Appreciation of pun skills in English advertising

1. Homophone puns

"Homophone puns are made up of words with similar spellings and the same or similar pronunciation." Advertising producers are very happy to use homophonic puns because such puns have a fun, humorous, playful and comical language style, which can enhance the persuasiveness and appeal of advertisements, thus leaving a deep impression on consumers.

(1) More sun and air for your son and heir.

Translation: There is plenty of sunshine and fresh air, all for your descendants. In this advertisement for a bathing beach, the producer skillfully used the two pairs of homophonic words sun-son

air-heir, making the advertising language not only harmonious and pleasant to the ears, but also catchy and interesting. Funny, humorous and charisma.

(2)Trust us. Over 5000 ears of experience.

Translation: Trust us. It has been tested on more than 5,000 ears and has more than 5,000 years of experience. This is an advertisement for hearing aids. Literally, it shows that the product has been tested by many consumers, but a pair of homophonic words "ears-years" is cleverly embedded between the lines, fully implying the product's long history and time-tested superior quality. Many advertisements make a fuss about the name of the product brand. The pun in the brand name can not only increase the interest and humor of the advertisement, but more importantly, make the brand name more attractive to people, easier to remember, and increase the intensity of the publicity attack, so as to achieve the purpose of promoting the product. Puns in brand names mostly use homophonic methods.

(3) WEAR-EVER introduces a new concept in glass oven ware: CLEANABILITY.

Translation: "Eternal" glass oven ware brings you a new concept: cleanliness. The manufacturer here takes advantage of the ambiguous nature of its trademark WEAR-EVER to vigorously promote its products: on the one hand, WEAR-EVER is its brand name, but on the other hand, the word has another meaning: it means wear forever (reflecting the product's durability). ), also known as wherever (indicating that it is popular everywhere). This advertisement promotes its products from multiple angles, can arouse customers' desire to buy, and has a certain persuasive effect.

2. Semantic puns

"Semantic puns are puns formed under specific circumstances by using the ambiguity of words or sentences." This type of pun is also widely used in advertising, and it has the same purpose as homophonic puns.

(4) The label of achievements. Black Label mands more respects.

Translation: Wine is a symbol of success. Black logo makes you more distinguished. Semantic puns are also common in brand names. This is an advertisement for whiskey. Label has two meanings, one is the "logo" and the other is the brand of the wine - Black Label. Through the use of puns, this advertisement reminds people that they drink the wine when they become successful. At the same time, the use of the brand name to form puns makes it easier for consumers to remember the brand and become interested in the product.

(5) Spoil yourself and not your figure.

Translation: Eat as much as you want without gaining weight. This is the title of an advertisement for Weight-Watcher ice cream, an ice cream made specifically for dieters. Puns not only exist in product brand names, but the word spoil in the title is also a pun. Spoil oneself means "to have fun"; and spoil one's figure means "to destroy the body shape".

This advertisement uses a pun to make dieters naturally accept the advertisement in a relaxed and humorous tone, and can make them want to buy.

(6) A deal with us means a good deal to you.

Translation: Doing business with us means you have made a good deal. The beauty of this sentence is that it makes good use of the three meanings of deal in the sentence, "to make a deal", "a good deal" and "a lot". A good deal makes a great pun.

3. Grammar puns

"Grammar puns refer to puns caused by grammatical problems, such as omitting structures, a word or phrase having more than two grammatical functions, etc."

(7) Which lager can claim to be truly German?

This can. (There is a can of beer painted next to it)

Translation: Which large can of beer can Can it be called an authentic German product? This jar. This is an advertisement for Lager light beer. The word "can" in the sentence can be used as both a modal verb and a noun (drink can). Due to the pun of "can", the pun of Lager's brand name, and the wonderful use of illustrations on the side, the advertisement has a certain humorous effect and leaves a deep impression on readers. Coincidentally, Coca-Cola Company is also making a fuss about the word "can".

(8)Coke refreshes you like no other can.

Translation: Nothing refreshes you like Coke. In the sentence, can can be understood as both the noun "can, listen" and the modal verb "can". The whole sentence can be understood as Coke refreshes you like no other (can: tin

drink) can (refresh you). This advertisement is witty and full of textual interest, which can make the product and the advertising slogan imprinted in the reader's memory for a long time.