Translation of Pun in English Advertisement.doc

Translation of Pun in English Advertisement
摘要:随着经济的不断发展,广告的影响力已经逐渐渗透入各个领域。商家们经常运用不同语言技巧来增强广告的感染力。而双关语是最常被应用于广告中的修辞方式,但是如何正确翻译出双关语一直都是一个难点,争对这个问题本文会先介绍双关语的几种常见类型,然后结合一定的例子,用以说明双关语在英语广告中的应用,并运用适当的翻译策略来翻译英语广告中双关语,旨在尽可能使源语和目标语对等,减少源语信息流失。
关键词:广告,双关语翻译,策略
With the rapid development of market-oriented economy, advertisement has played more and more important role in our daily life. As we all know that the purpose of making advertisements is to attract consumers and arouse their desires for modities. If advertisers want to achieve the goal, they should attach importance on the usage of advertising language(高江玲:2010). English advertisement is a kind mercial language. In order to make the contents of advertisement vivid and distinctive so as to arouse consumers’ desire of modities, advertisers often take use of rhetorical skills. Pun is a rhetorical skill which has been frequently used in English advertisement.
Pun means in the certain context of language, one kind of words’ form expresses a double meaning and in this way, it does not only draw people’s attention but also prompt their imagination. In English advertisement, the advertisement makers will think hard to take advantages of pun so as to make their advertisement more outstanding and unique. In general, the forms of pun can be classified into three aspects which are as follows:
1、Homophonic Pun
Homophonic pun is made up