The Interpretation Of Puns In Chinese Advertisements Based On Conceptual Intergration Theory

In today’s society, advertisements are not only a single business promotion;the impact of advertising has surpassed the economic field, deeped into all aspects ofsocial life. In the process of writing advertising language, People often using a varietyof rhetorical devices, the pun is one of the most common way among them.So inrecent years, research on advertising puns are constantly enriched and developed.Scholars usually use Conceptual Integration Theory to analysis puns in EnglishAdvertisements before, but there are less peope analysis tne puns in Chinenseadvertisements only.So this article from a cognitive perspective, basing on previousresearch, using Four-Space model (Input space1, input space2, generic space andintegration space) of Conceptual Intergration Theory (CIT for short) to analysis thepuns in Chinese advertisments.Through analysising the cases of kinds of puns in Chineses advertisements basedon Four-Space model of CIT,we get the conclusion: Four-Space model of CIT canwell explain the dynamic cognitive processes of the Chinese advertising puns,andinterpretation of Chinese advertising puns constrained by some factors.This thesisreveal the process of understanding advertising puns from the cognitiveperspective,and provide a new perspective of cognitive linguistics theory forunderstanding Chinese advertising puns.The paper contains five parts. Chapter One is introduction, it makes a briefintroduction of pun’s definition, the object of the study, the methodology and datacollection and the paper’s structure.Chapter Two is Literature Review, first describethe research status of th classification of puns, next is a brief review of the researchand application of CIT, Moreover, it also review the study of the puns inadvertisements. Chapter Three is the theoretical framework. First explaining the orginand contents of CIT, then introducing the constraints of CIT. Chapter Four is the mainpart of the paper; it discusses the understanding of Chinese advertising puns based onCIT. First,we re-classificate the Chinese advertising puns, then analysising the puns inadvertisements based on Four-Space model of CIT,so as to reveal the power of CIT toexplanate advertising puns. At last it reveals the interpretation of advertising punsconstrained by some factors.The last chapter is the conclusion of the whole paper, itmakes a summary of the major findings of the study. It also points out some limitations and provides some suggestions for the future research.