第一篇：廣告中雙關語技巧研究

[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】當今社會，廣告作為一種競爭手段無處不在，而雙關語是一種廣泛運用于廣告創作并深受人們喜愛的修辭格。雙關語的表現形式多種多樣，可分為一詞多義雙關，同音異義雙關，諧音雙關，仿擬雙關，插圖和文字雙關，語法雙關等。廣告商巧妙地運用品牌、成語、習語等構成雙關語以增加宣傳效果。但從語用學的角度去分析雙關語，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行分析雙關語，即說話人公然不執行某一條準則，也就是說話人知道自己違反了一條準則，他還想讓聽話人知道他違反了一條準則。運用恰當的雙關語產生了幽默、風趣、經濟和警告的作用，使人享受語言的美，同時幫助廠家在激烈的競爭中立于不拜之地，獲得更大收益。

【關鍵詞】廣告；雙關語；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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[28] 同[21] p44

[29] 同[21] p44

[30] 金井，英語廣告中的雙關語[Z]，北京，英語通，2005/10，p50

[31] 經貿英語教研室，語用原則和廣告雙關語[J]，長沙民政學院外語系，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，英語廣告雙關語的語用技巧及其語用分析[J]，湖南科技學院學報，2005/10，p296

[37] 同[5] p42

[38] 同[30] p50

[39] 周紅，英語廣告雙關語的運用技巧及其語用功能[J]，北京，國際關系學院學報，2005，p123

[40] 同[5] p42

[41] 王笑施，廣告英語語言技巧淺析[J]，北京郵電大學學報（社會科學版），2001/4，3（2），p62

[42] 同[41] p123

[43] 同[7] p50

[44] 同[39] p295

[45] 同[6] p51

第二篇：英語廣告中雙關語的運用技巧及翻譯

英語廣告中雙關語的運用技巧及翻譯

李祥

摘 要：雙關語是英語廣告中一種較為常見的修辭手段。雙關語的翻譯本身就是一個難點，而廣告中雙關語的翻譯則更加復雜。本文從語音雙關、語義雙關、語法雙關和成語、俗語雙關等幾方面對雙關語的運用技巧作了闡述。并在考慮雙關語的雙重含義及廣告語體風格的基礎上，從契合譯法、分別表義法、套譯法、側重譯法和補償譯法等方面對英語廣告雙關語的翻譯作了初步的探討。

關鍵詞：廣告語言；雙關語；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，廣告的創作都是一門綜合性藝術。它集社會學、美學、心理學、市場營銷學、聲電學、文學、語言學等于一身。這門藝術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語言運用精當會使得廣告語言的內涵與影響遠遠超出廣告本身。雙關語這一修辭手段是廣告創作常用的技巧。雙關，顧名思義，就是在特定的語言環境中用一種語言文字形式表達出一明一暗雙重意義，既引人注意，又能引起聯想。雙關語具有簡潔凝練，風趣幽默，新穎別致等修辭效果，能夠突出廣告的特點，因而在廣告中得到大量應用。

1.雙關語在廣告中的運用

作為一種修辭手段，雙關語在廣告中比較常用，它存在于語音、詞匯、句法等各個語言層面。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意，使得雙關語在廣告中的運用技巧更加紛繁復雜。巧妙的雙關能使語言含蓄、幽默、生動、給人以回味和想象的余地。較為常見的有以下幾個方面。

1.1.諧音雙關

―諧音雙關是用拼寫相似，發音相同或相近的詞構成的‖ 1。廣告制作者非常樂于使用諧音雙關，因為此類雙關具有風趣、幽默、俏皮、滑稽的語言風格，能增強廣告的說服力和感染力，從而給消費者留下深刻的印象。

(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。

在這則海濱浴場的宣傳廣告中，制作者巧妙地運用了sun-son, air-heir這兩對諧音字，使廣告語言不僅和諧悅耳，讀來朗朗上口，而且頗風趣、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5000多只耳朵的檢驗，有著5000多年的經驗。

這是一則助聽器推銷廣告。從字面看，它說明了該產品已經接受了眾多消費者的考驗，但字里行間巧妙地嵌入一對諧音字ears-years，充分暗示了該產品悠久的歷史，久經考驗的上乘質量。

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，增加宣傳攻勢力度，以此達到宣傳產品的目的。品牌名稱中的雙關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全新的概念：潔凈。

這里生產商利用其商標WEAR-EVER一詞多義的特點，大力推銷其產品：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（體現產品結實耐用），又為wherever（說明到處受人歡迎）。該廣告從多角度推銷其產品，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

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

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

譯文：酒是功成名就的標志。黑色標志使您更顯尊貴。

語義雙關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―標志‖，一為酒的牌子—Black Label。該廣告通過雙關手段的運用，使人聯想到功成名就時就要飲用該酒；同時，用品牌名稱形成雙關，又便于消費者對品牌的記憶，從而對商品發生興趣。

(5)Spoil yourself and not your figure.7

譯文：盡情大吃，不增體重。

這是Weight-Watcher冰淇淋的廣告標題，這種冰淇淋是專為節食者生產的。雙關不僅存在于商品商標名稱中，標題中的spoil也是雙關所在。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，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構成一個絕妙的雙關。

1.3.語法雙關

語法雙關是指由于語法方面的問題產生的雙關，如省略結構、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既可作情態動詞，又可作名詞（飲料罐）。由于can一語雙關，加上Lager的品牌名稱雙關，以及旁邊插圖的妙用，使廣告產生了一定的幽默效果，給讀者以深刻的印象。

無獨有偶，可口可樂公司也在這個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‖，又可看成是情態動詞―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

廣告語言特別善于引用一些人們耳熟能詳的成語或俗語。這些廣告以人們原有的社會、文化知識為基礎，以鮮明、獨特的語言形式形成雙關，既增強了廣告的吸引力，又體現了廣告語言的藝術性，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：納克斯堅果讓你愛不釋口。

從廣告的字面意義看，to go nuts是―去買堅果‖，但它同時還是一句成語，意為―瘋狂、發瘋‖。雙關語的運用表明了納克斯牌堅果對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，同時還引用了兩條成語的內容，讓人們從久已熟知的成語中得出一個新的判斷：瑪斯牌巧克力不僅能使人們健康，而且讓人們工作時精力充沛，休息時放松自如。

2.廣告雙關語的翻譯

廣告語言是一種精煉、含蓄、富有表現力和鼓動性的語言，而雙關又是雙重意義的表達，在語言結構和表達上存在著難以逾越的可譯性障礙。因此，英語廣告雙關的翻譯應根據廣告的內容和特點，選用適當的漢語表達方式，既要充分照顧到原文的語體風格，又要盡量傳達出原文的信息。采用辯證的翻譯方法，盡可能減少雙關語在翻譯中信息量的流失，增強廣告語體特征，英語廣告雙關語的翻譯還是可能的。

2.1 契合譯法

一般認為，雙關語由音、形、義等手段構成了可譯性障礙，存在不可譯性。但―有些雙關語也不是絕對不可譯。雙語偶合，是可能的‖ 14。契合譯法在雙語偶合的基礎上，兼顧了廣告雙關語的形式和內容，是廣告雙關語翻譯的最高境界。

(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‖的功效。譯文中―拉‖字的重復再現了原文中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，將雙關語義剝開，拆成兩層來表達‖。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―別具風味的加拿大酒，獨特的加拿大精神‖。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雙關典范。它們巧妙地使用more一詞的雙重意義：more是一個副詞，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，同時又給人留下了一個印象：該產品優于同類產品，能更使消費者滿意。譯文分別為：―摩爾香煙，我更滿意‖；―再來一支，還吸摩爾‖。雙關語義被拆成兩層，在譯文中分別表述，而且四字結構，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

有些廣告雙關語的產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沉積下來的固有模式，對英語廣告進行翻譯。

(15)All is well that ends well.21

這則廣告實際是一條英語成語，意思是―結局好，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：動詞―結束‖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構，還利用了late的雙關意義，the late這里指the dead。雙關的運用使這則交通公益廣告產生了強大的震撼力。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》為自己做廣告時用的一句妙語，它源于奧斯汀的一部傳世名著―Pride and Prejudice‖，報社援引該書名作廣告，以標榜自己不偏不倚，主持公道。這則廣告可譯為：―對于您的偏見，我們沒有傲慢‖。對于知道《傲慢與偏見》這部作品的人來說，這種譯法的雙關內含便不言自明了。

套譯法的長處在于它能傳遞廣告原文的文化內涵，同時又基本能保證原文簡潔、凝煉的語言特征，但雙關的內涵往往不能得到充分展示，所以譯文也就失去了原文風趣、機智、幽默的色彩。

2.4 側重譯法

廣告中別具匠心的雙關表現手法有時―難以表述于譯文中，結果只好犧牲形式意義、諧音寓義及暗含情態‖，25 尤其是有些廣告含有多組雙關和一語多關，只好采取側重譯法，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用了dry一詞的兩重詞義（干燥的；沒飲酒的）構成雙關，對司機很有警示作用。翻譯時，dry一詞的兩重意義在上、下句中只能各取一意：路面干燥，司機安全；司機清醒，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堅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一詞表達的多重意義表述出來：―當寒風刺骨而您又想吃點兒什么的時候，請嚼嚼全營養堅果‖。

(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爭為自己做的廣告。廣告中labour，conservative, liberal是三個政黨的名字，同時labour the point作―詳盡說明‖解，be conservative in your choice意為―在做選擇時保守‖，be liberal with money指―大手大腳地花錢‖。Party也是一個雙關詞，既指―政黨‖，又指―聚會‖。廣告中幾組雙關詞的運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譯起來難以多全其美，只好采取保留概念意義，犧牲雙關的譯法：

―布特林旅游公司——您的正確選擇。

不要勞煩講個沒完，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，參加實實在在的聚會吧。

盛大的聚會正等著你！‖

側重譯法是對廣告雙關的雙重乃至多重意義的一種無可奈何的取舍。經過這種取舍后，雙關的雙重意義在譯文中只剩下一層，所以也就沒有雙關可言了。大多數的廣告雙關語都適合這種翻譯方法，事實上，這種側重譯法正是雙關語具有可譯性障礙的例證。

2.5 補償譯法

大多數的廣告雙關語都能通過側重譯法譯出。但是有時雙關語的一層意義譯出后，另外一層意義也很重要，但卻無法同時譯出，這時，可采用一些補償手段加以彌補。對于廣告來說，這些補償手段主要指承載廣告的媒體，如電視的圖像、廣播的聲音及報紙的版式設計等。

(21)OIC

這是一則眼鏡廣告，三個簡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。對于依靠媒體而存在的廣告來說，這不失為一種重要的補償手段。

3.結 語

總之，雙關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煉、豐富、詼諧，而且能使廣告引人注意，便于記憶。但廣告雙關語的翻譯問題值得進一步研究。以上我們只是討論了廣告雙關語翻譯的幾種模式，在實際翻譯中，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候都只使用某一兩種手段，而須從具體情況出發，辯證地選擇最合適的手段來傳達原文的意義。

注 釋

1, 4, 6, 7, 9, 10, 13, 17, 18, 26, 28 項成東，試談廣告英語中的復義[J]，山東外語教學，1996。胡一，廣告英語的修辭魅力[J]，英語學習，1999，（8）。單祝堂，英語雙關語探討[J]，江蘇外語教學研究，1999，（1）。丁柏銓、夏文蓉、周斌，當代廣告文案寫作[M]，陜西：陜西師范大學出版社，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：北京理工大學出版社，1993。

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

參考文獻

[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：北京理工大學出版社，1993。

[3] 丁柏銓、夏文蓉、周斌，當代廣告文案寫作[M]，陜西：陜西師范大學出版社，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]，英語學習，1999，（8）。

[6] 蔣磊，談商業廣告的翻譯[J]，中國翻譯，1994，（5）。

[7] 劉宓慶，當代翻譯理論[M]，北京：中國對外翻譯出版公司，1999。

[8] 單祝堂，英語雙關語探討[J]，江蘇外語教學研究，1999，（1）。

[9] 項成東，試談廣告英語中的復義[J]，山東外語教學，1996，（2）。

[10] 徐仲炳，英語雙關的類型和翻譯[J]，外國語，1988，（6）。

[作者簡介] Dr Richard Lee 李祥

第三篇：英語廣告中雙關語的運用及翻譯研究

英語專業全英原創畢業論文，公布的題目可以用于直接使用和參考（貢獻者ID 有提示）

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論《霧都孤兒》的寫作手法與創作意義 52 英語公益廣告中隱喻的應用及翻譯研究 53 英語中天氣隱喻的認知解讀

A Comparison of the English Color Terms 55 商標翻譯的美學特征和技巧 56 論《勸導》中女性角色的地位 57 論顏色詞折射出的中西方文化差異 58 對《嘉莉妹妹》中搖椅意象的解讀 59 商務英語交流中委婉語的語用功能研究 60 視覺文化在英語詞匯學習中的應用

A Comparative Study of Chinese and English Humor 62 斯嘉麗的新女性形象探析 63 淺析華茲華斯詩歌中的自然觀

小學任務型英語教學中的課堂游戲研究

從社會語言學角度解讀《蝸居》對話折射的生存焦慮

Pursuing a Harmonious Man-Woman Relationship In The Thorn Birds 67 英文歌曲名稱翻譯淺析

對《瑞普凡溫克爾》兩個漢譯本的語言美的比較評論 69 英語委婉語之初探

An Analysis of Harmonious Coexistence Between Nature and Civilization in Wuthering Heights From the Perspective of Eco-criticism 71 中介語對二語習得的影響探究

威廉·戈爾丁《蠅王》中的寫作藝術

論英語詞匯中性別歧視現象及其產生的根源 74 從“魚”淺談中西文化差異 75 中餐菜譜翻譯的錯誤分析

《還鄉》中游苔莎的悲劇命運分析 77 英語委婉語的內涵

A Comparison of the English Color Terms 79 On Application of Skopostheory in Translation of A Midsummer Night’s Dream 80 基于語料庫的漢語空間隱喻認知分析——以前后為例

農村初中英語口語教學現狀的調查與分析——以xx中學為例 82 分析嘉麗妹妹性格變化的原因 83 漢語量詞“條”“支”“枝”的認知研究及其英文表達

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淺談英語顏色詞匯的象征意義 85 從《刮痧》看中美家庭文化差異

The Analysis of Teacher Images in English Films And Their Impacts on Young Teachers 87 海明威在《永別了，武器》中的反戰情緒 88 論《紅字》中的清教主義思想

從合作原則淺析《飛屋環游記》中的言語幽默 90 論奧巴馬就職演講詞的排比修辭 91 論中美家庭教育的差異

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An Analysis of the Images in The Catcher in the Rye 98 自然主義在《野性的呼喚》中的表現 99 數字的文化內涵及數字的翻譯

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滑稽背后的嚴肅－－淺析王爾德喜劇《認真的重要性》中人物話語特征 102 中西建筑文化差異及其形成背景分析

《純真年代》中艾倫?奧倫斯卡和梅?韋蘭的人物命運分析 104 Comment on American Film-Television Culture Invasion 105 目的論視角下《瓦爾登湖》兩個中文譯本的分析 106 從追求走向幻滅與死亡——談馬丁?伊登的美國夢 107 培養元認知策略, 提高學生自主學習能力 108 宋詞英譯中的模因傳播分析

開放式教學理念在中學英語教學中的模式探索 110 法律英語詞匯特點及其翻譯 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 英國歷險小說《所羅門王的寶藏》 114 論雙性同體理論下的《達洛衛夫人》 115 《木馬贏家》中父親的缺席

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順應理論視角下公益廣告英譯中的語用失誤分析

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英漢顏色詞的文化差異及其翻譯

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

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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》中的孤獨感

A Discussion of the Cultural Similarities and Differences of Color Terms in English and Chinese 137 從電影《阿凡達》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文化

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

產品說明書的翻譯技巧

A Study on the Effectiveness of Cooperative Learning in Junior High School 147 分析場獨立與場依賴對任務型教學的影響

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比研究 153 透析《勸導》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”的轉變

155 英漢語篇中的省略銜接手段對比及其翻譯方法——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象研究 158 廣告的翻譯

159 中西方空間觀對比研究

160 《動物農莊》中的象征意義研究

161 The Developments of Marriage View over Three Periods in the West 162(英語系經貿英語)從“口紅效應”看中國文化產業的機遇

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析 165 《睡谷的傳說》中理想與現實的矛盾

166 論中美廣告倫理觀的差異——從“性感平面廣告”中的女性形象分析 167 國際商務英語合同翻譯策略研究

英語專業全英原創畢業論文，公布的題目可以用于直接使用和參考（貢獻者ID 有提示）

168 商務合同中譯英準確性的研究

169 電影字幕英漢翻譯中網絡流行語的現象研究 170 從關聯理論的角度看科技英語翻譯 171 中西餐桌禮儀文化差異

172 華裔美國文學中的幽靈敘事探析

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

175 淺析《老人與海》中人對自然的態度 176 逆成構詞的分類及其認知機制和規律

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 《遠大前程》中通過研究匹普對喬的態度轉變來探討他的成長經歷 181 Translation of Chinese Dish Names 182 論高中生英語閱讀技能的培養

183 剖析《哈克貝利芬歷險記》中對自由的追求 184 《了不起的蓋茨比》中顏色詞的蘊義 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 英語閱讀有效教學活動設計研究

191 關于《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 英語廣告中雙關語的運用及翻譯研究 197 肯德基在中國成功的本土化營銷策略 198 戰后美國對伊拉克娛樂文化的影響 199 怎樣結束詩歌：羅伯特?洛威爾的結尾

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

第四篇：英語廣告中雙關語的運用技巧及翻譯2

英語廣告中雙關語的運用技巧及翻譯

摘 要：雙關語是英語廣告中一種較為常見的修辭手段。雙關語的翻譯本身就是一個難點，而廣告中雙關語的翻譯則更加復雜。本文從語音雙關、語義雙關、語法雙關和成語、俗語雙關等幾方面對雙關語的運用技巧作了闡述。并在考慮雙關語的雙重含義及廣告語體風格的基礎上，從契合譯法、分別表義法、套譯法、側重譯法和補償譯法等方面對英語廣告雙關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，廣告的創作都是一門綜合性藝術。它集社會學、美學、心理學、市場營銷學、聲電學、文學、語言學等于一身。這門藝術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語言運用精當會使得廣告語言的內涵與影響遠遠超出廣告本身。雙關語這一修辭手段是廣告創作常用的技巧。雙關，顧名思義，就是在特定的語言環境中用一種語言文字形式表達出一明一暗雙重意義，既引人注意，又能引起聯想。雙關語具有簡潔凝練，風趣幽默，新穎別致等修辭效果，能夠突出廣告的特點，因而在廣告中得到大量應用。

1.雙關語在廣告中的運用

作為一種修辭手段，雙關語在廣告中比較常用，它存在于語音、詞匯、句法等各個語言層面。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意，使得雙關語在廣告中的運用技巧更加紛繁復雜。巧妙的雙關能使語言含蓄、幽默、生動、給人以回味和想象的余地。較為常見的有以下幾個方面。

1.1.諧音雙關

―諧音雙關是用拼寫相似，發音相同或相近的詞構成的‖。廣告制作者非常樂于使用諧音雙關，因為此類雙關具有風趣、幽默、俏皮、滑稽的語言風格，能增強廣告的說服力和感染力，從而給消費者留下深刻的印象。

(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。

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

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

這是一則助聽器推銷廣告。從字面看，它說明了該產品已經接受了眾多消費者的考驗，但字里行間巧妙地嵌入一對諧音字ears-years，充分暗示了該產品悠久的歷史，久經考驗的上乘質量。

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，增加宣傳攻勢力度，以此達到宣傳產品的目的。品牌名稱中的雙關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全新的概念：潔凈。

這里生產商利用其商標WEAR-EVER一詞多義的特點，大力推銷其產品：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（體現產品結實耐用），又為wherever（說明到處受人歡迎）。該廣告從多角度推銷其產品，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

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

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

語義雙關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―標志‖，一為酒的牌子—Black Label。該廣告通過雙關手段的運用，使人聯想到功成名就時就要飲用該酒；同時，用品牌名稱形成雙關，又便于消費者對品牌的記憶，從而對商品發生興趣。

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

這是Weight-Watcher冰淇淋的廣告標題，這種冰淇淋是專為節食者生產的。雙關不僅存在于商品商標名稱中，標題中的spoil也是雙關所在。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，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構成一個絕妙的雙關。

1.3.語法雙關

語法雙關是指由于語法方面的問題產生的雙關，如省略結構、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既可作情態動詞，又可作名詞（飲料罐）。由于can一語雙關，加上Lager的品牌名稱雙關，以及旁邊插圖的妙用，使廣告產生了一定的幽默效果，給讀者以深刻的印象。

無獨有偶，可口可樂公司也在這個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‖，又可看成是情態動詞―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

廣告語言特別善于引用一些人們耳熟能詳的成語或俗語。這些廣告以人們原有的社會、文化知識為基礎，以鮮明、獨特的語言形式形成雙關，既增強了廣告的吸引力，又體現了廣告語言的藝術性，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：納克斯堅果讓你愛不釋口。

從廣告的字面意義看，to go nuts是―去買堅果‖，但它同時還是一句成語，意為―瘋狂、發瘋‖。雙關語的運用表明了納克斯牌堅果對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，同時還引用了兩條

3121110

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

2.2 分別表義法

如果要把雙關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，將雙關語義剝開，拆成兩層來表達‖。

(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―別具風味的加拿大酒，獨特的加拿大精神‖。

(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雙關典范。它們巧妙地使用more一詞的雙重意義：more是一個副詞，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，同時又給人留下了一個印象：該產品優于同類產品，能更使消費者滿意。譯文分別為：―摩爾香煙，我更滿意‖；―再來一支，還吸摩爾‖。雙關語義被拆成兩層，在譯文中分別表述，而且四字結構，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

有些廣告雙關語的產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沉積下來的固有模式，對英語廣告進行翻譯。

(15)All is well that ends well.這則廣告實際是一條英語成語，意思是―結局好，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：動詞―結束‖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構，還利用了late的雙關意義，the late這里指the dead。雙關的運用使這則交通公益廣告產生了強大的震撼力。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》為自己做廣告時用的一句妙語，它源于奧斯汀的一部傳世名著―Pride and Prejudice‖，報社援引該書名作廣告，以標榜自己不偏不倚，主持公道。這則廣告可譯為：―對于您的偏見，我們沒有傲慢‖。對于知道《傲慢與偏見》這部作品的人來說，這種譯法的雙關內含便不言自明了。

套譯法的長處在于它能傳遞廣告原文的文化內涵，同時又基本能保證原文簡潔、凝煉的語言特征，但雙關的內涵往往不能得到充分展示，所以譯文也就失去了原文風趣、機智、幽默的色彩。

2.4 側重譯法

廣告中別具匠心的雙關表現手法有時―難以表述于譯文中，結果只好犧牲形式意義、諧音寓義及暗含情態‖，尤其是有些廣告含有多組雙關和一語多關，只好采取側重譯法，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用了dry一詞的兩重詞義（干燥的；沒飲酒的）構成雙關，對司機很有警示作用。翻譯時，dry一詞的兩重意義在上、下句中只能各取一意：路面干燥，司機安全；司機清醒，道路安全。

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

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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堅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一詞表達的多重意義表述出來：―當寒風刺骨而您又想吃點兒什么的時候，請嚼嚼全營養堅果‖。

(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爭為自己做的廣告。廣告中labour，conservative, liberal是三個政黨的名字，同時labour the point作―詳盡說明‖解，be conservative in your choice意為―在做選擇時保守‖，be liberal with money指―大手大腳地花錢‖。Party也是一個雙關詞，既指―政黨‖，又指―聚會‖。廣告中幾組雙關詞的運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譯起來難以多全其美，只好采取保留概念意義，犧牲雙關的譯法：

―布特林旅游公司——您的正確選擇。

不要勞煩講個沒完，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，參加實實在在的聚會吧。

盛大的聚會正等著你！‖

側重譯法是對廣告雙關的雙重乃至多重意義的一種無可奈何的取舍。經過這種取舍后，雙關的雙重意義在譯文中只剩下一層，所以也就沒有雙關可言了。大多數的廣告雙關語都適合這種翻譯方法，事實上，這種側重譯法正是雙關語具有可譯性障礙的例證。

2.5 補償譯法

大多數的廣告雙關語都能通過側重譯法譯出。但是有時雙關語的一層意義譯出后，另外一層意義也很重要，但卻無法同時譯出，這時，可采用一些補償手段加以彌補。對于廣告來說，這些補償手段主要指承載廣告的媒體，如電視的圖像、廣播的聲音及報紙的版式設計等。

(21)OIC

這是一則眼鏡廣告，三個簡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。對于依靠媒體而存在的廣告來說，這不失為一種重要的補償手段。

3.結 語

總之，雙關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煉、豐富、詼諧，而且能使廣告引人注意，便于記憶。但廣告雙關語的翻譯問題值得進一步研究。以上我們只是討論了廣告雙關語翻譯的幾種模式，在實際翻譯中，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候都只使用某一兩種手段，而須從具體情況出發，辯證地選擇最合適的手段來傳達原文的意義。

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海斯特—《紅字》中一位具有反叛精神的女英雄

The Rose in the “Heights”—An Analysis on Catherine’s Personality in Wuthering Heights 從談判風格看中美文化差異

從功能翻譯理論看企業簡介漢英翻譯

灰姑娘文學形象在西方文化中的發展和演變研究 論《傲慢與偏見》中的婦女地位問題

路易斯——現實世界在非現實世界的投影——解讀《夜訪吸血鬼》的現代性 Scarlett O'Hara and Feminism 英語專業全英原創畢業論文，是近期寫作，公布的題目可以用于免費參考（貢獻者ID 有提示）

《覺醒》與《歡樂之家》中的女性形象和女權思想之比較 男權制度下的悲劇——論《德伯家的苔絲》 淺析企業更名

Exploring The Matrix: Hacker Metaphysics A Comparison of the English Color Terms On Alice Walker’s Womanism in The Color Purple 矛盾修辭法的認知語用分析

《老人與海》和《熱愛生命》的生態比較

附帶學習和有意識學習對英語詞匯習得效果的比較研究 從文化角度淺析中美兩國幽默的特點 廣告英語中雙關語的翻譯

《名利場》中男性與女性形象解析 《時間中的孩子》成長主題分析

海明威短篇小說的敘述藝術－－以《一個明亮干凈的地方》為例 淺析當今網絡英語交流中的縮略語 從中西方節日看中西文化差異

A Contrastive Study on Language Features of Chinese and English Proverbs 目的論視角下的公司簡介漢英翻譯

The Influence of The New Policy of Export Tax Rebates 解讀艾麗斯?沃克《紫色》中的家庭

The Word Use and Translation of English News Roberta’s Role in An American Tragedy 論《遠離塵囂》中女主人公的悲劇原因 消極商務信函寫作策略

初中英語讀寫技能綜合教學模式研究 英語抽象名詞和物質名詞的數概念分析

從“緋聞女孩”與“我的青春誰做主”中淺析中美青年婚姻愛情觀的異同 小說《飄》中瑞德巴特勒的人物性格分析

研究交替傳譯中的筆記特征以及它對翻譯準確度的影響 《夏日鳥籠》的女性主義解讀

從文化語境角度分析英漢禁忌語的異同

The Application of TBLT in English Reading Classes of Junior High School 初中生英語聽力理解的障礙因素及對策 An Eco-analysis of The Yearling 合作原則在商務談判中的運用 禮貌策略在國際商務談判中的運用

美國猶太文化與傳統猶太文化的沖突——淺析《再見吧，哥倫布》 從小說人物分析簡?奧斯汀的情感智慧

場獨立和場依存對不同主題閱讀材料的影響研究

托馬斯?哈代《無名的裘德》中的書信研究 初中英語合作學習

《了不起的蓋茨比》中女性人物性格分析 主語顯著和話題顯著—英漢語對比分析 英語專業全英原創畢業論文，是近期寫作，公布的題目可以用于免費參考（貢獻者ID 有提示）

《愛瑪》中的女權思想解讀

幽默元素在英語電影和電視劇中的翻譯 從目的論看《紅樓夢》中“狗”習語的翻譯 文化背景知識在英語教學中的作用

問題類型對TEM閱讀成績影響的實證研究

On the Influence of the Female Characters On Pip in Great Expectations 高中生英語學習成敗歸因現狀調查及對策 “合作學習”策略在英語教學中的應用 西方電影片名翻譯的功能目的論分析 中美文化視閾中的商務談判風格

Personality that Matters: A Psychological Analysis of the Misunderstanding between Elizabeth and Darcy 漢語喜劇小品中的模因現象研究

英語口語教學中的不足之處以及改善方法 英語電影片名翻譯策略研究 商務信函的寫作原則與技巧

An Analysis of Harmonious Coexistence Between Nature and Civilization in Wuthering Heights From the Perspective of Eco-criticism 誰在說話？—— 論作者-敘述者和譯者-敘述者在原本和譯本中的敘述聲音的不同處理 漢英招呼語的對比研究

漢語對英語語法學習的負遷移 英漢味覺隱喻的對比研究 論英語詞匯學習策略

論《睡谷傳奇》中的幽默元素

《羅密歐與朱麗葉》和《哈姆雷特》中的雙關鑒賞

Three Discriminations to Little Black American Girls in The Bluest Eye 英漢委婉語的文化對比研究——以“死亡”委婉語為例 分析福爾摩斯的性格特征 論性別歧視

李清照詞英譯研究

《純真年代》中社會與個人的碰撞 英漢委婉語比較研究

商標名的英譯漢目的論研究——以洗護用品為例 中外大學校訓對比研究

從唯美主義角度解讀王爾德的《快樂王子》 文化差異對中美商務談判的影響 《寵兒》中黑人母親角色的解讀

八十年代以來漢語中英語外來語及翻譯 英語專業學生語音學習中的問題

伍爾夫的《達羅衛夫人》中的意識流和象征主義手法分析 英語動物習語的研究及翻譯 從傳統消費觀念看中美文化差異

現代敘事藝術與海明威的《永別了武器》

Translation of Gududeqiu from the Perspective of Qian Zhongshu’s Realm of Sublimation 英語專業全英原創畢業論文，是近期寫作，公布的題目可以用于免費參考（貢獻者ID 有提示）

《紅字》中珠兒與《雷雨》中周萍之比較 論《金色筆記》的多元主題

A Comparative Study of Sino-US Courtesy 《夜鶯頌》的翻譯技巧探究

從美學角度分析英文電影《阿凡達》的漢語翻譯 簡奧斯汀作品中的諷刺和說教主義

中學英語教學到大學英語教學銜接問題研究 《威尼斯商人》中鮑西亞形象淺析 《喜福會》中的中美文化差異

《飛屋環游記》的人物設置特色分析 從《簡愛》看電影對名著的改編 On Human Nature in Frankenstein 英語新聞標題中的修辭及其翻譯

悖論式的唯美主義－－論王爾德的《道連?格雷的畫像》 任務型教學法在高中英語閱讀教學中的應用

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

從《喜福會》中透視文化的沖突與融合 從文化差異的角度論文學譯者的翻譯技巧 小學英語教學中的體態語應用

《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》中體現的男權思維和女性意識

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語的異同

二語習得理論及其對小學英語教學的影響

一個典型的拜倫式英雄——論《呼嘯山莊》中的希斯克利夫 運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 淺析美國慈善捐贈的文化動因

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

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

《名利場》中女性命運對比

修辭學角度下的女性商品廣告的語言分析

顯現的被動?隱現的自我——《看不見的人》中被動語態的身份建構功能研究 英語寫作中干擾因素的分析

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

主位推進模式在語篇翻譯中的應用

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 高中英語聽力課中的文化教學

從跨文化角度看導游詞翻譯的詞匯空缺現象 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值觀差異比較研究 網絡環境下小組合作學習模式研究 《動物農莊》的極權主義的研究 《苔絲》中的女性與自然

《嘉莉妹妹》中女性自我意識探析 英漢廣告中的雙關語及其互譯 《芭芭拉少校》中的現實主義 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》中的魔幻現實主義 論文化軟實力的提升對中國在國際社會中的影響力 從歸化異化角度淺析《三字經》兩個英譯版本