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1、广告英语中双关语的语用功能及其翻译PragmaticFunctionandTranslationofPuninEnglishAdvertisementAbstract:AdvertisingEnglishischaracterizedbyitsoriginality,flexibilityoflanguageusageandthediversityoftheforms.Apartfromthedistinguishingfeaturesatlexicalandsyntacticlevels,rhetoricalvehicles,asdecorativedevicesoflanguage,are
2、frequentlyemployedinadvertisingEnglish.Punning,aconcisewaytoexpresshumorandwit,isparticularlyfavoredbyadvertiserstoenhancetheappealoflanguage.Drawingonexistingstudiesinthefield,theauthoroffersfivestrategiesinthetranslationofpunsinadvertisement,i.e.preservation,creation,compensation,explicationandomi
3、ssion.Theauthorarguesthateachofthefivestrategiesisnotalwaysappliedonitsown,andsometimestwoormorestratrgiesarejointlyemployedinadvertisementtranslationinaccordancewiththeprincipleofoptimalrelevancedependingonthesituation.Keywords:Advertisement;Pun;PragmaticFunction;Translation广告英语中双关语的语用功能及其翻译摘要:广告英语
4、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。21关键词：广告；双关语；语用功能；翻译IntroductionThedefinitionofadvertisementbyAMA(AmericanMarketingAssoc
5、iation):Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.Itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementsea
6、chday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”Facingso
7、manyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedevicesasplates,color
