Pun in Advertising English
2.1 The definition and general features of pun. 3
2.2 The pragmatic approach to advertising pun. 4
2.2.1 Grice’s four maxims of co-operation. 4
2.2.2 Leech’s economy principle and clarity principle. 5
2.2.3 Sperber and Wilson’s relevance theory. 6
4.3 Making advertisements brief 14
4.4 Making advertisements aesthetic. 14
4.5 Making advertisements polite. 15
5.1 Classification of variation and derivative in advertising pun. 17
5.1.3 Pun relating with parody. 18
5.2 Effects of variation and derivative. 19
6.3 Combination of literal translation and free translation. 23
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