On Pun Using in the English Advertisement_英语专业毕业论文.docVIP

On Pun Using in the English Advertisement Abstract：Pun as a humorous game of words has a close relation with ambiguity. It makes use of the phenomenon of homonym to make a word or a sentence with double meaning in the given language context skillfully. The expression of pun is implicit, euphemistic, humorous, which can produce a strong humorous artistic effect to the reader or the audience. Therefore, people can enjoy the cultivation of art and the enjoyment of beauty while they acquiring the information. So pun is used widely in English advertisement. To learn and study English pun is helpful in cultivating the habit of thinking in English and improving the abilities to understand and express English. Pun covers many aspects of our life, including advertisement, language communication, literature creation, media, etc. Pun as a rhetoric device in English advertisement is one of the basic means to form concepts and express ideas. With china entering the WTO. We want our products to be popular among the world. Advertisement, especially English advertisement, is essential. How to make perfect advertisement is very important. Based on the theory of linguistic, this article firstly introduces the definition and essential characteristics of pun. Secondly it discusses the function of pun in English advertisement. Finally, it talks about the types of pun from different effects and different purposes in English advertisement. This article means to explore the language system of the formation of pun and the practicable value of pun in English advertisement. Key words: pun, semantic, advertising language 摘 要: 双关语是一种幽默的文字游戏，与语义歧义紧密相连，它巧妙地利用同音异义或一词多义现象使一个词法或句子具有两种不同的含义，不直接表露，显得含蓄委婉，而又十分幽默新奇，能对读者或听众产生一种强烈的幽默风趣的艺术效果，使人们的感知信息的同时，得到艺术物熏陶和美的享受，并留下深刻的印象。学习和研究英语中的双关，有助于培养地道的英语思维习惯，提高理解和表达英语的能力，双关涉及到我们生活的许多方面，包括广告、语言交际、文学创作、新闻媒介等。双关在英语广告中的运用是人们形成和表达要领的重要途径之一。而且随着中国加入世贸组织，要想更多的产品走向世界市场，产品的英语广告里必不可少的，怎样设计出好的广告非常重要。本文将应用语言学的理论，先简单阐述双关的定义及其本质特征，然后探讨双关语在英语广告中的不同作用，最后根据英语广告的效果和目的对英语广告中的双关语进行