双关辞格在广告语中的应用

Application of Pun Figure of Speech in the Advertising Language

广告的创作是一门综合性艺术,双关辞格作为一种深受青睐的修辞手段在广告创作中被广泛应用。运用好双关修辞,能使广告语言增添感染力。双关在广告语中的表现形式非常广泛,其主要形式有巧用熟语、名称双关、数字双关和英语双关等。双关之所以能在广告语中被广泛运用主要是因为它具有一定的语用功能,即引人注目、满足需要和简洁凝炼。双关在广告语中的运用,需要进一步规范。

Advertising creation is a comprehensive art,pun figure of speech is widely used as a favored rhetorical device in advertising creation.Making good use of pun can add to the appealing of advertising language.The form of pun in advertising language is very broad,and its main forms are clever use of idiom,the name pun,digital pun,English pun and so on.Pun has been able to widely used in the advertising language because of its pragmatic functions,namely eye-catching,meeting the needs and conciseness.The use of pun in the advertising language needs to be further standardized.