The pun in advertisements(1)

1ThepuninadvertisementsABSTRACT:Advertisingisalanguageofmajoremotionaldynamicfunctionaimingtoleadthewishes,perceptionsandattitudesofthepublic,persuadingthemtochangetheirmindsandpromptingthemtobuymoreofacommodity,orsomekindofservice.PunninginadvertisingEnglishcanproducepleasantassociationsoffunctionalinstructions,imagecomposition,empatheticorientationrole,whichmakesadeepimpressiononpeople.INDEXTERMS:pun,polysemy,associativemeaning,andconnotativemeaning目录Ⅰ.INTRODUCTION....................................................................................2Ⅱ.CONTENTS...............................................................................................2A.TheTypesofPun...................................................................................31.Homophobicpun................................................................................32.Homo-graphicpun.............................................................................33.Grammaticalpun................................................................................44.Mimicryofpun....................................................................................42B.TheeffectsofPuns................................................................................51.Theeffectofhumanisticcare........................................................62.Theeffectofeducating.....................................................................63.Theeffectofhumor...........................................................................6Ⅲ.CONCLUSION..........................................................................................7Ⅳ.REFERENCES..........................................................................................7Ⅰ.INTRODUCTIONPuniswidelyusedinadvertisingeffectforitshumor,euphemism,ambiguitytoquicklyattracttheattentionofpeople.Punsareconsciouslyuselanguagehomonymorpolysemyofawordmakingtwodifferentlayersofmeaning,orthewordinvolvingtwothingshasbothapparentandconnotativemeanings.Todaymyapplicationinanalysisofpunsisfromadvertisingmeaning,typesandeffectsofpun'srhetoriceffectintwoways.Ⅱ.CONTENTS3A.TheTypesofPun1.HomophobicpunHarmonicaudioPunisauseofhomophonesandcloselylinkedtothedoublecontextadddifferentfeelingsandhavespecialeffectsofEnglishrhetoric.Thistypeofpunwhichisfunny,wittyandhighlyinfectiousispronouncedthesameorsimilarmeaningbuthavedifferentwordstoreplacetheexpressintention,thispun.Forexampleabeachad:Moresunandairforyoursonandyourheir.(Wehaveplentyofsunshine,freshair,---thesonofandheirtothepropertytoyou,andbegoodforthem.)Businesstheauthorartfullyusestwopairsofhomophones:Sunandson,airandheir,sothecatchyadwithharmonioussoundsisveryeasytoimpresstheparentsofheartwhichlovechildren.2.Homo-graphicpunPunmeaningthatisusedwithdifferentmeaningsandcloselylinkedtothedoublecontextresultshumorouseffect.Thispunisontheliteralmeaningofaword,andactuallytakesintoaccounttwodifferentmeanings,whichresultintoasubtleandintriguingmood.Forexample,UnitedStatesexpresstravelservicecompanyad:Aroundthecorner,aroundtheworldwe'rearoundtohelp.Aroundhavemeaningsof”surrounding,hereandthere”and“about”.Itwiththeareabouttomakesinfinitivestructurecleverlycompositioncontainingorisaboutto4dosomethinginthefuturetense,meaningshowscompaniesarealwayshappytohelp.Asanotherexample,UnitedKingdomLloydsBank'soutdooradvertising:Moneydoesn'tgrowontrees.Butitblossomsatourbranches.(Nomoneygrowsonthetree,butintherow.)Branchhasadoublemeaning:onereferstothebranch(theliteralmeaning),andanotherreferstothevariousbranchesoftheBank.TheadvertisementistoattractpeopletoputmoneyintheBank,soastosavemoremoney.3.GrammaticalpunPunistheuseofgrammaticalproblemsofgrammar,itisalsomorecommoninadvertisingEnglish,andtherearemanyclassicexamples.Forexample,Lager-lightbeerads:-WhichLargercanclaimtobetruly?—thiscan.(Nexttoacanofbeerillustrations):Yes-WhatisthepitcherofbeerwascalledanativeofGermanygoods?---Thetank.Hereyoucanasbothmodalscan,andasanoun(beveragecans).Becauseofcanpunintended,togetherwithLagerbrandnamepuns,aswellasnexttocleveruseofillustrations,advertisingacertainhumorandgivetheaudienceaprofoundimpression.4.MimicryofpunPunmimicryreferstothestructuretobelikesomepeoplearefamiliarwiththeidioms,proverbs,etc.Theseadsarebasedonprevioussocio-culturalknowledgeinauniquenewlanguageformofpunandreflecttheartofadvertisinglanguage,withevocativeovertones.For5example,Toyotaads:Wherethereisaway,thereisaToyota.Itremindspeopleofadeterminedidiom:Whenthereisaway,thereisawill.Hereadvertisershavesuccessfullyinvokedthemeaningofidioms,letpeopledrawnfromthelongfamiliarwiththeidiomofthenewargument:Toyotamusthaveexcellentquality.Itisworthmentioningthat,ToyotaadvertisementswillalsousemimicrypunproperinChina:buildit;thereisaroad,aToyota.B.TheeffectsofPunsPun'srhetoriceffectanalysisofpunsinadvertisementsintheachievedeffectismainlydividedintothreetypes.1.TheeffectofhumanisticcareSuchrhetoriceffectiscommonineverydayadvertisements.Currently,advertisersachievethebestsocialandeconomiceffectsfromaddesignandcreationintheformandconte