A study on the application of puns in advertising:take Global Views Monthy Magazines from 1989 to 2003 as an example

• Main Authors: WU, CHIA-LIN, 鄔佳玲
• Other Authors: Feng Yung- hua
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/27176200838183542656

碩士 === 輔仁大學 === 應用美術學系碩士班 === 92 === Pun is one kind of rhetoric . It is a language and writing form that expresses the double meaning in the specific language environment. Both meanings are remarkable and can provoke people association. The pun, which has succinctly, charming humorous and novel, is unique and so on the rhetoric effect, can prominent advertisement characteristic. Just because the pun possesses the extraordinary role that acts in the advertisement, hence, it is popularly adopted in the advertisement and motivates the researcher to analyze the widely-using pun advertisement. The research adopted the content analysis, which gathered 302 samples from selected magazines. Also, the researcher adopted chi-square to analyze the relation among products, timing, and rhetorical structure and meaning in advertisement. The result showed that (1) pun often appeared in durable goods. (2) sentence-relative pun had high frequency being adopted in advertising. (3) pun advertisement doesn’t have significant raising tendency. (4) it has significant difference in structure and information performance between different products and different time period.