英语双关语在英语广告中的应用及其翻译策略  

The Application of English Puns in English Advertisements and Their Translation Strategies

作　　者：庹树梅 

机构地区：[1]湖南师范大学外国语学院,湖南 长沙

出　　处：《现代语言学》2023年第10期4724-4731,共8页Modern Linguistics

摘　　要：在现代经济社会,广告业日益发展,有着举足轻重的地位,为了使广告更引人注目,别具一格,广告商家们开始求助于各种不同手段与策略对其进行润色。而双关语是英语广告中广受欢迎且使用性较高的一种修辞手段,在广告活动中具有很大作用,常常被商家用来吸引消费者和顾客,可以用来促进产品推广、增加销量并最终达到获得利润的最终目的。本文对广告的定义以及特点做了阐述,从谐音双关、语义双关、语法双关和仿拟双关等四个方面对不同类型和特点的广告双关语技巧进行了分别阐述并做出评述。结合双关语的具体风格和应用特点,从套译法、契合译法、表意法、补偿译法几个方面对英语双关语的翻译做了初步分析和探讨。本文对英语广告中双关语的应用及其翻译策略进行了分类阐述和探讨,希望借此能够促进英语双关语的应用和翻译策略的提高,同时还能促进广告业的发展,因而具有重要意义。In the modern economic society, the advertising industry is developing day by day and has a pivotal position. In order to make the advertisement more eye-catching, unique, advertising businessmen began to resort to a variety of different means and strategies to polish it. As a popular rhetorical de-vice with high usage in English advertisements, pun plays a great role in advertising activities. It is often used by businessmen to attract consumers and customers, and can be used to promote prod-uct promotion, increase sales and finally achieve the ultimate goal of gaining profit. This paper ex-pounds the definition and characteristics of advertising, and then expounds and comments on dif-ferent types and characteristics of advertising pun techniques from four aspects: Homophonic pun, semantic pun, grammatical pun and parody pun. Combining with the specific style and application characteristics of pun, this paper makes a preliminary analysis and discussion on the translation of English pun from the following aspects: sets translation, agreement translation, ideographic trans-lation, and compensation translation. This paper classifies and discusses the application and trans-lation strategies of puns in English advertisements, hoping to promote its application and transla-tion strategies as well as the development of the advertising industry. Therefore, it’s of great im-portance.

关 键 词：双关 英语广告 翻译策略 

分 类 号：H31[语言文字—英语]