英语双关语在广告中的应用及翻译

Application and Translation of Pun in English Advertisements

双关语是英语广告中一种较为常见的修辞手段。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。旨从语音双关、语义双关、语法双关以及成语、俗语双关等几方面对双关语的运用技巧作出阐述。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、分别表义法、套译法、完全意译法和注释法等方面对英语广告双关语的翻译作进一步的探讨。

Pun is a common rhetoric method in English advertisement and it is very hard to be translated in advertisements.The thesis states the application skills from the following aspect： Homophone Pun,Homograph Pun,Grammatical Pun,Adage-Pattern Pun and Other Puns.Considering the double meaning of pun and the style of advertisement,the thesis makes a further research on the translation of pun in English advertisements from the following aspects： translation with both form and content;translation with set-phrase patterns;free translation;translation with notes;translation with double meaning;translation with adding pun.