论广告英语中的双关及其翻译策略(2)
II. The Classification of Puns in Advertising English
In the process of making ads, organization or inpidual for certain purpose, relying on pay fees within the prescribed time, in accordance with the requirements specified by the media, will spread out a real information exchange. In the ad, ad makers in order to enhance the attractiveness of advertising, a deliberate attempt to pursue new ideas, making puns in advertisements more complex. As a rhetorical device, pun commonly used in advertising, it exists in pronunciation, vocabulary, syntax and other language level. Clever use of pun makes subtle language humor and vivid, giving room for recollection and imagination. It is commonly used in the following areas.
2.1 Phonetic Pun
Phonetic pun refers to the homophonic puns.Homophonic pun refers to pairs or more of the words having the same sound but different meanings.In other words,phonetic pun is to make use of the same or similar pronunciation but different meanings of words to replace the express meaning. This method in the application of advertising is relatively common, its language style is humorous , greatly increasing the advertising persuasion and appeal, which leaving a deep impression to the audience. Homophones pun and nearly sound puns are two basic types of phonetic puns.
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