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1、AnalysisofPunsintheEnglishAdvertisementbySchoolofForeignLanguagesUniversityJune20117Abstract:Nowadays,advertisementshavebecomeanindispensiblepartofourlifethatitcomestoourviewalmostomnipresent.Itsinfluencesareintangible.Itisanartofconcentrated,integrated.Inordertomakeful
2、luseoftheadvertisement,rhetoricaldeviceshavebeenputintouse,especiallythepuns.Therearemainlyfourformsofpuns:homophonicpuns,homographicpuns,grammaticalpuns,andparodypuns.Thepunshavetheirowndistinctivefunctionsothattheyaresignificantinmakingadvertisement.Thisarticlefocuses
3、onthepuninadvertisingandthefunctionoftheuseofpunstogivesomeanalysis.Keywords:advertisement,puns,form,function7IntroductionThepurposeofadvertisingistoattracttheaimedcustomers.Agreatimpressionshouldbegivenbytheuniqueadoptionofwordsandsuccinctandcontent-richsyntaxoftheadve
4、rtisements.AsforEnglishadvertisement,itshouldhavetheeffectofinducingthecustomer’simagination,arisingthedesireofpurchaseandcatchingeyes.Asuccessfuladvertisingnotonlyjustshockpeoplewithvisual,auditoryeffects,butalsopassedbypeoplebecauseoftheconciseness.Amonganumberofrheto
5、ricaldevices,ofwhichthemostpopular,isthepun.IntheWebster’sThirdNewInternationalDictionary,itdefinesthepuninsuchway:thehumoroususeofawordinsuchawayastosuggestdifferentmeaningsorapplicationsofwordshavingthesameornearlythesamesoundbutdifferentmeanings;aplayonwords.(Yan,200
6、8)所谓“双关”，《现代汉语词典》(1993)的解释是“用词造句时表面上是一个意思，而暗中隐藏着另一个意思”。Pun,alsoknownasparonomasiaorplayonwords,comesfromLatinwordsParonomazeinwhichmeanscallbyadifferentname.Ithastwobasiccharacteristics:ambiguousdualcontext.Itstechnicaluseofphenomenoninlanguagesuchashomonym,ambiguity,va
7、guenessmakesaword,phraseorsentenceexpresstwomeaningstocreateasenseofhumor,irony,orconveytheideaintheconditionedcontext.1.FiguresofspeechinEnglishadvertisementsIntheadvertisinglanguage,peoplepaymoreandmoreattentiontotheuseofrhetoricmeansbyusingtherefining,accurateandvivi
8、dlanguage.Usingoftherhetoricmeansisnotonlybenefitstostimulateconsumerspendingbutalsotoimprovethequalitiesofthe
