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1、TheApplicationofPuninEnglishAdvertisement1.IntroductionAdvertisingisnonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproduct,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.Itsaimistoarouseconsumers'attentiontoacommodityandinducethemtouseorbu
2、yit.Buthowtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,thechoiceofwordsorphasesmaymaketheadvertisementattractive.Inadvertisementtherearemanyrhetoricfeaturessuchassmiliar,metaphor,personification,hyperbole,repeti
3、tion,contrastandpun.However,ofallthesefeatures,punisthemostfrequentlyusedandlovedbymanypeople.Itmayleaveadeepimpressiononpeoplebyitsreadability,witandhumor.Assomelinguistssaid,punalwayscansatisfytherequirementofadvertisementcharacteristics--sellingpower,memoryvalue,attentio
4、nvalueandreadability.Thus,punisverypopularinadvertisement.2.TypesfPuninEnglishAdvertisementThedefinationofpunis"humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame".Apunisarhetoricaldeviceinwhichpeopleusethepolysemousorhomonymousrelationofalanguagetocause
5、aword,asentenceofadiscousetoinvolvetwothingsofmeaings.Thereareseveraltypesofpun,suchaspunonpolysemy,punonhomonymy,punonparody,punongrammer,punonillustrationsandwords.2.1PunonPolysemy"Whiledifferentwordsmayhavethesamesimilarmeaning,thesameonewordmayhavemorethanonemeanings.Th
6、isiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords."(戴炜栋,何兆熊,2002/7,p74-75).Punonpolysemyisusedverywidely,especiallywiththebrandoftheproductsuchasthefollowingexamples:(1
7、)"Moneydoesn'tgrowonthetrees.Butitblossomsatourbranches.-----LioydBankItistheadvertisementofLioydBank."Branch"means"partofatreegrowingoutfromthetrunk",buthereitimpliesthedivisionofbank.ThisadvertisementencouragespeopletostoretheirmoneyinlioydBankandtheirmoneywillbelikethebl
8、oomingflowers,yieldingmorebetterfruits.Afterunderstandingitsmeaning,readerswillfig
