浅谈英语广告中双关的使用及翻译

On the Use and Translation of Puns in English Advertisements

双关是英语广告中常见的一种修辞手法。双关有谐音双关、语义双关、语法双关、习语双关等类型。针对不同情况,广告翻译可采用直译法、分译法、套译法、侧重译法等多种方法。

Pun is widely used in English advertisements. This paper tends to discuss the various ways to form puns and the methods to translate them. In translating the puns used in English advertisements, one should take both the double meanings of puns and the style of advertisements into consideration.