{"title":"如何用语言表达自己?从关联理论看英语和塞尔维亚语网络银行广告中双关语的运用","authors":"Vesna Lazović","doi":"10.4312/ELOPE.15.2.25-44","DOIUrl":null,"url":null,"abstract":"Based on a corpus comprising online bank advertisements shown in the UK and Serbia, this paper aims at describing the most frequent ways of creating puns and classifying them based on their predominant structure. The function of puns in advertising is explained from the perspective of Sperber and Wilson’s relevance theory (1995) and the behavioural AIDA model. This paper also tries to reveal whether the formal and semantic aspects of lexical units are exploited in British and Serbian bank offers, and whether there are any language- and culture-specific features in terms of punning.","PeriodicalId":37589,"journal":{"name":"ELOPE: English Language Overseas Perspectives and Enquiries","volume":"285 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2018-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"How to P(l)ay with Words? The Use of Puns in Online Bank Advertisements in English and Serbian in Light of Relevance Theory\",\"authors\":\"Vesna Lazović\",\"doi\":\"10.4312/ELOPE.15.2.25-44\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Based on a corpus comprising online bank advertisements shown in the UK and Serbia, this paper aims at describing the most frequent ways of creating puns and classifying them based on their predominant structure. The function of puns in advertising is explained from the perspective of Sperber and Wilson’s relevance theory (1995) and the behavioural AIDA model. This paper also tries to reveal whether the formal and semantic aspects of lexical units are exploited in British and Serbian bank offers, and whether there are any language- and culture-specific features in terms of punning.\",\"PeriodicalId\":37589,\"journal\":{\"name\":\"ELOPE: English Language Overseas Perspectives and Enquiries\",\"volume\":\"285 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2018-11-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"ELOPE: English Language Overseas Perspectives and Enquiries\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.4312/ELOPE.15.2.25-44\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"Arts and Humanities\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"ELOPE: English Language Overseas Perspectives and Enquiries","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4312/ELOPE.15.2.25-44","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Arts and Humanities","Score":null,"Total":0}
How to P(l)ay with Words? The Use of Puns in Online Bank Advertisements in English and Serbian in Light of Relevance Theory
Based on a corpus comprising online bank advertisements shown in the UK and Serbia, this paper aims at describing the most frequent ways of creating puns and classifying them based on their predominant structure. The function of puns in advertising is explained from the perspective of Sperber and Wilson’s relevance theory (1995) and the behavioural AIDA model. This paper also tries to reveal whether the formal and semantic aspects of lexical units are exploited in British and Serbian bank offers, and whether there are any language- and culture-specific features in terms of punning.
期刊介绍：
ELOPE: English Language Overseas Perspectives and Enquiries (http://revije.ff.uni-lj.si/elope) is a double-blind, peer-reviewed academic journal that publishes original research articles, studies and essays that address issues of English language, literature, teaching and translation. The guest editors, Jason Blake and Michelle Gadpaille, warmly invite contributors to submit original research for a special issue of the journal in honour of Margaret Atwood’s 80th birthday. Papers are solicited that focus on Atwood’s 21st-century work (excluding film and television adaptations). Potential topics include but are not limited to the following: Experiments in short prose and cross-generic forms Eco-critical engagement in prose or fiction; Apocalyptic Atwood Reception across cultures, languages and generations; global Atwood Translation and stylistic studies of 21st century works Poetic legacy Interdisciplinary approaches Humour.
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