浅析英语双关语在广告中的运用及作用

The Application and Role of English Puns in Advertisement

广告,作为一种特殊的交际模式,是消费者了解商品的一个重要途径,与现代生活息息相关。而双关语因其语言上的机智和独具匠心、风趣幽默、新颖别致,能给人以回味和想象的余地,能突出广告的特点,从而在瞬间引起消费者注意,刺激其购买欲望,最终促成购买行为。因此,双关语在广告中被大量启用,通过对实例的分析探究双关语在广告中的运用艺术和寓意具有很强的现实意义。

As a special communication mode, advertisement, concerned with modem life, is an important way for consumers to get to know commodities. While puns are in a position to provide room for retrospection and imagi- nation because they are linguistically witty, unique, humorous and novel, and may arouse the consumers＇ attention, excite their desire for purchase and finally promtote purchase act as such because they can foreground the characteristics of advertisement. Thus puns are extensively employed in advertisement. It is of great realistically meaningful to explore the application art and allegory of puns in advertisement by way of examplification.