第一篇：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
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[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
第二篇：英语广告中双关语的运用技巧及翻译
英语广告中双关语的运用技巧及翻译
李祥
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。本文从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、分别表义法、套译法、侧重译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。
关键词：广告语言；双关语；翻译
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
不论是商品广告，还是公益广告，广告的创作都是一门综合性艺术。它集社会学、美学、心理学、市场营销学、声电学、文学、语言学等于一身。这门艺术中的文案写作比其它形式的写作都更需要技巧。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。因此广告文案中文学语言运用精当会使得广告语言的内涵与影响远远超出广告本身。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。
1.双关语在广告中的运用
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。较为常见的有以下几个方面。
1.1.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‖ 1。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)More sun and air for your son and heir.2
译文：这里有充足的阳光，清新的空气，一切为了您的子孙后代。
在这则海滨浴场的宣传广告中，制作者巧妙地运用了sun-son, air-heir这两对谐音字，使广告语言不仅和谐悦耳，读来朗朗上口，而且颇风趣、幽默，具有感召力。
(2)Trust us.Over 5000 ears of experience.3
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.4
译文：―恒久‖玻璃炉具带给你一个全新的概念：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。
1.2.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‖ 5。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)The label of achievements.Black Label commands more respects.6
译文：酒是功成名就的标志。黑色标志使您更显尊贵。
语义双关也多见于品牌名称中。这是一则威士忌酒的广告，Label有两层含义，一为―标志‖，一为酒的牌子—Black Label。该广告通过双关手段的运用，使人联想到功成名就时就要饮用该酒；同时，用品牌名称形成双关，又便于消费者对品牌的记忆，从而对商品发生兴趣。
(5)Spoil yourself and not your figure.7
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.8
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。
1.3.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）9
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，可口可乐公司也在这个can字上做文章。
(8)Coke refreshes you like no other can.10
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)。11 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。
1.4.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)You’ll go nuts for the nuts you get in Nux.12
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。
(10)A Mars a day keeps you work, rest and play.13
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。
2.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，英语广告双关语的翻译还是可能的。
2.1 契合译法
一般认为，双关语由音、形、义等手段构成了可译性障碍，存在不可译性。但―有些双关语也不是绝对不可译。双语偶合，是可能的‖ 14。契合译法在双语偶合的基础上，兼顾了广告双关语的形式和内容，是广告双关语翻译的最高境界。
(11)Easier dusting by a stre-e-etch!15
stretch一词除了作为除尘布的品牌名称―拉长‖外，其拼写还被别出心裁地拉长，传达出该词的本意―延伸‖。让人很容易感到除尘布能延长人手臂的功能，真切而形象地渲染了―拉拉拉长，除尘力强‖的功效。译文中―拉‖字的重复再现了原文中stretch一词被拉长的效果，形成感觉上的延伸。四字短语及押韵的使用都符合汉语广告的语体特征。
2.2 分别表义法
如果要把双关语的双层意义完整地表述于译文中，除了在双语偶合的情况下，采用契合译法外，―也可以采取变通手法，将双关语义剥开，拆成两层来表达‖。16
(12)The Unique Spirit of Canada.17
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‖。18
(13)I’m More satisfied.19
(14)Ask for More.20
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。
2.3 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.21
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)Better late than the late.22
这一妙句出自成语―Better late than never‖（晚来总比不来好）。它妙就妙在不仅引用了成语的结构，还利用了late的双关意义，the late这里指the dead。双关的运用使这则交通公益广告产生了强大的震撼力。其译文可套译为―迟到总比丧命好‖。23
(17)We take no pride in prejudice.24
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。
2.4 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‖，25 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。
(18)The driver is safer when the road is dry;
The road is safer when the driver is dry.26
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。
(19)When the wind has a bite…and you feel like a bite…then bite on a whole Nut.27
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‖。
(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
这是旅游公司利用各政党之间的竞争为自己做的广告。广告中labour，conservative, liberal是三个政党的名字，同时labour the point作―详尽说明‖解，be conservative in your choice意为―在做选择时保守‖，be liberal with money指―大手大脚地花钱‖。Party也是一个双关词，既指―政党‖，又指―聚会‖。广告中几组双关词的运用给人们留下了该旅游公司可以信赖的印象，可以说广告作到了绝妙的地步。但遗憾的是像这样的多重双关译起来难以多全其美，只好采取保留概念意义，牺牲双关的译法：
―布特林旅游公司——您的正确选择。
不要劳烦讲个没完，不要保守，也别犹豫，不要放任自由地乱花钱。
到布特林旅游公司，参加实实在在的聚会吧。
盛大的聚会正等着你！‖
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。
2.5 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。
(21)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。
3.结 语
总之，双关语是广告文体中十分常用的一种修辞手法，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。但广告双关语的翻译问题值得进一步研究。以上我们只是讨论了广告双关语翻译的几种模式，在实际翻译中，要真正做到译文和原文最大限度等值，我们不可能在任何时候都只使用某一两种手段，而须从具体情况出发，辩证地选择最合适的手段来传达原文的意义。
注 释
1, 4, 6, 7, 9, 10, 13, 17, 18, 26, 28 项成东，试谈广告英语中的复义[J]，山东外语教学，1996。胡一，广告英语的修辞魅力[J]，英语学习，1999，（8）。单祝堂，英语双关语探讨[J]，江苏外语教学研究，1999，（1）。丁柏铨、夏文蓉、周斌，当代广告文案写作[M]，陕西：陕西师范大学出版社，1998。
8, 11, 20, 22, 23, 24 候维瑞，英语语体[M]，上海：上海外语教育出版社，1988。, 19, 21, 27 崔刚，广告英语300句[M]，北京：北京理工大学出版社，1993。
14, 16, 25 刘宓庆，当代翻译理论[M]，北京：中国对外翻译出版公司，1999。蒋磊，谈商业广告的翻译[J]，中国翻译，1994，（5）。徐仲炳，英语双关的类型和翻译[J]，外国语，1988，（6）。
参考文献
[1] 陈文伯，一词两义的翻译[J]，中国翻译，1994，（4）。
[2] 崔 刚，广告英语300句[M]，北京：北京理工大学出版社，1993。
[3] 丁柏铨、夏文蓉、周斌，当代广告文案写作[M]，陕西：陕西师范大学出版社，1998。
[4] 候维瑞，英语语体[M]，上海：上海外语教育出版社，1988。
[5] 胡一，广告英语的修辞魅力[J]，英语学习，1999，（8）。
[6] 蒋磊，谈商业广告的翻译[J]，中国翻译，1994，（5）。
[7] 刘宓庆，当代翻译理论[M]，北京：中国对外翻译出版公司，1999。
[8] 单祝堂，英语双关语探讨[J]，江苏外语教学研究，1999，（1）。
[9] 项成东，试谈广告英语中的复义[J]，山东外语教学，1996，（2）。
[10] 徐仲炳，英语双关的类型和翻译[J]，外国语，1988，（6）。
[作者简介] Dr Richard Lee 李祥
第三篇：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
Analysis of the Symbolic Meanings of the Major Characters in Moby Dick 32 中英广告宣传方式的比较研究 33 论《围城》中的语码转换 34 《紫色》女主人公性格分析 35 《理智与情感》的现实主义特征
由福克纳短篇小说中的女性看南方身份没落 37 概念整合对英语移就的认知解读
寻找自我——从女性意识角度解读《觉醒》 39 中式菜肴命名的文化内涵与英译
The Heartbroken Images in the Fairy Tales of Oscar Wilde 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）
Women’s Roles in the Family Based on the Bible 42 《夜访吸血鬼》中的模糊性别观
从《在路上》解读“垮掉的一代”时代背景与主题
A Study of C-E Translation of Tourist Materials from the Perspective of Cross-culture 45 从《篡夺》中看辛西娅奥兹克作品中的反偶像崇拜精神 46 A Comparison of the English Color Terms 47 福克纳《我弥留之际》女主人公艾迪的形象探析 48 年代美国梦在《了不起的盖茨比》中的折射 49 《呼啸山庄》和《暮色》系列的对比研究：《呼啸山庄》再次热销引发的思考 50 合作性学习在教学中的作用
论《雾都孤儿》的写作手法与创作意义 52 英语公益广告中隐喻的应用及翻译研究 53 英语中天气隐喻的认知解读
A Comparison of the English Color Terms 55 商标翻译的美学特征和技巧 56 论《劝导》中女性角色的地位 57 论颜色词折射出的中西方文化差异 58 对《嘉莉妹妹》中摇椅意象的解读 59 商务英语交流中委婉语的语用功能研究 60 视觉文化在英语词汇学习中的应用
A Comparative Study of Chinese and English Humor 62 斯嘉丽的新女性形象探析 63 浅析华兹华斯诗歌中的自然观
小学任务型英语教学中的课堂游戏研究
从社会语言学角度解读《蜗居》对话折射的生存焦虑
Pursuing a Harmonious Man-Woman Relationship In The Thorn Birds 67 英文歌曲名称翻译浅析
对《瑞普凡温克尔》两个汉译本的语言美的比较评论 69 英语委婉语之初探
An Analysis of Harmonious Coexistence Between Nature and Civilization in Wuthering Heights From the Perspective of Eco-criticism 71 中介语对二语习得的影响探究
威廉·戈尔丁《蝇王》中的写作艺术
论英语词汇中性别歧视现象及其产生的根源 74 从“鱼”浅谈中西文化差异 75 中餐菜谱翻译的错误分析
《还乡》中游苔莎的悲剧命运分析 77 英语委婉语的内涵
A Comparison of the English Color Terms 79 On Application of Skopostheory in Translation of A Midsummer Night’s Dream 80 基于语料库的汉语空间隐喻认知分析——以前后为例
农村初中英语口语教学现状的调查与分析——以xx中学为例 82 分析嘉丽妹妹性格变化的原因 83 汉语量词“条”“支”“枝”的认知研究及其英文表达
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）
浅谈英语颜色词汇的象征意义 85 从《刮痧》看中美家庭文化差异
The Analysis of Teacher Images in English Films And Their Impacts on Young Teachers 87 海明威在《永别了，武器》中的反战情绪 88 论《红字》中的清教主义思想
从合作原则浅析《飞屋环游记》中的言语幽默 90 论奥巴马就职演讲词的排比修辞 91 论中美家庭教育的差异
《荆棘鸟》中主要女主人公爱情观比较
“家有儿女”VS“成长的烦恼”——对比研究中西方家庭教育
E-C Translation of Adverbial Clauses in Business Contracts from the Perspective of Functional Equivalence 95 The Application of TBLT to Reading-teaching in Junior Middle School 96 试析《推销员之死》中威利•洛曼的美国梦
An Analysis of the Images in The Catcher in the Rye 98 自然主义在《野性的呼唤》中的表现 99 数字的文化内涵及数字的翻译
论《献给艾米莉的玫瑰》中的悲剧之源
滑稽背后的严肃－－浅析王尔德喜剧《认真的重要性》中人物话语特征 102 中西建筑文化差异及其形成背景分析
《纯真年代》中艾伦•奥伦斯卡和梅•韦兰的人物命运分析 104 Comment on American Film-Television Culture Invasion 105 目的论视角下《瓦尔登湖》两个中文译本的分析 106 从追求走向幻灭与死亡——谈马丁•伊登的美国梦 107 培养元认知策略, 提高学生自主学习能力 108 宋词英译中的模因传播分析
开放式教学理念在中学英语教学中的模式探索 110 法律英语词汇特点及其翻译 111 中西方送礼文化差异分析
跨国广告的在华本土化策略浅析 113 英国历险小说《所罗门王的宝藏》 114 论双性同体理论下的《达洛卫夫人》 115 《木马赢家》中父亲的缺席
从《看不见的人》中透视美国黑人寻找自我的心路历程
A Study on the Principles and Strategies of Note-taking in Consecutive Interpretation 118 奥巴马演讲词中的委婉语研究
学生英译汉翻译中的英式汉语及其改进方式 120 论中国的归化异化
从“他者”到“自我”的转变——从女性主义角度看《卖花女》
On the Translation of Communicative Rhetoric in Literature—Analysis of the two Chinese versions of Jane Eyre 123 孤独的灵魂—简评《月亮和六便士》中的思特克兰德 124 《爱玛》的婚姻观分析
顺应理论视角下公益广告英译中的语用失误分析
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）
英汉颜色词的文化差异及其翻译
非传统式英雄——从女性主义批评角度看《名利场》
A Research on the Symbolic Meanings of―Ghost‖in Anil’s Ghost
Psychological Portrayal in an Epistolary Novel－－－－On Samuel Richardson’s Pamela 130 Domestication and Foreignization in Idioms Translation 131 文化交际视野下的语用失误分析 132 中英委婉语语用功能的对比研究
论莱辛作品《又来了，爱情》中妇女失爱的原因
A Study of Translation of Chinese Idioms with Numeral ―San‖ 135 分析《红字》中的孤独感
A Discussion of the Cultural Similarities and Differences of Color Terms in English and Chinese 137 从电影《阿凡达》透视美国文化
作者菲茨杰拉德在《了不起的盖茨比》中所表现的双重人格
On Nonequivalence of ―Ren Min‖ in Chinese Legal Texts to ―People‖: From the Perspective of Cultural Comparison 140 美国电影作品中英雄主义所隐含的美国社会文化
An Analysis of Realistic Literature Under the Enlightenment in Robinson Crusoe 142 On Cultural Default and Translation Compensation 143 从生态女性主义的角度解读《喜福会》 144
产品说明书的翻译技巧
A Study on the Effectiveness of Cooperative Learning in Junior High School 147 分析场独立与场依赖对任务型教学的影响
从奥巴马演讲的不同译文看语域理论在翻译中的应用 149 英文电影题目翻译的异化与归化研究 150 从功能翻译论的角度探讨品牌名称的翻译 151 以《老友记》为例浅析美式幽默 152 英汉语篇衔接手段对比研究 153 透析《劝导》中的新女性形象
154 论《拉合尔茶馆的陌生人》中昌盖茨“美国梦”的转变
155 英汉语篇中的省略衔接手段对比及其翻译方法——以《雪》译文为例 156 The Application of Corpus in Teaching English Reading 157 车贴中的语言污染现象研究 158 广告的翻译
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
166 论中美广告伦理观的差异——从“性感平面广告”中的女性形象分析 167 国际商务英语合同翻译策略研究
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）
168 商务合同中译英准确性的研究
169 电影字幕英汉翻译中网络流行语的现象研究 170 从关联理论的角度看科技英语翻译 171 中西餐桌礼仪文化差异
172 华裔美国文学中的幽灵叙事探析
173 母语正迁移在初中英语教学中的研究与应用 174 浅析造成盖茨比悲剧的因素
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
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 《远大前程》中通过研究匹普对乔的态度转变来探讨他的成长经历 181 Translation of Chinese Dish Names 182 论高中生英语阅读技能的培养
183 剖析《哈克贝利芬历险记》中对自由的追求 184 《了不起的盖茨比》中颜色词的蕴义 185 英汉颜色词翻译
186 On Diversified Application of English Euphemism 187 广告英语中委婉语的语言特征研究
188 从《卡斯特桥市长》看哈代作品中的宿命论色彩 189 论伊恩•麦克尤恩作品《赎罪》中的道德观 190 英语阅读有效教学活动设计研究
191 关于《麦田里的守望者》主人公霍尔顿悲剧人生的分析
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”（开题报告+论）
194 The Tragedy Characteristics of Sister Carrie and An American Tragedy 195 莎士比亚历史剧中的政治观
196 英语广告中双关语的运用及翻译研究 197 肯德基在中国成功的本土化营销策略 198 战后美国对伊拉克娱乐文化的影响 199 怎样结束诗歌：罗伯特•洛威尔的结尾
200 Application of Cooperative Principles in the Study of Intercultural Business Negotiation
第四篇：英语广告中双关语的运用技巧及翻译2
英语广告中双关语的运用技巧及翻译
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。本文从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、分别表义法、套译法、侧重译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。
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
不论是商品广告，还是公益广告，广告的创作都是一门综合性艺术。它集社会学、美学、心理学、市场营销学、声电学、文学、语言学等于一身。这门艺术中的文案写作比其它形式的写作都更需要技巧。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。因此广告文案中文学语言运用精当会使得广告语言的内涵与影响远远超出广告本身。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。
1.双关语在广告中的运用
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。较为常见的有以下几个方面。
1.1.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)More sun and air for your son and heir.1译文：这里有充足的阳光，清新的空气，一切为了您的子孙后代。
在这则海滨浴场的宣传广告中，制作者巧妙地运用了sun-son, air-heir这两对谐音字，使广告语言不仅和谐悦耳，读来朗朗上口，而且颇风趣、幽默，具有感召力。
(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的概念：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。
1.2.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)The label of achievements.Black Label commands more respects.译文：酒是功成名就的标志。黑色标志使您更显尊贵。
语义双关也多见于品牌名称中。这是一则威士忌酒的广告，Label有两层含义，一为―标志‖，一为酒的牌子—Black Label。该广告通过双关手段的运用，使人联想到功成名就时就要饮用该酒；同时，用品牌名称形成双关，又便于消费者对品牌的记忆，从而对商品发生兴趣。
(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。
543(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。
1.3.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，可口可乐公司也在这个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。
1.4.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)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。
(10)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
3121110
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。
2.2 分别表义法
如果要把双关语的双层意义完整地表述于译文中，除了在双语偶合的情况下，采用契合译法外，―也可以采取变通手法，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。
2.3 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)Better late than the late.这一妙句出自成语―Better late than never‖（晚来总比不来好）。它妙就妙在不仅引用了成语的结构，还利用了late的双关意义，the late这里指the dead。双关的运用使这则交通公益广告产生了强大的震撼力。其译文可套译为―迟到总比丧命好‖。
(17)We take no pride in prejudice.2423222120
17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。
2.4 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。
(18)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。
(19)When the wind has a bite…and you feel like a bite…then bite on a whole Nut.27
262
5bite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‖。
(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.这是旅游公司利用各政党之间的竞争为自己做的广告。广告中labour，conservative, liberal是三个政党的名字，同时labour the point作―详尽说明‖解，be conservative in your choice意为―在做选择时保守‖，be liberal with money指―大手大脚地花钱‖。Party也是一个双关词，既指―政党‖，又指―聚会‖。广告中几组双关词的运用给人们留下了该旅游公司可以信赖的印象，可以说广告作到了绝妙的地步。但遗憾的是像这样的多重双关译起来难以多全其美，只好采取保留概念意义，牺牲双关的译法：
―布特林旅游公司——您的正确选择。
不要劳烦讲个没完，不要保守，也别犹豫，不要放任自由地乱花钱。29到布特林旅游公司，参加实实在在的聚会吧。
盛大的聚会正等着你！‖
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。
2.5 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。
(21)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。
3.结 语
总之，双关语是广告文体中十分常用的一种修辞手法，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。但广告双关语的翻译问题值得进一步研究。以上我们只是讨论了广告双关语翻译的几种模式，在实际翻译中，要真正做到译文和原文最大限度等值，我们不可能在任何时候都只使用某一两种手段，而须从具体情况出发，辩证地选择最合适的手段来传达原文的意义。
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第五篇：英汉广告中的双关语及其互译
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On the Influence of the Female Characters On Pip in Great Expectations 高中生英语学习成败归因现状调查及对策 “合作学习”策略在英语教学中的应用 西方电影片名翻译的功能目的论分析 中美文化视阈中的商务谈判风格
Personality that Matters: A Psychological Analysis of the Misunderstanding between Elizabeth and Darcy 汉语喜剧小品中的模因现象研究
英语口语教学中的不足之处以及改善方法 英语电影片名翻译策略研究 商务信函的写作原则与技巧
An Analysis of Harmonious Coexistence Between Nature and Civilization in Wuthering Heights From the Perspective of Eco-criticism 谁在说话？—— 论作者-叙述者和译者-叙述者在原本和译本中的叙述声音的不同处理 汉英招呼语的对比研究
汉语对英语语法学习的负迁移 英汉味觉隐喻的对比研究 论英语词汇学习策略
论《睡谷传奇》中的幽默元素
《罗密欧与朱丽叶》和《哈姆雷特》中的双关鉴赏
Three Discriminations to Little Black American Girls in The Bluest Eye 英汉委婉语的文化对比研究——以“死亡”委婉语为例 分析福尔摩斯的性格特征 论性别歧视
李清照词英译研究
《纯真年代》中社会与个人的碰撞 英汉委婉语比较研究
商标名的英译汉目的论研究——以洗护用品为例 中外大学校训对比研究
从唯美主义角度解读王尔德的《快乐王子》 文化差异对中美商务谈判的影响 《宠儿》中黑人母亲角色的解读
八十年代以来汉语中英语外来语及翻译 英语专业学生语音学习中的问题
伍尔夫的《达罗卫夫人》中的意识流和象征主义手法分析 英语动物习语的研究及翻译 从传统消费观念看中美文化差异
现代叙事艺术与海明威的《永别了武器》
Translation of Gududeqiu from the Perspective of Qian Zhongshu’s Realm of Sublimation 英语专业全英原创毕业论文，是近期写作，公布的题目可以用于免费参考（贡献者ID 有提示）
《红字》中珠儿与《雷雨》中周萍之比较 论《金色笔记》的多元主题
A Comparative Study of Sino-US Courtesy 《夜莺颂》的翻译技巧探究
从美学角度分析英文电影《阿凡达》的汉语翻译 简奥斯汀作品中的讽刺和说教主义
中学英语教学到大学英语教学衔接问题研究 《威尼斯商人》中鲍西亚形象浅析 《喜福会》中的中美文化差异
《飞屋环游记》的人物设置特色分析 从《简爱》看电影对名著的改编 On Human Nature in Frankenstein 英语新闻标题中的修辞及其翻译
悖论式的唯美主义－－论王尔德的《道连•格雷的画像》 任务型教学法在高中英语阅读教学中的应用
What to Love and Hate －－－－on “The Adventures of Huckleberry Finn” 礼貌策略的英汉对比研究—以《傲慢与偏见》及其译本为例 简析《卡斯特桥市长》中亨查德的悲剧命运 《恋爱中的女人》人物及其人物关系的象征分析 《达洛维夫人》死亡意识解读
从《喜福会》中透视文化的冲突与融合 从文化差异的角度论文学译者的翻译技巧 小学英语教学中的体态语应用
《夜色温柔》男主人公迪克的精神变化研究 《紫色》中“家”的解读 论口译的原则与技巧
《灿烂千阳》中女性人物的忍耐，斗争和重生
How to Avoid Chinglish on English Writing of Senior High School Students 英国文化中的非语言交际的研究
哈代在《德伯家的苔丝》中体现的男权思维和女性意识
A Study of the Characters and Their Influence on the Hero of The Catcher in the Rye 论英汉翻译过程
从文化视角看部分英汉习语的异同
二语习得理论及其对小学英语教学的影响
一个典型的拜伦式英雄——论《呼啸山庄》中的希斯克利夫 运用弗洛伊德人格理论解读《吸血鬼日记》中的吸血鬼形象
A Reflection upon American Heroism Based on Reviews of Hollywood Movies 论伊恩•麦克尤恩作品《赎罪》中的道德观 浅析美国慈善捐赠的文化动因
A Comparative Analysis of Jane Eyre’s Chinese Renditions in Different Periods 可口可乐产品推销中的中国元素分析 新闻新词的文化内涵与翻译 浅探篮球文化的理论构建
Purity and Doom: on Thomas Hardy’s Tess’s of the d’Urbervilles 英语专业全英原创毕业论文，是近期写作，公布的题目可以用于免费参考（贡献者ID 有提示）
《名利场》中女性命运对比
修辞学角度下的女性商品广告的语言分析
显现的被动•隐现的自我——《看不见的人》中被动语态的身份建构功能研究 英语写作中干扰因素的分析
“家有儿女”VS“成长的烦恼”——对比研究中西方家庭教育 中外酒文化差异分析
主位推进模式在语篇翻译中的应用
A Research on Frances Burnett’s “Fauntleroy” Writing Style Psychological Analysis of Stuttering in The King’s Speech 浅析中西饮食文化的差异
从《老人与海》中看海明威的人生哲学 高中英语听力课中的文化教学
从跨文化角度看导游词翻译的词汇空缺现象 英语中常用修辞格
中国文化特色词的英译——以《阿Q正传》的两个译本为例 浅析《德伯家的苔丝》中的苔丝悲剧的成因 日用品广告语言中中西方价值观差异比较研究 网络环境下小组合作学习模式研究 《动物农庄》的极权主义的研究 《苔丝》中的女性与自然
《嘉莉妹妹》中女性自我意识探析 英汉广告中的双关语及其互译 《芭芭拉少校》中的现实主义 英语中的汉语外来词
埃德加•爱伦•坡恐怖小说的哥特式特征分析 试析托妮·莫里森《宠儿》中的魔幻现实主义 论文化软实力的提升对中国在国际社会中的影响力 从归化异化角度浅析《三字经》两个英译版本
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