Session ElevenPun in Advertising.ppt

Session ElevenPun in Advertising 五、 Antithesis （对照） * According to Webster’s Third New Interna- tional Dictionary (1986:1642), the pun is “a humorous use of a word in such a way as to suggest different meanings or applications of words having the same sound or nearly the same sound but different meanings: a play on words.” It is a play on words, or rather a play on the form and meaning of words. Nida (19 93:87 ) describes it as follows, “Playing on The meaning and formal resemblance of words (punning) is a universal phenomenon, and in some languages this rhetorical device is extensively encouraged and practiced.” I have found an interesting phenomenon: the definitions or descriptions of pun always have a noun phrase—a play on words. Why is it a play on words? Because puns rest on a superficial or accidental similarity: two words sound the same, or one word that happens to have two separate meanings. In other words, it takes advantage of homophones and homo- nyms to suggest double meanings of words at the same time, making a linguistic twist in advertising language. So it is often said to be a play on word. Appropriate application of pun can attract readers’ attention, make the body copy read- able and memorable and arouse consumers’ interest and imagination. e.g. (110) Make you every hello and real good buy. (A Telephone Ad) (111) From sharp minds. Come Sharp products. (112) Every Kid Should Have An Apple After School. ( Apple IIC ) (113) All you need is some good company, good coffee, and vivid imagination. Let’s take care of the coffee. Only Taster’s choice is good enough. (114) Which lager can claim to be truly Ger- man? This can. ( A big can of lager beside this ad) (115) The unique spirit of Canada: We bottled it. Right to the finish, its Canadian spirit stands out from the ordinary. What keeps the favor coming? Super lightnes