摘要:广告是以最简单的语言表达最复杂的意义，语言的魅力在广告中得到最充分的展示，广告的目的在于打动人心，激发人们的购买欲望，一字一句都要能充分发挥它的“魅力”和产品想要达到的商业目的。双关语是广告创作常用的技巧，它是在特定语言环境中用一种文字形式表达出一明一暗双重意义，既引人注意又能引起联想。双关语具有简洁、幽默、新颖等效果，因而在广告中得到大量应用。本文从谐音相关，语义相关，词性双关，仿拟相关四个方面对双关语在英语广告中的运用作了阐述，同时也从分别表义法，套译法，侧重译法和补偿译法等四种方法对英语广告双关语作了些探讨。
关键词：广告英语； 双关语； 翻译
Abstract:Advertisements use the simplest language to express the most complex meanings. The charm of language can have a full play in the advertisements. The purpose of advertisements is to impress people and stimulate people’s desire for shopping. Each word and sentence should be able to give full play to its "charm" and the product should be able to achieve the business purpose. The puns are useful techniques which can express double meanings, both get people’s attention and lead them fall into imagination in a certain language situation. The skillful use of puns makes advertising language simple, humorous and vivid. Therefore, punning is one of the most frequently used ways in advertising. This paper explores punning and translation of puns in English advertisements. It deals with various ways to form puns, and the techniques of translating puns in advertisements.
Key words： Adevertising English；pun; translation
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