双关语在商业英语广告中的应用

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Abstract This thesis is based on the studies of analysis of puns in business English advertisements.Market competition has become increasingly fierce with the development of economy and in this battle, commercial advertising is undoubtedly the most effective imputes for businesses. The functions of business advertisements include information, persuasion, maintaining demand, creating main markets and keeping quality. In order to achieve the expected effect of advertising, advertising language applies a variety of rhetoric devices which shows the charm of art modern English. Pun is one of the common types of rhetoric. After summarizing the basic concept of puns, this paper, through examples of English advertisement, analyses the application of rhetoric pun to explore the causes of popular puns in business advertising and the effects of puns.62413

Key words: advertising; business English; rhetoric; pun

摘要本文主要研究双关语在商业英语广告中的应用。随着经济的不断发展,商品市场的竞争也越来越激烈,在这个没有硝烟的战场上,商业广告无疑是商家最得力的武器。商业广告的功能包括：提供信息、争取顾客、保持需求、扩大市场以及确保质量。为了达到广告的预期效果，广告语言运用了多种修辞手段。双关作为其中较为常见的种修辞手段，诠释了现代英语广告的艺术和魅力。本文在概述了双关语基本概念后，通过列举英语广告实例，简要分析广告英语修辞手法双关的种类和应用，探讨双关语在广告语中备受青睐的原因，以及广告语篇中双关这种修辞方法的作用和效果。

毕业论文关键词：广告；商业英语；语言修辞；双关语

1. Introduction1

2. Literature Review2

3. Functions of Pun in Business Advertisements...3

3.1 The Pragmatic Functions of Puns 3

3.2 Glamour of Puns4

3.3 Ambiguity.5

4. The Categories and Applications of Puns.6

5. Conclusion..9

Works Cited...11

1. Introduction

Advertisement is a rich product of the rapid social and economic development. With new products and services springing up endlessly in our daily life, advertisement, has penetrated through every aspect of our life and has played an inestimable role. In order to achieve the goal of business in the form of art, advertising language symbol system needs to contain the meaning associated with inner information in the form at the same time(Cheng Wei,2013:3). Advertisement invention is not only an economic activity to bring new services or commodity to people but also a cultural integration. It is like an invisible hand which controls people's lifestyles and consumption habits. 源:自*751`%论,文'网·www.751com.cn/

How to understand and use English advertisement properly and how to make its purpose well-known has currently become a problem. On one hand, the final aim of English advertisement requests its language to be simple, novel and direct to attract customer’s attention and arouse their desire,and also create conviction in the competitive market. On the other hand, the principle requires that it needs to show the most complex meaning in the fewest words. In fact, a simple ad should include many figures of speech in order to improve their products or services while establishing a good corporate image. Therefore, advertisement inventors always think deliberately and carefully about the using of new, unique vocabularies, concise sentences and smart rhetoric devices to make a strong impression on consumers because puns can arouse echo in people heart. A pun is widely used in the advertising language vocabulary, syntax and pronunciation. Advertising designers use people's background applied in the advertisement pun ably and take the initiative to cater to the public which makes the languages vivid and full of appeal(Gao Shan, 2014:125).The most commonly used strategy is to use popular proverbs, idioms or centuries knowledge, making the audience think of the related concepts of this knowledge and interpreting its connotation successfully. Mastering the skills of using puns can make the language more vivid and humorous and implicitly express the content of the advertisement. The persification of ads requires the use of the advertising language more refined, remarkable and rich-skilled, which makes the advertising products attractive. The good brand image effectively enables consumers to produce consumption desire.