Abstract: Pun, an effective linguistic and rhetorical device, is widely used in various writing styles with its fascinating, rich connotation characteristics. English advertising designers often take full advantage of the features of pun to make two different understanding though the link between sound and sense, which will not only enlarge the connotation of advertising slogan but also leave a deep impression for readers, and also further enhance the slogan’s appeal and artistic charm. Based on the different types and usages of the pun, this paper analyses the language features of pun in advertisement from the aspect of pronunciation, semantics and vocabulary. Trough exploring the language features of pun in advertisement, this thesis aims at helping readers have a better understanding of the language charm of pun in advertisement. It offers some enlightenment for advertisement designers in the process of designing, and also delivers consumers with better advertisement originality. 

Key words: English advertisement pun; basic types; language features

CONTENTS

Abstract

中文摘要

1. Introduction1

2. Literature Review.1

2.1 Introduction of Pun in Advertisement

2.1.1 Definition of Pun 

2.1.2 Types of Pun

2.1.3 Pun in Advertisement

2.2 Research Situation

3. Language Features of Pun in English Advertisement2

3.1 Phonetic features of Pun in English Advertisement

3.1.1 Homophone

3.1.2 Homonyms

3.2 Semantic Features of Pun in English Advertisement

3.2.1 Polysemy

3.2.1 Antiphrasis

3.3 Lexical Features of Pun in English Advertisement

3.3.1 Using Idioms

3.3.2 Changing the Spelling

4. Conclusion6

Bibliography7

Acknowledgements.8