双关语在广告英语中的修辞功能与应用研究_英语论文

On the Rhetoric Functions and Application of Puns in English Advertising 

摘要

双关语，因为它凝练的语言和丰富的内涵，一直被认为是广告英语中最为喜闻乐见的创作手段。简而言之，英语广告中双关语的运用使得广告语言新颖独特、幽默诙谐、夺人眼球且具有说服力。本文第一章概述广告英语的历史和发展；第二章为文献综述，主要回顾了前人的研究成果；第三章探讨广告英语中双关语的修辞功能，第四章运用具体案例对广告英语的应用作了相关探讨，从而得出研究结论，即双关语在广告英语中具有审美、幽默或讽刺、说服和载蓄四大修辞功能，而谐音双关、语义双关、词性双关及典故和成语双关的运用有效地增加了语言感染力和记忆点，从而达到吸引顾客购买特定产品的目的。

关键词：双关语；广告英语；修辞作用；应用

Abstract

Punning is regarded as one of the most beloved rhetoric tools in English advertising because of its concise language and rich connotation. In a word, the using of puns makes advertising language novel, humorous, attractive and hence persuasive. The first chapter demonstrates the basic knowledge of English advertising, which includes a brief introduction to English advertising as well as the pun; the second chapter reviews the previous research achievements; the third chapter mainly talks about the rhetoric functions of puns in English advertising; chapter four explores the application of puns in English advertising by using some specific examples, thus drawing a conclusion of the study that  the puns in English advertising have the functions of aesthetics, humor or satire, persuasion and carrier storage. The applications of homophonic puns, homographic puns, grammatical puns and idiomatic and slangy puns enhance the attraction of advertising language effectively so as to appeal consumers to buy certain products.

Key words: puns; English advertising; rhetorical functions; application