On the Pun in English Advertisement

Ling XIANG

Abstract



The use of puns in advertisements is a common way for the advertisers to attract the consumers and persuade them to buy the advertised products. In the paper, many examples are presented in order to make the puns clear to the readers. First, the paper narrates the definition of a pun and then gives a detailed classification of English puns. Last, from the angle of language function the paper analyzes the typical functions of the puns in English advertisements.
Key words: puns, English advertisements, vocative function, aesthetic function
Résumé: L’utilisation des mots à double sens dans la publicité anglaise est très répandue. Les publicitaires ont souvent besoin de recourir à cette figure de rhétorique pour attirer les consommateurs et les persuader d’acheter leurs produits. A travers bon nombre d’exemples, cet essai précise d’abord la définition du mot à double sens, puis donne une interprétation détaillée sur la classification des mots à double sens, et analyse enfin, sous l’angle de la fonction langagière, les fonctions principales du mot à double sens dans la publicité anglaise, à savoir celle d’impulsion et celle d’esthétique.
Mots-Clés: mot à double sens, publicité anglaise, fonction d’impulsion, fonction d’esthétique.

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DOI: http://dx.doi.org/10.3968%2Fj.css.1923669720060202.014

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