广告中双关语的语篇分析

An Analysis of Pun in Advertisements

双关语是中外广告中常用的一种修辞手段。双关语用于广告,往往使广告幽默有趣,引人注目,加深记忆,达到较好的广告效应。本文从对双关语定义、分类的理解,进而着重分析广告双关语的成立条件、作用和语义模式(类型)等问题。

Pun is one of the rhetorical devices used in advertisements both in Chinese and English.The usage of pun makes the advertisement more vivid and humorous.This paper demonstrates the definitions and the category of pun to analyze the condition and the function of it.