The Frontiers of Society, Science and Technology, 2019, 1(4); doi: 10.25236/FSST.20190327.
Dalian University of Technology, Liaoning, 116000, China
Pun is one of the most significant components of rhetoric. It makes a play on the title with the result of receiving the effect from one by referring to another, thereby filling the language with liveliness and vividness. The pursuit of artistic language used in advertisements for esthetics is based on the direct utilitarian goal, in which using puns is preferred by the advertisers for the fact that it either produces the best contextual effects or achieves the greatest economic benefits. Here, this paper is offered as a preliminary probe into a study on pun application in advertisements through a categorically analytic approach.
pun; English advertising; rhetoric; translation
Jinlu Shi. Pun: Good For Selling Goods-- The Application of Pun in English Advertisin. The Frontiers of Society, Science and Technology (2019) Vol. 1 Issue 4: 176-183. https://doi.org/10.25236/FSST.20190327.
Yang mengyuan, zhang jing(2017). Principles and methods of English advertising puns translation. Overseas English, no.15, pp.105-106+125.
Zhang Yuzhen Yang Jiandao(2011). The translation and application of pun in English advertisement. Journal of Language and Literature Studies, no.3,pp.191-192.
Xu zhang(2008). The characteristics of English puns and their rhetorical applications in advertising English. Journal of anhui electronic and information vocational college, vol.7, no.06,pp.98-100.
Guo weiling, liu jinghua, jiang huiying2006. The use and appreciation of puns in English advertisements. Science and technology information, no.S1, pp.167.
Bai jie(2003). The application and translation of puns in English advertisements. Journal of huaibei coal normal university (philosophy and social science edition), no.05,pp.72-74.
Meng Lin, zhan jinghui(2001). The application and translation of puns in English advertisements. The Chinese translation, no.5, pp.49-52.
Cui gang, et al(1993).Advertising English. Beijing institute of technology press, 1993.