英语论文网

It derives from the proverb “Better late than never”. In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully. The advertisement with pun here has more powerful to persuade the drivers to care their security. Another example: [30] “The driver is safer when the road is dry; The road is safer when the driver is dry.”[43] It is also an advertisement for safe driving. The excellent word is “dry” which has double meanings: without water and without drinking. It expresses if the road is dry and the driver doesn’t drink, all drivers will be safer. The antitheses and thyme of the sentence has more powerful to warm people. 4.6. Making the product more profitable and competitive The speciality of pun is useful in advertisement, and favored by people. If a advertiser can make full use of it to satisfy people’s requirement, the product may precede others and gain the market. [31] “A deal with us means a good deal to you.”[44] Here, the double meanings of “deal” are: the amount and business. The meanings of the advertisement are that: do trade with us is a good business to you; doing business with us, you will get a lot. Advertisers use pun skilful to inspire the audiences’ curiosity and attract their interest to do the deal. [32] “Powe to influence others.”[45] It is an advertisement for a Hector Powe Clothing Company. They advocate that if you wear their clothes, you will have power to influence other people. Because “Powe” is like “power”. It satisfies people’s desire of power, so they like to have a try. Thus, it will bring great profit to the Powe company. Maybe people with the clothes can’t have more power, but the company has the power to influence the market. 5. Conclusion Advertisement is a way for the company to propaganda their product. To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose. Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful. Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement. Pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc. and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable. So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind. Bibliography [1] Oxford Advanced Learner’s English—Chinese Dictionary [Z], Oxford University Press,1997/7, P1202 [2] 王燕希，广告英语一本通[M]，广东，对外经济贸易大学出版社，2004/6，P7 [3] 张昭苑，段海生，English Advertisement and Its Translation[J], 重庆邮电学院学报（社会科学版），2004/11，P605 [4] 戴炜栋，何兆熊，新编简明英语语言学教程[M]，上海外语教育出版社，2002/7，P74-75 [5] 付红桥，简析广告中的双关语[J]，重庆工学院学报，2004/6，18（3），P42 [6] 赵永冠，英语广告中的双关语[J]，广西，钦州师范高等专科学校学报，2003/12，18（4），P50 [7] 同[4] P75 [8] 杨惠馨，英汉广告中的双关语及其英汉互译[J]，新疆师范大学学报（哲学社会科学版），2003/9，24（3），P180 [9] 同[7] P49 [10] 同[6] P52 [11] 同[7] P49 [12] 同[4] P1067 [13] 同[7] P4