英文广告双关语

英文广告双关语

篇一：英语广告中的双关语

abstract:nowadays,advertisementshavebecomeanindispensiblepartofourlif ethatitcomestoourviewalmostomnipresent.itsinfluencesareintangible.itisan artofconcentrated,integrated.inordertomakefulluseoftheadvertisement,rhet oricaldeviceshavebeenputintouse,especiallythepuns.Therearemainlyfourfo rmsofpuns:homophonicpuns,homographicpuns,grammaticalpuns,andparo dypuns.Thepunshavetheirowndistinctivefunctionsothattheyaresignificanti nmakingadvertisement.Thisarticlefocusesonthepuninadvertisingandthefun ctionoftheuseofpunstogivesomeanalysis.

Keywords:advertisement,puns,form,function

introduction Thepurposeofadvertisingistoattracttheaimedcustomers.agreatimpressionsh ouldbegivenbytheuniqueadoptionofwordsandsuccinctandcontent-richsynt axoftheadvertisements.asforEnglishadvertisement,itshouldhavetheeffectof inducingthecustomer’simagination,arisingthedesireofpurchaseandcatchingeyes.asuccessfuladve rtisingnotonlyjustshock

peoplewithvisual,auditoryeffects,butalsopassedbypeoplebecauseoftheconc iseness.(:英文广告双关

语)amonganumberofrhetoricaldevices,ofwhichthemostpopular,isthepun.in thewebster’sThirdnewinternationaldictionary,itdefinesthepuninsuchway:thehumorous useofawordinsuchawayastosuggestdifferentmeaningsorapplicationsofwor dshavingthesameornearlythesamesoundbutdifferentmeanings;aplayonwor ds.(Yan,20XX)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,comesfromLatinwordsParo nomazeinwhichmeanscallbyadifferentname.ithastwobasiccharacteristics:a mbiguousdualcontext.itstechnicaluseofphenomenoninlanguagesuchashom onym,ambiguity,vaguenessmakesaword,phraseorsentenceexpresstwomea ningstocreateasenseofhumor,irony,orconveytheideaintheconditionedconte xt.

1.FiguresofspeechinEnglishadvertisements intheadvertisinglanguage,peoplepaymoreandmoreattentiontotheuseofrhet oric

meansbyusingtherefining,ingoftherhetoricm eansisnotonlybenefitstostimulateconsumerspendingbutalsotoimprovetheq ualitiesoftheadvertisementsandattractivenessoftheproducts.Therearevaryi ngkindsofrhetoricmeansappliedinEnglishadvertisements.Pun,simile,rhymi ng,Parallelism,Rhetoricalquestion,Repetition,andcontrastarethecommones tfiguresofspeechusedinEnglishadvertisements.

1.1Puns PunisthewidestuseofrhetoricmeansinEnglishadvertisements.Punisahumors useofawordthathastwomeansordifferentwordthatsoundsthesame.apunisarh etoricaldeviceinwhichpeopleusethepolysemousorhomonymousrelationofa languagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeani ngs.Thereareseveraltypesofpun,suchaspunonpolysemy,punonhomonymy, punonparody,punongrammar,punonillustrationsandwords. Taketheadvertisement“Theoffspringofspring”asanexample.（皮瑞尔矿泉水广告）.Thewordspringisveryimportanttotheadvertisementbecauseitstandsfo rthespring(春天)aswellasthespring（泉水）.Besidesthewordsoffspringwhichgiveustheimpressionofthenextgener ationisasymbolofcleanandsustainable.Sotheadvertisementleavesusadeepi mpressionoftheproductwhichisclean,pure,andlikestheseasonofspringfullof energy.wecannothelptobuyingthegoods.

1.2Similes Simileisusedmostincommercialadvertisementwhichmakesacomparisonbet weenadullelementandavividobjectatleastonequalityorcharacteristicincom mon.Simileisalways

introducedbywordslike,as,as…as,asif,ingofsimilewillgivetheconsumeraobviousandvividimage.Just liketheadvertisementofcomputer---acomputerthatunderstandsyouislikeyou