A Study on the Puns in English Advertisement from the Perspective of Relevance Theory
- Yujie Chang
- Corresponding Author
- Yujie Chang
Available Online March 2018.
- https://doi.org/10.2991/emehss-18.2018.43How to use a DOI?
- Relevance Theory, pun, English advertisement, context.
- As a vital product of the contemporary society, advertisement has drawn much attention. The advertisers pay much attention to language strategies for the sake of leaving impression on the audience within limited time and space. Among a lot of different linguistic rhetorical devices, pun is seen as the most important one. It has been many years since advertising languages were studied. Many scholars studied it from different expects. Pun has also been studied from a variety of angles. However, those studies were almost limited to its definition, features, classifications and rhetoric effects, and less attention has been paid to the application of puns in field of advertising. Thus, the purpose of the paper is to show how people understand puns in advertisements more effectively.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Yujie Chang PY - 2018/03 DA - 2018/03 TI - A Study on the Puns in English Advertisement from the Perspective of Relevance Theory BT - 2nd International Conference on Economics and Management, Education, Humanities and Social Sciences (EMEHSS 2018) PB - Atlantis Press SN - 2352-5398 UR - https://doi.org/10.2991/emehss-18.2018.43 DO - https://doi.org/10.2991/emehss-18.2018.43 ID - Chang2018/03 ER -