功能对等理论指导下英语广告中双关语的翻译

    广告英语的独特性在于其新颖、灵活的语言及其形式多样化，除了在词汇语法方面别具一格外，修辞手法也被广泛的运用来润色广告语言。双关修辞就是其中一种。双关在广告语中的表现形式十分广泛，具有一定语用功能，既引人注目、满足需要又简洁凝练。双关辞格作为一种倍受广告商的青睐的修辞手段在广告创作中被广泛运用。运用好双关修辞，能使广告语言增添感染力。本文以功能对等理论为基础，从谐音双关、语意双关、语法双关等方面对双关语在英文广告的运用做了阐释，对广告双关语的翻译做了比较系统的研究，旨在讨论广告双关语的翻译策略及所产生的语用功能

关键字：广告语；双关语；功能对等
Abstract

      Advertising English is characterized by its originality, flexibility of language usage and the diversity of the forms. Apart form the distinguishing figures at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Pun is one among them. The form of pun in advertising language is very broad. And the pun also has its pragmatic, eye-catching, meeting the needs and conciseness. Pun is Pun figure of speech is widely used as a favored rhetorical device in advertising creation. Making good use of pun can add to the appealing of advertising English. The present study explores the translation of homophonic, homographic pun, grammatical pun in English advertisement based on functional equivalence.

Key Words: advertisement; puns; functional equivalence

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