广告英语中双关语的翻译策略
在市场经济中，广告是一种广泛应用的公众性信息交流方式，广告为了吸引消费者注意，说服消费者购买产品，往往运用大量的修辞手法，双关就是其中比较常用的一种。双关语所强调的并不是其表面意思，而是暗含的深层意义，可使语言表达得含蓄、幽默，而且能加深语意，给人以深刻印象。它是英汉语中运用最早的修辞手法之一，其历史可以追溯到两千年前，被广泛应用于文学作品，新闻和广告中。
然而，双关语的翻译一直被认为是翻译的难点，有些学者甚至认为双关语是不可译的。并且对双关语的翻译研究大多限于文学作品，对广告中双关语的专门研究并不太多，一些见诸报刊杂志上的文章也只简略地探讨了一些翻译方法，缺乏有针对性地理论作为指导。本文作者从广告语言所起的作用和功能出发，引用大量例证，用以说明双关语的运用及其在广告中的翻译策略，为日后广告英语中双关语的翻译提供强大的理论支撑。
关键词:英语广告 双关 翻译策略
On Translating Strategies of Pun in English Advertisement
Abstract
In the marketing economy, advertisement is a widely used way of public information exchange. In order to attract the consumers’ attraction and persuade them to buy the products, a lot of rhetorical figures are used in the English advertisement in which pun is a widely used one. Pun refers to the rhetorical figure that is used in a certain language environment, using a word with more than one meaning or words that have the same or nearly the same sound but different meanings to emphasize the deep, implied meaning, but not the surface, literal meaning. Pun is one of the earliest used figures of speech, which can be dated back to more than two thousand years ago and it is widely used in literary works, news and advertisements.
While, pun translation is always considered to be a difficult point and many scholars hold the opinions that puns are untranslatable. Moreover, most of the researches on pun translation are limited to literary works, and only a few are involved in puns in advertising translation. And many articles published in newspapers and magazines simply discussed the translation techniques and methods without correspondent theories as a guide. The author uses the roles and functions of advertisement as a basement, combining a lot of examples to explain the application and functions of puns and their translating strategies in English advertisement, which provides a strong theoretical support for the later-on translation of puns in English advertisement .
Key words: English advertisement, pun, translating strategy
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