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Analysis of Puns in English Advertising Language From the Relevance Theory
YAN Yi-bo
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DOI:10.17265/1539-8072/2015.08.008
Heze University, Heze, China
The pun becomes the most popular language strategy for advertisers as a broadly used rhetorical device. Using pun words felicitously not only makes advertising language more humorous, implicative, and vivid but also leaves the audience a room to imagine and enjoy. The author summarizes pun’s definitions, features, classifications, and how the pun procures a successful communicative activity in English advertisements based on Sperber and Wilson’s Relevance Theory. At last, the pun’s pragmatic functions are concluded.
pun, advertising English, Relevance Theory, pragmatic functions