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[Abstract] In modern society, advertisements influence is un(5)

2013-06-17 01:05
 [19] “In our country we keep animals in the forest and people in the cages.” [31]
It is the advertisement for Volvo Car Company. From the ad, people may give an assumption that they keep animals in the forest while shut themselves in the cages. But to the common sense, the phenomenon is impossible. So the advertisement breaches the Quality that you only can say what you think is right. But through the context of the advertisement, the audiences can understand the cages refer to Volvo car, and finally know the meaning of the advertisement that the Volvo Company aims at producing more and better cars for people.
 [20] “The Unique Spirit of Canada: we bottled it.
Right to the finish, its Canadian spirit stands out from the ordinary. What keeps the flavor coming. Super lightness. Supper taste. If that’s where you’d like to head, set your course for Lord Calvert Canadian.” [32]
 The example is taken from the advertisement of Lord Calvert Canadian. At the first sight of the advertisement, people would be drawn, for they wonder what’s the unique spirit of Canada. After thinking, they would find “To bottle the spirit” has two meanings here: one is to bottle the liquor; 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.
 
4. The pragmatic function of pun in advertisement

Pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive.
4.1 Wit and humor
   Pun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment. （转载自http://zw.nseac.coM科教作文网）
[21] “When the wind has a bite… and you feel like a bite… then bite on a whole Nut.”[33]
    The word “bite” has several meanings: grip, food, and eat. The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut. After day working, people would feel tired and hungry, while the advertisement is just the situation of them. Therefore, they would be attracted to buy the product, so they will not suffer hunger after work. Also, the sentence sounds like tongue twist.
[22] “Excellent Taste!”[34]  
It is a word in an advertisement for a whiskey product—Jamson. In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”. Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”. So the advertisement means: this kind f whiskey as good flavor; the heroine has high appreciation. The advertiser uses pun to praise both the product and the consumers who choose their product. It caters for people’ vanity and induces them to buy the product.

4.2 Creativeness and originality
This is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message can set a brand apart from copycats and also-rans. So it is important to use something novel such as coinage in the advertisement to draw people’ attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.
[23] “Cab Fourward.”[35]
    It is an advertisement title of Ram Car produced by Doqi company. The word “fourward” sounds like “forward”. Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”. Because the four doors of this kind of car could be opened from four directions. The advertiser creates the word “fourward” from “forward” to show the speciality of the car.

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[24] “Catch the Raincheetah and cheat the rain.”[36]
    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 the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest.