廣告英語中雙關(guān)語的語用功能外文翻譯-其他專業(yè)(參考版)
2025-01-23 11:07本頁面
【正文】 avoid ambiguity. (Dai Weidong, He Zhaoxiong, 2021: 92) Once this principle is violated, the munication is not a natural one anymore, but a special, unconventional one. Obviously, this is the effect that advertisers are seeking for. Since in the society, people will easily omit some ordinary things but remember unusual things. From this perspective, puns make advertisement more creative so as to catch more people’s attention to the information. Such as “bread” and “jam” are eyecatching, especially for tired people who go off work or school in this busy big city. Native English speakers will understand them after a few seconds of thought. Then, the advertising works. B. Demand Creation Function When the first function works, the demand creation function gets a chance. When people enter the context of puns, they will soon find their attractiveness. For example: There’s no present like the time. — Zenith watch In this advertisement, “present” means both the present time and gift, “implying that the Zenith watch makes the best present and is the most accurate in telling the present time.” (Wang Zhiwei, 2021) After people get this information, they will find this watch is attractive and is really a good gift for their friends and beloved people, which may raise their desire to buy one. All the puns in ten advertisements have obvious demand creation functions once they are understood by consumers. C. Persuasive Function Advertisement will provide persuasive reasons of consuming for people who are interested in them. Such reasons will be impressed by the humorous effect created by puns. For instance: Spoil yourself and not your figure. — WeighWatcher Icecream Here, “spoil yourself” means “enjoy oneself to one’s heart’s content.”(Wang Yanxi, 2021) 12 At the same time, “spoil one’s figure” means do harm to one’s figure, such as gaining weight. Not to spoil figure is to keep fit. The pun persuades people that this brand of icecream is not only delicious but also healthy. It’s persuasive and stimulating both consumers’ heart and palate. According to Searle’s classification of speech acts, such persuasive puns belong to, which are “attempts by speaker to get the hearer to do something.” (Dai Weidong, He Zhaoxiong, 2021: 90) Certainly, as directives, puns do a good job in achieving the persuasive function. D. Getaction Function After being persuaded, the consumers will buy the modity or enjoy the service. Puns will promote people to get action in order to satisfy their desire of consuming. Let’s pay attention to the following advertisement: What on earth is going on…? Time will tell. — Time magazine “Time” here both refers to the real time and the magazine Time. Pun solves the question in this advertisement. That is, time will tell people what happen and Time magazine will provide you such news more continently and directly. Only people buy this magazine, can they now what Time is about. E. Goodwill Establishment Function Puns also promote the view of value and connotation of a pany, a brand. . From Sharp minds e Sharp products. — Sharp Company What’s afoot in the world of fashion? — Mansfield Shoes In the first example, Sharp Company establishes a sharp image by puns. In the second example, “be afoot” both means “happening” and “be on foot.” This pun shows us that Mansfield Shoes is fashionable. If the Sharp products and Mansfield shoes are really good, their mercial images created by puns will established and get good development. To sum up, pun is one of the most utilized rhetoric devices in advertising English. It can make products more petitive and profitable. In today’s society, a better use of advertising will help a pany a lot in winning more c
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