修辞学给双关的一个“说法”是:利用语音或语义的条件,有意使语句同时兼有两种意思,表面上说这个意思,而实际上、真正地却是说另一个意思。由于这种修辞法既能使语言幽默、风趣,又能适应某些特殊语境的需要,使表达效果更加含蓄曲折,生动活泼,易懂易记,表现力强,予人以深刻印象。所以,现代商业广告中运用频繁,其中不乏精彩的典例,玩味品咂,意趣颇多。早几年,菊花电扇在市场上还没成“气候”时,借向社会广泛征集广告语之际扩大知名度,以利促销。后来,获得特等奖的那条广告语是:“实不相瞒,菊花的名气是吹出来的。”正是一个“吹”字,在貌似违背常理、让人费解的同时,又紧扣产品(电扇)的使用特 One of the rhetoric’s “arguments” for puns is the use of phonetic or semantic conditions that intentionally cause sentences to have two meanings at the same time, which is ostensibly the meaning of the word, and actually, actually, another meaning. Because this rhetorical method can not only make the language humorous, funny, but also adapt to the needs of certain special contexts, so that the expression effect is more implicit and tortuous, lively, easy to understand and easy to remember, strong performance, give people a deep impression. Therefore, modern commercial advertisements are used frequently, among which there are no shortage of exciting examples. There is a lot of interest and taste. In the early years, when the chrysanthemum fan had not become a “climate” on the market, it had expanded its popularity to the public when it was widely soliciting slogans. Later, the slogan that won the special prize was: “It’s not inconsistent, and the reputation of the chrysanthemum is blown out.” It’s a “blow ” word. At the same time, it looks counter-intuitive and puzzling. Use of product (electric fan) closely