英语广告中的双关修辞及翻译策略

摘要
在这个信息时代下，广告已经渗透到社会各个领域并已成为一种重要的信息渠道，是人们生活中不可缺少的一部分。随着中国加入世贸组织，人们通过无处不在的电视、报纸、杂志的广告开始了解更多的外国的产品，因此对英语广告翻译需求越来越密切。广告策划者利用各种各样的修辞方法，特别是双关语来吸引人们的注意和兴趣。在某种程度上双关语的翻译体现了英语广告翻译的复杂性。本篇文章从语音双关、语义双关、语法双关和成语双关几个方面对双关语的运用技巧和四种翻译技巧作了详细阐述，并在此基础上结合实例，提出了适用于英语广告中双关语翻译的四种策略，即：直接翻译、分离翻译、语义翻译和补偿翻译。

关键词: 英语广告；双关语；翻译策略
Punning and the Translation Strategies of
Puns in English Advertisements
Abstract
In the age of information, advertising has infiltrated into all walks of life and become an important source of information as well as an indispensable part of our life. With China’s entering into WTO, Chinese people begin to know more about foreign products through advertisements which appear almost everywhere, on TV, in newspapers and in magazines. Therefore, there seems to be an increasing need for the translation of English advertisements. Advertisers employ all kinds of rhetorical devices, especially puns, to attract people’s attention and interest. To a certain extent, the translation of puns represents the complexity of the translation of English advertisements. In this paper the techniques of punning are introduced by the ways of homophonic pun, homographic pun, grammatical pun and idiomatic pun. In addition four strategies of translating puns in English advertisements into Chinese are discussed on the basis of examples, that is, the conjunct translation, separative translation, semantic translation and compensative translation.

Keywords: English advertisements  punning  translation strategies

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