摘要

  广告是一种现代化的沟通方式，而双关语则是一种常用的使沟通变得更为幽默的方法。双关语在广告中的运用对于广告商来说是一种很普遍的方法，用来吸引消费者以及说服顾客来购买广告产品。在当今社会，我们会发现包含各种双关语的广告随处可见，如贴在地铁站的海报，广播里的语音广告等。双关语在广告中的运用使得广告更为生动和有趣。本篇论文介绍了广告和双关的定义和功能，并通过分析一些例子阐述了双关语在广告中的应用。双关语在本篇论文中有四类：语音双关，语义双关, 语句双关和复合双关。通过对这四种双关的分析,人们能够深刻的了解英语广告中的双关。

关键词：广告；双关语；运用

Abstract

Advertisement is a modern way to communicate, and the pun is a popular method to make the communication become humorous and interesting. The use of puns in advertisements is a common way for the advertisers to attract the consumers and persuade them to buy the advertised products. In the modern society, we can usually find advertisements which contain various kinds of puns everywhere, such as the poster in the underground stations, the voice advertisement on the broadcasts. Puns make the advertisement become more interesting and expressive. This essay introduces the definition and functions of the advertisement and the pun, and mainly analyzes some examples to illustrate the application of pun in English advertisement. There are three types of the pun in the thesis: phonetic pun, homographic pun, homosentence pun and compound pun. Through analyzing four types of puns, people can profoundly understand the formation of pun in English advertisement.
 
Key words: advertisement; pun; application