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1、TheApplicationofPuninEnglishAdvertisement1.IntroductionAdvertisingisnonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproduct,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.Itsaimistoarouseconsumers'attentiontoacommodityandinducethemtouseorbuyit.Buthowtomaketheadve
2、rtisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,thechoiceofwordsorphasesmaymaketheadvertisementattractive.Inadvertisementtherearemanyrhetoricfeaturessuchassmiliar,metaphor,personification,hyperbole,repetition,contrastandpun.However,ofallthesefeatures
3、,punisthemostfrequentlyusedandlovedbymanypeople.Itmayleaveadeepimpressiononpeoplebyitsreadability,witandhumor.Assomelinguistssaid,punalwayscansatisfytherequirementofadvertisementcharacteristics--sellingpower,memoryvalue,attentionvalueandreadability.Thus,punisverypopularinadvertisement.2.TypesfPun
4、inEnglishAdvertisementThedefinationofpunis"humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame".Apunisarhetoricaldeviceinwhichpeopleusethepolysemousorhomonymousrelationofalanguagetocauseaword,asentenceofadiscousetoinvolvetwothingsofmeaings.Thereareseveraltypesofpun,suchaspunonp
5、olysemy,punonhomonymy,punonparody,punongrammer,punonillustrationsandwords.2.1PunonPolysemy"Whiledifferentwordsmayhavethesamesimilarmeaning,thesameonewordmayhavemorethanonemeanings.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthand
6、developmentoforchangeinthemeaningofwords."(戴炜栋,何兆熊,2002/7,p74-75).Punonpolysemyisusedverywidely,especiallywiththebrandoftheproductsuchasthefollowingexamples:(1)"Moneydoesn'tgrowonthetrees.Butitblossomsatourbranches.-----LioydBankItistheadvertisementofLioydBank."Branch"means"partofatreegrowingoutf
7、romthetrunk",buthereitimpliesthedivisionofbank.ThisadvertisementencouragespeopletostoretheirmoneyinlioydBankandtheirmoneywillbelikethebloomingflowers,yieldingmorebetterfruits.Afterunderstandingitsmeaning,readerswillfig
