A Study of Puns in English Advertisements from the Cognitive Perspective

Pun,as a figure of speech applied in advertisements,can make the advertisements more vivid and indelible by adding attraction and humor,stimulating consumers’ purchasing desire.Based on the elaboration of puns in English advertisements from the cognitive perspective,this paper attempts to analyze those puns under the guidance of relevant cognitive theoretical framework such as figure/ground theory,prominence view and conceptual blending theory.It also aims to explore the human cognitive activities involved in creation and understanding of advertising language.