中英文广告中的双关语

Puns in advertisements in English and Chinese

双关语是广泛运用于广告文案创作并受人们喜爱的修辞格,其有多种表现形式。可分为一词多义,同音异义,近谐音双关等等。若在广告中运用得当,可以产生强烈的艺术效果和修辞作用,产生不平凡的广告效果。

Puns are widely used in the creation of AD copy, and popular figures of speech, there are a variety of forms. Puns can be divided into polysemy and homonymy, nearly homophonic pun, etc. If used correctly in the advertisement, can produce strong artistic effect and the rhetoric effect, and unusual advertising effect.