英语广告中的双关语

A bstract:Nowadays,advertisements have become an indispensible part of our life that it comes to our view almost omnipresent.Its influences are intangible.It is an art of concentrated, integrated.In order to make full use of the advertisement,rhetorical devices have been put in to use,especially the puns.There are mainly four forms of puns:homophonic puns,homographic puns,grammatical puns,and parody puns.The puns have their own distinctive function so that they are significant in making advertisement.This article focuses on the pun in advertising and the function of the use of puns to give some analysis.

K ey words:advertisement,puns,form,function

I ntroduction

The purpose of advertising is to attract the aimed customers.A great impression should be given by the unique adoption of words and succinct and content-rich syntax of the advertisements. As for English advertisement,it should have the effect of inducing the customer’s imagination, arising the desire of purchase and catching eyes.A successful advertising not only just shock people with visual,auditory effects,but also passed by people because of the conciseness.Among a number of rhetorical devices,of which the most popular,is the pun.In the Webster’s Third New International Dictionary,it defines the pun in such way:the humorous use of a word in such a way as to suggest different meanings or applications of words having the same or nearly the same sound but different meanings;a play on words.(Yan,2008)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,also known as paronomasia or play on words,comes from Latin words Paronomazein which means call by a different name.It has two basic characteristics:ambiguous dual context.Its technical use of phenomenon in language such as homonym,ambiguity,vagueness makes a word,phrase or sentence express two meanings to create a sense of humor,irony,or convey the idea in the conditioned context.

1.Figures of speech in English advertisements

In the advertising language,people pay more and more attention to the use of rhetoric means by using the refining,accurate and vivid ing of the rhetoric means is not only benefits to stimulate consumer spending but also to improve the qualities of the advertisements and attractiveness of the products.There are varying kinds of rhetoric means applied in English advertisements.Pun,simile,rhyming,Parallelism,Rhetorical question,Repetition,and Contrast are the commonest figures of speech used in English advertisements.

1.1P uns

Pun is the widest use of rhetoric means in English advertisements.Pun is a humors use of a word that has two means or different word that sounds the same.A pun is a rhetorical device in which people use the polysemous or homonymous relation of a language to cause a word,a sentence of a discourse to involve two things of meanings.There are several types of pun,such as pun on polysemy,pun on homonymy,pun on parody,pun on grammar,pun on illustrations and words.

Take the advertisement“The offspring of spring”as an example.（皮瑞尔矿泉水广告）.The word spring is very important to the advertisement because it stands for the spring(春天)as well

as the spring（泉水）.Besides the words offspring which give us the impression of the next generation is a symbol of clean and sustainable.So the advertisement leaves us a deep impression of the product which is clean,pure,and likes the season of spring full of energy.We can not help

to buying the goods.