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) Fresh up with 7- 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“come up with”（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) You need the strongest line of defense against gum 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) Different Different Different One level of comfort 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。 But 2， the semanteme equivoque righteousness word or phrase with double meaning is to make use of the word or phrase with double meaning that some's terms polysemy forms under specially appointed environment， before character only have a terms on the surface， the pass is taking care of the significance different two kinds in fact at the same time， word here but intention is in that ， bring about thereby one kind has been implicit ， tactful ， affording food to thought deep artistic conception， has strengthened language's to express [3] (66) this words or phrases with double meaning and harmonic tone words or phrases with double meaning have achieving the same goal with different means that is wonderful ， also find broad application in (4) Fresh up with 7- Translation: You drink Seven-Up ， refresh self being awake This is USA Seven-Up soft drink "7" is a lucky figure to the west country ， "7" person who throws dice when gambling is to win ， Up points to "the come up with " (think of suddenly) can't have "lively make progress， make sober " meaning of person， 7-up is the drink brand at the same time ， entire advertisement reads be sonorous and forceful ， rich rhythm ， utensil appeal lets person be clear at a glance 7-up's drink making progress therefore ， on behalf of actively sells well extremely in west (5) You need the strongest line of defense against gum Translation: With the firmest dental floss，build the firmest gum disease line of This is USA Johnson & Johnson dental floss It is known to all that using a dental floss is clean for keeping an oral cavity， get up thereby to in advance tooth-decay-preventing danger， advertisement exactly is to set off from this one point ， the "line" that advertisement uses in language means more than the word tells， now that pointing to "dental floss of clean tooth"， point to "the line of defense ， preventing a tooth from falling ill" this makes a consumer be clear at a And advertisement has instigate ， the advertisement term uses up hyperbole extremely， be that "the firmest line of defense achieves advertisement propagates purpose thereby use this product to may build the gum disease" right (6) Different Different Different One level of comfort Translation: Different Different Different customs and habits (customhouse) Comfort is first-rate ， has a good swim in the This is one items of aviation Now that "customs" having intention of customs and habits， meaning having Middle ， airways have shown here advertisement disregarding which country ， what to say language to coming from ， what to customs and habits city having let you experience intimate service of special
