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双关,是汉语特有的修辞手法之一,它主要是利用汉语语音或语义的条件,使语句同时兼有甲乙两种语意,或一明一暗,一隐一现,言在此而意在彼;或将两种语意巧妙联系,使之兼而有之,另受众由甲想到乙,由乙再重新认识甲,反复咀嚼,回味无穷。广告创作中恰当使用双关修辞,往往能使广告语言生动形象、幽默诙谐,使人产生美的享受,从而接受商品信息,达到广告的诉求目的。
Punctuation is one of the unique rhetorical devices in Chinese. It mainly makes use of the conditions of Chinese speech or semantics to make sentences both A and B semantic meanings, ; Or the two semantic ingenious contact, so that both, and the other from A think of B, B and then re-recognize A, repeated chewing, memorable. Proper use of punctuated rhetoric in the creation of advertisements often makes the vivid image of advertising language, humorous and witty, so that people have the beauty to enjoy, so as to accept the product information, to achieve the purpose of advertising.