邢唷> 欹g 鳵2vbjbjVV2r<r< vt t t"""8Z|"?$z !!!!"#D#$>>>>>>>$B螪`?@.*J""x+T,p?!!4?777,|!!>7.*>77:T;,;!pl4 @3D; >?0?; /E5/E;;/E <$:L%7,&&N$$$??6v$$$?.*.*.*.*/E$$$$$$$$$t , : 1.\b Nwm5u:gf[b  2015J\ 誯N簨噀緥 槝0 顅 簨N遙剉韹IN觺刧N韹(u烺齹 f[ b_________________________________ N00N0 駛 韹0000 0000 韘000 BW 000 f[00鱏00 00 0 覻00 T0 0000000 00 c黐Ye^0 00 0000 Ye00Y06R 2015 t^ 5 g 19 錯 2. 駛噀Ibu On Semantic Structure and Pragmatic Functions of Parody A Thesis Submitted in Partial Fulfillment of the Requirement for the B.A. Degree in English Language and Literature  By Supervisor: Academic Title: Professor  School of Foreign Languages Shanghai Dianji University, Shanghai, P.R.C. May 19, 2015 3. 趮酧餢f 趮 酧 餢 f ,g篘餢f ,g簨噀/f(W黐^c黐 N蹚L垊vxvz錧\O蔛諷梍剉xvzb済0ncb錱翄 d枂N噀-Nyr+R燫錘h鑜孴魜"寗v0W筫Y 簨噀-N NS+TvQ諲篘騗蟸裇hb癲橯菑剉xvzb済0bb鷭 簨噀-N剉@b g匭筟GWw瀃0颯酧 郪輳蚐 N饛餢f@b_w崉vNR誰媉#嶜N\ g,g篘b舃0 簨噀\O~{ T ~{ T錯g t^ g 錯  4. 坈Cg餢f 坈 Cg 餢 f f[!h gCg軴Yu悿N簨噀剉烻鯪 AQ笅簨噀珗錱枌TP f[!h颯錘lQ^簨噀剉hQ钀b钀R匭筟 颯錘q_pS0)pSbvQ諲 Y6RKb祂軴X[簨噀 f[!h臺{%NyO郪 }Rd_(Wxvz凈VKNY 購/fN蛓 N颯諷剉t骮!j_0 Neg,g噀蜰$N*N;N亯筫b栶弳Nt骮S!j_ N颯諷剉烻郪N/f韹奬O:NN蛓&{鱏鹼邁 闟 g(W>yO剉痵僗 NMb齹wQ g孾te剉aIN0孨/f韹奬O:NN蛓>yO觺刧 鄀簨/f僛剉u貜/f裇U\菑 z 龕(W N璭0W孴>yO裇u@w\O(u0Ee g哊>yO郪 } 韹奬O:N&{鱏鹼邁'N1Y哊aIN \O:N>yO觺刧1\'N1Y哊漁X[剉鶺@x0@b錘闟亯/fxvz韹奻[ b霳1\ N齹\>yO郪 } t骮S 0髞嶯繬HN郪 }颯錘俧鰁 N圢Q 購蚇 g卂蹚Nek剉xvz0 sQ.曂t骮S&{鱏鹼邁>yO觺刧韹N>yO剉鴙扤\O(u 6. 駛噀Xd亯 Abstract This paper begins with a brief introduction to Chomsky s methodology of idealization in linguistic research. Although the idealization in physical research from which Chomsky抯 idealization deprives can still keep natural laws validity, the author points out Chomsky抯 idealization is not accessible. The key point lies in the exclusion of social factors in his research. Then the author demonstrates the reason why Chomsky抯 exclusion of social factors is not accessible from two aspects: (1) Language is a concrete system of signs. (2) Language is a social institution. Only in the context of society are these features significant and integrate, can language bear its form and forward its development and keep up the interaction with the society. Therefore, instead of 揵eing idealized out of linguistic research, social factors should be regarded as the base of the research. Otherwise the object can be temporarily idealized without changing language抯 fundamental features? This is a question worth our further study in the future. Key words: idealization; system of signs; social institution; interaction with the society 7. 顅U_u Contents  TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc154454163" 1Introduction 1  HYPERLINK \l "_Toc154454164" 1.1 The objective of this thesis 1  HYPERLINK \l "_Toc154454165" 1.2 The methodology of this thesis  PAGEREF _Toc154454165 \h   HYPERLINK \l "_Toc154454166" 1.3 The structures of this thesis.   HYPERLINK \l "_Toc154454167" 1.4 The significence of this thesis   HYPERLINK \l "_Toc154454169" 2Relevance and Translation   HYPERLINK \l "_Toc154454170" 2.1 Concept of relevance   HYPERLINK \l "_Toc154454171" 2.1.1 Relevance in Grice抯 co-operative principle   HYPERLINK \l "_Toc154454172" 2.1.2 Relevance in relevance theory 10  HYPERLINK \l "_Toc154454173" 2.2 Relevance theory 11  HYPERLINK \l "_Toc154454174" 2.2.1 Communication as an ostensive-inferential process 13  HYPERLINK \l "_Toc154454175" 2.2.2 Context and optimal relevance 14  HYPERLINK \l "_Toc154454176" 2.2.3 Principle of relevance 15  HYPERLINK \l "_Toc154454177" 2.3 Relevance-theoretic account of translation 16  HYPERLINK \l "_Toc154454178" 2.3.1 Translation as inferential communication 18  HYPERLINK \l "_Toc154454179" 2.3.2 Translation as a process of searching for optimal relevance 19  HYPERLINK \l "_Toc154454180" 2.3.3 Translation as interpretive use 20  HYPERLINK \l "_Toc154454181" 3Brand Name and its Culture Image 23  HYPERLINK \l "_Toc154454182" 3.1 The definition of brand name 25  HYPERLINK \l "_Toc154454183" 3.2 Characteristics of brand names 26  HYPERLINK \l "_Toc154454184" 3.2.1 The  KISS principle 28  HYPERLINK \l "_Toc154454185" 3.2.2 The novelty principle 29  HYPERLINK \l "_Toc154454186" 3.2.3 The readability principle 30  HYPERLINK \l "_Toc154454187" 3.3 Culture image of brand name 31  HYPERLINK \l "_Toc154454188" 3.4 Culture images and the meanings of brand names 32 4 HYPERLINK \l "_Toc154454209" Conclusion 35  HYPERLINK \l "_Toc154454210" Bibliography 37  HYPERLINK \l "_Toc154454211" Acknowledgements 40  8. ck噀0耂噀.s钀R 1Introduction 1.1 The present theory of translation of brand names With the development and globalization of economy, brand names with international fame are becoming more and more important. The translation of brand names from one language to another is a heated topic in the field of the translation of practical writings now. Many a scholar has devoted their energy into the study of translation of brand names and brought out a variety of theories about it. 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There are still many other scholars, namely Yang Liu(1995), Guo Shangxing(1995), Li Shuqin et al. (2002) who have done some research in this field and their findings are all inspiring, as far as translation skills are concerned. Despite the fact that there is a vast body of literature on brand name translation, offering a wealth of observations and views of the subject, a forceful and unified theory of brand name translation is still lacking. The present situation with the translation theory of this field is no better than Lev s observation of translation theory in general in 1960s: & & & & & & Bibliography [1] Bassnett, Susan et al. Constructing Culture----Essays on Literary Translation[M]. Shanghai: Shanghai Foreign Language Education Press, 2001. [2] Black, John. Oxford Dictionary of Economics[M]. London: Oxford University Press, 1997. [3] Skehan, P. Individual Differences in Second Language Acquisition[M]. London: Edward Arnold, 1989. [4] Skehan, P. Individual differences in second language learning[J]. SSLA 13 275-298. 1991. [5] 韾\tQ. 簨FUh剉nx藌N褘[J]. -N齎褃b褘, 1995(4).: 11-13 [6] UO陙6q. 韹(uf[N駛韹f[`N[M]. Nwm NwmY韹Ye瞼鶴Hr>y, 1990. [7] 噀藋硞. ,{孨韹奻[`NV{euxvz-N剉t簨塏飠[A]. }弴e藋硞, 媠藌^. f[`NV{eut簨xvz[C]. 墘[U^'Yf[鶴Hr>y, 2004. [8] "}陗\. nf愴奻[Ye z[M]. 貧 T颭褘. S琋: FUpSfN啓, 1996. [9] Wellek, Rene. Romanticism Re-examined[A]. In Northrop Frye (ed.). Romanticism Re-considered[C]. New York: Columbia University Press, 1963: 75-98 [10] 疩哵NS. 簨褘剉螛y, 2000: 23-27. 9. 魜" Acknowledgements Many people have made invaluable contributions, both directly and indirectly to my research. I would like to express my warmest gratitude to Prof. xxx, my supervisor, for his instructive suggestions and valuable comments on the writing of this thesis. Without his invaluable help and generous encouragement, the present thesis would not have been accomplished. 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