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双关语在英语广告中的应用


全文字数:5500字左右  原创时间:<=2022年

【内容摘要】

双关语在英语广告中的应用

Language of advertisements should not only be brief, but innovative. Because of its unique language characters, advertisement language plays an important role in our daily life, further more, it makes effort when we make decision. Whether commercial advertisings or PSAs bring indelible impact on people's work and life. The unique advertising language, but also the field of culture can not be ignored a landscape. Creation of advertising is a comprehensive art. It combines sociology, aesthetics, psychology, marketing, sound, electrical, literature, linguistics together. Ad makers take advantages of the marketing principle to write tastes, interesting text, let his idea has a special appeal, can arouse the reader's attention in an instant, to stimulate their desire to buy, and eventually buying things. Therefore, advertising language must be vivid, concise and strong tendentious. Puns just reflect these characteristics, so became a very common kind of rhetorical devices in advertising language.
    Analysis the phenomenon that puns used in English advertisement, this paper sums up the characteristics of all kinds of puns and their function that mainly used in daily ads. It applies the similar pronunciation of words and phrase to create homophonic pun and it draws people’s attention by creating ambiguous meaning. Words with two or more possible meanings that lead to a semantic Pun,which can provide more information that can be connected with the products and services. In addition,it applies grammatical pun through using dual or multiple grammatical function of the same specific word,which raises people’s interests. Meanwhile, it uses some familiar 
idioms and vulgarisms to create idiomatical pun,which gives the target audience a deeper impression of the products.
   Through analyzing different pun usages of advertisements,this thesis makes a summary of obvious effects of English advertisements and It interprets the achievements of pun effects of English advertisements .It has the following obvious effects :economic effect,brand publicizing,shared feelings and avoiding taboos. The achievement of the pun effect needs the associated effort of both the makers and consumers of advertisements.
Key Words : English advertisements;Pun;Effectiveness of Pun
 
                           

摘要

广告语短小精悍,以其独特的语言特点及功能在当今社会发挥者举足轻重的作用。广告渗透着我们生活的方方面面,甚至影响着人们的决定。无论是公益广告或者是商业广告都对人们的工作生活带来不可磨灭的影响。广告语言的独到性,也是文化领域不可忽视的一道风景线。广告的创作更是一门综合性艺术。它集社会学、美学、心理学、市场营销学、声电学、文学、语言学等于一身。广告文案要利用推销原理写出雅俗共赏、生动有趣的文字,要具有特殊的感染力,能在瞬间引起读者注意,刺激其购买欲望,最终促成购买行为。因而,广告文体必须具备生动、简洁和强烈宣传性的文字特征。双关语恰好体现了这些特征,自然成为了广告文体中十分常用的一种修辞手法。
本文对英语广告中的双关现象进行分析,概括了各类双关的特点极其运用。在英语广告中利用字,词的同音或者谐音形成谐音双关;利用词语的多义性,一个词语可能可以兼顾很多种意思,使得广告富有多层次的含义,回味无穷;语义双关将词语的多义性发挥得淋漓尽致;利用人们耳熟能详的成语或俗语构成成语或俗语双关,使广告利用成语或俗语在人们心中的印象而被记住;语法双关,利用词语的双重或多重语法功能构成语法双关,以独特的双关风格引起受众的注意。
通过英语广告中的各类双关的解析对双关在英语广告中显著的效果进行了归纳,并分析英汉广告中双关效果的达成。双关修辞在英语广告中主要有以下显著效果:经济效应,宣传品牌,情感共鸣和避免禁忌。其中情感共鸣主要是通过双关的幽默效果、感动效果和价值观的共鸣效果来实现。双关的效果的达成需要广告制作者和受众的共同努力。
关键词:英语广告  双关 双关效果
                 

 

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