On Pun Using in the English Advertisement 英语专业毕业论文.doc
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1、On Pun Using in the English AdvertisementAbstract: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,
2、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
3、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
4、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 intro
5、duces 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 for
6、mation 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
7、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分类。本文的意义在于进一步探讨双关语产生的语言机制和双关语在广告中的实用价值。从而根据其分类进行英语广告设计。 关键词:双关语;语义;广告语言ContentsAbstracti摘 要iiContentsiii
8、Introduction 11. The Basis about Puns Formation21.1 Definition 21.2 The Essential Characteristics of Pun 2 1.2.1 The Utterance Meaning Fall Onto the Different Meaning 2 1.2.2 Double Context32. The Functions of Pun in English Advertisement 32.1 Reinforce the Appeal of Language 42.2 Strengthen the Eff
9、ects of Rhetoric 42.3 Transmit the Emotion 42.4 Produce Associative Meaning 53. Types of Pun in English Advertisement 53.1 Pun about Homophone and Homograph 63.2 Pun about Grammar7 3.3 Pun on Parody 83.4 Pun on Trademark 93.5 Pun on Alphabet 9Conclusion 10Bibliography 11 IntroductionPun is one of th
10、e most common rhetorical devices used in English advertisement. Why is pun used in English advertisement? On one hand, pun as a humorous game of words has a close relation with ambiguity. It makes use of the phenomenon of homonym and polysemant to make a word or a sentence with different meanings. A
11、nd the expression of pun is implicit, euphemistic and 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 are acquiring the information. On the other hand, the principle
12、 of English advertisement requires the most complicate meaning in the fewest words. Pun, owing to its concise language and rich connotation, meets demands of advertisement in all aspects. Thus, pun is widely adopted in all kinds of English advertisement to achieve the best communication purpose. So
13、it is necessary to learn and study pun as a rhetoric device in English advertisement, which is useful in cultivating the habit of thinking in English and improving the abilities to understand and express in English. Taking English advertisement as an example, we are going to talk about pun as a rhet
14、oric device in English advertisement in details, including its definition, essential characteristics, functions as well as types. This article means to explore the language system of the formation of pun and the practicable value of pun in English advertisement.1. The Basis about Puns Formation1.1 D
15、efinitionWhat is a pun? A pun is defined as “to play on words, or rather to play with the form and meaning of words, for a witty or humorous effect.”1 Pun belongs to the category of synecdoche, which is the evidence that pun can be independent on the way of expression. In essence, pun is to borrow t
16、hose words that are of the same or similar pronunciation to express different meanings. From these, we can know some characteristics of pun. 1.2 The Essential Characteristics of PunThere are two essential characteristics of pun. One is the utterance- meaning falls onto the different meanings. The ot
17、her is with double contexts 2.1.2.1 The Utterance Meaning Falls Onto the Different MeaningThe first essential characteristic of pun is the utterance- meaning falls onto the different meaning of the same word or same (similar) pronunciation. To realize the purpose of pun on the expression of the spea
18、kers real intention, pun intends to take the advantage of the different meanings which homo- phonous words and politely can produce.For example:1) “Trust us, Over 5000 ears of experience”This is an English advertisement of audiphone. The advertiser makes use of the pair of homophonous words “ears an
19、d years to produce the different meanings. When this advertisement takes the meanings of “years”, it indicated the long history of the product and the excellent quality that has been tested for a long time.2) “Spoil yourself and not your figure”It is a title of the advertisement for Weight-Watcher i
20、ce cream. This kind of ice cream is produced for the dieters “Spoil” means “enjoying yourself”, while “spoil not your figure” means, “wont ruin your figure”. The advertise- ment indicates that youll not become fat after eating.1.2.2 Double ContextAnother characteristic of pun is double context. One
21、word with double meanings at the same time, each of its meaning should have its context.For example:3) “The driver is safer when the road is dry;”“The road is safer when the driver is dry;”This is a public interest advertised. “Dry” in this advertisement has different contexts. “Dry” in the first se
22、ntence means “not wet or without moisture”, while “dry” in the second sentence means “doesnt drink”. Therefore, “dry” in different contexts produce different meanings.2. The Functions of Pun in English AdvertisementPun, owing to its many kinds of function, meets demands of adverti- sement in all asp
23、ects. Thus, it is widely adopted in all kinds of English advertisement. Now we will discuss the functions of pun in English advertisement in the following text.2.1 Reinforce the Effects of LanguageFrom the example 3 “The driver is safer when the road is dry; the road is safe when the driver is dry.”
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