Abstract

This thesis is based on the studies of analysis of puns in business English advertisements.Market competition has become increasingly fierce with the development of economy and in this battle, commercial advertising is undoubtedly the most effective imputes for businesses. The functions of business advertisements include information, persuasion, maintaining demand, creating main markets and keeping quality. In order to achieve the expected effect of advertising, advertising language applies a variety of rhetoric devices which shows the charm of art modern English. Pun is one of the common types of rhetoric. After summarizing the basic concept of puns, this paper, through examples of English advertisement, analyses the application of rhetoric pun to explore the causes of popular puns in business advertising and the effects of puns.

Key words: advertising; business English; rhetoric; pun

摘要

本文主要研究双关语在商业英语广告中的应用。随着经济的不断发展,商品市场的竞争也越来越激烈,在这个没有硝烟的战场上,商业广告无疑是商家最得力的武器。商业广告的功能包括：提供信息、争取顾客、保持需求、扩大市场以及确保质量。为了达到广告的预期效果，广告语言运用了多种修辞手段。双关作为其中较为常见的种修辞手段，诠释了现代英语广告的艺术和魅力。本文在概述了双关语基本概念后，通过列举英语广告实例，简要分析广告英语修辞手法双关的种类和应用，探讨双关语在广告语中备受青睐的原因，以及广告语篇中双关这种修辞方法的作用和效果。

关键词：广告；商业英语；语言修辞；双关语