广告英语中双关语的应用及其翻译策略

随着中国市场国际化趋势越来越明显，更多的商品以及广告走入了我们国家。广告意在宣传商品，促进消费。广告中运用的修辞手法也是多种多样，明喻、暗喻等，最广泛的莫过于双关语的应用。本文分析了英语广告中双关语的分类：谐音双关、语意双关、语法双关以及俗语双关。本文还讨论了五种英语广告中双关语的翻译策略：直译法、分别表意法、套译法、集中译法以及补偿译法。成功翻译双关语广告，传达出宣传的本意，对于推销产品有着至关重要的作用。

关键词：广告；双关语；翻译
The Application and Translation Strategies of Pun in English Advertisements

With the obvious internationalization of China’ s market, more and more products as well as advertisements are stepping into our country. Advertisements are meant to advertise products and promote the consumption of them. Many rhetorical devices are used to make the advertisements more attractive, such as simile, metaphor and so on. Among all the devices, pun is most widely used. This thesis analyses the puns in English advertisements. There are homophonic puns, homographic puns, grammatical puns and idiomatic puns. Five strategies of pun translation in advertisenslatments are also suggested, namely literal translation, table-law respectively, sets translation, focus translation and compensation translation. A successful application and translation of puns in advertisements will be important for promoting products.

Key words: Advertisement; Pun; Translation

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