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1、AnAnalysisofPunsinAdvertisingEnglishAbstractNowadays,weareendlesslybombardedwithallkindsofadvertisementsthroughvariousmediasuchasnewspaper,magazine,TV,poster,radioandinternet,etc.Asanappliedlanguage,advertisingEnglishhasitsownlinguisticstyleandfeatures.
2、Itslanguageisoriginalandbeautifulandfullofconnotations.Itssentencestructureissuccinct.Advertisements,givingthecharmoflanguagefullplay,usethesimplestlanguagetoexpressthemostcomplexmeanings.Thepurposeofadvertisementsistostimulatepeople’sdesireforshopping.
3、Therefore,manufacturerstrytheirbesttousepunstocreatenewmeanings.Manykindsofrhetoricaldevicesareusedinadvertisements.AndpunisoneofthemostfrequentlyuserhetoricaldevicesinEnglishadvertisementtohelptoachievedesiredeffectsofadvertisements.Ithastheabilitytoma
4、ketheadvertisinglanguagemoreinteresting,moremeaningfulandmorehumorous,whichishelpfultoattracttothepotentialcustomers’attentionandpromotetheirpurchasingactions.Thepaperfirstsumsupthedefinitionofpunaccordingtodifferentlearners’definitionsofpun,thenbriefly
5、introducesProfessorA,Hill’sthreeelementsofpun,atlastdiscussestheclassificationsandfunctionsofpunsinEnglishadvertisements.Punsareclassifiedintosemanticpuns,homophonicpuns,grammaticalpuns,idiomaticalpuns.Thefunctionofpunsasfollows:conveyinginformationanda
6、ttractingtheaudience’sattention,makingtheadvertisementbrief,makingadvertisementaestheticandavoidingsocialtaboos.TheusesofpunsinEnglishadvertisementsmaketheadvertisementsmorehumorousandwittyandleaveadeepimpressiononcustomers.Thepurposeofthisarticleistoof
7、fertheinsightintothenatureofthepunandhelpreadersimprovetheabilitytoreadandappreciatethisrhetoricalvehicle.Keyword:advertisingEnglish,pun,analysisContents1.Introduction12.LiteratureReviewofPuns22.1TheDefinitionandtheGeneralFeaturesofPuns22.1.1Ambiguity22
8、.1.2TheDoubleContext32.2ThePragmaticApproachtoAdvertisingPuns42.2.1Grice’sfourmaximsofco-operation42.2.2SperberandWilson’srelevancetheory53.ClassificationofPuns73.1SemanticPuns73.2HomophonicPuns83.3GrammaticalPuns103.4IdiomaticPu
