment. Speech Act Theory emphasizes “To say something is to do something”. Therefore, using Speech Act Theory to analyze the puns in advertisements can make it clear whether the application of puns in advertisements can realize the designers’ expected result.

In this thesis, the author use locutionary act, illocutionary act and perlocutionary act to analyze puns including semantic puns, idiomatic puns, homophonic puns and products puns. The study shows that pun can make advertisements’ meaning more deeper. People may not make sense of the real meaning of the advertisements if they read it literally. Analyzing advertisements with Speech Act Theory can make people understand the advertisements better. This can inspire advertisers to create advertisements and attract consumers and stimulate their purchasing desire. People will be impressed with the advertisements with pun for a long time.

The author hopes that this thesis can provide a new aspect for advertisement designers and they can make full use of it to design their advertisements to attract more consumers’ attention and stimulate their buying desire.

Key words: Speech Act Theory  English Advertisement  Puns