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1、1.IntroductionThepunsiswidelyusedinsomefieldsasapopularrhetorictechniqueforalongtime.Shakespearesays"ThepunisHthemostnoblearf^quotedin喻小继2013:122).Thepunscanbeclassifiedintothreeparts:homophonicpuns,homographicpunsandpartofspeechpun.Inmanypoemsnovelsstories,riddlesandsoon,it
2、isveryeasytofindpuns,whichcanmakethepoemsmorecharming,thenovelsandstoriesmoreinteresting,riddlesmoredifficulttoguess.Thepunsisaswellasverypopularinadvertising,whichcanenhancetheadvertisingeffect・Itexistsinthevoice,vocabulary,syntaxandeachleveloflanguage・Usuallyithastwobasicc
3、haracteristics:ambiguityanddualityincontext.ItstechnicaluseinEnglishTVadvertisinglanguagesuchasambiguity,homonymandvaguenessmakeswords,phrasesorsentencesexpresstwolevelsofmeaningtocreateasenseofhumor,satire,orconveytheideainthegivencontext.IntheEnglishTVadvertisinglanguage,p
4、unscanimplyhumorandlifelikenessandleavethepersonwithtasteandimagination.Inthemodernsociety,withthedevelopmentofeconomyandglobaleconomicintegration,theInternationalcirculationofcommoditieshasbecomeincreasinglyfrequently,inordertocompetefortheworldmarket,everycountrytriestheir
5、besttomakeasuccessinsellingtheirownproducts.Atrademarkisamerchandisingshort-cutwhichinducesapurchasertoselectwhathewants,orwhathehadbeenledtobelievehewants(Brown2013:1619).Therefore,advertisingisbecomingmoreandmorepopular.Amongalltheadvertisements,EnglishTVadvertisingisoneof
6、themostpopularandfamiliar.Inordertocatchthecustomers5eyesquickly,thelanguageofEnglishTVadvertisingseemsquietlyimportant,inwhichthepunscanplayanimportantrolejustaswhatIsayabove・Moreoverbecauseofthespecialcharacterofpunsinmeaningandstructure,thetranslationonpunsinEnglishTVadve
7、rtisingbecomesdifficultbutimportanttoexpressitsoriginalmeaningandtaste.EnglishTVadvertisingappliesthepunstoenhanceadvertisingeffectiveness,catchpublic'sattentionanddeliveruniquesignificance,sohowtouseitandhowtotranslateitbecomequiteimportant.Accordingwhatjustsaid,thepapersta
8、testhethemefromthreeaspects.Firstly,itintroducethefeaturesandfunctionsofpun
