英文广告中的双关修辞及其运用效果研究

Study on the Pun and its Rhetorical Effect in the English Ad

本文通过对现实生活中的几例典型广告文案的分析,作者对英文广告常用的"双关"修辞手法进行了分类研究,提出了巧妙利用双关能使英文广告增加其吸引力和趣味性,体现广告语言独特的形式美和韵律美,以达到吸引顾客、宣传产品的目的。

In this paper, the author makes a study of the pun which is often used in the English ads by analyzing some typical ones in our daily life, gives an opinion that making clever use of puns can make English ads more attractive and amusing and show the unique charm in form and rhythm of the English ads, and in the end, to attract .ore customers and to market the products.