Under this condition,much factors should be taken into consideration for the sake of the achievement of consumers’ behavior out of their own desires and interests。Consequently,to make up a fixed defect in Reference Theory becomes a pressing matter of this moment。From the viewpoint of both direct and indirect speech acts,consumers’ attentions to products or service may be further inspired。

Language plays an significant part in advertisement to realize the objective。 On account of Reiss’s work (2004), both business and non-business advertisements rely on the nominative effect of language in order to make both the hearers and the readers purchase the business products and services and urge them to implement purchasing behavior。 The nominative effect will be attained on the moment that the advertisement language is exquisite and noticeable, which constitute to the valid and perfect puns。 Nevertheless, what is the extraordinary effective are those that inspire perse of implications with a simple formulation simultaneously, allowing the service or product to appeal to distinguished desires within a consumer, or to different kinds of consumers (Sutherland & Sylvester 2000)。 Thus, advertisement designers have to try their best to cultivating advertisement language as attractive as possible so as to achieve this future purpose。 

The thesis can be pided into five parts in accordance with its outline: an introduction,a literature review,theoretical foundation,case analysis in speech act and the conclusion。In the chapter one,a general introduction to the usage in speech act theory in modern English advertisements can be shown by simple explanation for the main point。In the chapter two,the relevant factor in both advertisements and puns should be reviewed in the opinion from the experience summed up by our predecessors。In the chapter three,theoretical foundation,speech act theory,can further explain the interactive relationship between advertisement puns and speech acts。In the chapter four,three cases are exampled to identify the factor in modern English advertisements。In the chapter five,the conclusion can be drown to this thesis。 文献综述

2。 Literature Review

English pun, an interesting language phenomenon, is widespread used in daily exchange, advertisements, proverbs and literary works。 Well-known stories of celebrities always put forward their use of puns。 (2013:10) English puns is to obtain both the surface meaning and the intended meaning in the degree of sense representation, which are used to generate a fascinating result。 This part gives a brief according to English puns with peculiar reference works to their definitions and classifications。

2。1 The research of advertisement home and aboard

    Either commercial or welfare advertisement is a comprehensive artificial creation,which include sociology,aesthetics,psychology,marketing,literature and linguistics and need much skills both in analysis and in explanation。There is a request that designer write down phrases and sentences not only enjoyed by scholars but also admired by laymen alike。To the first place,it is necessary for advertisement designers to insert artistic appeals to catch consumers’ attentions in one second。In addition,to encourage consumers to buy products or service is one of the most vital principles in advertisement industry。What is more,only the final purchasing behavior means a success to one advertisement designer。来*自~优|尔^论:文+网www.chuibin.com +QQ752018766*

2。2 The research of advertising pun home and aboard

The term “pun” taking the Latin word “paranomazein” as a starting point, which indicates“calling by a different name”, which is also known as paronomasia。(2005:1)

By virtue of Longman Dictionary of the English Language , pun means that “Pun is a jocular involving the application of a word with more than one sense, or of words having the identical or practically the identical sound but different sense。”