第一篇：廣告中雙關(guān)語技巧研究

[Abstract] In modern society, advertisement’s influence is universal.pun is to add more attraction, being applied as a kind of figures of speech in advertisement and deeply loved by people.pun has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.The advertisers use brand, idiom, and phrase, etc, to form pun skillfully.From the aspect of pragmatics, pun violates the Cooperative principle by Grice.people usually violate the maxims in four ways.The article analyses pun from the fourth way that the speaker may flout a maxim;that is, he may blatantly fail to fulfill it and to achieve some purpose.The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind.[Key words] advertisement;pun;pragmatic maxims;pragmatic function

【摘 要】當(dāng)今社會(huì)，廣告作為一種競(jìng)爭(zhēng)手段無處不在，而雙關(guān)語是一種廣泛運(yùn)用于廣告創(chuàng)作并深受人們喜愛的修辭格。雙關(guān)語的表現(xiàn)形式多種多樣，可分為一詞多義雙關(guān)，同音異義雙關(guān)，諧音雙關(guān)，仿擬雙關(guān)，插圖和文字雙關(guān)，語法雙關(guān)等。廣告商巧妙地運(yùn)用品牌、成語、習(xí)語等構(gòu)成雙關(guān)語以增加宣傳效果。但從語用學(xué)的角度去分析雙關(guān)語，它違背了Grice提出的合作原則。合作原則的違反通常有四種情況，而本文主要從第四種進(jìn)行分析雙關(guān)語，即說話人公然不執(zhí)行某一條準(zhǔn)則，也就是說話人知道自己違反了一條準(zhǔn)則，他還想讓聽話人知道他違反了一條準(zhǔn)則。運(yùn)用恰當(dāng)?shù)碾p關(guān)語產(chǎn)生了幽默、風(fēng)趣、經(jīng)濟(jì)和警告的作用，使人享受語言的美，同時(shí)幫助廠家在激烈的競(jìng)爭(zhēng)中立于不拜之地，獲得更大收益。

【關(guān)鍵詞】廣告；雙關(guān)語；語用原則；語用功能

1.Introduction

“The definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media.[1] It is a device to arouse consumers’ attention to a commodity and induce them to use it.In modern age, people find themselves surrounded by various advertisements each day.An American writer writes: “ we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast;etc.”[2] Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers.In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive.In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive.Among the figures, pun is loved deeply.Oxford Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same”.[3] A pun(also known as paronomasia)can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious.It leaves a deep impression on readers by its readability, wit and humor.It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability.So pun is very popular in advertisement.The article just wants to present the pragmatic function and application of pun in advertisement.2.Types of pun in advertisement

A pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of meanings.It has several types.2.1 pun on polysemy

“While different words may have the same of similar meaning, the same one word may have more than one meaning.This is what we call polysemy, and such a word is called polysemic word.Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] pun on polysemy is used widely, especially with the name of the product such as the following examples:

[1] “From sharp minds.Come sharp products.”[5]

The example is an advertisement for the Sharp copier.The word “sharp” praises the consumers’ brightness, but also refers to the Sharp product.The advertisement praises the consumers who are sharp to buy the product which is sharp.The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.[2] “Money doesn’t grow on the trees.But it blossoms at our branches.Lioyd Bank.”[6]

It is the slogan of Lioyd Bank.“branch” means “part of a tree growing out from the trunk”, but here it implies the division of bank”.The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits.After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.2.2 pun on Homonymy

“Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both.When two words are identical in sound, they are homophones.When the words are identical in spelling, they are homographs.When two words are identical in both spelling and sound, they are complete homonyms.”[7] The follow instances will explain that:

[3] “ ‘VIps’ an atomical comfort.Variable Impact pressure Sole”[8]

The advertisement of sportshoes uses the homophonic word “VIps”.As we know, VIp usually stands for “ very important persons”, while, here, it stands for “Variable Impact pressure Sole”.It implies if you use VIps, you will be a VIp.The word “VIps’ motivates the audiences’ vanity and induces them to buy the product.[4] “Trust us.Over 5000 ears of experience.”[9]

It is an advertisement for audiphone.The literal meaning is that the product has experienced a lot of texts.While “ears” and “years” are a pair of homophone.So it implies that the product has a long history and has high quality.[5] “Goodbuy

Winter!

100% cotton knitwear $40”[10]

It is an advertisement for the sale of winter clothes.The advertisement seems to people that it s a good and cheap to buy cotton knitwear.But when the audiences read “goodbuy winter” together, they will understand the good use of pun.“Goodbuy winter” sounds the same as “goodbye winter”.The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away.Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.[6] “More sun and air for your sun and heir.”[11]

The advertisement is for a bathing beach.The advertiser uses homophone skilfully, sun vs.son, and air vs.heir.The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit.Each couple hopes their son and heir will be healthy all their life.pun makes the advertising language sound sweet, fluent and persuasive.2.3 pun on parody

“parody is a piece of speech, writing of music that imitates the style of an author, composer, etc in an amusing and often exaggerate way.”[12] pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings.English has a lot of well-known phrases, idioms and sayings.They are important part of everyday language spoken by the English speakers, and have become one of the aspects of the English culture.The advertisement designers are sharp-minded and imaginative.They change a part of the expressions and put their ideas into them to achieve sensational effect.And most of them achieve a remarkable success.The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition.As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind.So pun on parody is popular in advertisement.[7] “A Mars a day helps you work, rest and play.”[13]

It is the slogan of Mars chocolate company.Looking at this advertisement, people will associate it with two idioms: “An apple a day keeps the doctor away” and “ All work and no play makes Jack a dull boy”.From the meanings of the two idioms, the watchword tells people that a Mars’ chocolate a day will make you not be a dull boy(make you wise)and keep the doctor away(keep fit).[8] “Try our sweet corn, you’ll smile from ear to ear.”[14]

It is taken from the advertisement for a kind of sweet corn.The word “ear” has double meanings: the organ of hearing and the seed –bearing part of a cereal.Te idiom “ from ear to ear” also is a pun.One meaning is that people are satisfied with the product.The other one is that the consumers eat one ear by another.So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one.How can people refuse such delicious food?

[9] “All is well that ends well.”[15]

This is an idiom, but here, it is taken from an advertisement of a cigarette.“End”, as a verb, means “finish”, while, as a noun, means “cigarette butt”.The sentence means that if the cigarette ends are good that the cigarette is good.2.4 pun on Grammar

Many advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions.If this type of pun can be used properly, it will achieve unexpected effect.[10] “Which lager can claim to be truly German?

This can.” [16]

It is an advertisement for Lager beer.“Can” is a modal verb.But in the advertisement, a can of beer beside it reminds people “can” has another meaning—tin.Also “Lager” refers to the name of beer.With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply.The Coca-cola company also uses “can” to do their advertisement.[11] “Coke refreshes you like no other can.” [17]

Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other(can;tin, drink)can(refresh you).It implies their product is the best one.Of course, people like to buy the best one.2.5 pun on Illustration and Words

A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words.The illustrations and words can help people to understand the advertisement fully.pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings.For instances:

[12] “50% OFF.”[18]

It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival.The illustration is a picture with six lights, three on and three off.From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%.The illustration and words are vivid, and attract the passers-by’ attention more easily.[13] “Stop at two.”[19]

It is the title of an public service advertising(pSA)which the population and community Development Association(pCDA)of Thailand uses to advocate the couple to have children no more than two.The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger.The gesture “V” means victory.So people also can understand that it is a victory to have only one child.This picture is famous, so people will remember it easily.To achieve the success of their country, people may more like to control the population.3.pragmatic analysis of advertisement pun

From analyses above, people can understand that a pun usually uses one word in a sentence relating to double meanings, surface meaning and implicit meanings, which is the main idea the speaker wants to convey.The advertisers like to use the double meanings to produce ambiguity.While, analyzing from pragmatic maxims, it breaches Cooperative principle.Just look at another example:

[14]You’ll go nuts for the nuts you get in Nux.[20]

In the advertisement, “go nuts” means “go to buy nuts”, here in the advertisement, it also means “go crazy” in the daily English expression.And “Nux” is the name of the product.So it means the nuts will make you crazy if you buy them in Nux.The use of pun violates the Cooperative principle, but what is Cooperative principle?

3.1 Cooperative principle

“The theory of conversational implicature was originally suggested by Herbert paul Grice, an Oxford philosopher, who later went to America.”[21] His approximation is “We might formulate a tough general principle which participants will be expected to observe namely: Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose of direction of the talk exchange in which you are engaged.One might label this the COOpERATIVE pRINCIpLE.”[22]

“In order to explain further the cooperative principle, abbreviated as Cp, Grice borrows from the German philosopher Immanuel Kant four categories: quantity, quality, relation and manner.That is, the Cp is specified from four aspects.And the content of each category is known as maxim.3.1.2 Quantity

a.Make your contribution as informative as is required(for the current purpose of the exchange)

b.Do not make your contribution more informative than is required”[23]

That is to say the quantity of the information you give must suit for the requirement, no less, no more.For instance, if you go to buy one pen, but the assistant gives you two pens, he breaches the Quantity.Because he should give one pen to you that you want.3.1.2 “Quality

a.Do not say what you believe to be false

b.Do not say that for which you lack adequate evidence”[24]

It means that the speaker can’t tell lies but only can say that which has been proved to be right fact.However, if the speaker thinks what he says is right, but in fact it is false, he still obeys the principle.Give you an example, if someone asks you to go shopping with him, but you don’t like to, so you tell him that you have a meeting tonight.At this time, you violate Quality, for you have told lies to your friend.3.1.3“Relation: be relevant”[25]

That means what you say must be relevant.For example, when you are hungry, you don’t expect you partner giving you a book, but a cake, because cake is relevant to your feeling at this situation.3.1.4 “Manner

a.Avoid obscurity of expression

b.Avoid ambiguity

c.Be brief(avoid unnecessary prolixity)

c.Be orderly”[26]

The maxim requires the words speaker used must be concise and without ambiguity.For instance:

[15] A: Will you go to Xiamen tomorrow?

B: Maybe.In the case, B violates Manner, because his answer is ambiguous.A still can’t get the answer he wants.After the explanation of Cp, a better understanding will be made by readers on above examples, which have violated the Cp.But why do the advertisers like to use pun to violate the Maxims deliberately? The answer can also be given by Grice.3.2 Violation of the maxims

Grice thought only both speaker and listener obey the principle, could their intercourse be concordant and harmonic.While he also noticed that people didn’t always obey the principle in social activity, on the contrary, they breached it intentionally.So Grice gives four ways to explain the failure to fulfill a maxim.“Firstly, he may quietly and unostentatiously VIOLATE a maxim;if so, in some cases he will be liable to mislead.” It means you are intentional to violate the maxim.[27] For example: If someone invites you to join in a party, but you don’t like to.Avoiding offence to him, you may say, “ sorry, I have promised Jim to go shopping”.At this time, you know you tell lies, but you have to.“Secondly, he may OpT OUT from the operation both of the maxim and the Cp;he may say, indicate, or allow it to become plain that he is unwilling to cooperate in the way the maxim requires.He may say, for example, I cannot say more;my lips are sealed.Thirdly, he may be faced by a CLASH: he may be unable, for example, to fulfill the first maxim of Quality(Be as informative as is required)without violating the second maxim of Quality(have adequate evidence for what you say).”[28] For example:

[16] A: Where does X live?

B: Somewhere in the suburbs of the city.The answer of B breaches the Quantity, because he provides less information that A wants to know.But if B really doesn’t know where X lives, he obeys the Quality that do not say what you lack adequate evidence;if B knows the address of B, yet he does not want to tell A, then he implicates that he doesn’t want to tell A.“Fourthly, he may FLOUT a maxim;that is, he may BLATANTLY fail to fulfill it.On the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim(because of a clash), is not opting out, and is not, in view of the blatancy of his performance, trying to mislead, the hearer faced with a minor problem;How can his saying what he did say be reconciled with the supposition that he is observing the overall Cp? This situation is one that characteristically gives rise to a conversational implicature;and when a conversational implicature is generated in this way, I say that a maxim is being EXpLOITED.”[29] Give an example:

[17] A: Where is Mary?

B: There is a blue car outside Bill’s house.In the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s answer.Basing on their common sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s house.In advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce ambiguity.Although the advertisement disobeys the principle, but it can arouse the audiences curiosity and induce them to buy the product and at last achieve a better effect.Look at some advertisements:

[18] “You can buy Happiness.”[30]

It is the slogan of a shampoo advertisement.The advertisement breaches the Manner Maxim—avoid ambiguity, for happiness has double meanings here: “delight” and “the name of the product”.It wants to express the meaning that if you buy Happiness, you will attain happiness.Although it breaches the Cooperative principle, it impresses the audiences deeply and arouses their interest to have a try.[19] “In our country we keep animals in the forest and people in the cages.” [31]

It is the advertisement for Volvo Car Company.From the ad, people may give an assumption that they keep animals in the forest while shut themselves in the cages.But to the common sense, the phenomenon is impossible.So the advertisement breaches the Quality that you only can say what you think is right.But through the context of the advertisement, the audiences can understand the cages refer to Volvo car, and finally know the meaning of the advertisement that the Volvo Company aims at producing more and better cars for people.[20] “The Unique Spirit of Canada: we bottled it.Right to the finish, its Canadian spirit stands out from the ordinary.What keeps the flavor coming.Super lightness.Supper taste.If that’s where you’d like to head, set your course for Lord Calvert Canadian.” [32]

The example is taken from the advertisement of Lord Calvert Canadian.At the first sight of the advertisement, people would be drawn, for they wonder what’s the unique spirit of Canada.After thinking, they would find “To bottle the spirit” has two meanings here: one is to bottle the liquor;the other is to put the Canadian spirit into this liquor.The advertisement breaches Manner Maxim but arouses people’s curiosity.pun in the advertisement has a great function.4.The pragmatic function of pun in advertisement

pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness.It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context.The proper use can make the advertisement impressive and attractive.4.1 Wit and humor

pun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association.In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.[21] “When the wind has a bite… and you feel like a bite… then bite on a whole Nut.”[33]

The word “bite” has several meanings: grip, food, and eat.The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut.After day working, people would feel tired and hungry, while the advertisement is just the situation of them.Therefore, they would be attracted to buy the product, so they will not suffer hunger after work.Also, the sentence sounds like tongue twist.[22] “Excellent Taste!”[34]

It is a word in an advertisement for a whiskey product—Jamson.In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”.Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”.So the advertisement means: this kind f whiskey as good flavor;the heroine has high appreciation.The advertiser uses pun to praise both the product and the consumers who choose their product.It caters for people’ vanity and induces them to buy the product.4.2 Creativeness and originality

This is typical of advertising language.An advertisement has a high demand of diction every word playing an important role.If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen.In advertisement, originality is king.A new way of sending message can set a brand apart from copycats and also-rans.So it is important to use something novel such as coinage in the advertisement to draw people’ attention.Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement.Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.[23] “Cab Fourward.”[35]

It is an advertisement title of Ram Car produced by Doqi company.The word “fourward” sounds like “forward”.Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”.Because the four doors of this kind of car could be opened from four directions.The advertiser creates the word “fourward” from “forward” to show the speciality of the car.[24] “Catch the Raincheetah and cheat the rain.”[36]

It is an advertisement in Toronto Daily Star.The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”.The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well.pun gives people impression of novelty and interest.4.3 Satisfying people’s requirement of beauty

A good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun.pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language.The characters of pun, such as vividness, wit and humor, pleasure people’s spirit and let them enjoy the beauty of language.For instance:

[25] “Give your hair a touch of spring.”[37]

It is an advertisement for shampoo.The word “spring” here is very vivid and like a picture in people’ mind: after using the shampoo, the long hair becomes elastic and shining.When you stand there, your hair will go with wind.Everyone likes beauty, so the advertisement caters for people’ desire and induces them to buy the product to make them more beautiful.4.4 Satisfying the requirement of society--Economy

With the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want.But how to impress the audiences is a question.The answer is using pun.But why is pun especially favored by the advertiser? The main reasons as following:

“Firstly, advertisement is paid message, with limited space and time, so it doesn’t allow verbiage to waste the investment.pun with double meaning has the characteristic of small carrier but plenty of connotations.So it is very economic, effective and money-saving to the advertiser.Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement.The pun in advertisement is usually formed by short sentences.Some use the name of the product as the theme of the advertisement.Some use excellent phrases to show the specialties of the product.To the audiences, it saves their time to get the information they want.Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously.So, to achieve expected propagandist effect, the advertisement must reduce the memory message.pun is suitable for the requirement.The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply.”[38]

In a word, pun uses fewer words to express full message which is the content of Economy principle, and it usually reaches the purpose of advertisement that is arouse consumers’ attention to a commodity and induce them to use it.For instance:

[26] “Two beer or not two beer, that’s a question.----Shakesbeer”[39]

Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet.Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer.And the word said by Hamlet is also very famous, especially in western country.The sentence is short and the pattern is famous, so people will remember the product naturally.[27] “Go well, Go Shell.”[40]

It is an advertisement for Shell Oil Company.“Well” sounds like “where”, so it implies that go to Shell company to buy oil.Only four words are used in the advertisement, but express the meaning fully and impress people deeply.Imagine that one day, when you drive your car, suddenly, the oil is run out.So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”.So you will go to Shell at once.The slogans impress the audiences deeply and persuade them to buy the product invisibly.[28] “Make Time For Time.”[41]

It is an advertisement for Time magazine.The advertisement uses the pun on homonymy of the word “time” to refer two meanings: common sense of time, and the name of he magazine.The advertisement means that read Time magazine to seize time.In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view.While Time magazine will not only broaden view, but also save your time.It satisfies people’s requirement.4.5 Implying Warning

Some advertisements imply warming.pun can make the warming vivid and effective so that people can pay attention to it.For instances:

[29] “Better late than the late.”[42]

It is a public service advertising of traffic.It derives from the proverb “Better late than never”.In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully.The advertisement with pun here has more powerful to persuade the drivers to care their security.Another example:

[30] “The driver is safer when the road is dry;

The road is safer when the driver is dry.”[43]

It is also an advertisement for safe driving.The excellent word is “dry” which has double meanings: without water and without drinking.It expresses if the road is dry and the driver doesn’t drink, all drivers will be safer.The antitheses and thyme of the sentence has more powerful to warm people.4.6.Making the product more profitable and competitive

The speciality of pun is useful in advertisement, and favored by people.If a advertiser can make full use of it to satisfy people’s requirement, the product may precede others and gain the market.[31] “A deal with us means a good deal to you.”[44]

Here, the double meanings of “deal” are: the amount and business.The meanings of the advertisement are that: do trade with us is a good business to you;doing business with us, you will get a lot.Advertisers use pun skilful to inspire the audiences’ curiosity and attract their interest to do the deal.[32] “powe to influence others.”[45]

It is an advertisement for a Hector powe Clothing Company.They advocate that if you wear their clothes, you will have power to influence other people.Because “powe” is like “power”.It satisfies people’s desire of power, so they like to have a try.Thus, it will bring great profit to the powe company.Maybe people with the clothes can’t have more power, but the company has the power to influence the market.5.Conclusion

Advertisement is a way for the company to propaganda their product.To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose.Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful.Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement.pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable.So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.Bibliography

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[7] 同[4] p75

[8] 楊惠馨，英漢廣告中的雙關(guān)語及其英漢互譯[J]，新疆師范大學(xué)學(xué)報(bào)（哲學(xué)社會(huì)科學(xué)版），2003/9，24（3），p180

[9] 同[7] p49

[10] 同[6] p52

[11] 同[7] p49

[12] 同[4] p1067

[13] 同[7] p49

[14] 同[6] p51

[15] 同[7] p50

[16] 同[7] p49

[17] 同[6] p50

[18] 同[8] p75

[19] 同[8] p75

[20] 同[7] p49

[21] 姜望琪，語用學(xué)理論及應(yīng)用[M]，北京大學(xué)出版社，2000，p34

[22] 同[21] p34

[23] 同[21] p39

[24] 同[21] p39

[25] 同[21] p40

[26] 同[21] p40

[27] 同[21] p44

[28] 同[21] p44

[29] 同[21] p44

[30] 金井，英語廣告中的雙關(guān)語[Z]，北京，英語通，2005/10，p50

[31] 經(jīng)貿(mào)英語教研室，語用原則和廣告雙關(guān)語[J]，長沙民政學(xué)院外語系，2005/7/28，p36

[32] Du Juan, On the Diction Characteristics of English Newspaper Advertisement [J], Journal

of Lan Zhou University(social sciences), 2000,vol.28, p236

[33] 同[7] p50

[34] 同[30] p50

[35] 同[6] p35

[36] 王燕，英語廣告雙關(guān)語的語用技巧及其語用分析[J]，湖南科技學(xué)院學(xué)報(bào)，2005/10，p296

[37] 同[5] p42

[38] 同[30] p50

[39] 周紅，英語廣告雙關(guān)語的運(yùn)用技巧及其語用功能[J]，北京，國際關(guān)系學(xué)院學(xué)報(bào)，2005，p123

[40] 同[5] p42

[41] 王笑施，廣告英語語言技巧淺析[J]，北京郵電大學(xué)學(xué)報(bào)（社會(huì)科學(xué)版），2001/4，3（2），p62

[42] 同[41] p123

[43] 同[7] p50

[44] 同[39] p295

[45] 同[6] p51

第二篇：英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯

英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯

李祥

摘 要：雙關(guān)語是英語廣告中一種較為常見的修辭手段。雙關(guān)語的翻譯本身就是一個(gè)難點(diǎn)，而廣告中雙關(guān)語的翻譯則更加復(fù)雜。本文從語音雙關(guān)、語義雙關(guān)、語法雙關(guān)和成語、俗語雙關(guān)等幾方面對(duì)雙關(guān)語的運(yùn)用技巧作了闡述。并在考慮雙關(guān)語的雙重含義及廣告語體風(fēng)格的基礎(chǔ)上，從契合譯法、分別表義法、套譯法、側(cè)重譯法和補(bǔ)償譯法等方面對(duì)英語廣告雙關(guān)語的翻譯作了初步的探討。

關(guān)鍵詞：廣告語言；雙關(guān)語；翻譯

Punning and the Translation of Puns in English Advertisements

MENG Lin & ZHAN Jing-hui

(Foreign Languages Dept., Harbin Institute of Technology, Harbin 150090, China)

Abstract: Punning is one of the most common rhetorical devices used in advertisement.This paper is about the techniques of punning and the translation of puns in English advertisements.There are various ways to form puns in advertisements.The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind.Key words: advertising language;pun;translation

引 言

不論是商品廣告，還是公益廣告，廣告的創(chuàng)作都是一門綜合性藝術(shù)。它集社會(huì)學(xué)、美學(xué)、心理學(xué)、市場(chǎng)營銷學(xué)、聲電學(xué)、文學(xué)、語言學(xué)等于一身。這門藝術(shù)中的文案寫作比其它形式的寫作都更需要技巧。它要利用推銷原理寫出雅俗共賞、生動(dòng)有趣的文字，要具有特殊的感染力，能在瞬間引起讀者注意，刺激其購買欲望，最終促成購買行為。因此廣告文案中文學(xué)語言運(yùn)用精當(dāng)會(huì)使得廣告語言的內(nèi)涵與影響遠(yuǎn)遠(yuǎn)超出廣告本身。雙關(guān)語這一修辭手段是廣告創(chuàng)作常用的技巧。雙關(guān)，顧名思義，就是在特定的語言環(huán)境中用一種語言文字形式表達(dá)出一明一暗雙重意義，既引人注意，又能引起聯(lián)想。雙關(guān)語具有簡(jiǎn)潔凝練，風(fēng)趣幽默，新穎別致等修辭效果，能夠突出廣告的特點(diǎn)，因而在廣告中得到大量應(yīng)用。

1.雙關(guān)語在廣告中的運(yùn)用

作為一種修辭手段，雙關(guān)語在廣告中比較常用，它存在于語音、詞匯、句法等各個(gè)語言層面。在廣告中，廣告制作者為了增加廣告的吸引力，挖空心思地追求新的創(chuàng)意，使得雙關(guān)語在廣告中的運(yùn)用技巧更加紛繁復(fù)雜。巧妙的雙關(guān)能使語言含蓄、幽默、生動(dòng)、給人以回味和想象的余地。較為常見的有以下幾個(gè)方面。

1.1.諧音雙關(guān)

―諧音雙關(guān)是用拼寫相似，發(fā)音相同或相近的詞構(gòu)成的‖ 1。廣告制作者非常樂于使用諧音雙關(guān)，因?yàn)榇祟愲p關(guān)具有風(fēng)趣、幽默、俏皮、滑稽的語言風(fēng)格，能增強(qiáng)廣告的說服力和感染力，從而給消費(fèi)者留下深刻的印象。

(1)More sun and air for your son and heir.2

譯文：這里有充足的陽光，清新的空氣，一切為了您的子孫后代。

在這則海濱浴場(chǎng)的宣傳廣告中，制作者巧妙地運(yùn)用了sun-son, air-heir這兩對(duì)諧音字，使廣告語言不僅和諧悅耳，讀來朗朗上口，而且頗風(fēng)趣、幽默，具有感召力。

(2)Trust us.Over 5000 ears of experience.3

譯文：相信我們吧。歷經(jīng)5000多只耳朵的檢驗(yàn)，有著5000多年的經(jīng)驗(yàn)。

這是一則助聽器推銷廣告。從字面看，它說明了該產(chǎn)品已經(jīng)接受了眾多消費(fèi)者的考驗(yàn)，但字里行間巧妙地嵌入一對(duì)諧音字ears-years，充分暗示了該產(chǎn)品悠久的歷史，久經(jīng)考驗(yàn)的上乘質(zhì)量。

許多廣告都在商品品牌的名稱上做文章。品牌名稱中的雙關(guān)語不僅能增加廣告的趣味性和幽默感，更重要的是使品牌名稱更能吸引人們的注意力，便于記憶，增加宣傳攻勢(shì)力度，以此達(dá)到宣傳產(chǎn)品的目的。品牌名稱中的雙關(guān)語大多采用諧音的方法。

(3)WEAR-EVER introduces a new concept in glass oven ware: CLEANABILITY.4

譯文：―恒久‖玻璃爐具帶給你一個(gè)全新的概念：潔凈。

這里生產(chǎn)商利用其商標(biāo)WEAR-EVER一詞多義的特點(diǎn)，大力推銷其產(chǎn)品：一方面WEAR-EVER為其品牌名稱，另一方面該詞又另有含義：既為wear forever（體現(xiàn)產(chǎn)品結(jié)實(shí)耐用），又為wherever（說明到處受人歡迎）。該廣告從多角度推銷其產(chǎn)品，能夠激起顧客的購買欲望，具有一定的勸說作用。

1.2.語義雙關(guān)

―語義雙關(guān)是利用詞語或句子的多義性在特定環(huán)境下形成的雙關(guān)‖ 5。這種雙關(guān)在廣告中運(yùn)用得也非常廣泛，它與諧音雙關(guān)有異曲同工之妙。

(4)The label of achievements.Black Label commands more respects.6

譯文：酒是功成名就的標(biāo)志。黑色標(biāo)志使您更顯尊貴。

語義雙關(guān)也多見于品牌名稱中。這是一則威士忌酒的廣告，Label有兩層含義，一為―標(biāo)志‖，一為酒的牌子—Black Label。該廣告通過雙關(guān)手段的運(yùn)用，使人聯(lián)想到功成名就時(shí)就要飲用該酒；同時(shí)，用品牌名稱形成雙關(guān)，又便于消費(fèi)者對(duì)品牌的記憶，從而對(duì)商品發(fā)生興趣。

(5)Spoil yourself and not your figure.7

譯文：盡情大吃，不增體重。

這是Weight-Watcher冰淇淋的廣告標(biāo)題，這種冰淇淋是專為節(jié)食者生產(chǎn)的。雙關(guān)不僅存在于商品商標(biāo)名稱中，標(biāo)題中的spoil也是雙關(guān)所在。spoil oneself意為―盡興‖；而spoil one’s figure則意為―破壞了體形‖。這則廣告通過一語雙關(guān)，使減肥者在輕松幽默的語氣中很自然地接受該廣告，并能使其產(chǎn)生購買欲望。

(6)A deal with us means a good deal to you.8

譯文：和我們做買賣意味著您做了一筆好買賣。

該句的妙處在于很好地利用了句中deal的三種含義，―做買賣‖、―一筆好買賣‖和―許多‖。a good deal構(gòu)成一個(gè)絕妙的雙關(guān)。

1.3.語法雙關(guān)

語法雙關(guān)是指由于語法方面的問題產(chǎn)生的雙關(guān)，如省略結(jié)構(gòu)、某詞或詞組具有兩種以上語法功能等。

(7)Which lager can claim to be truly German?

This can.（旁邊畫有一罐啤酒）9

譯文：哪種大罐啤酒可稱得上是地道的德國貨？這罐。

這是一則Lager牌淡啤酒的廣告。句中的can既可作情態(tài)動(dòng)詞，又可作名詞（飲料罐）。由于can一語雙關(guān)，加上Lager的品牌名稱雙關(guān)，以及旁邊插圖的妙用，使廣告產(chǎn)生了一定的幽默效果，給讀者以深刻的印象。

無獨(dú)有偶，可口可樂公司也在這個(gè)can字上做文章。

(8)Coke refreshes you like no other can.10

譯文：沒有什么能像可樂那樣令您神清氣爽。

句中can既可理解為名詞―罐，聽‖，又可看成是情態(tài)動(dòng)詞―能‖，全句可理解為Coke refreshes you like no other(can: tin, drink)can(refresh you)。11 這則廣告詼諧機(jī)智，富于文字情趣，能使商品連同這一廣告詞一起久久印在讀者記憶里。

1.4.成語或俗語雙關(guān)

廣告語言特別善于引用一些人們耳熟能詳?shù)某烧Z或俗語。這些廣告以人們?cè)械纳鐣?huì)、文化知識(shí)為基礎(chǔ)，以鮮明、獨(dú)特的語言形式形成雙關(guān)，既增強(qiáng)了廣告的吸引力，又體現(xiàn)了廣告語言的藝術(shù)性，更使廣告具有令人回味的弦外之音。

(9)You’ll go nuts for the nuts you get in Nux.12

譯文：納克斯堅(jiān)果讓你愛不釋口。

從廣告的字面意義看，to go nuts是―去買堅(jiān)果‖，但它同時(shí)還是一句成語，意為―瘋狂、發(fā)瘋‖。雙關(guān)語的運(yùn)用表明了納克斯牌堅(jiān)果對(duì)人們的吸引力是無以抗拒的。

(10)A Mars a day keeps you work, rest and play.13

譯文：一天一塊瑪斯巧克力，讓您工作像工作，娛樂像娛樂。

這則廣告讓人們聯(lián)想起兩條非常熟悉的成語：An apple a day keeps the doctors away和All work and no play makes Jack a dull boy。該廣告不僅在語言形式上借用了成語的模式，同時(shí)還引用了兩條成語的內(nèi)容，讓人們從久已熟知的成語中得出一個(gè)新的判斷：瑪斯牌巧克力不僅能使人們健康，而且讓人們工作時(shí)精力充沛，休息時(shí)放松自如。

2.廣告雙關(guān)語的翻譯

廣告語言是一種精煉、含蓄、富有表現(xiàn)力和鼓動(dòng)性的語言，而雙關(guān)又是雙重意義的表達(dá)，在語言結(jié)構(gòu)和表達(dá)上存在著難以逾越的可譯性障礙。因此，英語廣告雙關(guān)的翻譯應(yīng)根據(jù)廣告的內(nèi)容和特點(diǎn)，選用適當(dāng)?shù)臐h語表達(dá)方式，既要充分照顧到原文的語體風(fēng)格，又要盡量傳達(dá)出原文的信息。采用辯證的翻譯方法，盡可能減少雙關(guān)語在翻譯中信息量的流失，增強(qiáng)廣告語體特征，英語廣告雙關(guān)語的翻譯還是可能的。

2.1 契合譯法

一般認(rèn)為，雙關(guān)語由音、形、義等手段構(gòu)成了可譯性障礙，存在不可譯性。但―有些雙關(guān)語也不是絕對(duì)不可譯。雙語偶合，是可能的‖ 14。契合譯法在雙語偶合的基礎(chǔ)上，兼顧了廣告雙關(guān)語的形式和內(nèi)容，是廣告雙關(guān)語翻譯的最高境界。

(11)Easier dusting by a stre-e-etch!15

stretch一詞除了作為除塵布的品牌名稱―拉長‖外，其拼寫還被別出心裁地拉長，傳達(dá)出該詞的本意―延伸‖。讓人很容易感到除塵布能延長人手臂的功能，真切而形象地渲染了―拉拉拉長，除塵力強(qiáng)‖的功效。譯文中―拉‖字的重復(fù)再現(xiàn)了原文中stretch一詞被拉長的效果，形成感覺上的延伸。四字短語及押韻的使用都符合漢語廣告的語體特征。

2.2 分別表義法

如果要把雙關(guān)語的雙層意義完整地表述于譯文中，除了在雙語偶合的情況下，采用契合譯法外，―也可以采取變通手法，將雙關(guān)語義剝開，拆成兩層來表達(dá)‖。16

(12)The Unique Spirit of Canada.17

在這則加拿大酒廣告中，spirit一詞是傳神之作，它既可作―烈性酒‖解，又可作―精神‖解。為了保留雙重意義，可將雙重語義拆開，譯為―別具風(fēng)味的加拿大酒，獨(dú)特的加拿大精神‖。18

(13)I’m More satisfied.19

(14)Ask for More.20

這是摩爾香煙在廣告語中樹立的兩個(gè)雙關(guān)典范。它們巧妙地使用more一詞的雙重意義：more是一個(gè)副詞，表示―更加，更多‖；大寫之后，變成了品牌名稱。這兩則廣告使人們輕松記住了商品的品牌，同時(shí)又給人留下了一個(gè)印象：該產(chǎn)品優(yōu)于同類產(chǎn)品，能更使消費(fèi)者滿意。譯文分別為：―摩爾香煙，我更滿意‖；―再來一支，還吸摩爾‖。雙關(guān)語義被拆成兩層，在譯文中分別表述，而且四字結(jié)構(gòu)，讀來朗朗上口。

值得指出的是，這種翻譯方法雖然保留了雙關(guān)語的雙重含義，但原文那種凝煉，詼諧的韻味和一詞兩義的妙趣卻喪失了。

2.3 套譯法

有些廣告雙關(guān)語的產(chǎn)生是建立在一定的文化背景之上的。英語語言、文化在漢語中的傳播形成了雙語翻譯之間的橋梁。套譯法就是套用英語在漢語中已經(jīng)沉積下來的固有模式，對(duì)英語廣告進(jìn)行翻譯。

(15)All is well that ends well.21

這則廣告實(shí)際是一條英語成語，意思是―結(jié)局好，全都好‖。但廣告制作者把它用于香煙廣告中，ends就具有了雙重意義：動(dòng)詞―結(jié)束‖和名詞―香煙蒂‖。這句香煙廣告詞可以套用原來成語的翻譯模式，譯成―煙蒂好，煙就好‖。

(16)Better late than the late.22

這一妙句出自成語―Better late than never‖（晚來總比不來好）。它妙就妙在不僅引用了成語的結(jié)構(gòu)，還利用了late的雙關(guān)意義，the late這里指the dead。雙關(guān)的運(yùn)用使這則交通公益廣告產(chǎn)生了強(qiáng)大的震撼力。其譯文可套譯為―遲到總比喪命好‖。23

(17)We take no pride in prejudice.24

這是《泰晤士報(bào)》為自己做廣告時(shí)用的一句妙語，它源于奧斯汀的一部傳世名著―Pride and Prejudice‖，報(bào)社援引該書名作廣告，以標(biāo)榜自己不偏不倚，主持公道。這則廣告可譯為：―對(duì)于您的偏見，我們沒有傲慢‖。對(duì)于知道《傲慢與偏見》這部作品的人來說，這種譯法的雙關(guān)內(nèi)含便不言自明了。

套譯法的長處在于它能傳遞廣告原文的文化內(nèi)涵，同時(shí)又基本能保證原文簡(jiǎn)潔、凝煉的語言特征，但雙關(guān)的內(nèi)涵往往不能得到充分展示，所以譯文也就失去了原文風(fēng)趣、機(jī)智、幽默的色彩。

2.4 側(cè)重譯法

廣告中別具匠心的雙關(guān)表現(xiàn)手法有時(shí)―難以表述于譯文中，結(jié)果只好犧牲形式意義、諧音寓義及暗含情態(tài)‖，25 尤其是有些廣告含有多組雙關(guān)和一語多關(guān)，只好采取側(cè)重譯法，守住概念意義。

(18)The driver is safer when the road is dry;

The road is safer when the driver is dry.26

這則宣傳交通安全的廣告運(yùn)用了dry一詞的兩重詞義（干燥的；沒飲酒的）構(gòu)成雙關(guān)，對(duì)司機(jī)很有警示作用。翻譯時(shí)，dry一詞的兩重意義在上、下句中只能各取一意：路面干燥，司機(jī)安全；司機(jī)清醒，道路安全。

(19)When the wind has a bite…and you feel like a bite…then bite on a whole Nut.27

bite一詞在這里有多層意思：刺痛；食物；咬。它的多層含義使全營養(yǎng)堅(jiān)果給饑寒交迫的人們帶來的感受躍然而出。這句廣告詞的翻譯可分別把bite一詞表達(dá)的多重意義表述出來：―當(dāng)寒風(fēng)刺骨而您又想吃點(diǎn)兒什么的時(shí)候，請(qǐng)嚼嚼全營養(yǎng)堅(jiān)果‖。

(20)Butlin’s –the right choice.Don’t labour the point, or be conservative in your choice, or liberal with your money.Come to Butlin’s for the real party.Great Party Ahead.29

這是旅游公司利用各政黨之間的競(jìng)爭(zhēng)為自己做的廣告。廣告中l(wèi)abour，conservative, liberal是三個(gè)政黨的名字，同時(shí)labour the point作―詳盡說明‖解，be conservative in your choice意為―在做選擇時(shí)保守‖，be liberal with money指―大手大腳地花錢‖。Party也是一個(gè)雙關(guān)詞，既指―政黨‖，又指―聚會(huì)‖。廣告中幾組雙關(guān)詞的運(yùn)用給人們留下了該旅游公司可以信賴的印象，可以說廣告作到了絕妙的地步。但遺憾的是像這樣的多重雙關(guān)譯起來難以多全其美，只好采取保留概念意義，犧牲雙關(guān)的譯法：

―布特林旅游公司——您的正確選擇。

不要?jiǎng)跓┲v個(gè)沒完，不要保守，也別猶豫，不要放任自由地亂花錢。

到布特林旅游公司，參加實(shí)實(shí)在在的聚會(huì)吧。

盛大的聚會(huì)正等著你！‖

側(cè)重譯法是對(duì)廣告雙關(guān)的雙重乃至多重意義的一種無可奈何的取舍。經(jīng)過這種取舍后，雙關(guān)的雙重意義在譯文中只剩下一層，所以也就沒有雙關(guān)可言了。大多數(shù)的廣告雙關(guān)語都適合這種翻譯方法，事實(shí)上，這種側(cè)重譯法正是雙關(guān)語具有可譯性障礙的例證。

2.5 補(bǔ)償譯法

大多數(shù)的廣告雙關(guān)語都能通過側(cè)重譯法譯出。但是有時(shí)雙關(guān)語的一層意義譯出后，另外一層意義也很重要，但卻無法同時(shí)譯出，這時(shí)，可采用一些補(bǔ)償手段加以彌補(bǔ)。對(duì)于廣告來說，這些補(bǔ)償手段主要指承載廣告的媒體，如電視的圖像、廣播的聲音及報(bào)紙的版式設(shè)計(jì)等。

(21)OIC

這是一則眼鏡廣告，三個(gè)簡(jiǎn)潔的大寫字母形狀像眼鏡，讀音為―oh, I see‖。該廣告既利用視覺語言來吸引人們的注意力，又利用聽覺語言表現(xiàn)此眼鏡給視力不佳的顧客帶來的欣喜之情。然而，該廣告的翻譯很難同時(shí)兼顧到視覺和聽覺，只能從聽覺上譯為：―哇！我看見了‖。視覺上三個(gè)字母形成的眼鏡形狀卻可以通過承載廣告的媒體，利用圖形這一視覺語言要素來彌補(bǔ)。對(duì)于依靠媒體而存在的廣告來說，這不失為一種重要的補(bǔ)償手段。

3.結(jié) 語

總之，雙關(guān)語是廣告文體中十分常用的一種修辭手法，它不僅能使廣告語言簡(jiǎn)煉、豐富、詼諧，而且能使廣告引人注意，便于記憶。但廣告雙關(guān)語的翻譯問題值得進(jìn)一步研究。以上我們只是討論了廣告雙關(guān)語翻譯的幾種模式，在實(shí)際翻譯中，要真正做到譯文和原文最大限度等值，我們不可能在任何時(shí)候都只使用某一兩種手段，而須從具體情況出發(fā)，辯證地選擇最合適的手段來傳達(dá)原文的意義。

注 釋

1, 4, 6, 7, 9, 10, 13, 17, 18, 26, 28 項(xiàng)成東，試談廣告英語中的復(fù)義[J]，山東外語教學(xué)，1996。胡一，廣告英語的修辭魅力[J]，英語學(xué)習(xí)，1999，（8）。單祝堂，英語雙關(guān)語探討[J]，江蘇外語教學(xué)研究，1999，（1）。丁柏銓、夏文蓉、周斌，當(dāng)代廣告文案寫作[M]，陜西：陜西師范大學(xué)出版社，1998。

8, 11, 20, 22, 23, 24 候維瑞，英語語體[M]，上海：上海外語教育出版社，1988。, 19, 21, 27 崔剛，廣告英語300句[M]，北京：北京理工大學(xué)出版社，1993。

14, 16, 25 劉宓慶，當(dāng)代翻譯理論[M]，北京：中國對(duì)外翻譯出版公司，1999。蔣磊，談商業(yè)廣告的翻譯[J]，中國翻譯，1994，（5）。徐仲炳，英語雙關(guān)的類型和翻譯[J]，外國語，1988，（6）。

參考文獻(xiàn)

[1] 陳文伯，一詞兩義的翻譯[J]，中國翻譯，1994，（4）。

[2] 崔 剛，廣告英語300句[M]，北京：北京理工大學(xué)出版社，1993。

[3] 丁柏銓、夏文蓉、周斌，當(dāng)代廣告文案寫作[M]，陜西：陜西師范大學(xué)出版社，1998。

[4] 候維瑞，英語語體[M]，上海：上海外語教育出版社，1988。

[5] 胡一，廣告英語的修辭魅力[J]，英語學(xué)習(xí)，1999，（8）。

[6] 蔣磊，談商業(yè)廣告的翻譯[J]，中國翻譯，1994，（5）。

[7] 劉宓慶，當(dāng)代翻譯理論[M]，北京：中國對(duì)外翻譯出版公司，1999。

[8] 單祝堂，英語雙關(guān)語探討[J]，江蘇外語教學(xué)研究，1999，（1）。

[9] 項(xiàng)成東，試談廣告英語中的復(fù)義[J]，山東外語教學(xué)，1996，（2）。

[10] 徐仲炳，英語雙關(guān)的類型和翻譯[J]，外國語，1988，（6）。

[作者簡(jiǎn)介] Dr Richard Lee 李祥

第三篇：英語廣告中雙關(guān)語的運(yùn)用及翻譯研究

英語專業(yè)全英原創(chuàng)畢業(yè)論文，公布的題目可以用于直接使用和參考（貢獻(xiàn)者ID 有提示）

最新英語專業(yè)全英原創(chuàng)畢業(yè)論文，都是近期寫作 中西方喪葬文化的對(duì)比研究 淺析“以學(xué)生為中心”的大學(xué)英語教學(xué)模式 3 量詞“片”與“piece”的語法化對(duì)比研究 4 對(duì)英文廣告中模糊語言美學(xué)功能的理論探究 5 詞塊法在高中英語寫作教學(xué)中的應(yīng)用 6 《土生子》里的象征藝術(shù) 7 歐亨利《最后一片葉子》解讀 An Image of Eternal Charm—An Interpretation of Scarlett’s Character in Gone with the Wind 9 A Study of Narrative Voice in Jodi Picoult’s My Sister’s Keeper 10 從“三美”原則看《荷塘月色》的翻譯 從寂寞到超然—索爾?貝婁的《赫索格》中書信體的內(nèi)心獨(dú)白 12 Foreign Brands Translated in Chinese 13 淺析《湯姆叔叔的小屋》對(duì)美國內(nèi)戰(zhàn)爆發(fā)的影響 14 《收藏家》中空間與人物心理關(guān)系的解讀 15 旅游英語中的跨文化交際語用失誤分析 16 交替?zhèn)髯g中的記憶機(jī)制及記憶訓(xùn)練研究 17 簡(jiǎn)論顏色詞的文化內(nèi)涵和翻譯 18 美式英語與英式英語的比較 Joy Luck Club：Chinese Tradition under American Appreciation 20 《推銷員之死》中美國夢(mèng)破滅的主要原因 從歸化與異化角度淺析《毛澤東選集》英譯本中文化負(fù)載詞的翻譯 22 《先知》中倒裝句文體功能的研究 Unreliable Narration – The Approach to Irony in Pride and Prejudice 24 Advertising Language: A Mirror of American Value 25 企業(yè)文化對(duì)其競(jìng)爭(zhēng)力的影響 論英語俚語的漢譯—以奈達(dá)的功能對(duì)等理論為指導(dǎo) 27 論《老人與海》中圣地亞哥性格的雙重性 28 圖式理論分析中國網(wǎng)絡(luò)流行詞翻譯 29 The Study of Chinese Body Language 30 中西方婚禮習(xí)俗的差異和融合

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開放式教學(xué)理念在中學(xué)英語教學(xué)中的模式探索 110 法律英語詞匯特點(diǎn)及其翻譯 111 中西方送禮文化差異分析

跨國廣告的在華本土化策略淺析 113 英國歷險(xiǎn)小說《所羅門王的寶藏》 114 論雙性同體理論下的《達(dá)洛衛(wèi)夫人》 115 《木馬贏家》中父親的缺席

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英漢顏色詞的文化差異及其翻譯

非傳統(tǒng)式英雄——從女性主義批評(píng)角度看《名利場(chǎng)》

A Research on the Symbolic Meanings of―Ghost‖in Anil’s Ghost

Psychological Portrayal in an Epistolary Novel－－－－On Samuel Richardson’s Pamela 130 Domestication and Foreignization in Idioms Translation 131 文化交際視野下的語用失誤分析 132 中英委婉語語用功能的對(duì)比研究

論萊辛作品《又來了，愛情》中婦女失愛的原因

A Study of Translation of Chinese Idioms with Numeral ―San‖ 135 分析《紅字》中的孤獨(dú)感

A Discussion of the Cultural Similarities and Differences of Color Terms in English and Chinese 137 從電影《阿凡達(dá)》透視美國文化

作者菲茨杰拉德在《了不起的蓋茨比》中所表現(xiàn)的雙重人格

On Nonequivalence of ―Ren Min‖ in Chinese Legal Texts to ―People‖: From the Perspective of Cultural Comparison 140 美國電影作品中英雄主義所隱含的美國社會(huì)文化

An Analysis of Realistic Literature Under the Enlightenment in Robinson Crusoe 142 On Cultural Default and Translation Compensation 143 從生態(tài)女性主義的角度解讀《喜福會(huì)》 144

產(chǎn)品說明書的翻譯技巧

A Study on the Effectiveness of Cooperative Learning in Junior High School 147 分析場(chǎng)獨(dú)立與場(chǎng)依賴對(duì)任務(wù)型教學(xué)的影響

從奧巴馬演講的不同譯文看語域理論在翻譯中的應(yīng)用 149 英文電影題目翻譯的異化與歸化研究 150 從功能翻譯論的角度探討品牌名稱的翻譯 151 以《老友記》為例淺析美式幽默 152 英漢語篇銜接手段對(duì)比研究 153 透析《勸導(dǎo)》中的新女性形象

154 論《拉合爾茶館的陌生人》中昌蓋茨“美國夢(mèng)”的轉(zhuǎn)變

155 英漢語篇中的省略銜接手段對(duì)比及其翻譯方法——以《雪》譯文為例 156 The Application of Corpus in Teaching English Reading 157 車貼中的語言污染現(xiàn)象研究 158 廣告的翻譯

159 中西方空間觀對(duì)比研究

160 《動(dòng)物農(nóng)莊》中的象征意義研究

161 The Developments of Marriage View over Three Periods in the West 162(英語系經(jīng)貿(mào)英語)從“口紅效應(yīng)”看中國文化產(chǎn)業(yè)的機(jī)遇

163 On Nabokov’s ―Lolita‖ and Its Adaptation into the Movie by Stanley Kubrick 164 希臘羅馬神話典故成語英漢翻譯評(píng)析 165 《睡谷的傳說》中理想與現(xiàn)實(shí)的矛盾

166 論中美廣告?zhèn)惱碛^的差異——從“性感平面廣告”中的女性形象分析 167 國際商務(wù)英語合同翻譯策略研究

英語專業(yè)全英原創(chuàng)畢業(yè)論文，公布的題目可以用于直接使用和參考（貢獻(xiàn)者ID 有提示）

168 商務(wù)合同中譯英準(zhǔn)確性的研究

169 電影字幕英漢翻譯中網(wǎng)絡(luò)流行語的現(xiàn)象研究 170 從關(guān)聯(lián)理論的角度看科技英語翻譯 171 中西餐桌禮儀文化差異

172 華裔美國文學(xué)中的幽靈敘事探析

173 母語正遷移在初中英語教學(xué)中的研究與應(yīng)用 174 淺析造成蓋茨比悲劇的因素

175 淺析《老人與海》中人對(duì)自然的態(tài)度 176 逆成構(gòu)詞的分類及其認(rèn)知機(jī)制和規(guī)律

177 Difference between Chinese Buddhism and American Christianity 178 Analysis on Moon Image in Lawrence’s Novels－－－－－－Industrialism and Chauvinism 179 Key Factors to Cause the Tragedy of Mariam 180 《遠(yuǎn)大前程》中通過研究匹普對(duì)喬的態(tài)度轉(zhuǎn)變來探討他的成長經(jīng)歷 181 Translation of Chinese Dish Names 182 論高中生英語閱讀技能的培養(yǎng)

183 剖析《哈克貝利芬歷險(xiǎn)記》中對(duì)自由的追求 184 《了不起的蓋茨比》中顏色詞的蘊(yùn)義 185 英漢顏色詞翻譯

186 On Diversified Application of English Euphemism 187 廣告英語中委婉語的語言特征研究

188 從《卡斯特橋市長》看哈代作品中的宿命論色彩 189 論伊恩?麥克尤恩作品《贖罪》中的道德觀 190 英語閱讀有效教學(xué)活動(dòng)設(shè)計(jì)研究

191 關(guān)于《麥田里的守望者》主人公霍爾頓悲劇人生的分析

192 A Study of Mark Twain’s Rhetorical Devices: Irony and Humor in the Adventures of Tom Sawyer 193 《看管人》下的“品特式”（開題報(bào)告+論）

194 The Tragedy Characteristics of Sister Carrie and An American Tragedy 195 莎士比亞歷史劇中的政治觀

196 英語廣告中雙關(guān)語的運(yùn)用及翻譯研究 197 肯德基在中國成功的本土化營銷策略 198 戰(zhàn)后美國對(duì)伊拉克娛樂文化的影響 199 怎樣結(jié)束詩歌：羅伯特?洛威爾的結(jié)尾

200 Application of Cooperative Principles in the Study of Intercultural Business Negotiation

第四篇：英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯2

英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯

摘 要：雙關(guān)語是英語廣告中一種較為常見的修辭手段。雙關(guān)語的翻譯本身就是一個(gè)難點(diǎn)，而廣告中雙關(guān)語的翻譯則更加復(fù)雜。本文從語音雙關(guān)、語義雙關(guān)、語法雙關(guān)和成語、俗語雙關(guān)等幾方面對(duì)雙關(guān)語的運(yùn)用技巧作了闡述。并在考慮雙關(guān)語的雙重含義及廣告語體風(fēng)格的基礎(chǔ)上，從契合譯法、分別表義法、套譯法、側(cè)重譯法和補(bǔ)償譯法等方面對(duì)英語廣告雙關(guān)語的翻譯作了初步的探討。

Abstract: Punning is one of the most common rhetorical devices used in advertisement.This paper is about the techniques of punning and the translation of puns in English advertisements.There are various ways to form puns in advertisements.The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind.Key words: advertising language;pun;translation 引 言

不論是商品廣告，還是公益廣告，廣告的創(chuàng)作都是一門綜合性藝術(shù)。它集社會(huì)學(xué)、美學(xué)、心理學(xué)、市場(chǎng)營銷學(xué)、聲電學(xué)、文學(xué)、語言學(xué)等于一身。這門藝術(shù)中的文案寫作比其它形式的寫作都更需要技巧。它要利用推銷原理寫出雅俗共賞、生動(dòng)有趣的文字，要具有特殊的感染力，能在瞬間引起讀者注意，刺激其購買欲望，最終促成購買行為。因此廣告文案中文學(xué)語言運(yùn)用精當(dāng)會(huì)使得廣告語言的內(nèi)涵與影響遠(yuǎn)遠(yuǎn)超出廣告本身。雙關(guān)語這一修辭手段是廣告創(chuàng)作常用的技巧。雙關(guān)，顧名思義，就是在特定的語言環(huán)境中用一種語言文字形式表達(dá)出一明一暗雙重意義，既引人注意，又能引起聯(lián)想。雙關(guān)語具有簡(jiǎn)潔凝練，風(fēng)趣幽默，新穎別致等修辭效果，能夠突出廣告的特點(diǎn)，因而在廣告中得到大量應(yīng)用。

1.雙關(guān)語在廣告中的運(yùn)用

作為一種修辭手段，雙關(guān)語在廣告中比較常用，它存在于語音、詞匯、句法等各個(gè)語言層面。在廣告中，廣告制作者為了增加廣告的吸引力，挖空心思地追求新的創(chuàng)意，使得雙關(guān)語在廣告中的運(yùn)用技巧更加紛繁復(fù)雜。巧妙的雙關(guān)能使語言含蓄、幽默、生動(dòng)、給人以回味和想象的余地。較為常見的有以下幾個(gè)方面。

1.1.諧音雙關(guān)

―諧音雙關(guān)是用拼寫相似，發(fā)音相同或相近的詞構(gòu)成的‖。廣告制作者非常樂于使用諧音雙關(guān)，因?yàn)榇祟愲p關(guān)具有風(fēng)趣、幽默、俏皮、滑稽的語言風(fēng)格，能增強(qiáng)廣告的說服力和感染力，從而給消費(fèi)者留下深刻的印象。

(1)More sun and air for your son and heir.1譯文：這里有充足的陽光，清新的空氣，一切為了您的子孫后代。

在這則海濱浴場(chǎng)的宣傳廣告中，制作者巧妙地運(yùn)用了sun-son, air-heir這兩對(duì)諧音字，使廣告語言不僅和諧悅耳，讀來朗朗上口，而且頗風(fēng)趣、幽默，具有感召力。

(2)Trust us.Over 5000 ears of experience.譯文：相信我們吧。歷經(jīng)5000多只耳朵的檢驗(yàn)，有著5000多年的經(jīng)驗(yàn)。

這是一則助聽器推銷廣告。從字面看，它說明了該產(chǎn)品已經(jīng)接受了眾多消費(fèi)者的考驗(yàn)，但字里行間巧妙地嵌入一對(duì)諧音字ears-years，充分暗示了該產(chǎn)品悠久的歷史，久經(jīng)考驗(yàn)的上乘質(zhì)量。

許多廣告都在商品品牌的名稱上做文章。品牌名稱中的雙關(guān)語不僅能增加廣告的趣味性和幽默感，更重要的是使品牌名稱更能吸引人們的注意力，便于記憶，增加宣傳攻勢(shì)力度，以此達(dá)到宣傳產(chǎn)品的目的。品牌名稱中的雙關(guān)語大多采用諧音的方法。

(3)WEAR-EVER introduces a new concept in glass oven ware: CLEANABILITY.譯文：―恒久‖玻璃爐具帶給你一個(gè)全新的概念：潔凈。

這里生產(chǎn)商利用其商標(biāo)WEAR-EVER一詞多義的特點(diǎn)，大力推銷其產(chǎn)品：一方面WEAR-EVER為其品牌名稱，另一方面該詞又另有含義：既為wear forever（體現(xiàn)產(chǎn)品結(jié)實(shí)耐用），又為wherever（說明到處受人歡迎）。該廣告從多角度推銷其產(chǎn)品，能夠激起顧客的購買欲望，具有一定的勸說作用。

1.2.語義雙關(guān)

―語義雙關(guān)是利用詞語或句子的多義性在特定環(huán)境下形成的雙關(guān)‖。這種雙關(guān)在廣告中運(yùn)用得也非常廣泛，它與諧音雙關(guān)有異曲同工之妙。

(4)The label of achievements.Black Label commands more respects.譯文：酒是功成名就的標(biāo)志。黑色標(biāo)志使您更顯尊貴。

語義雙關(guān)也多見于品牌名稱中。這是一則威士忌酒的廣告，Label有兩層含義，一為―標(biāo)志‖，一為酒的牌子—Black Label。該廣告通過雙關(guān)手段的運(yùn)用，使人聯(lián)想到功成名就時(shí)就要飲用該酒；同時(shí)，用品牌名稱形成雙關(guān)，又便于消費(fèi)者對(duì)品牌的記憶，從而對(duì)商品發(fā)生興趣。

(5)Spoil yourself and not your figure.譯文：盡情大吃，不增體重。

這是Weight-Watcher冰淇淋的廣告標(biāo)題，這種冰淇淋是專為節(jié)食者生產(chǎn)的。雙關(guān)不僅存在于商品商標(biāo)名稱中，標(biāo)題中的spoil也是雙關(guān)所在。spoil oneself意為―盡興‖；而spoil one’s figure則意為―破壞了體形‖。這則廣告通過一語雙關(guān)，使減肥者在輕松幽默的語氣中很自然地接受該廣告，并能使其產(chǎn)生購買欲望。

543(6)A deal with us means a good deal to you.譯文：和我們做買賣意味著您做了一筆好買賣。

該句的妙處在于很好地利用了句中deal的三種含義，―做買賣‖、―一筆好買賣‖和―許多‖。a good deal構(gòu)成一個(gè)絕妙的雙關(guān)。

1.3.語法雙關(guān)

語法雙關(guān)是指由于語法方面的問題產(chǎn)生的雙關(guān)，如省略結(jié)構(gòu)、某詞或詞組具有兩種以上語法功能等。

(7)Which lager can claim to be truly German? This can.（旁邊畫有一罐啤酒）

譯文：哪種大罐啤酒可稱得上是地道的德國貨？這罐。

這是一則Lager牌淡啤酒的廣告。句中的can既可作情態(tài)動(dòng)詞，又可作名詞（飲料罐）。由于can一語雙關(guān)，加上Lager的品牌名稱雙關(guān)，以及旁邊插圖的妙用，使廣告產(chǎn)生了一定的幽默效果，給讀者以深刻的印象。

無獨(dú)有偶，可口可樂公司也在這個(gè)can字上做文章。

(8)Coke refreshes you like no other can.譯文：沒有什么能像可樂那樣令您神清氣爽。

句中can既可理解為名詞―罐，聽‖，又可看成是情態(tài)動(dòng)詞―能‖，全句可理解為Coke refreshes you like no other(can: tin, drink)can(refresh you)。

這則廣告詼諧機(jī)智，富于文字情趣，能使商品連同這一廣告詞一起久久印在讀者記憶里。

1.4.成語或俗語雙關(guān)

廣告語言特別善于引用一些人們耳熟能詳?shù)某烧Z或俗語。這些廣告以人們?cè)械纳鐣?huì)、文化知識(shí)為基礎(chǔ)，以鮮明、獨(dú)特的語言形式形成雙關(guān)，既增強(qiáng)了廣告的吸引力，又體現(xiàn)了廣告語言的藝術(shù)性，更使廣告具有令人回味的弦外之音。

(9)You’ll go nuts for the nuts you get in Nux.譯文：納克斯堅(jiān)果讓你愛不釋口。

從廣告的字面意義看，to go nuts是―去買堅(jiān)果‖，但它同時(shí)還是一句成語，意為―瘋狂、發(fā)瘋‖。雙關(guān)語的運(yùn)用表明了納克斯牌堅(jiān)果對(duì)人們的吸引力是無以抗拒的。

(10)A Mars a day keeps you work, rest and play.譯文：一天一塊瑪斯巧克力，讓您工作像工作，娛樂像娛樂。

這則廣告讓人們聯(lián)想起兩條非常熟悉的成語：An apple a day keeps the doctors away和All work and no play makes Jack a dull boy。該廣告不僅在語言形式上借用了成語的模式，同時(shí)還引用了兩條

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成語的內(nèi)容，讓人們從久已熟知的成語中得出一個(gè)新的判斷：瑪斯牌巧克力不僅能使人們健康，而且讓人們工作時(shí)精力充沛，休息時(shí)放松自如。

2.2 分別表義法

如果要把雙關(guān)語的雙層意義完整地表述于譯文中，除了在雙語偶合的情況下，采用契合譯法外，―也可以采取變通手法，將雙關(guān)語義剝開，拆成兩層來表達(dá)‖。

(12)The Unique Spirit of Canada.在這則加拿大酒廣告中，spirit一詞是傳神之作，它既可作―烈性酒‖解，又可作―精神‖解。為了保留雙重意義，可將雙重語義拆開，譯為―別具風(fēng)味的加拿大酒，獨(dú)特的加拿大精神‖。

(13)I’m More satisfied.(14)Ask for More.這是摩爾香煙在廣告語中樹立的兩個(gè)雙關(guān)典范。它們巧妙地使用more一詞的雙重意義：more是一個(gè)副詞，表示―更加，更多‖；大寫之后，變成了品牌名稱。這兩則廣告使人們輕松記住了商品的品牌，同時(shí)又給人留下了一個(gè)印象：該產(chǎn)品優(yōu)于同類產(chǎn)品，能更使消費(fèi)者滿意。譯文分別為：―摩爾香煙，我更滿意‖；―再來一支，還吸摩爾‖。雙關(guān)語義被拆成兩層，在譯文中分別表述，而且四字結(jié)構(gòu)，讀來朗朗上口。

值得指出的是，這種翻譯方法雖然保留了雙關(guān)語的雙重含義，但原文那種凝煉，詼諧的韻味和一詞兩義的妙趣卻喪失了。

2.3 套譯法

有些廣告雙關(guān)語的產(chǎn)生是建立在一定的文化背景之上的。英語語言、文化在漢語中的傳播形成了雙語翻譯之間的橋梁。套譯法就是套用英語在漢語中已經(jīng)沉積下來的固有模式，對(duì)英語廣告進(jìn)行翻譯。

(15)All is well that ends well.這則廣告實(shí)際是一條英語成語，意思是―結(jié)局好，全都好‖。但廣告制作者把它用于香煙廣告中，ends就具有了雙重意義：動(dòng)詞―結(jié)束‖和名詞―香煙蒂‖。這句香煙廣告詞可以套用原來成語的翻譯模式，譯成―煙蒂好，煙就好‖。

(16)Better late than the late.這一妙句出自成語―Better late than never‖（晚來總比不來好）。它妙就妙在不僅引用了成語的結(jié)構(gòu)，還利用了late的雙關(guān)意義，the late這里指the dead。雙關(guān)的運(yùn)用使這則交通公益廣告產(chǎn)生了強(qiáng)大的震撼力。其譯文可套譯為―遲到總比喪命好‖。

(17)We take no pride in prejudice.2423222120

17這是《泰晤士報(bào)》為自己做廣告時(shí)用的一句妙語，它源于奧斯汀的一部傳世名著―Pride and Prejudice‖，報(bào)社援引該書名作廣告，以標(biāo)榜自己不偏不倚，主持公道。這則廣告可譯為：―對(duì)于您的偏見，我們沒有傲慢‖。對(duì)于知道《傲慢與偏見》這部作品的人來說，這種譯法的雙關(guān)內(nèi)含便不言自明了。

套譯法的長處在于它能傳遞廣告原文的文化內(nèi)涵，同時(shí)又基本能保證原文簡(jiǎn)潔、凝煉的語言特征，但雙關(guān)的內(nèi)涵往往不能得到充分展示，所以譯文也就失去了原文風(fēng)趣、機(jī)智、幽默的色彩。

2.4 側(cè)重譯法

廣告中別具匠心的雙關(guān)表現(xiàn)手法有時(shí)―難以表述于譯文中，結(jié)果只好犧牲形式意義、諧音寓義及暗含情態(tài)‖，尤其是有些廣告含有多組雙關(guān)和一語多關(guān)，只好采取側(cè)重譯法，守住概念意義。

(18)The driver is safer when the road is dry;The road is safer when the driver is dry.這則宣傳交通安全的廣告運(yùn)用了dry一詞的兩重詞義（干燥的；沒飲酒的）構(gòu)成雙關(guān)，對(duì)司機(jī)很有警示作用。翻譯時(shí)，dry一詞的兩重意義在上、下句中只能各取一意：路面干燥，司機(jī)安全；司機(jī)清醒，道路安全。

(19)When the wind has a bite…and you feel like a bite…then bite on a whole Nut.27

262

5bite一詞在這里有多層意思：刺痛；食物；咬。它的多層含義使全營養(yǎng)堅(jiān)果給饑寒交迫的人們帶來的感受躍然而出。這句廣告詞的翻譯可分別把bite一詞表達(dá)的多重意義表述出來：―當(dāng)寒風(fēng)刺骨而您又想吃點(diǎn)兒什么的時(shí)候，請(qǐng)嚼嚼全營養(yǎng)堅(jiān)果‖。

(20)Butlin’s –the right choice.Don’t labour the point, or be conservative in your choice, or liberal with your money.Come to Butlin’s for the real party.Great Party Ahead.這是旅游公司利用各政黨之間的競(jìng)爭(zhēng)為自己做的廣告。廣告中l(wèi)abour，conservative, liberal是三個(gè)政黨的名字，同時(shí)labour the point作―詳盡說明‖解，be conservative in your choice意為―在做選擇時(shí)保守‖，be liberal with money指―大手大腳地花錢‖。Party也是一個(gè)雙關(guān)詞，既指―政黨‖，又指―聚會(huì)‖。廣告中幾組雙關(guān)詞的運(yùn)用給人們留下了該旅游公司可以信賴的印象，可以說廣告作到了絕妙的地步。但遺憾的是像這樣的多重雙關(guān)譯起來難以多全其美，只好采取保留概念意義，犧牲雙關(guān)的譯法：

―布特林旅游公司——您的正確選擇。

不要?jiǎng)跓┲v個(gè)沒完，不要保守，也別猶豫，不要放任自由地亂花錢。29到布特林旅游公司，參加實(shí)實(shí)在在的聚會(huì)吧。

盛大的聚會(huì)正等著你！‖

側(cè)重譯法是對(duì)廣告雙關(guān)的雙重乃至多重意義的一種無可奈何的取舍。經(jīng)過這種取舍后，雙關(guān)的雙重意義在譯文中只剩下一層，所以也就沒有雙關(guān)可言了。大多數(shù)的廣告雙關(guān)語都適合這種翻譯方法，事實(shí)上，這種側(cè)重譯法正是雙關(guān)語具有可譯性障礙的例證。

2.5 補(bǔ)償譯法

大多數(shù)的廣告雙關(guān)語都能通過側(cè)重譯法譯出。但是有時(shí)雙關(guān)語的一層意義譯出后，另外一層意義也很重要，但卻無法同時(shí)譯出，這時(shí)，可采用一些補(bǔ)償手段加以彌補(bǔ)。對(duì)于廣告來說，這些補(bǔ)償手段主要指承載廣告的媒體，如電視的圖像、廣播的聲音及報(bào)紙的版式設(shè)計(jì)等。

(21)OIC

這是一則眼鏡廣告，三個(gè)簡(jiǎn)潔的大寫字母形狀像眼鏡，讀音為―oh, I see‖。該廣告既利用視覺語言來吸引人們的注意力，又利用聽覺語言表現(xiàn)此眼鏡給視力不佳的顧客帶來的欣喜之情。然而，該廣告的翻譯很難同時(shí)兼顧到視覺和聽覺，只能從聽覺上譯為：―哇！我看見了‖。視覺上三個(gè)字母形成的眼鏡形狀卻可以通過承載廣告的媒體，利用圖形這一視覺語言要素來彌補(bǔ)。對(duì)于依靠媒體而存在的廣告來說，這不失為一種重要的補(bǔ)償手段。

3.結(jié) 語

總之，雙關(guān)語是廣告文體中十分常用的一種修辭手法，它不僅能使廣告語言簡(jiǎn)煉、豐富、詼諧，而且能使廣告引人注意，便于記憶。但廣告雙關(guān)語的翻譯問題值得進(jìn)一步研究。以上我們只是討論了廣告雙關(guān)語翻譯的幾種模式，在實(shí)際翻譯中，要真正做到譯文和原文最大限度等值，我們不可能在任何時(shí)候都只使用某一兩種手段，而須從具體情況出發(fā)，辯證地選擇最合適的手段來傳達(dá)原文的意義。

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第五篇：英漢廣告中的雙關(guān)語及其互譯

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最新英語專業(yè)全英原創(chuàng)畢業(yè)論文，都是近期寫作

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What to Love and Hate －－－－on “The Adventures of Huckleberry Finn” 禮貌策略的英漢對(duì)比研究—以《傲慢與偏見》及其譯本為例 簡(jiǎn)析《卡斯特橋市長》中亨查德的悲劇命運(yùn) 《戀愛中的女人》人物及其人物關(guān)系的象征分析 《達(dá)洛維夫人》死亡意識(shí)解讀

從《喜福會(huì)》中透視文化的沖突與融合 從文化差異的角度論文學(xué)譯者的翻譯技巧 小學(xué)英語教學(xué)中的體態(tài)語應(yīng)用

《夜色溫柔》男主人公迪克的精神變化研究 《紫色》中“家”的解讀 論口譯的原則與技巧

《燦爛千陽》中女性人物的忍耐，斗爭(zhēng)和重生

How to Avoid Chinglish on English Writing of Senior High School Students 英國文化中的非語言交際的研究

哈代在《德伯家的苔絲》中體現(xiàn)的男權(quán)思維和女性意識(shí)

A Study of the Characters and Their Influence on the Hero of The Catcher in the Rye 論英漢翻譯過程

從文化視角看部分英漢習(xí)語的異同

二語習(xí)得理論及其對(duì)小學(xué)英語教學(xué)的影響

一個(gè)典型的拜倫式英雄——論《呼嘯山莊》中的希斯克利夫 運(yùn)用弗洛伊德人格理論解讀《吸血鬼日記》中的吸血鬼形象

A Reflection upon American Heroism Based on Reviews of Hollywood Movies 論伊恩?麥克尤恩作品《贖罪》中的道德觀 淺析美國慈善捐贈(zèng)的文化動(dòng)因

A Comparative Analysis of Jane Eyre’s Chinese Renditions in Different Periods 可口可樂產(chǎn)品推銷中的中國元素分析 新聞新詞的文化內(nèi)涵與翻譯 淺探籃球文化的理論構(gòu)建

Purity and Doom: on Thomas Hardy’s Tess’s of the d’Urbervilles 英語專業(yè)全英原創(chuàng)畢業(yè)論文，是近期寫作，公布的題目可以用于免費(fèi)參考（貢獻(xiàn)者ID 有提示）

《名利場(chǎng)》中女性命運(yùn)對(duì)比

修辭學(xué)角度下的女性商品廣告的語言分析

顯現(xiàn)的被動(dòng)?隱現(xiàn)的自我——《看不見的人》中被動(dòng)語態(tài)的身份建構(gòu)功能研究 英語寫作中干擾因素的分析

“家有兒女”VS“成長的煩惱”——對(duì)比研究中西方家庭教育 中外酒文化差異分析

主位推進(jìn)模式在語篇翻譯中的應(yīng)用

A Research on Frances Burnett’s “Fauntleroy” Writing Style Psychological Analysis of Stuttering in The King’s Speech 淺析中西飲食文化的差異

從《老人與海》中看海明威的人生哲學(xué) 高中英語聽力課中的文化教學(xué)

從跨文化角度看導(dǎo)游詞翻譯的詞匯空缺現(xiàn)象 英語中常用修辭格

中國文化特色詞的英譯——以《阿Q正傳》的兩個(gè)譯本為例 淺析《德伯家的苔絲》中的苔絲悲劇的成因 日用品廣告語言中中西方價(jià)值觀差異比較研究 網(wǎng)絡(luò)環(huán)境下小組合作學(xué)習(xí)模式研究 《動(dòng)物農(nóng)莊》的極權(quán)主義的研究 《苔絲》中的女性與自然

《嘉莉妹妹》中女性自我意識(shí)探析 英漢廣告中的雙關(guān)語及其互譯 《芭芭拉少校》中的現(xiàn)實(shí)主義 英語中的漢語外來詞

埃德加?愛倫?坡恐怖小說的哥特式特征分析 試析托妮·莫里森《寵兒》中的魔幻現(xiàn)實(shí)主義 論文化軟實(shí)力的提升對(duì)中國在國際社會(huì)中的影響力 從歸化異化角度淺析《三字經(jīng)》兩個(gè)英譯版本