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1、广告英语双关语的翻译Ⅰ.IntroductionWiththedeepeningoftheinternationaldivisionoflabor,developmentandglobaleconomicintegrationincreasing,theinternationalcirculationofcommoditiesbecomesmorefrequent.Eachcountryiscompetingtoselltheirproductsinordertobethewinnerintheworldmarket.Therefor
2、e,advertisementsbecomeprevalence. "Advertisement"comesfromtheLatinword "Advertere".Itmeans "Arousepublicattentiontosomethings,andusedtoimportacertaindirectionasameansof."1Asameansofdisseminatinginformation,advertisinglanguagehavebrief,vivid,imaginative,appealingandother
3、characteristics.Thepunusesthepronunciationorthesemanticcondition,itsmeaningcausescertainwords,expressionsorthesentenceconstitutes,thedoublemeaningarhetoricwayinthespecificlanguageenvironment,namelyonthesurfaceisonemeaning,infactisanothermeaning,bothareremarkableandcanca
4、usetoassociation.Punscanmakesimpleandconciselanguage,subtlehumor,novel,intriguing,thisrhetoricaltacticworkinginadvertisinghasbeenwidelyused.Andpunisaplayonwords,itincreasesthehumorofadvertisingandmakestheadvertisingpregnantwithmeaning.Appropriateapplicationofpuncanattra
5、ctreaders’attention,makethebodycopyreadable,memorableandarouseconsumers’interestandimagination.II.DefinitionandClassificationofPunsA.DefinitionofPunsLookingatthesameissuefromdifferentperspectives,wemayoftencomeupwithdifferentdefinitionsofthethingunderdiscussion.And,nots
6、urprisingly,puncanbethusdefinedinmanyways.ThereissuchahumorousexplanationaboutpunbyJohnDryden: “punning –totortureonepoorwordtenthousandways”.2InLongmanDictionaryofContemporaryEnglish,punisdefinedas “Anamusinguseofawordorphrasethathastwomeanings,orwordswiththesamesoundb
7、utdifferentmeanings”.3AccordingtoTheOxfordEnglishDictionary,punisdefinedas “theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect”.4InPrincetonEnc
8、yclopediaofPoetryandPoetics,punisdefinedas “Afigureofspeechdependinguponasimilarityofsoundandadisparityofmeani
