广告英语中双关语的应用及翻译

【摘要】作为一种应用文体，广告肩负着吸引顾客，促进商品交易的责任。因此广告语言有着特殊的要求。另一方面，作为一种被频繁使用的修辞手法，双关给人以回味和想象的空间，很容易吸引读者的注意。因此，双关被广泛应用于广告中。本文首先介绍了前人对广告英语双关语的研究，而后引入广告与双关语的相关知识，指出两者相结合的契合之处。文章重点讨论了四种双关，即谐音双关，语义双关，语法双关，拟仿双关。根据合作原则和关联理论，对双关语在广告中的运用进行分析。除了双关在英语广告中的应用举例外，本文还介绍了数种翻译方法，如契合译法，分别表义法，侧重译法，套译法等。
【关键词】广告；双关；应用；合作原则；关联理论；翻译
Abstract: As an applied form, advertising shoulder the responsibility to attract buyers and contribute to successful commercial transaction. Accordingly, language in advertising should meet special demands in order to succeed. On the other hand, as a frequently used rhetorical device, pun provides room for retrospection and imagination which will surely catch the eyes of readers. Thus puns are extensively employed in English advertisements. This paper, first of all, introduces research achievements by predecessors. Afterwards it leads into knowledge on advertising and pun by which it points out that advertising and pun are born to be combined. This article gives prominence to four types of pun, namely homophonic pun, homographic pun, grammatical pun and idiom pun. Based on the Cooperative Principle and Relevance Theory, it also elucidates puns in advertising English by detailed analysis. Besides application of puns in English advertising, it concludes several translation methods such as fit translation, semantic difference translation, focusing on translation, sets translation and so on.
Key words: English advertisement; pun; application; Cooperative Principle; Relevance Theory; translation

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