免费英语论文范文(9)
“Firstly, advertisement is paid message, with limited space and time, so it doesn’t allow verbiage to waste the investment. Pun with double meaning has the characteristic of small carrier but plenty of connotations. So it is very economic, effective and money-saving to the advertiser. Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement. The pun in advertisement is usually formed by short sentences. Some use the name of the product as the theme of the advertisement. Some use excellent phrases to show the specialties of the product. To the audiences, it saves their time to get the information they want. Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously. So, to achieve expected propagandist effect, the advertisement must reduce the memory message. Pun is suitable for the requirement. The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply” [3]. In a word, pun uses fewer words to express full message which is the content of Economy Principle, and it usually reaches the purpose of advertisement that is arouse consumers’ attention to a commodity and induce them to use it. For instance:
“Two beer or not two beer, that’s a question. ----Shakesbeer”
Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet. Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer. And the word said by Hamlet is also very famous, especially in western country. The sentence is short and the pattern is famous, so people will remember the product naturally.
“Go well, Go Shell.”
It is an advertisement for Shell Oil Company. “Well” sounds like “where”, so it implies that go to Shell company to buy oil. Only four words are used in the advertisement, but express the meaning fully and impress people deeply. Imagine that one day, when you drive your car, suddenly, the oil is run out. So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”. So you will go to Shell at once. The slogans impress the audiences deeply and persuade them to buy the product invisibly.
