Punning and the Translation of Puns in English Advertisements 英语广告中双关语的运用技巧及翻译摘要双关语是英语广告中一种较为常见的修辞手段。
英语广告中的双关语形式多种多样。
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，因为除了语意双关之外，还需要考虑到广告本身的风格特点。
本文探讨了一些英语广告中双关语的运用技巧及翻译，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、灵活表义法、加注法、直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。
AbstractPunning is one of the most common rhetorical devices used in advertisement. 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. This paper is about the techniques of punning and the translation of puns in English advertisements. It expresses the technique of pun by the ways of homophonic pun, homographic pun, grammatical pun and idiom pun. And this paper has some preliminary discussions in punning of English advertisement through the methods of conjunct translation, nimble translation, replenishment translation, transliteration, compensate translations.[Key Words] advertising language; pun; translationContents1. Introduction (5)2. The Puns in English Advertisements (5)2.1 Homophonic Pun (5)2.1.1 Close Sound Pun (5)2.1.2 The Same Sound Pun (6)2.2 Homographic Pun (7)2.3 Grammatical Pun (9)2.3.1 Puns Created by Different Collocations (9)2.3.2 Puns Created by Different Understandings of the Same Words (9)2.4 Idiomatic Pun (10)3. Translations of Puns in English Advertisements (11)3.1 The conjunct translation (11)3.2Nimble Translation (12)3.3Replenishment Translation (13)3.4Transliteration (14)3.5Compensative Translations (16)4. Conclusion (17)1. IntroductionWhat is advertising? Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or idea by identified sponsors through the various media. [1]p4 Whether it is goods advertisement or public service advertisement, the creation of the advertisement is a comprehensive art. The creation of the advertisement involves sociology, aesthetics, psychology, sound of electricity, literature and linguistics etc. The skills needed in this art are more than other forms of writing. It shows the vivid and interesting characters by the principle of salesmanship. And it has special communication to bring the reader''s attention in a moment, stimulates the desire of buying and facilitates the behavior of buying finally. Therefore, the using of precision and appropriate in advertising literary language will make the influence of advertising language far beyond the advertisement itself. The rhetorical of pun is a common skill, in creating advertisement. The pun, in Italian, “puntiglio” means “a fine point,” hence a verbal quibble, and is most likely the source of the English punctilious. A pun is defined by Webster 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] As the game of words, pun will leave a deep impression on readers by its readability, wit, and humor. Therefore it is used in the advertisement with a large amount.2. The Puns in English AdvertisementsThere are many kinds of puns exist in English advertisements. In this paper, four mainly types of them are talked. There are homophonic puns, homographic pun, grammatical pun and idiom pun.2.1 Homophonic PunHomophonic means two or more words are of the similar or same sound.Because “There exist no information channels of bilingual conversion at the sound level” [3] the partial sound puns are always seen in the daily life. It concludes close sound pun and the same sound pun.2.1.1 Close Sound PunClose pun means pairs or more of words having the same sound but different meanings.(1) AN ideal marriage is one in which the wife is a treasure and the husband treasury.理想的婚姻—太太是宝贝,而先生是金库.(2) Nowadays, a pair of dice is made a paradise如今，一副股子就可以成为乐园In the two examples above, both the two advertisements successfully convey the satirical tones of the two English sentences. Nevertheless, neither“宝贝，金库”nor“股子,乐园”reflect the partial tones of “treasure, treasury”and “pair of dice, paradise”. It just put one layer of the double meaning into Chinese and the pun affect disappears without any trail.(3) Centrum with beta-caroteneFrom A to ZincMore Complete [4] P15富含胡萝卜的珍多美，从A到锌，应有尽有，营养更全，口味更新！This is one of food advertis ement named centum. “From A to Zinc” harmonics with the English phrase “From A to the Z”, the latter meaning refers “comprehensively, complete”. The pun here wants to explain this kind of food nutrition rich in prominent, all contains from Vitamin A (namely carrot element) to the zinc element, has the extreme power of persuasion..2.1.2 The Same Sound PunThe same sound pun means the words have the same sound but have different meanings.（4）Have a nice trip, buy-buy![5]祝君旅途愉快，拜拜/快买！“Buy-buy” is a varied spelling, and it unison with “bye-bye”. Airport store says goodbye to the passenger, the purpose is that reminds everybody to buy a present or other thing to bring with just before leaving. “Buy-Buy”! Forms in one''s mind ingeniously, humorous to be humor ous, makes one thump the table and shout praise.（5）Forget hot tasteOnly Kool, with pure menthol has the taste of extra coolnessCome up to Kool.[6]P49忘掉辛辣的感觉，只有“酷”牌，纯正的薄荷口味给你特别清凉的酷酷感觉，想酷你就来！This is one of the cigarette advertisements, in sentence “kool” is a unison pun, it both refer to cigarette and the cool feeling. In order to prominent product out of the ordinary cool characteristic, the advertisement maker fabricats word “kool” to take the cigarette’s name, using the “cool” unison, and the “hot” in first sentence also further strengthened this “cool” meaning, contrasts the Kool sign cigarette by the consumers to the “cool” feeling in the mouth.(6) Foyled again? Try Dillon.[7]又失望了？那就来Dillon书店看看吧。
