语境与英语广告中双关语的翻译

Context And The Translation Of Puns In English Advertisements

对双关语辞格中双重语境与双层会话含义及广告的非语言语境进行分析后指出:广告的非语言语境极大地影响着广告中双关语的翻译,它决定了在翻译过程中译者必须对双关语双重语境及双层会话含义进行取舍,从而使得广告中双关语的翻译有别于其他文体中双关语的翻译。

After analyzing the characteristics of double contexts,double conversational implicatures of puns and non-linguistic context of advertisements,the author puts forth that the non-linguistic context of advertisement is a decisive factor in the translation of puns in advertisment.It determines translator's choice of the double contexts and double conversational implicatures of puns,thus distinguishing the translation of puns in advertisement from the translation of puns in other genres.