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1、论英文广告中中英文翻译的异同1．IntroductionofpunPunisoneoftheancienttrope,whichisnowwidelyusedasarhetoricalmeansinadvertisements,literatureanddrama.Itisdefinedas"thehumoroususeofawordorwordsthatareformedorsoundedalikebuthavedifferentmeaningsinsuchawayastoplayontwoormore
2、ofthepossibleapplications"[1].Sincepuncontainscomicandrakishlanguagestylewhichputtheadvertisementintothemostsuitablelanguageenvironment,manyadvertiserswouldliketochoosethepunasthemostimportantwayofexpressioninadvertisementssothattheycanbemorepersuasiveand
3、touching.However,somediscrepancybetweendifferentcultureandlanguagessometimesmakespununtranslatable.Forallthesereasons,punbecomesthemostcharmingbuthardnuttocrack.1.1ThedefinitionandfeaturesofpunPunisdefinedinLongmanDictionaryoftheEnglishLanguageas"awittici
4、sm,involvingtheuseofawordwithmorethanonemeaning,orofwordshavingthesame,ornearlythesamesoundbutdifferentmeaning"[2].InthebookADetailedStudyofFiguresofSpeechinEnglish,ProfessorLiXinhuahasconcludedthatpunhastwoessentialfeatures.Thefirstessentialfeatureofpuni
5、sambiguity."Nomatterwiththesamesoundorthesamespelling,whatapunwantstoconveyisthedifferenceinsteadofthesamenessinmeaning"[3].Indailycommunication,peoplearetryingtoavoidthepresenceofambiguity.However,punattachesmuchimportancetoambiguity.Itexpressesaddresser
6、s’intendedmeaningwithliterarymeaningtogether.Anothercharacteristicisthatapuncontainsadoublecontext.Itiseasytounderstandthatapunisaformofwordgameinwhichawordorphraseunexpectedlyandsimultaneouslycombinestwounrelatedmeanings.Ofcourse,everymeaninghasitsowncon
7、text.ProfessorArchibaldA.Hillpointsoutthat"therearethreeelementsinanalyzingandcomposingapun:adoublecontext,ahingeandatrigger"[4].Ahingeisthepunitself,andatriggerreferstotheintentionandbackgroundthatliesbehindthepuns.1.2ClassificationofpunAsXuZhongbing(Chi
8、na)statesinTheVarietiesandTranslationofEnglishPuns:"puncanberoughlydividedintotwoparts.Theyarenamedparonomasiaandantalaclasis[5]".Paronomasiaalwaysinvolvestwowords,whicharesimilarinpronunciationbutdifferentinmeaning
