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1、广告英语双关语的翻译Ⅰ.IntroductionWiththedeepeningoftheinternationaldivisionoflabor,developmentandglobaleconomicintegrationincreasing,theinternationalcirculationofcommoditiesbecomesmorefrequent.Eachcountryiscompetingtoselltheirproductsinordertobethewinnerintheworldm
2、arket.Therefore,advertisementsbecomeprevalence. "Advertisement"comesfromtheLatinword "Advertere".Itmeans "Arousepublicattentiontosomethings,andusedtoimportacertaindirectionasameansof."1Asameansofdisseminatinginformation,advertisinglanguagehavebrief,vivid,i
3、maginative,appealingandothercharacteristics.Thepunusesthepronunciationorthesemanticcondition,itsmeaningcausescertainwords,expressionsorthesentenceconstitutes,thedoublemeaningarhetoricwayinthespecificlanguageenvironment,namelyonthesurfaceisonemeaning,infact
4、isanothermeaning,bothareremarkableandcancausetoassociation.Punscanmakesimpleandconciselanguage,subtlehumor,novel,intriguing,thisrhetoricaltacticworkinginadvertisinghasbeenwidelyused.Andpunisaplayonwords,itincreasesthehumorofadvertisingandmakestheadvertisin
5、gpregnantwithmeaning.Appropriateapplicationofpuncanattractreaders’attention,makethebodycopyreadable,memorableandarouseconsumers’interestandimagination.II.DefinitionandClassificationofPunsA.DefinitionofPunsLookingatthesameissuefromdifferentperspectives,wema
6、yoftencomeupwithdifferentdefinitionsofthethingunderdiscussion.And,notsurprisingly,puncanbethusdefinedinmanyways.ThereissuchahumorousexplanationaboutpunbyJohnDryden: “punning –totortureonepoorwordtenthousandways”.2InLongmanDictionaryofContemporaryEnglish,pu
7、nisdefinedas “Anamusinguseofawordorphrasethathastwomeanings,orwordswiththesamesoundbutdifferentmeanings”.3AccordingtoTheOxfordEnglishDictionary,punisdefinedas “theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewor
8、dsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect”.4InPrincetonEncyclopediaofPoetryandPoetics,punisdefinedas “Afigureofspeechdependinguponasimilarityofsoundandadisparityofmeani
