摘　要

当今，广告已成为人们生活中不可缺少的一部分，随处可见。随着科技进步，社会竞争压力加大，产品日新月异。如何使产品的宣传更具吸引力成为企业与广告者关注的主题。因而许多新颖的设计应用到广告中并得到推广，如明星效应，卡通等。这些设计中，双关语是获得多数人认可，并使用最频繁的一种修辞手法。因其增加广告的趣味性和幽默性，使广告更加生动形象，从而给人留下深刻印象，提升消费者的购买欲望而深受企业与广告者的喜爱。
英语广告中的双关语不仅展示了英语语言的魅力，也向人们传递着一个国家、一个民族或一个地区的民俗文化信息。如何在英语广告中有效地应用双关语成为许多研究人员的研究主题。
本文将在国内外学者的研究基础上，从双关语的分类，应用及作用，对双关语在广告中的应用作分析。

关键词：双关语；英语广告；设计；修辞手法；应用

Abstract

In the present, the advertisement has been a part of people’s common life which is indispensable, and it can be found everywhere. Today, with the rapid development of science and technology, and increasement of the pressure of social competition, products change quickly day by day. How to make the propagation of the products more attractive becomes a topic to which companies and advertisers pay much attention. So there are lots of methods put into practice in advertisements and gradually widespread use, such as inviting some superstars, using cartoon in advertisements and so on. Among such methods, pun is the one that has been accepted by most people, and used most frequently. It is deeply loved by most companies and advertisers because it can make advertisements more vivid and indelible by adding attraction and humor so that it can stimulate customers’ purchasing desire.
Pun using in English advertisements can not only reveal the charm of English language, it also transmits the information of customs of a country, a nation or a region to the others. How to effectively apply puns in English advertisements becomes a research topic by many scholars. 
According to the achievements of scholars from abroad and domestic on the study of pun, I will analyze the use of puns in English advertisements in this paper from the classification of puns, the use of puns and the functions of puns in advertisements.

Key words: pun; English advertisements; design；rhetoric methods; application

1  Introduction
1.1 Background
Advertisement which comes from a Latin word “advertere” ,broadly defined, is a non-personal communication of information about products, services , as well as ideas that need to be paid for by identified sponsors and be usually persuasive in nature through the various medias ,like newspaper, TV set, radio and so on. Today, with the rapid development of economy and technology under the backdrop of globalization, the competition among companies are more and more intense. It is a difficult task for companies to survive in such a rat race. Finally, those companies find that advertising may be the most direct and useful way that companies can use to win the competition. The purpose of advertisement is selling goods. The advertisers consider that a successful advertisement can bring companies huge benefits.