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a bite… then bite on a whole Nut.”[33] The word “bite” has several meanings: grip, food, and eat. The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut. After day working, people would feel tired and hungry, while the advertisement is just the situation of them. Therefore, they would be attracted to buy the product, so they will not suffer hunger after work. Also, the sentence sounds like tongue twist. [22] “Excellent Taste!”[34] It is a word in an advertisement for a whiskey product—Jamson. In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”. Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”. So the advertisement means: this kind f whiskey as good flavor; the heroine has high appreciation. The advertiser uses pun to praise both the product and the consumers who choose their product. It caters for people’ vanity and induces them to buy the product. 4.2 Creativeness and originality This is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message can set a brand apart from copycats and also-rans. So it is important to use something novel such as coinage in the advertisement to draw people’ attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose. [23] “Cab Fourward.”[35] It is an advertisement title of Ram Car produced by Doqi company. The word “fourward” sounds like “forward”. Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”. Because the four doors of this kind of car could be opened from four directions. The advertiser creates the word “fourward” from “forward” to show the speciality of the car. [24] “Catch the Raincheetah and cheat the rain.”[36] It is an advertisement in Toronto Daily Star. The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”. The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest. 4.3 Satisfying people’s requirement of beauty A good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun. Pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language. The characters of pun, such as vividness, wit and humor, pleasure people’s spirit and let them enjoy the beauty of language. For instance: [25] “Give your hair a touch of spring.”[37] It is an advertisement for shampoo. The word “spring” here is very vivid and like a picture in people’ mind: after using the shampoo, the long hair becomes elastic and shining. When you stand there, your hair will go with wind. Everyone likes beauty, so the advertisement caters for people’ desire and induces them to buy the product to make them more beautiful. 4.4 Satisfying the requirement of society--Economy With the rapid development