2、语义双关

　　语义双关是利用某个词语的多义性在特定环境下形成的双关,在字面上只有一个词语,而实际上同时关顾着两种不同的意义,言在此而意在彼,从而造成一种含蓄,深沉委婉,耐人寻味的意境,增强了语言的表达效果.[3]（66）这种双关与谐音双关有异曲同工之妙,在广告中也得到广泛运用.

　　(4)Freshupwith7-up.

　　译文：君饮七喜,提神醒脑.

　　这是美国七喜汽水的广告.“7”在西方国家是个吉祥的数字,赌博时掷色子的“7”者为赢,Up指“comeupwith”（突然想到）也有“活泼向上,使人清醒”的意思,同时7-up又是饮料的商标,整个广告读起来铿锵有力,富有节奏性,且具感召力让人一目了然.因此,代表积极向上的7-up的饮料在西方市场极为畅销.

　　(5)Youneedthestrongestlineofdefenseagainstgumdiseases.

　　译文：用最坚固的牙线,筑起牙龈疾病最坚固的防线.

　　这是美国强生公司的牙线广告.众所周知,使用牙线是为了保持口腔清洁,从而起到预防蛀牙的危险,广告正是从这一点出发,广告语中使用的“line”一语双关,既指“清洁牙齿的牙线”,又指“预防牙病的防线”,这使消费者一目了然.而且广告具有鼓动性,广告用语极尽夸张,即使用本产品就可“筑起牙龈疾病最坚固的防线”从而达到广告宣传的目的.

　　(6)Differentcountries.Differentlanguages.Differentcustoms.Onelevelofcomfortworldwide.

　　译文：不同的国家.不同的语言.不同的风俗习惯（海关）.舒适一流,畅游世界.

　　这是一则航空广告.“customs”既有风俗习惯之意,又有海关的意思.在此广告中,航空公司打出了无论来自哪个国家,说什么语言,有什么样的风俗习惯都会让你感受到专业贴心的服务.

　　But2,thesemantemeequivoquerighteousnesswordorphrasewithdoublemeaningisto

　　makeuseofthewordorphrasewithdoublemeaningthatsome'stermspolysemyformsunder

　　speciallyappointedenvironment,beforecharacteronlyhaveatermsonthesurface,thepassis

　　takingcareofthesignificancedifferenttwokindsinfactatthesametime,wordherebut

　　intentionisinthat,bringabouttherebyonekindhasbeenimplicit,tactful,affordingfoodto

　　thoughtdeepartisticconception,hasstrengthenedlanguage'stoexpresseffect.[3](66)this

　　wordsorphraseswithdoublemeaningandharmonictonewordsorphraseswithdoublemeaninghave

　　achievingthesamegoalwithdifferentmeansthatiswonderful,alsofindbroadapplicationin

　　advertisement.(4)Freshupwith7-up.Translation:YoudrinkSeven-Up,refreshselfbeingawake

　　brain.ThisisUSASeven-Upsoftdrinkadvertisement."7"isaluckyfiguretothewestcountry,

　　"7"personwhothrowsdicewhengamblingistowin,Uppointsto"thecomeupwith"(thinkof

　　suddenly)can'thave"livelymakeprogress,makesober"meaningofperson,7-upisthedrinkbrand

　　atthesametime,entireadvertisementreadsbesonorousandforceful,richrhythm,utensil

　　appealletspersonbeclearataglanceand.7-up'sdrinkmakingprogresstherefore,onbehalfof

　　activelysellswellextremelyinwestmarketplace.(5)Youneedthestrongestlineofdefense

　　againstgumdiseases.Translation:Withthefirmestdentalfloss,buildthefirmestgumdiseaseline

　　ofdefense.ThisisUSAJohnson&Johnsondentalflossadvertisement.Itisknowntoallthat

　　usingadentalflossiscleanforkeepinganoralcavity,getuptherebytoinadvance

　　tooth-decay-preventingdanger,advertisementexactlyistosetofffromthisonepoint,the"line"

　　thatadvertisementusesinlanguagemeansmorethanthewordtells,nowthatpointingto"dental

　　flossofcleantooth",pointto"thelineofdefense,preventingatoothfromfallingill"this

　　makesaconsumerbeclearataglance.Andadvertisementhasinstigate,theadvertisementterm

　　usesuphyperboleextremely,bethat"thefirmestlineofdefenseachievesadvertisementpropagates

　　purposetherebyusethisproducttomaybuildthegumdisease"right