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《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》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、PunningandtheTranslationofPunsinEnglishAdvertisements[Abstract]Punningisoneofthemostcommonrhetoricaldevicesusedinadvertisement.Therearevariouswaystoformpunsinadvertisements.Thetranslationofpunsisdifficultbecauseofthedoublemeanings,andthetranslationofpunsinadvertisementsisevenmoredifficult
2、becauseonemustkeepboththedoublemeaningsofapunandthestyleoftheadvertisementinmind.ThispaperisaboutthetechniquesofpunningandthetranslationofpunsinEnglishadvertisements.Itexpressesthetechniqueofpunbythewaysofhomophonicpun,homographicpun,grammaticalpunandidiompun.Andthispaperhassomepreliminar
3、ydiscussionsinpunningofEnglishadvertisementthroughthemethodsofconjuncttranslation,nimbletranslation,replenishmenttranslation,transliteration,compensatetranslations.[KeyWords]advertisinglanguage;pun;translation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。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。本文从语音双关、
4、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、活译法、加注译法、意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。【关键词】广告语言；双关语；翻译1.IntroductionWhatisadvertising?Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideabyidentifieds
5、ponsorsthroughthevariousmedia.[1]p4Whetheritisgoodsadvertisementorpublicserviceadvertisement,thecreationoftheadvertisementisacomprehensiveart.Thecreationoftheadvertisementinvolvessociology,aesthetics,psychology,soundofelectricity,literatureandlinguisticsetc.Theskillsneededinthisartaremore
6、thanotherformsofwriting.Itshowsthevividandinterestingcharactersbytheprincipleofsalesmanship.Andithasspecialcommunicationtobringthereader'sattentioninamoment,stimulatesthedesireofbuyingandfacilitatesthebehaviorofbuyingfinally.Therefore,theusingofprecisionandappropriateinadvertisingliterary
7、languagewillmaketheinfluenceofadvertisinglanguagefarbeyondtheadvertisementitself.Therhetoricalofpunisacommonskill,increatingadvertisement.Thepun,inItalian,“puntiglio”means“afinepoint,”henceaverbalquibble,andismostlikelythesourceoftheEnglishpunctilious.Apunisdefinedb
