广告英语双关语的翻译英语论文.docVIP

广告英语双关语的翻译 Ⅰ. IntroductionWith the deepening of the international division of labor, development and global economic integration increasing, the international circulation of commodities becomes more frequent. Each country is competing to sell their products in order to be the winner in the world market. Therefore, advertisements become prevalence.?Advertisement comes from the Latin word?Advertere. It means?Arouse public attention to some things, and used to import a certain direction as a means of. 1As a means of disseminating information, advertising language have brief, vivid, imaginative, appealing and other characteristics. The pun uses the pronunciation or the semantic condition, its meaning causes certain words, expressions or the sentence constitutes, the double meaning a rhetoric way in the specific language environment, namely on the surface is one meaning, in fact is another meaning, both are remarkable and can cause to association. Puns can make simple and concise language, subtle humor, novel, intriguing, this rhetorical tactic working in advertising has been widely used. And pun is a play on words, it increases the humor of advertising and makes the advertising pregnant with meaning. Appropriate application of pun can attract readers’ attention, make the body copy readable, memorable and arouse consumers’ interest and imagination.II. Definition and Classification of PunsA. Definition of PunsLooking at the same issue from different perspectives, we may often come up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways. There is such a humorous explanation about pun by John Dryden:?“punning?– to torture one poor word ten thousand ways”.2In Longman Dictionary of Contemporary English, pun is defined as?“An amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings”.3According to The Oxford English Dictionary, pun is defined as?“the use of