免费英语论文范文(6)
“Coke refreshes you like no other can.”
Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can; tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one.
1. 2. 5 Pun on Illustration and Words
A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances:
“50% OFF.”
It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%. The illustration and words are vivid, and attract the passers-by’ attention more easily.
“Stop at two.”
It is the title of an public service advertising (PSA) which the Population and Community Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger. The gesture “V” means victory. So people also can understand that it is a victory to have only one child. This picture is famous, so people will remember it easily. To achieve the success of their country, people may more like to control the population.
2 The pragmatic function of pun in advertisement
Pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive.
