广告中双关语的语用功能和运用技巧(1)(2)
2017-08-07 06:56
导读：2.1Pun on Polysemy “While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what we call polysemy, and such a word is called polysemic w
2.1Pun on Polysemy
“While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] Pun on polysemy is used widely, especially with the name of the product such as the following examples:
[1] “From sharp minds. Come sharp products.”[5]
The example is an advertisement for the Sharp copier. The word “sharp” praises the consumers’ brightness, but also refers to the Sharp product. The advertisement praises the consumers who are sharp to buy the product which is sharp. The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.
[2] “Money doesn’t grow on the trees. But it blossoms at our branches. Lioyd Bank.”[6]
It is the slogan of Lioyd Bank. “branch” means “part of a tree growing out from the trunk”, but here it implies the division of bank”. The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits. After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.2.2 Pun on Homonymy
“Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both. When two words are identical in sound, they are homophones. When the words are identical in spelling, they are homographs. When two words are identical in both spelling and sound, they are complete homonyms.”[7] The follow instances will explain that:
[3] “ ‘VIPs’ an atomical comfort.
Variable Impact Pressure Sole”[8]
The advertisement of sportshoes uses the homophonic word “VIPs”. As we know, VIP usually stands for “ very important persons”, while, here, it stands for “Variable Impact Pressure Sole”. It implies if you use VIPs, you will be a VIP. The word “VIPs’ motivates the audiences’ vanity and induces them to buy the product.
中国大学排名
[4] “Trust us. Over 5000 ears of experience.”[9]
It is an advertisement for audiphone. The literal meaning is that the product has experienced a lot of texts. While “ears” and “years” are a pair of homophone. So it implies that the product has a long history and has high quality.
[5] “Goodbuy
Winter!
100% cotton knitwear $40”[10]
It is an advertisement for the sale of winter clothes. The advertisement seems to people that it s a good and cheap to buy cotton knitwear. But when the audiences read “goodbuy winter” together, they will understand the good use of pun. “Goodbuy winter” sounds the same as “goodbye winter”. The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away. Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.
