简介:【摘 要】当今社会,广告作为一种竞争手段无处不在,而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。双关语的表现形式多种多样,可分为一词多义双关,同音异义双关,谐音双关,仿拟双关,插图和文字双关,语法双关等。广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。运用恰当的双关语产生了幽默、风趣、经济和警告的作用,使人享受语言的美,同时帮助厂家在激烈的竞争中立于不拜之地,获得更大收益。 【关键词】广告;双关语;语用功能
简介:It is a word in an advertisement for a whiskey product—Jamson. In the advertisement,the other is to put the Canadian spirit into this liquor. The advertisement breaches Manner Maxim but arouses people’s curiosity. Pun in the advertisement has a great function. ,It is an advertisement for shampoo. The word