Abstract:
In the era of commodity economy, advertising as a way of disseminating information, played an invaluable role in business competition. Advertisement slogans are usually brief, meaningful and written in proper figures of speech. Pun is to add more attraction, being applied as a kind of figures of speech in advertisement and deeply loved by people. The proper use of pun in advertisement slogans results in the effects of humor, wit, beauty, economy, warning and even makes the advertisement sweet to ear and pleases both the eye and mind. In the same time, it also makes the product more competitive and profitable.
This paper makes a research on puns’ types and functions in advertisement slogans and employs a number of examples to prove and analyze these types and functions. In this paper, the author concludes some effects of the use of pun in advertisement slogans.
Key words: pun; advertisement slogans; functions; types
摘 要：
在商品经济时代，广告作为一种传播信息的方式，在商业竞争中起着不可估量的影响。广告语通常语言精练、内涵丰富，或者应用适当的修辞手段。在广告中合理地使用双关，能达到幽默风趣，美化，经济，英语论文范文，警示，甚至提高产品的竞争力以及增加产品利润，此外，它同时也能使广告赏心悦目。在广告语中合理地使用双关能达到幽默风趣，美化，经济警示等影响，英语论文范文，甚至使广告赏心悦目。此外，它还能提高产品的竞争力以及增加产品利润。
本文对广告双关的类型和功能作了探讨，并且引用大量例子来证实和略论这些类型和功能。通过探讨，本文总结出了一些广告双关使用效果。
关键词：双关；广告语；功能；类型
1 Introduction
“The use of pun dates back to ancient days. Shakespeare favored pun particularly. It is estimated that there are about 3000 puns employed in Shakespeare’s works.” The employment of pun in English novels, poems, speeches, advertisements and riddles makes them highly readable and prompts people to appreciate the beauty of language. And the research of pun enhances people’s understanding of the version.
1.1 Definition of Pun
From different perspective, pun can be defined in different ways. There is such an explanation about pun: “punning – to torture one poor word ten thousand ways”. In my opinion, it is a humorous explanation to pun and in the same time it suggests that learning to use pun skillfully is a challenge.
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