【正文】 making advertisements brief. Furthermore, irony can help the advertiser improve relationship with his consumers. The audiences may enjoy the wit, humor or honesty so much that it helps overe their distrust of the advertiser. The advertiser39。 second, it conveys information about the product。 the girl is always the girl herself. What is conveyed by irony in advertising is equal to what is conveyed by an ordinary expression. It is clear that the traditional analysis of irony is based on the code model of munication: what is encoded in one way can be easily and safely decoded in another. Feature of irony in advertising English Making advertisements attractiveWhy the advertiser prefers irony in advertisement? The first reason is that they attract attention. If a consumer has interest in reading an advertisement, then it means that the advertisers have got a better opportunity to influence the customers’ decision of purchase. Ironies attract readers’ attention, because they contain ambiguities. They create a sense of surprise and arouse the audience’s interest by making them think. The purpose is not to convey a novel idea, for there are few new things to say about many products. Creating a puzzle is one way of trying to make a stale message more appealing. The advertiser expects the audience to appreciate the wit and intelligence, and then they cultivate more favor of and more confidence in the product. The advertisement below is supposed to be a good example of attracting attention. (12)The only drawback of Swissmade mink coat——you have to desert your previously purchased coats. (Swissmade mink coat) It is particularly important for advertisers to divert the audience’s attention away from a message which is either expected or boring. Ironical advertising attracts attention because it produces ambiguity which requires more time for processing and gets the audience involved in deep thinking. In short, the use of irony ensures that the message is municated with more “strength”。s abilities and considerations of the characteristics of products. Clearly, it is these assumptions that force the advertiser39。 (7b) Coke refreshes you like no other can (can refresh you). At the first sight of this advertisement, most audiences may interpret this sentence according to context (7a). When they think out context (7b), they begin to appreciate this creative idea and are deeply impressed. Puns in advertising Puns are full of wisdom, adding color to advertisement. Readers will easily be caught by the charm of the language. So the advertiser always employs pun when creating the advertisement. Homonymic pun is a kind of pun that advertisers usually used to advertise their product and service. The advertisers make use of similar spelling and pronunciation to make their advertisements humorous, persuasive and impressive. In advertising, headlines and slogans are used to say something about the product or service, and a pun is one of most popular ways which is used in headlines and slogans in advertising. Take the following as an example:(8) Trust us. Over 5,000 ears of experience.This is an advertisement for a hearing aid. On reading the words ‘ears’ and ‘experience’, the audience will probably process the advertisement as the following:(8a) You can trust us because more than 5,000 people have used our products.And in this advertisement, ‘ear’ is the homonym of ‘years’. Considering this, the audience should recover the following conclusion:(8b) You can trust us because our product has a very long history and good quality.Another advertisement for toothpaste is also a good example of homonymic puns:(9) I scream. You scream. No scream. Golgate Sensitive Maximum Strength ToothpasteIn this advertisement, under each sentence is printed an illustration showing ice cream. ‘I scream’ is the homophone of ‘ice cream’. When first look at this advertisement, the audience will probably derive the following conclusion:(9a) If you eat ice cream, your sensitive teeth will make you scream.Considering this is an advertisement for toothpaste, ‘No scream’ would help the audience recover the following conclusion:(9b) You can enjoy ice cream with Golgate toothpaste for it will provide maximum strength relief for sensitive teeth. This advertisement is especially attractive because the pun lies in the bination of words and illustration. The audience will be moved and amused by the creativity of the advertiser in the process of acquiring optimal relevance.Then, in some cases, the advertiser would take advantage of a word, phrase or sentence to form puns in specific context. That is semantic pun. Take the following as examples:(10)Spoil yourself and not your figure.This is advertisement for Weightwatcher ice cream which is manufactured especially for dieters. On reading the words ‘spoil’ and ‘figure’, the audience will probably take the word ‘spoil’ to mean ‘damage or ruin’. This would be the most accessible interpretation, as ‘spoil’ here is used together with ‘figure’. But considering another word ‘yourself’, ‘spoil’ might have another meaning. The audience would probably make the following assumption: (10a) Treat yourself and it would not ruin your figure. Since it is an advertisement for ice cream, the audience would derive the following conclusion: (10b) You can enjoy ice cream as much as you like. It would not make you overweight and you can still remain slim. By using two different meaning of the same word ‘spoil’, the advertiser make the audience accept the advertisement naturally and desire to buy. The following is an advertisement for Sprite:(11) Obey your thirst.The most accessible interpretation for the audience would be the following:(11a) If you are thirsty, drink Sprite.In t