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1、英语广告中双关语的运用技巧及翻译（TheskillsandtranslationofPunsinEnglishAdvertisements）TheskillsandtranslationofPunsinEnglishAdvertisementsAuthor:AngieAbstract:punisoneofthemostcommonrhetoricaldevicesinEnglishadvertisements.Thetranslationofpunsisadifficultpointinitself,andthetranslationofPunsinad
2、vertisementsismorecomplicated.Thispaperexpoundstheskillsofusingpunsintermsofphoneticpun,semanticpun,grammaticalpun,idiomsandcolloquialpun.Basedonconsideringthedoublemeaningsofapunandthestyleoftheadvertisementtranslation,respectively,fromthecombinationofsemantictranslation,transla
3、tion,translationandtranslationfocusoncompensationandotheraspectsofthetranslationofPunsinadvertisementsispreliminarilydiscussed.Keywords:advertisinglanguage;pun;translationPunning,and,the,Translation,of,Puns,in,English,AdvertisementsMENGLin&ZHANJing-hui(Foreign,Languages,Dept.,Har
4、bin,Institute,of,Technology,Harbin,150090,China)Abstract:Punningisoneofthemostcommonrhetoricaldevicesusedinadvertisement.ThispaperisaboutthetechniquesofpunningandthetranslationofPunsinEnglishadvertisements.Therearevariouswaystoformpunsinadvertisements.Thetranslationofpunsisdiffic
5、ultbecauseofthedoublemeanings,andthetranslationofPunsinadvertisementsisevenmoredifficultbecauseonemustkeepboththedoublemeaningsofapunandthestyleoftheadvertisementinmind.Key,words:,advertising,language;pun;translationIntroductionWhetheritiscommodityadvertisingorpublicserviceadvert
6、ising,thecreationofadvertisingisacomprehensiveart.Itcombinessociology,aesthetics,psychology,marketing,music,electricity,literatureandlinguistics.Copywritinginthisartrequiresmoreskillthananyotherformofwriting.Itmustusethemarketingprinciplewritetastes,vividandinterestingcharacters,
7、tohavespecialappeal,canattracttheattentionofreadersinaninstant,stimulatethedesiretobuy,andultimatelycontributedtothepurchasebehavior.Theadvertisementintheliteraturelanguagemakesadvertisinglanguageandconnotationandinfluencefarbeyondtheaditself.Pun,arhetoricaldevice,isacommonskilli
8、nadvertisingcreation.Pun,asthenamesugges
