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广告语言的创作是一种艺术,双关修辞作为一种修辞手法被大量地运用到广告语中。广告语中的双关修辞包括谐音双关、语义双关和语法双关。双关在广告中的运用既能增加广告语的记忆价值,满足消费者的需要,又能增加广告语的幽默感。同时也要注意错误使用双关修辞广告语的现象。
Advertising language creation is an art, pun as a rhetorical device is widely used in advertising slogans. Pun double rhetoric in advertising language includes homophonic pun, semantic pun and pun on grammar. Pun used in advertising can not only increase the memory value of slogans, to meet the needs of consumers, but also increase the sense of humor in advertising slogans. At the same time, we should pay attention to the mistaken use of punctuation rhetorical phenomenon.