第一篇：探究英语双关语在广告中的应用
最新英语专业全英原创毕业论文，都是近期写作 从“绯闻女孩”与“我的青春谁做主”中浅析中美青年婚姻爱情观的异同 2 英语中的女性歧视 广告英语中语言的性别差异 A Study on the Role of Parents in Primary School English Learning 5 英语歧义现象及其在广告中的应用 6 论翻译方法的选择 浅析海尔看中国名牌战略实施现状及关键因素 8 从功能对等角度翻译委婉语 9 商务英语翻译中的隐喻研究 10 论《纯真年代》的女性意识 11 论东西方文化中的体态语差异 从翻译角度浅析英语写作中的中式英语问题 动之以情，晓之以理－－-浅析语法情景教学在中学英语课堂中的设计与运用 14 文档所公布均英语专业全英原创毕业论文。原创Q 175 567 12 48 浅析《野性的呼唤》中的“野性”与“人性” 16 初中英语的传统教学与现代教学的差异 从谷歌和百度两大企业的管理方式看中美企业文化的差异 18 海丝特与卡米拉爱情观的对比分析 从电影功夫字幕翻译谈文化负载词的翻译 Influence of Western Food Culture upon Chinese People 21 英汉亲属称谓的差异与翻译技巧 22 阿法——《多芬的海》中的加勒比人 An Analysis on Feminism from the Perspective of Music in Little Women 24 英语交际中害羞心理产生的根源及其克服方法 25 从文化视角看英语习语的翻译 26 交际法在初中英语教学中的运用 27 小学英语教学中的体态语应用 欧内斯特•海明威《雨中猫》和田纳西•威廉斯《热铁皮屋顶上的猫》中的女主人公的对比分析 对高中学生英语学习动机现状及激发策略的调查分析—以屏边高级中学为例 30 企业文化在企业发展过程中所起的作用 31 浅析马拉默德小说《店员》中的“犹太性”
从传递文化信息视角探讨《红楼梦》翻译中“异化”与“归化”策略 33 论《进入黑夜的漫长旅程》的悲剧成因 34 商务信函中的介词用法
On Critical Realism in Oliver Twist 36 礼仪在商务谈判中的应用
浅析英语演说中对照与其他修辞格的混合应用 38 《谁动了我的奶酪》中的象征意义
A Study of Fu Donghua’s Translation of Gone with the Wind from the Perspective of Rewriting 40 非语言交际在国际商务谈判中的运用 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 评爱伦坡哥特小说中的恐怖美
解析《拉帕西尼之女》中贝雅特丽丝 企业行为管理的共同价值观浅析 从会话含义理论看《家有儿女》 中美礼貌用语的跨文化对比分析 《印度之行》的象征主义分析 Foreign Publicity Translation 两个反叛的女人——姚木兰和斯佳丽之对比分析 《红字》的人文主义色彩
从文化视角谈中美儿童家庭教育观和教育方法的差异 英语双关语语境分析及其翻译
英语“名词 + ly”类形容词的词化分析、语义特征及句法功能 从巴斯奈特文化翻译观谈汉语新词的英译
艾米莉•狄金森死亡诗歌中的性别歧义及其原因探析 杰克•伦敦《野性的呼唤》中人生哲学的主题分析
影响英语专业学生阅读理解因素的分析及对策探讨 诠释《儿子与情人》中儿子、母亲、情人之间的关系 从中西方文化差异看中国式英语
A Comparison of the English Color Terms 文本分类理论与广告翻译
解读电影《刮痧》中西方文化背景下的中国父亲 《永别了武器》悲剧特征的分析 中西文化差异在家庭教育中的体现 浅议中国菜名的英译
解读托尼•莫瑞森小说《所罗门之歌》中黑人身份的迷失与回归 论概念隐喻视角下的隐喻翻译
课堂英语教学与网络英语教学的对比
中译英口译活动中母语负迁移现象的实证研究
A Tentative Study of Affective Factors in Second Language Acquisition 语结与英语长句的翻译
跨文化交际中文化负迁移的原因及其对策研究 功能对等理论下的新闻词汇翻译 象征主义手法在《白鲸》中的运用
论英汉翻译中的文化因素
从语用学角度对英语课堂中委婉语的使用探究 唯美主义与奥斯卡王尔德童话
互文性理论指导下的公示语汉英翻译
从《麦田里的守望者》看霍尔顿的摇滚情结 用陌生化理论阐述《红色手推车》的悲剧色彩 论中英商业广告及其翻译 广告英语的语言特征 《爱玛》的婚姻观分析 论《宠儿》中的象征意象
对英汉基本颜色词翻译的跨文化研究 85 《哈克贝利•费恩历险记》的艺术特色分析
从女性个人主义角度分析《罗密欧与朱丽叶》女性人物性格特征 87 成语翻译中的文化缺省与翻译补偿
试论爱伦•坡的哥特式风格——以《厄舍古屋的倒塌》为例 89 诠释《儿子与情人》中儿子、母亲、情人之间的关系 90 “红”、“黄”汉英联想意义对比研究 91 情感在中学英语教学中的应用
《道连葛雷的画像》叙事艺术的分析 93 中世纪的典雅爱情：本质、渊源和影响
人性的扭曲，堕落与回归——希刺克厉夫的人性简析
《汤姆索亚历险记》和《哈克贝利费恩历险记》中人物形象的对比分析 96 论《哈克贝利费恩历险记》中的对比及效果
论神话中的民族精神——希腊神话与中国神话之比较 98 浅谈英语语言中的性别歧视现象 99 新加坡英语和英国英语比较研究 100 从文化的角度看英语电影片名的翻译
Study on Translation of Long Sentences in Literature Works 102 从文化差异的角度看英汉动物习语的互译 103 使用影视片对中学生进行英语听说教学 104 英汉语篇衔接手段对比研究
The Exploration of Tragic Fate of Tess 106 集体主义和个体主义视角下的中美家庭观 107 控制学对英语家教影响的实证分析 108 跨文化交际中的商务礼仪
论政治文本翻译中的译者主体性
浅论《查泰莱夫人的情人》中的女权主义 111 男女生英语学习差异比较研究 112 《紫色》中的女性主义解读
从简爱和安娜卡列尼娜的不同命运看女性意识的觉醒 114 中西方“云”文化的对比研究及其翻译 115 象征主义在《野性的呼唤》中的运用
英汉委婉语的文化对比研究——以“死亡”委婉语为例 117 我对直译和意译的看法
浅析《红字》中丁梅斯代尔的挣扎 119 通过阅读提高大学生的英语写作能力
《雾都孤儿》中批判现实主义写作手法分析 121 汉语喜剧小品中的模因现象研究 122 双关的不可译性探索
从《简•爱》的多译本看中国两性关系的变化 124 从语用角度谈英汉称赞语及其回应策略
言语行为理论视角下的商务索赔信函话语分析 126 初中生英语自主学习现状调查与分析 127 功能对等理论在中文菜单翻译中的应用 128 埃德加爱伦坡恐怖小说中的重复 129 论颜色词折射出的中西方文化差异
从自然主义视角审视《嘉莉妹妹》中小人物嘉莉的命运抗争与幻灭 131 查尔斯狄更斯《远大前程》的自传性分析 132 从认知文体学角度分析《一桶白葡萄酒》 133 从春节与圣诞节习俗看中西方文化差异 134 劳伦斯与安妮宝贝小说中的女性形象 135 《紫色》所体现的“黑人性” 136 文化差异对习语翻译的影响
Analysis of Cross Cultural Business Communication Failure 138 论《小妇人》中的美国清教思想
翻译中的性别－－《简•爱》几个中译本的女性主义解读 140 论《儿子与情人》中的父子冲突 141 广告翻译策略初探 142 谈英汉励志谚语互译
从心理学的角度论《儿子与情人》中保罗的恋爱模式 144 师生关系与学生英语学习积极性之关联性探析 145 浅析莎士比亚四大悲剧作品中人文精神的一致性
Risk Comparing of Documentary Collection and Letters of Credit 147 Pursuit and Disillusionment of American Dream— On Sister Carrie’s Tragedy 148 翻译的对等性研究及其应用
浅议《女勇士》中的个人英雄主义 150 汉英亲属称谓词的文化差异及翻译
151 论戏剧《威尼斯商人》中夏洛克的悲剧形象 152 英语专业听力课程教学效率的调查与分析 153 论《达芬奇密码》中的基督教元素 154 传统教法与交际法结合的英语教学探讨 155 《哈克贝利芬恩历险记》中对自由的追寻 156 关于照料母婴的市场分析
157 A Study of Humour And Satire in Mark Twain’s Two Famous Adventures 158 《雨中的猫》中女性主体意识的觉醒 159 试析英语广告中双关语的翻译
160 浅析《德伯家的苔丝》中两位男主人公
161 Cultural Differences Between Chinese and American Social Etiquettes 162 中美饮食文化差异及其相互影响
163 The Positive Image of the Mouse:A Study on the Children’s Literature 164 从精神分析和人格面具理论看“我”和吕蓓卡的对立统一 165 《老人与海》中的系列意象探究
166 Current Status of Adverse Drug Reaction Monitoring System in China 167 从《美国的悲剧》解析美国梦
168 分析《嘉莉妹妹》中赫斯渥的人物形象 169 广告中反语现象的关联分析
170 《阿Q正传》中文化负载词的翻译
171 A Comparative Study of Feminism in Jane Eyre and Wuthering Heights 172 任务型教学法在高中英语阅读中的使用初探 173 浅析英语外加状语的语用功能 174 国际商务中的跨文化沟通
175 中美文化交际中的礼仪文化差异研究
176 《汤姆叔叔的小屋》中的圣经原型人物解析 177
178 从成功学书籍的畅销看美国文化价值观 179 英汉基本颜色文化内涵对比
180 英汉“去除”类运动事件表达异同的对比研究
181 中小学辅导机构英语教学模式——一对一教学与小班课堂教学教案的比较分析 182 从社会语用学角度分析《雷雨》中的称谓语 183 《红楼梦》中文化词的翻译
184 从心理学角度探析爱米莉的爱情悲剧 185 论《麦田里的守望者》的意义
186 逆成构词的分类及其认知机制和规律 187 英汉语言中的性别歧视现象 188 探究英语双关语在广告中的应用 189 从中西方文化差异看餐桌礼仪
190 从翻译美学角度谈化妆品商标词的翻译
191 A Southern Elegy-A Feminist Study on Faulkner’s “A Rose for Emily” 192 二语习得理论及其对小学英语教学的影响 193 从文化翻译观看异化与归化的相对性 194 Gone with the Wind: From Novel to Film 195 论翻译的艺术
196 哥特元素在《宠儿》中的运用 197 英汉广告互译的顺应化研究
198 宗教枷锁下的人性挣扎——《红字》中丁梅斯代尔形象解读 199 基于精细加工理论的英语词汇学习研究
200 《尤利西斯》与《春之声》中意识流手法的不同
第二篇：试论英语广告中双关语的翻译
试论英语广告中双关语的翻译
广告,就是广而告之, 其目的是要在瞬间吸引人们的注意, 给他们留下深刻的印象, 激起人们的购买欲望。双关是利用某些词语或句子的语音或语义条件, 使其在特定的语境中带有明暗双重意义。英语中一般有两种双关, 一种是谐音双关,即利用拼写相似, 发音相同或相近的词构成的双关;一种是语义双关,即利用英语一词多义的特点, 使词语或句子的多义性在特定环境下形成的双关。双关的使用可以使读者感到在幽默中见智慧, 在平淡中见新奇.由于双关语具有简洁凝练。风趣幽默.新颖别致.耐人寻味等修辞效果, 能够突出广告的特点,所以在广告中得以大量应用。
1.英语广告中双关语的翻译
关于翻译标准, 中外翻译理论家提出了不同的主张。从严复的“信、达、雅”, 傅雷的“重神似不重形似”, 到鲁迅的“忠实通顺”;从黜秋白的“等同概念” 到美国著名翻译理论家Nida的“功能对等”或“动态对等”, 我们可以看出, 这些主张都是指译文要忠实准确地表达原文的意义, 保持原文的风格。而所谓忠实表达原文的意义, 指的是忠实表达原文的字面意义.隐含意义等。
作为信息传播的手段, 广告用语具有简洁、生动、形象、富于感染力的特点。广告语言是一种精练、含蓄、富有表现力和鼓动性的语言, 而双关又是双重意义的表达, 这就给英语广告中双关的翻译造成语言结构和表达上的困难。因此, 英语广告中双关的翻译应根据广告的内容和特点, 既要充分照顾到原文的语体风格, 又要尽量传达出原文的信息。
在翻译方法上, 直译与意译一直是翻译界争论的焦点。直译与意译是相对的, 两者之间相互联系, 且没有绝对的界限.一篇好的译作总是既有直译, 又有意译的, 直译与意译相结合。如果采用直译能准确传达原文多种意义的, 就直译;如果不能翻译出原文的多种意义, 特别是不能传达出隐含意义的, 就采取意译的方法。所以, 对英语广告中双关的翻译, 应采用辨证的办法, 一方面要考虑到广告的语体特征, 另一方面要尽可能减少双关在翻译中信息的流失。本文将根据从英语广告实例中归纳出的翻译技巧, 阐述和探讨双关语的翻译方法。
1.1对应译法
如果原文中一词两义的词在汉语中也有相对应的词, 这时就可以对译过来, 保留原文的双关.这是广告双关语翻译的最理想状态, 以下几则广告翻译就可说明:(1)The label of achievements.Black Label commands more respect.译文: 此酒标志成功, 黑色标志更显尊贵。
这是一则威士忌酒的广告.“Label”有两层含义, 一为“标志”, 二为酒的牌子---Black Label(黑色标志)。该广告通过双关手段, 既强调了此酒与成功相联系的形象, 又便于人们对品牌的记忆。
(2)From sharp minds, come Sharp products.译文: 智慧产品, 来自夏普。
这是著名的夏普产品的广告, 在词语上运用了双关修辞.“夏普”是一种高科技产品, 而”sharp”一词大写是产品的品牌, 小写则有”精明的, 智慧的”意思.因此, 这句广告词巧妙地把拥有高科技产品“夏普”同拥有智慧结合起来, 以赢得人们的认同。
(3)Have a good trip, buy—buy!译文: 祝君旅途愉快, 拜拜/快买!这是某机场商店的一则广告,buy--buy(买---买)与bye—bye(再见)同音。机场商店向旅客道别, 同时又不失时机地提醒大家, 临行之前买些礼品或其它东西带上吧。“Buy--buy” 幽默诙谐, 构思巧妙, 令人拍案叫绝。译文”拜拜/快买”保留了英语双关语的含义。
1.2 拆译法
在某些情况下，译者无法用一句话来表述双关语的双重含义，为使双关语的双层意义再现于译文中，“也可以采取变通的办法，将双关语剥开，拆成两层来表达。”（刘宓庆，1999）但拆译法必须以忠于原文为前提，它是广告双关语翻译中必不可少、可去可行的译法。
(4)Ask for more.译文：摩尔香烟，再来一支。
这是摩尔香烟在广告语中树立的双关典范。它巧妙地使用“more”一词的双重意义：此词大写即是香烟的品牌（摩尔牌），小写有“更多”的意思。在翻译的过程中，这种一语双关的效果通过一分为二的办法拆译成汉语的四字结构，读来朗朗上口，不仅使人们轻松地记住了商品的品牌，而且给人留下了深刻的印象：该产品优于同类产品。此广告也可用对应译法翻译为“再来支摩尔”，但文字效果上显得欠缺些。
(5)Trust us.Over 5,000 ears of experience.译文：相信我们吧！历经5000多只耳朵的检验，有着5000多年的经验。这是一则助听器推销广告。它巧妙地利用了ears与years谐音的特点，在字里行间既说明可该产品已经受到了众多消费者的考验，又充分暗示了其历史悠久、质量上乘的特点，让人回味无穷。
(6)The Unique Spirit of Canada.译文：别具风味的加拿大酒，独特的加拿大精神。
这是一则刊登在加拿大《多伦多报》上的酒广告，其中spirit一词是传神之作，它既可作“烈性酒”解，又有“精神”之意，为了保留它的双重意义，将它拆开翻译更能体现原文的内涵。
不过，从以上两例可以看出，这种翻译方法尽管保留了双关语的双重含义，但原文那种凝练、诙谐的韵味和一词两义的妙趣却丧失了。
1.3 套译法
有些双关语的翻译是建立在一定的文化背景之上的。英语语言、文化在汉语中的传播形成了双语翻译之间的桥梁。套译法就是套用英语在汉语中已经沉积下来的固有模式，对英语广告进行翻译。
(7)Better late than the late.译文：迟到总是丧命好。
这是一则交通公益广告，它妙就妙在不仅引用了习语Better late than never(晚来总比不来好)的结构，还利用了late的双关意义，the late在这里指the dead。采用套译法来翻译广告语，使双关的运用在广告中产生了强大的震撼力，给司机以警示，取得了良好的广告效果。
(8)All is well that ends well.译文：烟蒂好，烟就好。
这则广告实际上是一条英语习语，意思是“结局好，全都好”。但广告制作者把它用于香烟广告中，ends就具有了双重意义：动词“结束”和名词“香烟蒂”。所以翻译这则广告时也就套用了原来成语的模式，便于消费者记忆。
（9）We take no pride in prejudice.这是《泰晤士报》为自己做广告时用的一句妙语，它源于Jane Austin的一部传世名著Pride and Prejudice，报社援引该书名做广告，以标榜自己不偏不倚，主持公道，对于知道《傲慢与偏见》这部作品的人来说，这种译法的双关内涵便不言自明了。
套译法的长处在于它传递广告原文的文化内涵，同时又能基本保证原文简洁、凝练的语言特征，但双关的内涵往往不能充分展示，所以译文也就失去了原文风趣、机智、幽默的色彩。
1.4意译法
意译是指译者不得不舍弃或改变原文的形式或者修辞，使用目的语的习惯表达法，或运用目的语读者易懂的切合原文意思的词语，并选用恰当句式来传达原文的含义和精神。在翻译含有双关语的英语广告时，由于有不少双关语涉及到英语的语言习惯或文化习俗，而它们的语言形式或文化背景又不为译文读者所熟悉，因此只能意译。
(9)Spoil yourself and not your figure.译文：尽兴地吃吧，别担心体重。
这是“Weight-Watcher”冰淇淋的广告标题，这种冰淇淋是专为节食者生产的。双关不仅存在于商标名称中，广告中的”spoil”也是双关所在。“Spoil yourselt”的意思是“enjoy oneself to heart’s content”，即“尽兴”，而 “spoil one’s figure” 意为“破坏了体形”。这则广告通过一语双关，让欲大饱口福又担心体重者能放心食用，使减肥者在轻松幽默的语气中很自然地接受该产品。
(10)FACE VALUE Exceptional skin care.Excellent value.译文：脸面的价值
超群的皮肤护理，超值享受。这是一则护肤品广告，“face value”原意是“面值”，指票据或货币纸面上标明的价值，这里指“脸面的价值”，一语双关，意指人的脸部皮肤最重要或者说最值钱，因此必须使用超群的皮肤护理品来呵护，此处用意译法来处理较为妥当。
(11)Part-time Job Earn Xtra Money.译文：业余兼活，外快多多。
这则兼职广告直译的意思是：业余工作，赚额外收入。广告中杜撰词“xtra”从语音、语义和语境中可以看出是从单词“extra”变异而来。字母“x”代替了原词中的“ex”，从而使原词在其本义的基础上深化了内涵意义，极大地增强了
原词的表达效果。因为字母“x”不仅与字母组合“ex”同音，而且在数学术语中表示“未知数”的含义，这样使广告语平添了新的意蕴，给人以无尽的联想。并且“extra”本就是“额外的，特大的”的意思，谁看了这一诱人的广告能不跃跃欲试呢？因此只一字之变就收到了新奇的修辞效果，实则妙哉！
1.5 侧重法
(13)Put it all behind you.译文：一切尽抛脑后。
这是本田汽车所做的广告。原文中的“”具有双重含义，一指别的汽车，亦指世事、公务或烦心的事。若将“”中的双重含义都表述出来，译文就显得太长，不能给人一种快速向前飞奔的感觉。因此，翻译时只能偏重其隐含意义。
(14)Pick an Ace from Toshiba.译文：卓越来自东芝。
这是东芝公司为自己的微机所做的广告标题。“Ace”是扑克牌中最大的，在广告中暗示东芝公司产品的高质量，译文也只侧重其隐含意义。
从以上两例可以看出，侧重法只侧重双关的隐含意义，而舍弃其字面意义。这样一来，双关的双重含义在译文中就很难同时顾及，所以译文也就没有双关可言了。事实上，这种译法正是双关语具有可译性障碍的例证。
2.结语
总之，双关是使广告文体更具吸引力、更富有内涵的有效手段，在英语广告中普遍使用。以上只讨论了英语广告中双关语翻译的几种方法，在实际翻译中，要真正做到译文和原文最大限度等值，使双关语的翻译传神而又恰如其分，必须从具体情况出发，在翻译理论的指导下辨证地选择合适的手段来传达原文的意义。由于英汉语中都经常使用双关辞格，而两种语言中词语意义往往不能对等，因而在英译汉中如实地再现英语中的双关语是十分困难的，双关语的翻译之难也一直是众多学者所公认的。广告中双关语的翻译问题值得进一步研究。
第三篇：广告中双关语技巧研究
[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】当今社会，广告作为一种竞争手段无处不在，而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。双关语的表现形式多种多样，可分为一词多义双关，同音异义双关，谐音双关，仿拟双关，插图和文字双关，语法双关等。广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。但从语用学的角度去分析双关语，它违背了Grice提出的合作原则。合作原则的违反通常有四种情况，而本文主要从第四种进行分析双关语，即说话人公然不执行某一条准则，也就是说话人知道自己违反了一条准则，他还想让听话人知道他违反了一条准则。运用恰当的双关语产生了幽默、风趣、经济和警告的作用，使人享受语言的美，同时帮助厂家在激烈的竞争中立于不拜之地，获得更大收益。
【关键词】广告；双关语；语用原则；语用功能
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
[1] Oxford Advanced Learner’s English—Chinese Dictionary [Z], Oxford University press,1997/7, p1202
[2] 王燕希，广告英语一本通[M]，广东，对外经济贸易大学出版社，2004/6，p7
[3] 张昭苑，段海生，English Advertisement and Its Translation[J], 重庆邮电学院学报（社会科学版），2004/11，p605
[4] 戴炜栋，何兆熊，新编简明英语语言学教程[M]，上海外语教育出版社，2002/7，p74-75
[5] 付红桥，简析广告中的双关语[J]，重庆工学院学报，2004/6，18（3），p42
[6] 赵永冠，英语广告中的双关语[J]，广西，钦州师范高等专科学校学报，2003/12，18（4），p50
[7] 同[4] p75
[8] 杨惠馨，英汉广告中的双关语及其英汉互译[J]，新疆师范大学学报（哲学社会科学版），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，语用学理论及应用[M]，北京大学出版社，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，英语广告中的双关语[Z]，北京，英语通，2005/10，p50
[31] 经贸英语教研室，语用原则和广告双关语[J]，长沙民政学院外语系，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，英语广告双关语的语用技巧及其语用分析[J]，湖南科技学院学报，2005/10，p296
[37] 同[5] p42
[38] 同[30] p50
[39] 周红，英语广告双关语的运用技巧及其语用功能[J]，北京，国际关系学院学报，2005，p123
[40] 同[5] p42
[41] 王笑施，广告英语语言技巧浅析[J]，北京邮电大学学报（社会科学版），2001/4，3（2），p62
[42] 同[41] p123
[43] 同[7] p50
[44] 同[39] p295
[45] 同[6] p51
第四篇：英语广告中双关语的运用及翻译
英语广告中双关语的运用及翻译
摘要：双关语是英语广告中一种较为常见的修辞手段。双关语的翻译本身就是一个难点，而广告中双关语的翻译则更加复杂。英语中的双关语主要分为语音双关、语意双关、语法双关和成语、俗语双关等表现形式。从双关语的双重含义及广告语体风格考虑，双关语的汉译可以采用分别表义法、套译法、侧重译法和补偿译法等方法。
关键词：英语广告；双关语；翻译
一、引言
现代商品经济社会，广告几乎无处不在。广告形式千姿百态，广告创意千变万化(http:///)。广告语言是广告的语言文字要素，是实现广告目的的主要手段。它要利用推销原理写出雅俗共赏、生动有趣的文字，要具有特殊的感染力，能在瞬间引起读者注意，刺激其购买欲望，最终促成购买行为。双关语这一修辞手段是广告创作常用的技巧。双关，顾名思义，就是在特定的语言环境中用一种语言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。双关语具有简洁凝练，风趣幽默，新颖别致等修辞效果，能够突出广告的特点，因而在广告中得到大量应用。
二、广告双关语的类型
作为一种修辞手段，双关语在广告中比较常用，它存在于语音、词汇、句法等各个语言层面。在广告中，广告制作者为了增加广告的吸引力，挖空心思地追求新的创意，使得双关语在广告中的运用技巧更加纷繁复杂。巧妙的双关能使语言含蓄、幽默、生动、给人以回味和想象的余地(英语论文/外语翻译论文 http:///)。较为常见的如下：
1.谐音双关
谐音双关是用拼写相似，发音相同或相近的词构成的。广告制作者非常乐于使用谐音双关，因为此类双关具有风趣、幽默、俏皮、滑稽的语言风格，能增强广告的说服力和感染力，从而给消费者留下深刻的印象。
（１）Goodbuy
Winter!
100%Cotton Knitwear $40
这是一则冬季服装削价出售的广告。从字面上看，是指物美价廉的一桩划算的好买卖。但当读者把Goodbuy 与 winter 连起来读的时候，才懂得该广告暗藏玄机，妙语双关。它似乎在向人们昭示：寒冷的冬天即将过去，明媚的春天就要到来（Goodbye winter!）。本公司在进行换季大甩卖，提醒人们这是购买物美价廉商品的最好时机，千万不要错过。作者利用Goodbuy 和Goodbye 谐音这一特点，使同一发音暗含两层意思：一是指划算的好买卖；二是向（寒冷的冬天）道别。一箭双雕，旨意深远，耐人寻味。
（２）Trust us.Over 5000 ears of experience.译文：相信我们吧。历经5000多只耳朵的检验，有着5000多年的经验。
这是一则助听器推销广告。从字面看，它说明了该产品已经接受了众多消费者的考验，但字里行间巧妙地嵌入一对谐音字ears-years，充分暗示了该产品悠久的历史，久经考验的上乘质量。
许多广告都在商品品牌的名称上做文章。品牌名称中的双关语不仅能增加广告的趣味性和幽默感，更重要的是使品牌名称更能吸引人们的注意力，便于记忆，增加宣传攻势力度，以此达到宣传产品的目的。品牌名称中的双关语大多采用谐音的方法。
（３）WEAR-EVER introduces a new concept in glass oven ware: CLEANABILITY.译文：“恒久”玻璃炉具带给你一个全新概念：洁净。
这里生产商利用其商标WEAR-EVER一词多义的特点，大力推销其产品：一方面WEAR-EVER为其品牌名称，另一方面该词又另有含义：既为wear forever（体现产品结实耐用），又为wherever（说明到处受人欢迎）。该广告从多角度推销其产品，能够激起顾客的购买欲望，具有一定的劝说作用。
2.语义双关
语义双关是利用词语或句子的多义性在特定环境下形成的双关。这种双关在广告中运用得也非常广泛，它与谐音双关有异曲同工之妙。
（４）Money doesn’t grow on the trees.But it blossoms at our branches.这是Lioyd Bank(英国劳埃德银行)所做的户外广告。广告字面意思是：树上是长不出钱来的，但它会在我们的树枝上开花结果。这则广告里的branch这个词有两层含义，第一层含义是字面意思，即树枝；而更深一层含义是指该银行的各个支行。该广告蕴含的意思则是：如果你把钱存到劳埃德银行，你的钱就会不断增值。就像枝头上的蓓蕾一样年年不断的绽放、开花、结出累累硕果，永不枯竭。
（５）Spoil yourself and not your figure.译文：尽情大吃，不增体重。
这是Weight-Watcher冰淇淋的广告标题，这种冰淇淋是专为节食者生产的。双关不仅存在于商品商标名称中，标题中的spoil也是双关所在。spoil oneself意为“尽兴”；而spoil one’s figure则意为“破坏了体形”。这则广告通过一语双关，使减肥者在轻松幽默的语气中很自然地接受该广告，并能使其产生购买欲望。
（６）A deal with us means a good deal to you.译文：和我们做买卖意味着您做了一笔好买卖。
该句的妙处在于很好地利用了句中deal的三种含义，“做买卖”、“一笔好买卖”和“许多”。a good deal构成一个绝妙的双关。
3.语法双关
语法双关是指由于语法方面的问题产生的双关，如省略结构、某词或词组具有两种以上语法功能等。
（７）Which lager can claim to be truly German? This can.（旁边画有一罐啤酒）译文：哪种大罐啤酒可称得上是地道的德国货？这罐。
这是一则Lager牌淡啤酒的广告。句中的can既可作情态动词，又可作名词（饮料罐）。由于can一语双关，加上Lager的品牌名称双关，以及旁边插图的妙用，使广告产生了一定的幽默效果，给读者以深刻的印象。
无独有偶，可口可乐公司也在can字上做文章。
（８）Coke refreshes you like no other can.译文：没有什么能像可乐那样令您神清气爽。
句中can既可理解为名词“罐，听”，又可看成是情态动词“能”，全句可理解为Coke refreshes you like no other(can: tin, drink)can(refresh you)。这则广告诙谐机智，富于文字情趣，能使商品连同这一广告词一起久久印在读者记忆里。
4.成语或俗语双关
广告语言特别善于引用一些人们耳熟能详的成语或俗语。这些广告以人们原有的社会、文化知识为基础，以鲜明、独特的语言形式形成双关，既增强了广告的吸引力，又体现了广告语言的艺术性，更使广告具有令人回味的弦外之音。
（９）Try our sweet corn.You’ll smile from ear to ear.译文：尝尝我们的甜玉米，包你乐得合不拢嘴。
这是推销甜玉米的商业广告，ear具有“穗”和“耳朵”双层含义。成语from ear to ear一语双关，既表示了因满意而乐得合不拢嘴，又表示因喜欢而吃了一穗又一穗。广告词中的双关语构思巧妙，新颖别致、令人难忘，收到了极好的宣传效果。
免费论文下载中心 http://（１０）You’ll go nuts for the nuts you get in Nux.译文：纳克斯坚果让你爱不释口。
从广告的字面意义看，to go nuts是“去买坚果”，但它同时还是一句成语，意为“疯狂、发疯”。双关语的运用表明了纳克斯牌坚果对人们的吸引力是无以抗拒的。
(11)A Mars a day keeps you work, rest and play.译文：一天一块玛斯巧克力，让您工作像工作，娱乐像娱乐。
这则广告让人们联想起两条非常熟悉的成语：An apple a day keeps the doctors away和All work and no play makes Jack a dull boy。该广告不仅在语言形式上借用了成语的模式，同时还引用了两条成语的内容，让人们从久已熟知的成语中得出一个新的判断：玛斯牌巧克力不仅能使人们健康，而且让人们工作时精力充沛，休息时放松自如。
三、广告双关语的翻译
广告语言是一种精炼、含蓄、富有表现力和鼓动性的语言，而双关又是双重意义的表达，在语言结构和表达上存在着难以逾越的可译性障碍。因此，英语广告双关的翻译应根据广告的内容和特点，选用适当的汉语表达方式，既要充分照顾到原文的语体风格，又要尽量传达出原文的信息。采用辩证的翻译方法，尽可能减少双关语在翻译中信息量的流失，增强广告语体特征。
1.分别表义法
若要把双关语的双层意义完整地表述于译文中，可采取变通手法将双关语义剥开，拆成两层来表达。
(12)The Unique Spirit of Canada.在这则加拿大酒广告中，spirit一词是传神之作，它既可作“烈性酒”解，又可作“精神”解。为了保留双重意义，可将双重语义拆开，译为“别具风味的加拿大酒，独特的加拿大精神”。
(13)I’m More satisfied.(14)Ask for More.这是摩尔香烟在广告语中树立的两个双关典范。它们巧妙地使用more一词的双重意义：more是一个副词，表示“更加，更多”；大写之后，变成了品牌名称。这两则广告使人们轻松记住了商品的品牌，同时又给人留下了一个印象：该产品优于同类产品，能更使消费者满意。译文分别为：“摩尔香烟，我更满意”；“再来一支，还吸摩尔”。双关语义被拆成两
层，在译文中分别表述，而且四字结构，读来朗朗上口。
值得指出的是，这种翻译方法虽然保留了双关语的双重含义，但原文那种凝炼，诙谐的韵味和一词两义的妙趣却丧失了。
2.套译法
有些广告双关语的产生是建立在一定的文化背景之上的。英语语言、文化在汉语中的传播形成了双语翻译之间的桥梁。套译法就是套用英语在汉语中已经沉积下来的固有模式，对英语广告进行翻译。
(15)All is well that ends well.这则广告实际是一条英语成语，意思是“结局好，全都好”。但广告制作者把它用于香烟广告中，ends就具有了双重意义：动词“结束”和名词“香烟蒂”。这句香烟广告词可以套用原来成语的翻译模式，译成“烟蒂好，烟就好”。
(16)We take no pride in prejudice.这是《泰晤士报》为自己做广告时用的一句妙语，它源于奥斯汀的一部传世名著“Pride and Prejudice”，报社援引该书名作广告，以标榜自己不偏不倚，主持公道。这则广告可译为：“对于您的偏见，我们没有傲慢”。对于知道《傲慢与偏见》这部作品的人来说，这种译法的双关内含便不言自明了。
套译法的长处在于它能传递广告原文的文化内涵，同时又基本能保证原文简洁、凝炼的语言特征，但双关的内涵往往不能得到充分展示，所以译文也就失去了原文风趣、机智、幽默的色彩。
3.侧重译法
广告中别具匠心的双关表现手法有时难以表述于译文中，结果只好牺牲形式意义、谐音寓义及暗含情态，尤其是有些广告含有多组双关和一语多关，只好采取侧重译法，守住概念意义。
(17)The driver is safer when the road is dry;The road is safer when the driver is dry.这则宣传交通安全的广告运用了dry一词的两重词义（干燥的；没饮酒的）构成双关，对司机很有警示作用。翻译时，dry一词的两重意义在上、下句中只能各取一意：路面干燥，司机安全；司机清醒，道路安全。
(18)When the wind has a bite…and you feel like a bite…then bite on a whole Nut.bite一词在这里有多层意思：刺痛；食物；咬。它的多层含义使全营养坚果给饥寒交迫的人们带来的感受跃然而出。这句广告词的翻译可分别把bite一词表达的多重意义表述出来：“当寒风刺骨而您又想吃点儿什么的时候，请嚼嚼全营养坚果”。
侧重译法是对广告双关的双重乃至多重意义的一种无可奈何的取舍。经过这种取舍后，双关的双重意义在译文中只剩下一层，所以也就没有双关可言了。大多数的广告双关语都适合这种翻译方法，事实上，这种侧重译法正是双关语具有可译性障碍的例证。
4.补偿译法
大多数的广告双关语都能通过侧重译法译出。但是有时双关语的一层意义译出后，另外一层意义也很重要，但却无法同时译出，这时，可采用一些补偿手段加以弥补。对于广告来说，这些补偿手段主要指承载广告的媒体，如电视的图像、广播的声音及报纸的版式设计等。
(19)OIC
这是一则眼镜广告，三个简洁的大写字母形状像眼镜，读音为“oh，I see”。该广告既利用视觉语言来吸引人们的注意力，又利用听觉语言表现此眼镜给视力不佳的顾客带来的欣喜之情。然而，该广告的翻译很难同时兼顾到视觉和听觉，只能从听觉上译为：“哇！我看见了”。视觉上三个字母形成的眼镜形状却可以通过承载广告的媒体，利用图形这一视觉语言要素来弥补。对于依靠媒体而存在的广告来说，这不失为一种重要的补偿手段。
四、结束语
广告人在创造广告口号时，为了使它产生预期效力，必须严格依据一些基本广告策略，采用适当的修辞方法。双关语是广告文体中十分常用的修辞手法，它不仅能使广告语言简炼、丰富、诙谐，而且能使广告引人注意，便于记忆。但对于广告双关语的翻译问题，本文只简单讨论了几种模式，在实际翻译中，要真正做到译文和原文最大限度等值，必须从具体情况出发，辩证地选择最合适的手段来传达原文的意义。
第五篇：英语广告中双关语的运用及翻译研究
英语专业全英原创毕业论文，公布的题目可以用于直接使用和参考（贡献者ID 有提示）
最新英语专业全英原创毕业论文，都是近期写作 中西方丧葬文化的对比研究 浅析“以学生为中心”的大学英语教学模式 3 量词“片”与“piece”的语法化对比研究 4 对英文广告中模糊语言美学功能的理论探究 5 词块法在高中英语写作教学中的应用 6 《土生子》里的象征艺术 7 欧亨利《最后一片叶子》解读 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 从“三美”原则看《荷塘月色》的翻译 从寂寞到超然—索尔•贝娄的《赫索格》中书信体的内心独白 12 Foreign Brands Translated in Chinese 13 浅析《汤姆叔叔的小屋》对美国内战爆发的影响 14 《收藏家》中空间与人物心理关系的解读 15 旅游英语中的跨文化交际语用失误分析 16 交替传译中的记忆机制及记忆训练研究 17 简论颜色词的文化内涵和翻译 18 美式英语与英式英语的比较 Joy Luck Club：Chinese Tradition under American Appreciation 20 《推销员之死》中美国梦破灭的主要原因 从归化与异化角度浅析《毛泽东选集》英译本中文化负载词的翻译 22 《先知》中倒装句文体功能的研究 Unreliable Narration – The Approach to Irony in Pride and Prejudice 24 Advertising Language: A Mirror of American Value 25 企业文化对其竞争力的影响 论英语俚语的汉译—以奈达的功能对等理论为指导 27 论《老人与海》中圣地亚哥性格的双重性 28 图式理论分析中国网络流行词翻译 29 The Study of Chinese Body Language 30 中西方婚礼习俗的差异和融合
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产品说明书的翻译技巧
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159 中西方空间观对比研究
160 《动物农庄》中的象征意义研究
161 The Developments of Marriage View over Three Periods in the West 162(英语系经贸英语)从“口红效应”看中国文化产业的机遇
163 On Nabokov’s ―Lolita‖ and Its Adaptation into the Movie by Stanley Kubrick 164 希腊罗马神话典故成语英汉翻译评析 165 《睡谷的传说》中理想与现实的矛盾
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175 浅析《老人与海》中人对自然的态度 176 逆成构词的分类及其认知机制和规律
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200 Application of Cooperative Principles in the Study of Intercultural Business Negotiation
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