Abstract: In modern society, advertisement’s influence is universal. As one of the most common rhetorical devices used in English advertisement, this paper aims to investigate techniques of punning and the application of pun in English advertisements. Study in terms of the definition and classification of pun, as well as the notable influence of punning on English advertisements were carried out to deepen our knowledge about the prominent figure of speech -- pun. Moreover, there are various ways to form puns in advertisements. Hence, large amounts of cases are collected to highlight the pragmatic functions of pun in English advertisement in specific, and the functions are as follows: concise and memorable; connotative and lucrative; original and unique; effective and infectious.
Key words: pun; advertising rhetoric device; classification; pragmatic functions; case study
摘要：当今社会，广告作为一种竞争手段无处不在，而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。本文着重讨论研究了历来名家们对双关语是如何下定义的以及双关语的分类，还有其在广告中的不同的构成方式和显著作用。首先，双关语，即一语双关，一语暗含两层内涵意思，因此他是一种幽默风趣的文字游戏。其次，双关语的表现形式多种多样，可分为一词多义双关，同音异义双关，谐音双关，仿拟双关，插图和文字双关，语法双关等。最后，广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。
关键词：广告修辞格；分类；语用功能； 案例分析
