论英文广告中双关语的翻译

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1、摘要广告英语作为一种应用语言，有着自己独特的语言特点和风格。广告英语用词优美，句法简洁却内涵丰富，修辞变化多端，耐人寻味，以最简单的语言表达最复杂的意义，语言的魅力在广告中得以充分的展示。广告旨在于打动人心，激发人们的购买欲，一字一句都需要充分发挥它的魅力和产品所要表达的商业目的。因此，广告商挖空心思地追求新的创意，在广告中运用丰富的双关语。巧妙的双关能使语言含蓄、幽默、生动、机智，起到旁敲侧击、借题发挥的作用，能很好的突出广告的特点，因而在广告中得到大量应用。本文从同音双关、谐音双关、一词异义

2、双关、一词多义双关几个方面对双关语在英语广告中的运用作了阐述；同时也运用契合译法、分别表义法、套译法、侧重翻译法和补偿法等对英语广告双关语的翻译作了些探讨。关键词：英语广告；双关语；翻译技巧中国最大的论文知识平台www.lwxiezuo.comABSTRACTAsanappliedlanguage,advertisingEnglishhasitsownspecificlanguagestyleandfeatures.Withappealingdictions,succinctsentencest

3、ructures,richconnotationandvarieduseofrhetoricdevices,advertisementssurprisinglygivefullplaytothecharmoflanguage,usingthesimplestlanguagetoexpressthemostcomplexmeanings.Advertisementsaimtostimulatepeople’sdesireforshopping.Therefore,manufacturerswrac

4、ktheirbrainstobecreativewiththeuseofrichpuns.Theartfuluseofsuchrhetoricaldevicesmakesadvertisementsconnotative,humorous,vividandwitty—impressiveinaroundaboutway.Thuspunbecomeswidelyandfrequentlyusedtoachievepurposedeffectsofadvertisements.Thisarticle

5、aimstoelaborateonthevariousformsofpunssuchashomophonicpun,paronomasia,antalaclasisandsyllepsis,andtoprobeintosomecommontechniquesoftranslatingEnglishpunsinadvertisementssuchasfittranslation,semantictranslation,setstranslation,prioritytranslation,andc

6、ompensationtranslation.Keywords：Englishadvertisements;pun;translationtechniques中国最大的论文知识平台www.lwxiezuo.comContents1．Introductionofpun11.1Thedefinitionandfeaturesofpun11.2Classificationofpun22.FunctionofpunsinEnglishadvertisement32.1Rhetoricfunction32

7、.2Pragmaticfunction43.TranslationofpunsinEnglishadvertisement43.1TheimportanceofpuntranslationinEnglishadvertisement43.2Delabastita'stheoryfortranslatingpuns53.2.1ThecommentonDelabastita'smethodfortranslatingpuns53.2.2Translationmethodsofpunsonbasiso

8、fDelabastita'stheory63.3TranslatingtechniquesofpunsinEnglishadvertisement63.3.1Fittranslation(契合译法)73.3.2Semanticdifference（分别表义法）73.3.3Setstranslation(套译法)83.3.4Prioritytranslation(侧重译法)93.3.5Compensationtranslation（补偿译法）104．Conclusion11Acknowledgem