英语广告中双关语的运用技巧及翻译...

英语广告中双关语的运用技巧及翻译（The skills and translation

of Puns in English Advertisements）

The skills and translation of Puns in English Advertisements

Author: Angie

Abstract: pun is one of the most common rhetorical devices in

English advertisements. The translation of puns is a difficult

point in itself, and the translation of Puns in advertisements

is more complicated. This paper expounds the skills of using

puns in terms of phonetic pun, semantic pun, grammatical pun,

idioms and colloquial pun. Based on considering the double

meanings of a pun and the style of the advertisement translation,

respectively, from the combination of semantic translation,

translation, translation and translation focus on compensation

and other aspects of the translation of Puns in advertisements

is preliminarily discussed.

Key words: advertising language; pun; translation

Punning, and, the, Translation, of, Puns, in, English,

Advertisements

MENG Lin & ZHAN Jing-hui

(Foreign, Languages, Dept., Harbin, Institute, of, Technology,

Harbin, 150090, China)

Abstract: Punning is one of the most common rhetorical devices

used in advertisement. This paper is about the techniques of punning and the translation of Puns in English advertisements.

There are various ways to form puns in advertisements. The

translation of puns is difficult because of the double meanings,

and the translation of Puns in advertisements is even more

difficult because one must keep both the double meanings of a

pun and the style of the advertisement in mind.

Key, words:, advertising, language; pun; translation

Introduction

Whether it is commodity advertising or public service

advertising, the creation of advertising is a comprehensive art.

It combines sociology, aesthetics, psychology, marketing,

music, electricity, literature and linguistics. Copywriting in

this art requires more skill than any other form of writing.

It must use the marketing principle write tastes, vivid and

interesting characters, to have special appeal, can attract the

attention of readers in an instant, stimulate the desire to buy,

and ultimately contributed to the purchase behavior. The

advertisement in the literature language makes advertising

language and connotation and influence far beyond the ad itself.

Pun, a rhetorical device, is a common skill in advertising

creation. Pun, as the name suggests, is in a specific language

environment, in a language form to express a "Ming" and "dark"

double meaning, both noticeable, but also lead to lenovo. Puns

have such rhetorical effects as conciseness, conciseness, wit,

humor and novelty. They can highlight the features of

advertisements and have been widely used in advertisements.

1., the use of Puns in advertising

As a rhetorical device, pun is commonly used in advertising.

It exists in language, vocabulary, syntax and other language

levels. In advertising, advertisers appeal to increase

advertising, systematically the pursuit of new ideas, making

puns in advertising in the use of more complex skills. A subtle

pun can make the language subtle, humorous, vivid, and

evocative and imaginative. The more common are the following

aspects.

1.1. homophonic pun

"Homophonic puns are made up of spelling similar words with the

same or similar pronunciation." 1. The advertiser is willing

to use puns, such as pun witty, humorous, witty, with humorous

language style, can enhance the advertising persuasiveness and

appeal, to impress consumers.

(1) More, sun, and, air, for, your, son, and,, heir.

There is plenty of sunshine, fresh air, all for your children

and grandchildren.

In this beach advertising, makers of clever use of sun-son,

air-heir on the two homophonic words, make advertising language

not only to read catchy melody and harmony, and, quite funny,

humorous, inspiring.

(2) Trust, us., Over, 5000, ears, of, experience., 3

Trust us. After more than 5000 ears of inspection, with more than 5000 years of experience.

This is a sales guide for hearing aids. Literally, it means that

the products have received numerous consumer tests, but between

the lines of homophonic words skillfully embedded ears-years,

fully implies that the product has a long history, proven

superior quality.

Many advertisements are written on the name of the brand. Puns

in brand names can not only increase the interest and sense of

humor in advertising,

More importantly, make the brand name more attractive to

people's attention, easy to remember, and increase the

intensity of propaganda, so as to achieve the purpose of product

promotion. Most puns in brand names are homophonic.

(3) WEAR-EVER, introduces, a, new, concept, in, glass, oven,,

ware:, CLEANABILITY., etc.

"Long-lasting" glass stoves give you a whole new concept:

clean.

It features manufacturers use its trademark WEAR-EVER polysemy,

and vigorously promote their products: on the one hand,