Figures of Speech in Advertising English(7)

英语论文

different in approach but equally satisfactory in result. ⑴ Ask for More. (Cigarette advertisement) This is a ―More‖ brand cigarette advertisement. The ―More‖ is a kind of cigarette brand. It links up ―More‖ and meaning of ―more " organically. This advertisement, utilizes the different justice word of the unisonance ingeniously, link double meaning closely, and has added the emotion in this advertisement. ⑵ The label of achievements. Black Label commands more respects. (Advertisement of whisky) The brand of whisky is Black Label. So, in the advertisement above, the word ―label‖ has two meanings, one is an object which describes things‘ nature, name, destination, etc, the other is brand of the wine. Pun used in the advertisement makes people associate getting achievement with drinking the wine, which can excite people‘s interest. ―Which lager can claim to be truly German? This can.‖ [3]It is an advertisement for Lager beer. ―Can‖ is a modal verb. But in the advertisement, a can of beer beside it reminds people ―can‖ has another meaning—tin. Also ―Lager‖ refers to the name of beer. With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply. The Coca-cola company also uses ―can‖ to do their advertisement.[4] ―Coke refreshes you like no other can.‖ Just like last example, ― can ‖ has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can; tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one.

2.7.3 Syntax Puns

Syntax puns refer to puns produced by grammar problems. Such as abbreviatory structure, some words or phrase with two or more than two phrase logical functions and so on. ⑴ Coke refreshes you like no other can. (Advertisement of Coca Cola) Here, the word ―can‖ can be comprehended two meanings: its noun means tin, and its verb means to be able to. The full sentence is that Coke refreshes you like no other (can: tin, drink) can (refresh you). The advertisement is humorous and tactful. 2.7.4 Idiom or Vulgarism

Puns advertising language is good at cite some familiar idioms or vulgarisms. By the basic of intrinsic social and culture knowledge, the advertisements forms puns as the bright and special language, not only increasing attractiveness of advertisements but also incarnating artistry of advertising language, and what‘s more is giving people much place to ponder. For example: ⑴ You‘ll go nuts for the nuts you get in Nix. (Advertisement of nut) From the meaning of advertising words, ―to go nuts‖ means to buy nut, but it is an idiom too, which means go crazy or go mad. The applying puns show that attractiveness from nut can‘t be resisted for people. ⑵ A Mars a day keeps you work, rest and play. (Chocolate) This piece of advertisement can make people associating two very familiar idioms: ①An apple a day keeps the doctors away. ②All work and no play makes Jack a dull boy. This advertisement not only simulates the structure of the two idioms above at the lingual form, but cites their contents. After reading the advertisement, people will gain a new judgment: Chocolates of Mars brand can bring health in people‘s life, make people full of energy when working, and relax freely when resting.[3] ―Stop at two.‖ It is the title of an public service advertising (PSA) which the Population and Community Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a ―V‖ letter with his forefinger and middle finger. The gesture ―V‖ means victory. So people also can understand that it is a victory to have only one child. This picture is famous, so people will remember it easily. To achieve the success of their country, people may more like to control the population.[4] ―Catch the Raincheetah and cheat the rain.‖

It is an advertisement in Toronto Daily Star. The punny word ―Raincheetah‖, the name of the raincoat, sounds like ―raincheater‖ while the word ―raincheater‖ derives from ―windcheater‖. The word ―cheat‖ in