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1、Somepossiblestrategiesinthetranslationofpunofadvertisement广 告 英 语 双 关 语 的 翻 译Ⅰ.IntroductionWiththedeepeningoftheinternationaldivisionoflabor,developmentandglobaleconomicintegrationincreasing,theinternationalcirculationofcommoditiesbecomesmorefrequent.Eachcountryiscompetingtoselltheirproduc
2、tsinordertobethewinnerintheworldmarket.Therefore,advertisementsbecomeprevalence. "Advertisement"comesfromtheLatinword "Advertere".Itmeans "Arousepublicattentiontosomethings,andusedtoimportacertaindirectionasameansof."1Asameansofdisseminatinginformation,advertisinglanguagehavebrief,vivid,im
3、aginative,appealingandothercharacteristics.Thepunusesthepronunciationorthesemanticcondition,itsmeaningcausescertainwords,expressionsorthesentenceconstitutes,thedoublemeaningarhetoricwayinthespecificlanguageenvironment,namelyonthesurfaceisonemeaning,infactisanothermeaning,bothareremarkablea
4、ndcancausetoassociation.Punscanmakesimpleandconciselanguage,subtlehumor,novel,intriguing,thisrhetoricaltacticworkinginadvertisinghasbeenwidelyused.Andpunisaplayonwords,itincreasesthehumorofadvertisingandmakestheadvertisingpregnantwithmeaning.Appropriateapplicationofpuncanattractreaders’att
5、ention,makethebodycopyreadable,memorableandarouseconsumers’interestandimagination.II.DefinitionandClassificationofPunsA.DefinitionofPunsLookingatthesameissuefromdifferentperspectives,wemayoftencomeupwithdifferentdefinitionsofthethingunderdiscussion.And,notsurprisingly,puncanbethusdefinedin
6、manyways.ThereissuchahumorousexplanationaboutpunbyJohnDryden: “punning –totortureonepoorwordtenthousandways”.2InLongmanDictionaryofContemporaryEnglish,punisdefinedas “Anamusinguseofawordorphrasethathastwomeanings,orwordswiththesamesoundbutdifferentmeanings”.3AccordingtoTheOxfordEnglishDict
7、ionary,punisdefinedas “theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect”.4InPrincetonEncyclopediaofPoetryandPoetics,punisdefinedas
