免费英语论文范文(19)
Conclusion
Advertisement is a way for the company to propaganda their product. To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose. Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful. Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement. Pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc. and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable. So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.
Notes
[1] Oxford Advanced Learner’s English—Chinese Dictionary( Oxford University
Press,1997),1202.
[2]Walter Redfern, Puns(Oxford: Basil Blackwell Limited,1984),50.
[3]Du Juan, On the Diction Characteristics of English Newspaper Advertisements: Journal of Lan Zhou University (social sciences,2000), 236.
[4] 黄映秋.广告英语中的双关运用及可译性探讨[J].外国语,2005,(9):68.
[5] [6] [7] [8] 张昭苑,段海生.English Advertisement and Its Translation[J].重庆学院学报,2004,(3):35-38.
