A Comparative Study Of Commercial And Commercial Puns In Russian And Chinese

With the development of social economy, advertising, as the most popular means of communication in mass media, has become an indispensable part of our social life. Puns with its characteristics of humor and impressiveness become more and more appeared in the advertisements captured the attention of people. So far, the study of puns is extensive, but the study of puns in advertising is slightly weak.This article try to make a tentative comparative study of Russian and Chinese puns in commercial advertising on its structure and pragmatic level based on relevance theory, included three parts: introduction, body, and conclusion.Introduction: summarize the research background of Russian and Chinese puns in advertising, define the concept of Russian and Chinese pun and compare their similarities and differences, and explains the research significance, methods and innovation.The body part is divided into three chapters:The first chapter: to interpret Russian and Chinese pun in commercial advertising from the perspective of relevance theory.The second chapter: to explore the composition of Russian and Chinese pun in commercial advertising, and comparing their similarities and differences.The third chapter: to analyze the pragmatic effect of Russian and Chinese pun in commercial advertising and point out some problems when using Russian and Chinese puns in advertisements.Conclusion: summarize the research emphasis and research value of this paper.