PuninAdvertisingEnglish

毕业论文〔设计)advertisement,advertisement making is a comprehensive art.This art needs muchmore skills and techniques than other arts do,for it is the combination of sociology,aesthetics,psychology,marketing,acoustics,literature and linguistics.The goal of advertisements is to draw consumers'attention and to inspire theirdesire to consume.To get audiences'attention to make their products best-sellers,advertisers should well equip their advertising language with memory value,attentionvalue and readability.To achieve the above values,different kinds of rhetoricalmethods are often used in advertising English.With the use of the rhetorical devices,advertisements are more alive,aesthetic and emotional.Pun is the rhetorical devicemost often used in advertisements by advertisersTo get to know more about pun in advertising English,literature review andpractical application are analyzed in the following.The definition and the pragmaticapproach are contained in the literature review.Different linguists hold differentopinions about pragmatic approach of advertising pun.After the literature review,theclassification is summarized.Generally speaking,advertising pun has four types:homophonic pun,semantic pun,grammatical pun and idiomatic pun.Then function,variation and derivative are analyzed after the classification.In addition,translation isvery necessary to analyze pun in advertisements.There are three translating methods:literal translation,free translation and combination of literal translation and freetranslation.According to its certain circumstance,different puns need differentmethods.2