浅议广告英语双关语的理解

On the Understanding of Pun in English Advertising

双关的运用能够增加人们的注意价值及记忆价值,但对其用法的理解多限于文学作品,广告方面尚不多见。因此,本文将重点阐述双关手法在广告英语中运用的主要类别以及对其理解所需的相关知识,为广告英语双关语的理解研究提供有益启示。

The employment of pun increases the memory value as well as the attention value of advertisements.However,discussions on the effects of pun exist more in literature while less in advertising.The present paper, based on an analysis of the main categories and the discussions of the related knowledge in understanding pun,is an attempt to give some enlightenment to the understanding and study of pun in English advertising.