同音异义词引起的双关语在英语广告中的应用
质量上乘的广告常借用特定的修辞手段以增强广告的表达，其中利用同音异义词产生歧义双关就是一种巧妙的的语用手段。同音异义词产生词汇层面上的歧义，进而促使生成词义方面的双关作用。首先对同音异义词的相关理论知识加以梳理，然后分析其同音现象产生的双关作用，并结合其在英文广告方面的具体应用进行深入探讨。规范运用同音异义词，得体表达双关作用，以此更好地促进英文广告的创作。
关键词：同音异义词;歧义;双关;英文广告
Application of Puns Caused by Homophones in English Advertisement
Abstract: The high-quality advertisements usually can improve selling power through the method of using figure of speech. Pun with the major feature of ambiguity caused by homophones can be regarded as one of the most popular and effective rhetorical means that has been employed in the applications of the English language. Homophones produce the ambiguity due to the identical sound but different meanings while consequently bring about pun by virtue of more than one meanings. This paper first has a brief introduction about some theories on homophones, and then further explores the pragmatic value according to the specific applications about the homophones and puns in English advertisements. In addition, this paper offers several pragmatic approaches and proposals to standardize the application of homophones and the utilization of pun so as to make positive contributions to the creation of English advertisements.
Key words: homophone；ambiguity；pun；English advertisement
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