英语广告中双关语的运用技巧及翻译 Punning and the Translation of Puns in English Advertisements.doc

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英语广告中双关语的运用技巧及翻译 Punning and the Translation of Puns in English Advertisements.doc

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英语广告中双关语的运用技巧及翻译 Punning and the Translation of Puns in English Advertisements

Punning and the Translation of Puns in English Advertisements 英语广告中双关语的运用技巧及翻译摘要双关语是英语广告中一种较为常见的修辞手段。英语广告中的双关语形式多种多样。双关语的翻译本身就是一个难点；而广告中双关语的翻译则更加复杂，因为除了语意双关之外，还需要考虑到广告本身的风格特点。本文探讨了一些英语广告中双关语的运用技巧及翻译，从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、灵活表义法、加注法、直译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。 Abstract Punning is one of the most common rhetorical devices used in advertisement. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. This paper is about the techniques of punning and the translation of puns in English advertisements. It expresses the technique of pun by the ways of homophonic pun, homographic pun, grammatical pun and idiom pun. And this paper has some preliminary discussions in punning of English advertisement through the methods of conjunct translation, nimble translation, replenishment translation, transliteration, compensate translations. [Key Words] advertising language; pun; translation ? 　　1. Introduction……………………………………………………………………………………………..5 2. The Puns in English Advertisements…………………………………………………………………..5 2.1 Homophonic Pun…………………………………………………………………………..………..5 2.1.1 Close Sound Pun………………………………………………………………………………..5 2.1.2 The Same Sound Pun…………………………………………………………………………..6 2.2 Homographic Pun…………………………………………………………………………………..7 2.3 Grammatical Pun……………………………………………………………………….…………..9 2.3.1 Puns Created by Different Collocations………………………………………….…………..9 2.3.2 Puns Created by Different Understandings of the Same Words………….………………..9 2.4 Idiomatic Pun……………………………………………………………………………………..10 3. Translations of Puns in English Advertisements…………………………………………..………..11 3.1 The conjunct translation……………………………………………….……………..…………..11 3.2 Nimble Translation…………………………………………………………..………..…………..12 3.3 Replenishment Trans