英汉广告中双关语的运用及翻译_功能对等

英语广告中双关语的运用技巧翻译在广告中，双关语是一种非常常见的修辞手法，它能够在很小的篇幅中传达出丰富的信息，吸引消费者的注意力。

双关语能够给人一种耳目一新的感觉，让人产生共鸣，从而增加产品或服务的吸引力。

在英语广告中，双关语的运用技巧非常重要，下面我们就来了解一下。

双关语的定义是什么？双关语（pun）是指利用词语的双重含义来修辞的一种手法。

它常常有趣而富有创意，能够吸引读者或听众的注意力，让人留下深刻的印象。

在英语广告中，双关语可以用于各种产品或服务的推广宣传中，比如食品、饮料、化妆品、服装、旅游等等。

接下来我们就来讨论一下双关语的运用技巧。

双关语要符合产品或服务的特点。

在使用双关语的时候，广告宣传语句需要与产品或服务的特点相匹配，这样才能够更好地吸引消费者的注意力。

某牙膏广告中使用了一句双关语宣传语：“Keep your smile in mint condition”，这句话中的“mint”即可指薄荷味的口香糖，也可以指完好无缺的状态。

所以，这句话巧妙地把牙膏的清新口气和口腔健康联系在了一起，吸引了消费者的注意。

双关语要与受众的语言文化相契合。

不同地区有不同的语言和文化，所以在广告中使用双关语的时候，需要考虑受众的语言和文化背景。

在英语广告中，使用英语习语或俚语来进行双关语的运用，可以更好地吸引当地受众的注意力。

一些国际品牌的广告也可以用双关语跨越语言和文化的障碍，比如可口可乐的广告标语“Open Happiness”，这句话既可以指喝了可口可乐之后感到快乐，也可以指打开了快乐之门。

所以，无论是在国际市场还是在本地市场，都需要考虑受众的语言文化差异来运用双关语。

双关语要注意上下文的语境。

在广告中使用双关语的时候，需要注意上下文的语境，确保双关语的含义清晰，不会造成误解。

有些双关语可能因为上下文不明确而导致歧义，甚至起到了相反的效果。

广告宣传语句的语境尤为重要，可以通过合理的语境来引导受众理解双关语的含义，确保宣传效果最大化。

英语双关语探讨［摘要］英语双关语是重要的修辞格之一，这种修辞格广泛运用于各种文学作品，如诗歌、小说、故事、广告及谜语中。

双关语使语言活泼有趣,或者借题发挥,旁敲侧击,收到由此及彼的效果。

广告语言对于艺术美的执着追求,是以直接的功利目标为前提的。

一、英语双关语的特点和修辞功能1.双关语的类型如果粗略划分的话，双关语可分为两大类，即谐音双关（paronomasia）和一词二义双关（antalaclasis）。

这也是双关语二种基本形式。

谐音双关会用到两个发音相同或相近，而意义不同的词来造成双关。

而一词二义双关是指一个词被使用两次或以上，每次都是不同的含义。

关于双关语更为详细的分类方法。

本文不再做详细的介绍。

2.双关语的功能2.1 审美功能双关语最早是在民间流传的趣味性文字游戏,在《朗文当代英语词典》（Congman Dictionary of ContemporaryEnglish）和《韦氏新世界词典》（Webster's New World Dic －tionary）当中对双关语的释文都不约而同的用到了"playon word"的字眼,即"文字游戏".这一文字游戏妙在真幽默和传神,言简意赅,寥寥数笔已使读者入境入画.一个妙笔生花的双关语可以使读者从不解其中味，进而深刻沉思，到露出心领神会的微笑。

读者在体会到的良苦用心之余，更多地领会了双关语所特有的于诙谐之中见严谨，于轻描淡写之间见笔力的特点，可谓过目不忘，这一心灵上的陶醉，而至精神上的愉悦和美感，即是做为一个修辞格所首先具备的功能，即审美功能所达致的。

2.2 幽默或讽刺功能双关语是语言的妙用，其独特的“声东击西”或“一石二鸟”的特征使其常常成为人们在达到幽默或讽刺双关时的上佳选择。

一个词语在不同的语境（context）中含义是不同的,一个词的确切含义取决于处的语境。

李鑫华在其所著《英语修辞格详论》中明确指出，双重语境对双关辞格是重要而且是必要的，不仅如此，两个语境之间还要有一个铰链连结，而这个铰链就是双关语本身。

论析英文广告中的双关语现象及其翻译策略语义双关是指利用一词多义在特定环境下而形成的双关，怎样浅析英文广告中的双关语现象及其翻译策略?一、双关语现象在英文广告中的运用及主要类型广告在我们的社会生活中占着重要的地位，它有着树立企业形象、促进营销增加交易等重要功能，广告语言也常以简短有力、简洁易懂为句法特点，然而优秀的广告离不开出色的修辞运用，为了达到提高销量的目的，广告商们必须在广告语言上下工夫，能够出色的运用双关这一特殊的修辞格，无疑能为广告添光加彩，下面就是三种不同的类型：(一)语音双关语音双关又称“谐音双关”。

语音双关是指借助发音相同或相近的词而构成的双关形式。

这类双关具有幽默风趣、滑稽俏皮的语言特点，可增强广告的感染力和说服力。

例如：Goodbuy Winter! 100%Cotton Knitwear $40.这是一则冬季服装减价销售的广告，广告设计者利用goodbye与goodbuy的谐音双关，不仅暗示消费者这是一桩不错的买卖，似乎又告诉消费者寒冷的冬日即将过去，温暖的春天正在向你招手，这难道不是在提示消费者不要错过了最佳的购买时机吗?其中的语音双关正可谓一箭双雕。

(二)语义双关语义双关是指利用一词多义在特定环境下而形成的双关，这种双关现象在字面上只有一个词语，而实际上却同时关顾着两种不同的意思，在广告中对该词的不同理解可使句子产生不同的含义，这种现象在广告中非常常见。

例如：Spoil yourself and not your figure.这是某冰淇淋品牌的广告，该广告spoil oneself为“令某人享受”的意思，而spoil one’s figure意为“破坏体形”。

可翻译为：尽情地吃吧，不会影响你的体形。

这样，即使是减肥者也会按捺不住而去买这种冰激凌吧!(三)语法双关语法双关是指通过省略结构、词语或词组的双重或多重语法功能造成的双关。

这双关常使用一词多义的词语。

例如：Coke refreshes you like no other can.译文：没有什么可以像可乐那样令您神清气爽。

英语广告中双关语的运用技巧及翻译李祥摘要：双关语是英语广告中一种较为常见的修辞手段。

双关语的翻译本身就是一个难点，而广告中双关语的翻译则更加复杂。

本文从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。

并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、分别表义法、套译法、侧重译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。

关键词：广告语言；双关语；翻译Punning and the Translation of Puns in English AdvertisementsMENG 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引言不论是商品广告，还是公益广告，广告的创作都是一门综合性艺术。

从功能对等的角度浅析英语广告中双关语的翻译策略内容摘要随着我国经济的飞速发展，如今广告无处不在，因此广告的翻译显得尤为重要。

而双关语作为一种特殊的修辞手段，其幽默的特性增强了广告的可读性和趣味性，继而成为广告中运用最广泛的修辞方式之一，大大加强了广告的宣传效果。

由于双关语一般按照一定的字形或发音构成，而英汉两种语言文化差异往往使得译者在双关语的翻译过程中困难重重，因此部分学者认为双关语是不可译的。

本文认为双关语是可译的，并从功能对等理论出发，通过分析一些典型例子归纳出一些实用的翻译策略，并为双关语的翻译提供一些新的思路，使译者的翻译更加合理有效。

关键词：翻译策略，英语广告，双关语一、双关语的定义在《辞海》对于双关语的解释为：“修辞学上的修辞格式之一，利用语言文字上的同音或多义的关系，使一个词或一句话关涉到两件事。

”在英文中，双关语即Pun，《韦氏大学英语词典》中对于Pun的解释为：the humorous use of a word in such a way as to suggest two or more of meanings or the meanings of another word similar in sound[1]（词的一种幽默用法，暗指两个或两个以上的意思或与其音相似的意思。

）二、功能对等理论为使源语和目的语的之间的转换有一个标准,减少差异, 美国语言学家尤金·A·奈达(Eugene Nida)从语言学的角度出发,根据翻译的本质,提出了著名的“动态对等”翻译理论,即“功能对等理论”。

在这一理论中,奈达指出翻译是用最恰当、自然和对等的语言从语义到文体再现源语的信息。

其核心思想为翻译时不求文字表面的死板对应，而要在两种语言间达成功能上的对等[2]。

三、广告中双关语的翻译（一）双关语的可译性一部分学者认为双关语是不可译的，因为任何语言的双关语都有较深的历史背景和文化渊源，又因为中外语言及其文化之间的差异，对于双关语而言，译者很难实现完美的翻译。

1. IntroductionAdvertising is a kind of mass media, its final purpose is to spread information and change the attitude of consumers, induce consumers to buy the products, and thereby the advertisers get the profits.1The basis of advertising language are concise, lively, and imaginative that be taken the central position. Advertising makes use of promote principle and draws up the vivid and interesting pictures and words to arouse the consumers’ attention s in the twinkling of an eye, stimulates the readers desire to get in on your offer. Modern society is a commercial economy, advertisements are everywhere. Forms of advertisements are varied and the rhetorical devices of advertisements are plentiful: personification, antithetical parallelism, exaggeration, contrast, parallelism, rhymes, and pun provides the artistic aesthetic feeling to the readers.The pun, in Italian, “punctilio” means “a fine point,” hence a verbal quibble, and is most likely the source of the English punctilious. pun is defined by Webste r as “the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible application; a play on words.”2 Pun is a skill that always been used in the creative work of advertisements. It can express the double meaning in the particular language environment, the bright and shadow mutual effect arouse the readers’interest and imaginations. Pun is concise, humorous and novel, can give room for thinking that been favored by large numbers of advertisements. So the application of puns in English advertisements and its translation are very important.Though more and more scholars do research on pun’s translation now, their researches are mainly about translation strategies and they rarely aim at dealing with barriers of translating puns particularly about a lot of detailed examples. Thus, this thesis is to discuss the cultural and linguistic barriers in pun translation through some examples, and the application of puns and its translation. Then several translation methods have been proposed in solving the problems in translating puns from English to Chinese.This thesis could also enable readers to have a better understanding of the functions of puns in advertisements as well as their crucial roles in advertisements.1孙晓丽，《广告英语与实例》（北京：中国广播电视出版社，1995）,3-4。

英汉广告中双关语的运用及翻译_功能对等论文导读:：双关修辞格及其在英汉广告中的运用。

双关语自身具有幽默、寓意于不言中的特点。

英汉广告中双关语翻译的原则和方法。

功能对等、效果优先是广告双关语翻译的基本原则。

论文关键词：广告，双关语，翻译，功能对等一、双关修辞格及其在英汉广告中的运用（一）关于双关修辞格双关，修辞学上辞格之一。

利用语言文字上同音或同意的关系，使一句话关涉到两件事情。

如：空对着，山中高士晶莹雪；终不忘，世外仙姝寂寞林。

(《红楼梦》第五回)“雪”字谐音双关，指薛宝钗的“薛”；“林”字音形双关，指林黛玉的“林”[1](p551)。

陆谷孙先生在其《英汉大词典》中把双关定义为：双关诙谐语（用同音异义词或多义词构成）[2](p1474)。

并举例：“7 days without water make oneweak.”“7天没水使人虚弱”（因weak与week同音，此句亦谐指：“7天没水就是一周没水”）。

黄任在《英语修辞与写作》中的表述更通俗易懂：Pun，汉译“双关”不仅仅是一种文字游戏，而且是英语修辞的一种常见形式：巧妙地利用同音异义或同形异义使一个词语或句子具有不同的含义，不直接表露，显得含蓄委婉，而又十分幽默新奇[3](p139)。

从以上定义和举例可以看出双关是用一个词、一句话或一个语言片段同时表达双重意思：一个是表面的，一个是隐含的功能对等，并且以隐含的意思为主。

双关语能在特定的语言环境中用一种语言文字形式表达双重意义的功能，运用于广告往往使其风趣幽默，引人注目，加深记忆，达到较好的广告效应。

（二）双关修辞格在英汉广告中的运用作为一种修辞手段，双关语自身具有幽默、寓意于不言中的特点，因此在英汉广告中广为使用，以吸引读者，达到宣传品牌的目的。

英汉广告中较为常见的双关可分为谐音双关和语义双关两种。

1.谐音双关“谐音双关是用拼写相似，发音相同或相近的词构成的”[4](p23)。

这种双关语言风趣、俏皮，读起来朗朗上口，故可增加广告的说服力和感染力，给消费者留下深刻印象。

英语广告中双关语的运用技巧翻译【摘要】双关语在英语广告中是一种常见的修辞手法，能够吸引读者的注意力并传达产品或服务的信息。

本文分析了双关语在广告中的作用，探讨了双关语的运用技巧和翻译策略。

文章还评估了双关语在广告中的效果，并通过案例分析展示了其在不同广告中的运用。

结论部分总结了双关语在英语广告中的翻译策略，强调了其在广告中的重要性和运用技巧对广告效果的影响。

通过本文的研究，我们可以更好地了解双关语在英语广告中的运用技巧，为广告创意的设计提供参考和指导。

【关键词】英语广告，双关语，运用技巧，翻译策略，效果评估，案例分析，重要性，广告效果，影响。

1. 引言1.1 英语广告中双关语的运用技巧翻译In the world of advertising, wordplay is a powerful tool used by marketers to grab the attention of consumers and leave a lasting impression. One of the most common forms of wordplay is the use of puns, or double entendres, in advertisements. These clever plays on words can add humor, wit, and depth to amessage, making it more memorable and engaging for the audience.2. 正文2.1 双关语在广告中的作用双关语在广告中的作用是非常重要的。

通过运用双关语，广告可以在短短几句话或一个画面中传递多重意义，吸引消费者的注意力。

双关语不仅可以增加广告的趣味性，还可以创造出独特的印象，让广告更容易被记住。

双关语还可以增加广告的幽默感和情感色彩，让消费者在观看广告时感受到愉快和喜剧。

试论英语广告中双关语的翻译广告,就是广而告之, 其目的是要在瞬间吸引人们的注意, 给他们留下深刻的印象, 激起人们的购买欲望。

双关是利用某些词语或句子的语音或语义条件, 使其在特定的语境中带有明暗双重意义。

英语中一般有两种双关, 一种是谐音双关,即利用拼写相似, 发音相同或相近的词构成的双关; 一种是语义双关,即利用英语一词多义的特点, 使词语或句子的多义性在特定环境下形成的双关。

双关的使用可以使读者感到在幽默中见智慧, 在平淡中见新奇. 由于双关语具有简洁凝练。

风趣幽默.新颖别致.耐人寻味等修辞效果, 能够突出广告的特点,所以在广告中得以大量应用。

1.英语广告中双关语的翻译关于翻译标准, 中外翻译理论家提出了不同的主张。

从严复的“信、达、雅”, 傅雷的“重神似不重形似”, 到鲁迅的“忠实通顺”; 从黜秋白的“等同概念”到美国著名翻译理论家Nida的“功能对等”或“动态对等”, 我们可以看出, 这些主张都是指译文要忠实准确地表达原文的意义, 保持原文的风格。

而所谓忠实表达原文的意义, 指的是忠实表达原文的字面意义.隐含意义等。

作为信息传播的手段, 广告用语具有简洁、生动、形象、富于感染力的特点。

广告语言是一种精练、含蓄、富有表现力和鼓动性的语言, 而双关又是双重意义的表达, 这就给英语广告中双关的翻译造成语言结构和表达上的困难。

因此, 英语广告中双关的翻译应根据广告的内容和特点, 既要充分照顾到原文的语体风格, 又要尽量传达出原文的信息。

在翻译方法上, 直译与意译一直是翻译界争论的焦点。

直译与意译是相对的, 两者之间相互联系, 且没有绝对的界限.一篇好的译作总是既有直译, 又有意译的, 直译与意译相结合。

如果采用直译能准确传达原文多种意义的, 就直译; 如果不能翻译出原文的多种意义, 特别是不能传达出隐含意义的, 就采取意译的方法。

所以, 对英语广告中双关的翻译, 应采用辨证的办法, 一方面要考虑到广告的语体特征, 另一方面要尽可能减少双关在翻译中信息的流失。

英语广告中双关语的运用及翻译双关语是一种常见的修辞手法，用于创造幽默或引起读者的思考。

在广告中，双关语常常被用来吸引消费者的注意力，增加产品的印象力。

下面是一些常见的双关语及其翻译。

1. "Say it with flowers" - 以花传情这个双关语的广告口号暗示了送花作为表达情感的方式。

同时，它也可以理解为通过口语表达感受，或者使用某种花的名字来表达情感。

翻译时可以根据广告的背景和产品进行调整，例如“用花来表达你的心意”。

2. "You're worth it" - 你值得拥有这个双关语广告语在化妆品行业非常常见。

它既可以理解为是指消费者值得拥有高品质的产品来照顾自己，也可以理解为消费者本身是有价值的。

翻译时可以根据广告的目标受众和宣传点进行调整，例如“你应该享受这个”。

3. "Breakfast of champions" - 冠军的早餐这个双关语广告语用于推广某个早餐食品。

它既可以理解为是指该食品是冠军们的早餐选择，也可以理解为该食品会让人成为冠军。

翻译时可以根据文化背景调整，例如“冠军的选择”。

4. "When it rains, it pours" - 这下倒霉了这个双关语广告语常用于推广食品或调味品。

它既可以理解为指在下雨的时候，食物难以保持干燥，也可以理解为该食品会给食物增加更多的味道。

翻译时可以根据背景和产品的特点进行调整，例如“一场雨，一番好滋味”。

5. "Life's a journey, enjoy the ride" - 人生是一场旅程，享受骑行吧这个双关语广告语常用于推广交通工具或旅游产品。

它既可以理解为是指人生是一段旅程，要享受其中的乐趣，也可以理解为指通过骑行来享受生活的方式。

翻译时可以根据广告的背景和产品进行调整，例如“人生如旅，快乐骑行”。

总体而言，双关语在英语广告中被广泛使用，因为它能够吸引消费者的注意力，增加广告的趣味性和记忆力。

英语广告中双关语的运用及翻译
一、双关语是什么
双关语（Double entendre）是指在一个句子中，意思同时可以读出
两种意思，其中一种意思常常带有有趣的影射和幽默的意味。

双关语的最
大特点就是在一句话中包含两种意思，其中有一种意思是直接表达的，而
另一种意思是潜台词，它们之间并不存在联系，但是从字面上理解后，就
可以发现双关语的存在。

二、双关语在英语广告中的运用
1、具有幽默性
双关语在英语宣传广告中常常带有一定的幽默性，它可以激发观众的
共鸣，同时也可以让观众记住品牌，而且让观众的情绪也跟着提升。

比如，可口可乐宣传口号“Open happiness”，直译：“打开快乐”，双关语的
寓意就在于：通过喝可乐来获得幸福快乐。

2、引起兴趣
双关语以其新颖别致，抑扬顿挫的编排，含蓄深刻，具有极强的触发
性和诱因，可谓无人不识。

双关语的运用，能很好地吸引观众的眼球，让
他们对这款产品有兴趣，因此很多大型品牌在宣传时也常常会用到双关语
的技巧来激发大家的共鸣，比如说，微软的宣传语“Where do y ou want
to go today?”，直译：“今天你想去哪里？”这里强调不仅仅是今天，
而是用几个词来激发你的兴趣，以及可以到达的地方可以有多特别，即使
有极大的空间来探索，可以让观众有更多的想象空间。

英文广告双关语篇一：英语广告中的双关语abstract:nowadays,advertisementshavebecomeanindispensiblepartofourlif ethatitcomestoourviewalmostomnipresent.itsinfluencesareintangible.itisan artofconcentrated,integrated.inordertomakefulluseoftheadvertisement,rhet oricaldeviceshavebeenputintouse,especiallythepuns.Therearemainlyfourfo rmsofpuns:homophonicpuns,homographicpuns,grammaticalpuns,andparo dypuns.Thepunshavetheirowndistinctivefunctionsothattheyaresignificanti nmakingadvertisement.Thisarticlefocusesonthepuninadvertisingandthefun ctionoftheuseofpunstogivesomeanalysis.Keywords:advertisement,puns,form,functionintroduction Thepurposeofadvertisingistoattracttheaimedcustomers.agreatimpressionsh ouldbegivenbytheuniqueadoptionofwordsandsuccinctandcontent-richsynt axoftheadvertisements.asforEnglishadvertisement,itshouldhavetheeffectof inducingthecustomer’simagination,arisingthedesireofpurchaseandcatchingeyes.asuccessfuladve rtisingnotonlyjustshockpeoplewithvisual,auditoryeffects,butalsopassedbypeoplebecauseoftheconc iseness.(:英文广告双关语)amonganumberofrhetoricaldevices,ofwhichthemostpopular,isthepun.in thewebster’sThirdnewinternationaldictionary,itdefinesthepuninsuchway:thehumorous useofawordinsuchawayastosuggestdifferentmeaningsorapplicationsofwor dshavingthesameornearlythesamesoundbutdifferentmeanings;aplayonwor ds.(Yan,20XX)所谓“双关”，《现代汉语词典》(1993)的解释是“用词造句时表面上是一个意思，而暗中隐藏着另一个意思”。

英语商业广告中双关语的翻译双关语在广告的具体功能业独特，除了产生最佳的语境效果外，也获得了最大的经济效益。

本文着眼于分析英汉翻译中的双关语的处理方法。

标签：商业广告双关语翻译在经济全球化和商品市场化的今天，外国的商业广告也纷纷涌入中国。

在国际市场推销商品，借助大众传媒应运而生的商务广告起到不可或缺的作用。

一个成功的商务广告的翻译，可以吸引异国的目标消费者，激发其购买欲望，从而达到推销商品的最终目的。

一、商业广告中的双关语英语Advertisement(广告)源于拉丁语, 原义为“唤起大众对某种事物的注意，并诱于一定的方向所使用的一种手段。

”广告制作者非常乐于使用谐音双关，因为此类双关具有风趣、幽默、俏皮、滑稽的语言风格，能增强广告的说服力和感染力，从而给消费者留下深刻的印象。

商业广告是一门艺术，而商广告的翻译也是一门学问，要达到理想的翻译效果，首先对其翻译的特点进行分析。

英汉中的双关语（pun），运用同音异义或是同形异义的形式使句子具有几种不同的含意“谐音双关是用拼写相似，发音相同或相近的词构成的” 。

双关语表里双涉，一举两得，富于联想，灵活机动，深刻而生动地揭示广告产品的特性与功能广告语常用修辞手法，为了使表述内容形象化、具体化或使主要词语鲜明、突出，加强语言效果，引起公众注意并帮助公众记忆。

二、广告中双关语的翻译双关语的一层意义译出后，另外一层意义也很重要，但却无法同时译出，这时，可采用一些补偿手段加以弥补。

对于广告来说，这些补偿手段主要指承载广告的媒体，如电视的图像、广播的声音及报纸的版式设计等。

一则关于面包的商业广告是这样写的:“She is the nimblest girl around. Nimble is the way she goes. Nimble is the way she eats. Light, delicious and nimble.”面包的名字叫Nimble.牛津高阶字典这样解释nimble: able to move quickly and easily with light neat movements. (聪慧敏捷).在翻译的时候, 就要适度地展开联想, 认识到广告本意在于暗示人们食用健康的nimble面包可以使人变得行动敏捷，思想活跃。

广告英语中双关语的语用功能及其翻译摘要: 广告英语的独特性在于其新颖、灵活的语及其形式多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。

双关，一种集幽默与智慧于一身的语言表达形式，因其独特的语言魅力而倍受广告商的青睐。

结合大量的实例分析，本文详细地探讨了双关语在英文广告中所起的作用及其分类。

通过分析与归纳，作者提出了广告双关语翻译的五种策略：保留、再造、补偿、解释说明以及省略不译。

译者在翻译过程中可以选择一种或者多种策略以达到译文的最佳关联。

关键词：广告；双关语；语用功能；翻译Pragmatic Function and Translation of Pun in English AdvertisementAbstract: Advertising English is characterized by its originality, flexibility of language usage and the diversity of the forms.Apart from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Punning, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language. Drawing on existing studies in the field,the author offers five strategies in the translation of puns in advertisement, i.e. preservation, creation, compensation, explication and omission.The author argues that each of the five strategies is not always applied on its own, and sometimes two or more stratrgies are jointly employed in advertisement translation in accordance with the principle of optimal relevance depending on the situation.Key words: Advertisement; Pun; Pragmatic Function; TranslationContentsIntroduction1 Definition and classification of pun in advertisement1. 1 Definition of pun1. 2 Types of pun in advertisement1. 2. 1Pun on Polysemy1. 2. 2 Pun on Homonym1. 2. 3 Pun on Parody1. 2. 4Pun on Grammar1. 2. 5 Pun on Illustration and Words2 The pragmatic function of pun in advertisement2. 1 Wit and humor2. 2 Creativeness and originality2. 3 Satisfying people’s requirement of beauty2. 4 Satisfying the requirement of society—Economy2. 5 Implying Warning2. 6 Marking product more profitable and competive3 Five strategies of translation of puns in English advertisement 3. 1 Preservation3. 2 Creation3. 3 Compensation3. 4 Explication3. 5 OmissionConclusionNotesBibliographyIntroductionThe definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media. It is a device to arouse consumers‘ attenti on to a commodity and induce them to use it. In modern age, people find themselves surrounded by various advertisements each day. An American writer writes: ― we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast; etc.‖Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive.In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive. Among the figures, pun is loved deeply. Oxford Advanced Dictionary defines pun as ―humorous use of a word that has two meanings or of different words that sound the same‖[1]. A pun (also known as paronomasia) can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious. It leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability. So pun is very popular in advertisement. The article just wants to present the pragmatic function and translatability of pun in advertisement.1 Definition and classification of pun in advertisement1. 1 Definition of punLooking 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: ―punning – to torture one poor word ten t housand ways (John Dryden)‖. In 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 meanin gs‖. According to The Oxford English Dictionary, pun is defined as ―the use of word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect‖. In Princeton Encyclopedia of Poetry and Poetics, pun is defined as ―A figure of speech depending upon a similarity of sound and a disparity of meaning‖. From the above definitions, we can see that homonyms, homophones, and homographs all are available to construct puns with.1. 2 Types of pun in advertisement1. 2. 1Pun on Polysemy―While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.‖ Pun on polysemy is used widely, especially with the name of the product such as the following examples:―From sharp minds. Come sharp products.‖The example is an advertisement for the Sharp copier. The word ―sharp‖ praises the consumers‘ brightness, but also refers to the Sharp product. The advertisement praises the consumers who are sharp to buy the product which is sharp. The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.―Money doesn‘t grow on the trees. But it blossoms at our branches. Lioyd Bank.‖It is the slogan of Lioyd Bank. ―branch‖ means ―part of a tree growing out from the trunk‖, but here it implies the division of bank‖. The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits. After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.1. 2. 2 Pun on Homonym―Homonymy r efers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both. When two words are identical in sound, they are homophones. When the words are identical in spelling, they are homographs. When two words are identical in both spelling and sound, they are complete homonyms.‖ The follow instances will explain that:― ‗VIPs‘ an atomical comfort.Varia ble Impact Pressure Sole‖The advertisement of sportshoes uses the homophonic word ―VIPs‖. As we know, VIP usually stands for ― very important persons‖, while, here, it stands for ―Variable Impact Pressure Sole‖. It implies if you use VIPs, you will be a VIP. The word ―VIPs‘ motivates the audiences‘ vanity and induces them to buy th e product.―Trust us. Over 5000 ears of experience.‖It is an advertisement for audiphone. The literal meaning is that the product has experienced a lot of texts. While ―ears‖ and ―years‖ are a pair of homophone. So it implies that the product has a long history and has high quality.―Goodbuy Winter! 100% cotton knitwe ar $40‖It is an advertisement for the sale of winter clothes. The advertisement seems to people that it s a good and cheap to buy cotton knitwear. But when the audiences read ―goodbuy winter‖ together, they will understand the good use of pun. ―Goodbuy winter‖ sounds the same as ―goodbye winter‖. The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away. Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.―More sun and air for your sun and he ir.‖The advertisement is for a bathing beach. The advertiser uses homophone skilfully, sun vs. son, and air vs. heir. The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit. Each couple hopes their son and heir will be healthy all their life. Pun makes the advertising language sound sweet, fluent and persuasive.1. 2. 3 Pun on Parody―Parody is a piece of speech, writing of music that imitates the style of an author, composer, etc in an amusing and often exaggerate way‖[2]. Pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings. English has a lot of well-known phrases, idioms and sayings. They are important part of everyday language spoken by the English speakers, and have become one of the aspects of the English culture. The advertisement designers are sharp-minded and imaginative. They change a part of the expressions and put their ideas into them to achieve sensational effect. And most of them achieve a remarkable success. The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition. As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind. So pun on parody is popular in advertisement.―A Mars a day helps you work, rest and play.‖It is the slogan of Mars chocolate company. Looking at this advertisement, people will associate it with two idioms: ―An apple a day keeps the doctor away‖ and ― All work and no play makes Jack a dull boy‖. From the meanings of the two idioms, the watchword tells people that a Mars‘ chocolate a day will make you not be a dull boy (make you wise) and keep the doctor away (keep fit).―Try our sweet corn, you‘ll smile from ear to ear.‖It is taken from the advertisement for a kind of sweet corn. The word ―ear‖ has double meanings: the organ of hearing and the seed –bearing part of a cereal. The idiom ― from ear to ear‖ also is a pun. One mea ning is that people are satisfied with the product. The other one is that the consumers eat one ear by another. So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one. How can people refuse such delicious food?―All is well that ends well.‖This is an idiom, but here, it is taken from an advertisement of a cigarette. ―End‖, as a verb, means ―finish‖, while, as a noun, means ―cigarette butt‖. The sentence means that if the cigarette ends are good that the cigarette is good.1. 2. 4Pun on GrammarMany advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions. If this type of pun can be used properly, it will achieve unexpected effect.―Which lage r can claim to be truly German? This can.‖It is an advertisement for Lager beer. ―Can‖ is a modal verb. But in the advertisement, a can of beer beside it reminds people ―can‖ has another meaning—tin. Also ―Lager‖ refers to the name of beer. With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply. The Coca-cola company also uses ―can‖ to do their advertisement.―Coke refreshes you like no other can.‖Just like last example, ― can‖ has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can; tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one.1. 2. 5 Pun on Illustration and WordsA lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances:―50% OFF.‖It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%. The illustration and words are vivid, and attract the passers-by‘ attention more easily.―Stop at two.‖It is the title of an public service advertising (PSA) which the Population andCommunity Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a ―V‖ letter with his forefinger and middle finger. The gesture ―V‖ means victory. So people also can understand that it is a victory to have only one child. This picture is famous, so people will remember it easily. To achieve thesuccess of their country, people may more like to control the population.海量英语论文尽在英语论文网，免费下载网址：/需要其他类型英语论文可以咨询QQ 2537717352 The pragmatic function of pun in advertisementPun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive.2. 1 Wit and humorPun, the game of word, produces wit and humor effect to attract the audiences‘ attention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.―When the wind has a bite… and you feel like a bite… then bite on a whole Nut.‖The word ―bite‖ has several meanings: grip, food, and eat. The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut. After day working, people would feel tired and hungry, while the advertisement is just the situation of them. Therefore, they would be attracted to buy the product, so they will not suffer hunger after work. Also, the sentence sounds like tongue twist.―Excellent Taste!‖It is a word in an advertisement for a whiskey product—Jamson. In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, ―Excellent Taste‖. Generally speaking, ―taste‖ means ―favor‖, but here, another meaning is ―the ability to appreciate what is beautiful‖. So the advertisement means:this kind f whiskey as good flavor; the heroine has high appreciation. The advertiser uses pun to praise both the product and the consumers who choose their product. Itc aters for people‘ vanity and induces them to buy the product.2. 2 Creativeness and originalityThis is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message can set a brand apart from copycats and also-rans. So it is important to use something novelsuch as coinage in the advertiseme nt to draw people‘ attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.―Cab Fourward.‖It is an advertisement title of Ram Car produced by Doqi company. The word ―fourward‖ sounds like ―forward‖. Connecting it with the picture in the advertisement, people would know why it uses ‗fourward‖. Because the four doors of this kind of car could be opened from four directions. The advertiser creates the word ―fourward‖ from ―forward‖ to show the speciality of the car.―Catch the Raincheetah and cheat the rain.‖It is an advertisement in Toronto Daily Star. The punny word ―Raincheetah‖, the na me of the raincoat, sounds like ―raincheater‖ while the word ―raincheater‖ derives from ―windcheater‖. The word ―cheat‖ in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest.2. 3 Satisfying people’s requirement of beautyA good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun. Pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language. The characters of pun, such as vividness, wit and humor, pleasure people‘s spirit and let them enjoy the beauty of language. For instance:―Give your h air a to uch of spring.‖It is an advertisement for shampoo. The word ―spring‖ here is very vivid and like a picture in people‘ mind: after using the shampoo, the long hair becomes elastic and shining. When you stand there, your hair will go with wind. Everyone likes beauty, so the advertisement caters for people‘ desire and induces them to buy the product to make them more beautiful.2. 4 Satisfying the requirement of society—EconomyWith the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want. But how to impress the audiences is a question. The answer is using pun. But why is pun especially favored by the advertiser? The main reasons as following:―Firstly, advertisement is paid message, with limited space and time, so it doesn‘t allow verbiage to waste the investment. Pun with double meaning has the characteristic of small carrier but plenty of connotations. So it is very economic, effective and money-saving to the advertiser. Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement. The pun in advertisement is usually formed by short sentences. Some use the name of the product as the theme of the advertisement. Some use excellent phrases to show the specialties of the product. To the audiences, it saves their time to get the information they want. Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously. So, to achieve expected propagandist effect, the advertisement must reduce the memory message. Pun is suitable for the requirement. The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply‖ [3]. In a word, pun uses fewer words to express full message which is the content of Economy Principle, and it usually reaches the purpose of advertisement that is arouse consumers‘ attention to a commodity and induce them to use it. For instance:―Two beer or not two beer, that‘s a question.----Shakesbeer‖Looking at the beer advertisement, people would associate it with the proverb ―To be or knot to be, that‘s a question‖ in Hamlet. Shakesbeer is the name of the beer, but it sound s like ―Shakespeare‖ who is known nearly all over the world, so it is easy forpeople to remember the Shakesbeer. And the word said by Hamlet is also very famous, especially in western country. The sentence is short and the pattern is famous, so people will remember the product naturally.―Go well, Go Shell.‖It is an advertisement for Shell Oil Company. ―Well‖ sounds like ―where‖, so it implies that go to Shell company to buy oil. Only four words are used in the advertisement, but express the meaning fully and impress people deeply. Imagine that one day, when you drive your car, suddenly, the oil is run out. So you are wondering where to go, then, of course, you will remember the words ―Go well, go Shell‖. So you will go to Shell at once. The slogans impress the audiences deeply and persuade them to buy the product invisibly.―Make Time For Time.‖It is an advertisement for Time magazine. The advertisement uses the pun on homonymy of the word ―time‖ to refer two meanings: common sense of time, and the name of he magazine. The advertisement means that read Time magazine to seize time. In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view. While Time magazine will not only broaden view, but also save your time. It satisfies people‘s requirement.2. 5 Implying WarningSome advertisements imply warming. Pun can make the warming vivid and effective so that people can pay attention to it. For instances:―Better late th an the la te.‖It is a public service advertising of traffic. It derives from the proverb ―Better late than never‖. In the sentence, ―the late‖ means‖ the dead‖, and it reminds the drivers to drive slowly and carefully. The advertisement with pun here has more powerful to persuade the drivers to care their security.Another example:―The driver is safer when the road is dry; The road is safer when the driver is dry.‖It is also an advertisement for safe driving. The excellent word is ―dry‖ which has double meanings: without water and without drinking. It expresses if the road is dry and the driver doesn‘t drink, all drivers will be safer. The antitheses and thyme of the sentence has more powerful to warm people.2. 6 Marking product more profitable and competiveThe speciality of pun is useful in advertisement, and favored by people. If a advertiser can make full use of it to satisfy people‘s requirement, the product may precede others and gain the market.―A deal with us means a good deal to you.‖Here, the double meanings of ―deal‖ are: the amount and business. The meanings of the advertisement are that: do trade with us is a good business to you; doing business with us, you will get a lot. Advertisers use pun skilful to inspire the audiences‘ curiosity and attract their interest to do the deal.―Powe to influence others.‖It is an advertisement for a Hector Powe Clothing Company. They advocate that if you wear their clothes, you will have power to influence other people. Because ―Powe‖ is like ―power‖. It satisfies people‘s desire of power, so they like to have a try. Thus, it will bring great profit to the Powe company. Maybe people with the clothes can‘t have more power, but the company has the power to influence the market.3 Five strategies of translation of puns in English advertisementOn the basis of previous studies on translation of puns, the author tentatively proposes five potential strategies for translation of puns in English advertisements, some of which have already been touched upon in the previous section. They include preservation, creation, compensation, explication and omission[4]. These five strategies, adopted in accordance with the principle of optimal relevance, have some advantages. First, they have already been widely employed in practice and are generalized from the previous studies, thus they have solid foundation. Secondly, they can cover most of the important methods proposed by other scholars as we can see in the analysis in the previous sections. Thirdly, these five strategies stem from a comprehensive perspective: such aspects as form, meaning and function have been taken into account. So we hope these strategies will prove to be effective in real work. It should be pointed out that each of the five strategies is not always applied on its own; sometimes two or more strategies are jointly employed in an advertisement depending on the situation. When there is more than one pun in an advertisement,different strategies can be applied to different pun depending on the situation. For instance, some can be preserved, some explicated, and some omitted. However, whatever the situation is, whatever strategies the translator should choose, depends on whether optimal relevance can be achieved, i.e. the choice has to be made in accordance with the principle of optimal relevance. In the following sections, these five strategies will be explained.3. 1 PreservationFor those advertisements that mainly appeal to emotions, e.g. texts abundant with rhetorical devices such as pun, the persuasive power lies in the successful conveyance of the rich meaning in these rhetorical devices. Preservation is one of the effective ways to represent the strength of the original, and it is also one of the often-employed approaches available to the translator, but it should be adopted on the condition that there is a large degree of overlap in both the source language and the target language in terms of linguistic features and the cognitive environment of the source language and the target language reader on the subject to be translated, so that by doing so it neither causes clash in the target language culture nor misleads the reader when he/she processes it and therefore the original and the translated closely resemble each other, and if possible have the same effects on the reader. Such linguistic features may be morphologic, phonetic, syntactic and semantic, etc., which still preserve(as much as possible)the communicative clues of the original,or resemblance in linguistic properties. Eg. An Apple for everybody keeps worries away.Version A: 电脑选苹果，烦恼远离我。