Homonym in Chinese Advertising Slogan from A Semantic Perspective

Rong Luo

Asian Social Science, 2024, vol. 20, issue 4, 24

Abstract: The opposition and unity of sound, meaning, and form constitute the three elements of language, that is, each language symbol contains three aspects- sound, meaning, and form. Due to the arbitrariness of language and certain contradiction caused by "less sound, fewer forms, and more meaning", the relationship between these elements in the language system is not one-to-one, leading to the phenomenon of polysemy and homonym in languages. Ambiguity is a common linguistic phenomenon that exists in both ancient and modern languages, both locally and across languages. It is a special relationship between language structure and meaning. Linguists believe that the phenomenon of ambiguity in the meaning of a word or sentence, or the existence of two or more interpretations for one expression, is called linguistic ambiguity. In this theoretical context, homonym is a type of lexical ambiguity widely used in modern advertising. The present study attempts to analyze the linguistic significance of homophones in advertisements through specific examples, so that people can better understand the wit, humor, and richness of languages, while paying attention to its impact on language development and adolescents. Through these measures, it can be expected that more benefits and less harm will be achieved in the long run.

Date: 2024
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