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1、Abstract:Nowadays,advertisementshavebecomeanindispensiblepartofourlifethatitcomestoourviewalmostomnipresent.Itsinfluencesareintangible.Itisanartofconcentrated,integrated.Inordertomakefulluseoftheadvertisement,rhetoricaldeviceshavebeenputintouse,especiallythepuns.Therearemainlyfourformsofpuns:h
2、omophonicpuns,homographicpuns,grammaticalpuns,andparodypuns.Thepunshavetheirowndistinctivefunctionsothattheyaresignificantinmakingadvertisement.Thisarticlefocusesonthepuninadvertisingandthefunctionoftheuseofpunstogivesomeanalysis.Keywords:advertisement,puns,form,function7IntroductionThepurpose
3、ofadvertisingistoattracttheaimedcustomers.Agreatimpressionshouldbegivenbytheuniqueadoptionofwordsandsuccinctandcontent-richsyntaxoftheadvertisements.AsforEnglishadvertisement,itshouldhavetheeffectofinducingthecustomer’simagination,arisingthedesireofpurchaseandcatchingeyes.Asuccessfuladvertisin
4、gnotonlyjustshockpeoplewithvisual,auditoryeffects,butalsopassedbypeoplebecauseoftheconciseness.Amonganumberofrhetoricaldevices,ofwhichthemostpopular,isthepun.IntheWebster’sThirdNewInternationalDictionary,itdefinesthepuninsuchway:thehumoroususeofawordinsuchawayastosuggestdifferentmeaningsorappl
5、icationsofwordshavingthesameornearlythesamesoundbutdifferentmeanings;aplayonwords.(Yan,2008)所谓“双关”，《现代汉语词典》(1993)的解释是“用词造句时表面上是一个意思，而暗中隐藏着另一个意思”。Pun,alsoknownasparonomasiaorplayonwords,comesfromLatinwordsParonomazeinwhichmeanscallbyadifferentname.Ithastwobasiccharacteristics:ambiguousdualconte
6、xt.Itstechnicaluseofphenomenoninlanguagesuchashomonym,ambiguity,vaguenessmakesaword,phraseorsentenceexpresstwomeaningstocreateasenseofhumor,irony,orconveytheideaintheconditionedcontext.1.FiguresofspeechinEnglishadvertisementsIntheadvertisinglanguage,peoplepaymoreandmoreattentiontotheuseofrheto
7、ricmeansbyusingtherefining,accurateandvividlanguage.Usingoftherhetoricmeansisnotonlybenefitstostimulateconsumerspendingbutalsotoimprovethequalitiesoftheadvertisementsandattractivenessoftheproducts.Therearevaryingkindsofrhetoricmeansappl
