广告语中的双关1.ppt

趁早下“斑”,请勿“痘”留。
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Rhetorical features
10级英本三班
马天奇
2010041315
puns in advertisement
Definition of pun
Oxford English Dictionary:
the clever or humorous use of word that has more than one meaning, or of words that have different meanings but sound the same .
Dictionary of Contemporary English
An amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings
Some features: homonym(谐音), homophones (同音异形词) and homograph(同形异义词)
Homophonic pun (谐音双关)
Semantic pun(语义双关)
Grammatical Pun (语法双关)
classification
趁早下“斑”,请勿“痘”留。
This is a kind of special homophonic pun, it is change “下班” into“下斑” and change “逗留” into “痘留”.To express the words in this way that can show a new styles to publicize the products make the "spot" retire .
Homophonic pun
It is an advertisement for the sale of winter clothes. But when the audiences read “good buy winter” together, they will understand the good use of pun. “Good buy winter” sounds the same as “goodbye winter”. The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away. Naturally, people will associate the situation happening every year that when they say goodbye
to winter, the clothes will have
a great discount and it is good
time to buy them.
Good buy Winter! 100%Cotton Knitwear $40
Money doesn‘t grow on the trees. But it blossoms at our branches. Lloyd’s Bank.
It is the slogan of Lloyd’s Bank. “branch” means a part of a tree growing out from the trunk, but here it implies the division of bank. The slogan encourages people
to store their money in Lloyd’s
Bank, and their money will
be like the blooming flowers,
yielding better fruits. After
understanding its meaning,
readers will figure it out in mind
that their money will e more and more daily and daily, just like the leaves in spring.
Semantic pun
人类没有联想,世界将会怎样
Lenovo's original meaning is kind of imagination. Here it represen