Abstract:Functioning as a business language, English advertisements utilize concise words and proper rhetorical devices to make products well-known to the public, thus to promote the sales. The frequent employment of puns arouses scholars’ interests. Currently, most analyses of puns in English advertisements are done from the pragmatic perspective, while this paper intends to focus on analyzing the application of puns from cultural perspective. Based on the research method of literature review, this paper uses quite a lot of examples to explore the application of puns. In terms of the popularity of puns among advertisers, it has been assumed that the successful advertisers take cultural factors into the advertisement. This paper discusses four cultural factors influencing the puns of advertisement: 1) lifestyle; 2) personal value; 3) thinking mode; and 4) historical customs. Through cultural perspective, this paper will not only strengthen the readers’ understanding of puns, but also motivate advertisers to create more congenial advertisements, thus to achieve effective communication.
Key words: English advertisements; Pun; Culture
CONTENTS
Abstract
中文摘要
1. Introduction 1
2. Literature Review ...1
3. Classification and Characteristics of Puns .3
3.1 Classification of Puns
3.1.1 Semantic Pun
3.1.2 Homophonic Pun
3.1.3 Idiomatic Pun
3.2 Characteristics of Puns
4. Cultural Factors Affecting Puns in English Advertisements ..5
4.1 Lifestyle
4.2 Personal Value
4.3 Thinking Mode
4.4 Historical Custom
5. Effects of Application of Puns in English Advertisements 9
5.1 Attracting Public Attention
5.2 Creating a Humorous Context
5.3 Persuading Customers to Buy More
5.4 Promoting Products’ Image
6. Conclusion .14
Bibliography .15
Acknowledgements .16
