英语广告中的双关语特点及功能_仁青卓玛
英语广告双关语开题报告
开题报告：英语广告双关语一、引言广告作为商业宣传的重要手段之一，对于品牌的宣传和销售起到了关键作用。
在广告中使用双关语是一种常见的手法，它通过巧妙的语言运用，既能吸引读者的注意力，又能传递出深层次的信息。
本文将从以下几个方面探讨英语广告双关语的特点及其在广告中的应用。
二、英语广告双关语的特点1.幽默性：英语广告双关语往往以幽默的方式呈现，引发读者的笑声，从而吸引他们的注意力。
2.创造性：双关语需要在字词的多义性上发挥，通过巧妙的语言构造，创造出令人意想不到的效果。
3.易记性：双关语往往能够给人留下深刻的印象，因为它们与普通的广告用语相比，更容易在人们的记忆中留下痕迹。
三、英语广告双关语的应用1.产品推广：英语广告双关语常用于产品推广中，通过幽默的双关语来吸引消费者的兴趣。
例如，一则汽车广告的标题可以是：“速度快得让你的心脏停跳- 这辆车真的是个心机杀手！”这种创意的标题吸引了读者的注意力，同时也向他们传递了该车速度快的信息。
2.品牌宣传：双关语也常用于品牌宣传中，通过创造性的双关语，来强调品牌的特点和优势。
例如，一则手机广告的标题可以是：“与世界连接 -这款手机让你在通话中畅游世界！”这个双关语既强调了手机的通话功能，又暗示了它可以带给用户无限的连接和探索。
3.社会问题宣传：英语广告双关语还可以用于社会问题的宣传中，通过幽默的方式来呼吁公众关注重要的社会问题。
例如，一则环保广告的标题可以是：“这个星球只有一个，扔掉你的垃圾，它可不会发现新的你！”这个双关语既提醒人们保护环境，又警示他们自己的行为对地球的影响。
四、英语广告双关语的效果1.吸引注意力：双关语在广告中使用能够吸引消费者的关注，让他们对广告内容产生兴趣，并愿意继续阅读。
2.传递信息：双关语能够通过幽默和创造性的方式，将产品或品牌的信息传递给消费者，提高品牌知名度和认知度。
3.强化记忆：双关语往往具有记忆点高的特点，消费者很容易记住这些幽默的语言，从而在购买决策中起到重要的影响。
广告英语中的双关语
广告英语中的双关语学位论文原创性声明本人郑重声明：所呈交的论文是本人在导师的指导下独立进行研究所取得的研究成果。
除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写的成果作品。
对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。
本人完全意识到本声明的法律后果由本人承担。
作者签名：日期：年月日摘要在竞争激烈的商品时代，广告对产品的销售，企业的壮大起着举足轻重的作用。
别出心裁的广告语往往能促进产品的推广，刺激消费，并且给人以美的享受。
广告英语中的双关语正是起着画龙点睛的作用。
本文提出广告英语中双关语可分为语音双关、语义双关、语法双关、仿拟双关和借代双关，指出广告英语中双关语具有简洁、创新、趣味、和美学性等特点。
广告英语中成功地运用双关语可传递信息、吸引注意、刺激消费。
关键词：广告英语双关语分类特点作用AbstractIn a highly competitive commercial age, advertisements play a decisive role in promoting the goods and strengthening the enterprises. An original advertisement can facilitate the publicity of a certain product, stimulate the consumption and give people the enjoyment of beauty. Puns in the advertising English serve as a finishing touch. The article proposes that puns in advertising English can be divided into phonological puns, semantic puns, grammatical puns, parody puns and metonymy puns. It points out that puns in advertising English is characterized with being concise, innovative, amusing and aesthetical. Successful employment of puns in advertising English may deliver information, attract people’s attention and stimulate consumption.Key words: advertising English puns classification features function目录摘要............................................................................................................................. i ii Abstract ......................................................................................................................... i v Ⅰ.引言.. (1)II.文献综述 (1)2.1国内研究综述 (1)2.2国外研究综述 (2)Ⅲ.广告中的双关语 (2)3.1双关语的定义 (2)3.2双关语的分类 (3)3.2.1语音双关 (3)3.2.2语义双关 (4)3.2.3语法双关 (5)3.2.4拟仿双关 (5)3.2.5借代双关 (6)3.3广告英语中的双关语的特点 (7)3.3.3简洁性 (7)3.3.2创新性 (7)3.3.3趣味性 (8)3.3.4美学性 (8)3.4广告英语双关语的作用 (8)3.4.1传递信息 (8)3.4.2吸引注意 (9)3.4.3刺激消费 (9)3.4.4避免社会禁忌 (10)Ⅳ.结语 (10)4.1研究发现 (10)4.2局限性 (11)参考文献 (12)致谢Ⅰ引言广告，作为人们一种特殊的交际的模式,是消费者了解商品的一个重要途径。
毕业论文--广告英语中双关语的语用功能及其翻译
广告英语中双关语的语用功能及其翻译: , , , , . , a , . , . , , , ,.: ; ; ;广告英语中双关语的语用功能及其翻译摘要: 广告英语的独特性在于其新颖、灵活的语及其形式多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。
双关，一种集幽默与智慧于一身的语言表达形式，因其独特的语言魅力而倍受广告商的青睐。
结合大量的实例分析，本文详细地探讨了双关语在英文广告中所起的作用及其分类。
通过分析与归纳，作者提出了广告双关语翻译的五种策略：保留、再造、补偿、解释说明以及省略不译。
译者在翻译过程中可以选择一种或者多种策略以达到译文的最佳关联。
关键词：广告；双关语；语用功能；翻译( ): , . a ’ a . , . : “ , , a , , , ; .”, . , , a , , ., , , . , . “ a ” [1]. A ( ) a , .a , . — , , , . . .海量英语论文尽在英语论文网，免费下载网址：需要其他类型英语论文可以咨询25377173511. 1, . , , . a : “ –( )”., “ a , ”. , “ a , , a ”. , “Aa a ”. , , , .1. 21. 2. 1“ , . , a . , .”, :“ . .”. “” ’ , . . , .“ ’t . . .”. “” “ a ”, ”. , , . , , .1. 2. 2“ , , , . , . , . , .”:“ ‘’ ”“”. , “ ”, , , “ ”. , a . “’ ’ .“ . 5000 .”. a . “” “” a . a .“ ! 100% $40”. s a . “ ” , . “ ” “ ”. : a , . , , a .“ .”a . , . , . . . . , .1. 2. 3“ a , , , ”[2]. , , .a , . , . . a .a . , , . , . .“A a , .”. , : “ a ” “ a ”. , a ’ a a ( ) ( ).“ , ’ .”a . “” : – a . “ ”a . . . , . ?“ .”, , a . “”, a , “”, , a , “ ”. .1. 2. 4, . , .“ ? .”. “” a . , a “” —. “” . , a .“” .“ .”, “ ” , (; , ) ( ). . , .1. 2. 5A , , . . , . : “50%.”a 2001 . a , . , a , 50%. , ’ .“ .”() ( ) . a “V” . “V” .a . , . , .海量英语论文尽在英语论文网，免费下载网址：需要其他类型英语论文可以咨询2537717352a , , . a a . .2. 1, , ’ . , a , a .“ a … a … a .”“” : , , . , . , , . , , . , .“ !”a a —. , , , “ ”. , “” “”, , “ ”. :f ; . . ’ .2. 2. a . , , , . , . A a . ’ . , a . .“ .”. “” “”. , ‘”. . “” “” .“ .”. “”, , “” “” “”. “” . .2. 3 ’sA a , . . , , , ’s . :“ a .”. “”a ’ : , . , . , ’ .2. 4 —, , . a . . ? :“, , , ’t . . , . , , , .. . . , . , , . , , . . , , , ”[3].a , , ’ a . :“ , ’s a .”, “ , ’s a ” . , “” , . , . , .“ , .”. “” “”, . , . , , , . , , , “ , ”. . .“ .”.“” : , . . , . , . ’s .2. 5. . :“ .”a . “ ”. , “ ” ” ”, . :“ ;.”. “” : . ’t , . .2. 6, . a ’s , .“A a .”, “” : . : a ; , a . ’ .“ .”a . , . “” “”. ’s , a . , . ’t , .3, , . , , ,[4]. , , . , , . , . ,a : , . . ; ., . , , , . , , , , . . , .3. 1, ., . , , a ,, . , , , ., ( ) . . .A: 电脑选苹果，烦恼远离我。
英语广告双关语的理解和翻译技巧
五、结论
英语广告中双关语的翻译是一项具有挑战性的任务，需要在保留原文意象和风 格的确保受众能够正确理解广告的含义。通过直译、意译和套用成语等技巧， 我们可以有效地翻译双关语，提高广告的传播效果。在翻译过程中，还要注意 文化差异、语境和信达雅等因素，以确保译文的准确性和可读性。通过对英语 广告中双关语的翻译进行深入研究，我们可以更好地了解广告的语言特点和文 化背景，为广告创意和传播提供有益的启示和建议。
2、意译法
意译法是指将英语广告中的双关语根据其内在含义进行翻译的方法。这种翻译 方法侧重于广告信息的传达和受众的理解，可能会牺牲部分原文的风格和意象。 例如，英语广告“Light as a breeze, gentle as a cloud.”中的“light” 和“gentle”是双关语，可以意译为“轻盈如微风，舒适如云朵”。这个翻 译虽然没有保留原文的所有意象，但仍然成功地传达了产品的特点和优点。
2、把握节奏和韵律
英语广告双关语通常具有押韵和节奏感，让人在短时间内记住并传播。在理解 双关语时，需要注意词语的搭配和音韵的协调。例如，一则卖汽车的广告中说： “Go for a spin with our top-down technology.”这里的双关在于 “top-down”既表示汽车的高科技配置，又表示乘车兜风的感觉，同时具有 节奏感和押韵。
3、套用成语法
套用成语法是指在翻译英语广告中的双关语时，借用目标语言中的成语或俗语 进行翻译的方法。这种翻译方法既保留了原广告的意象和风格，又能够借助目 标语言的文化元素增强广告的传播效果。例如，英语广告“Tide is in, dirt is out.”中的“tide”和“dirt”是双关语，可以套用成语“一潮平 一潮起”进行翻译。这个翻译既传达了产品去污的效果好，又借助了成语的力 量让广告更加深入人心。
英语广告中双关的种类及其语用功能分析
英语广告中双关的种类及其语用功能分析作者：张朦朦来源：《文艺生活·文海艺苑》2012年第09期摘要：广告英语作为一种应用语言，它有着自己独特的语言风格和特点。
广告英语用词优美，句法洗练，修辞手法变化多端。
在众多修辞手法中，最受欢迎的是双关语。
运用恰当的双关语能产生幽默、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败之地，获得更大收益。
关键词：广告；双关语；语用原则；语用功能中图分类号：H05 文献标识码：A 文章编号：1005—5312（2012）27—0120—01在现代社会中，广告日渐成为生活中不可缺少的组成部分，我们中的每个人都或多或少地受到它的影响。
广告以其优美独到的用词，洗练而内涵丰富的句法，尤其是其变化多端的修辞给人留下了深刻印象。
在众多修辞手法中，其中最受欢迎，并且引起广大学者与研究者注意的就是双关。
双关所具有的易读性、智慧、幽默感等特征，不仅满足了广告的某些特点和要求，而且使广告更加简洁、生动，并能带给人无限的联想和想象，以此来激发人们的购买欲望。
本文主要就广告中双关语的语用功能和双关语的运用展开讨论。
一、英语广告中双关的种类（一）一词多义的语义双关一词多义的语义双关是利用某个词语的多义性在特定环境下形成的双关，即一个词语同时关顾着两种不同的意义，言在此而意在彼，从而造成一种委婉含蓄、耐人寻味的意境，增强了语言的表达效果。
例如：Fresh up with 7—up.译文：君饮七喜，提神醒脑。
7—up是美国的七喜汽水。
该广告一语双关，既强调了七喜这一品牌，又委婉含蓄地向读者传达了该汽水提神醒脑的作用。
语意深刻，发人深省。
（二）同音异义的语义双关同音异义是指意思不同的单词具有相同的形式，也就是说不同的单词在发音或拼写方面是相同的，或者在两方面都相同。
例如：Try our sweet corn. You smile from ear to ear.这是一则甜玉米的广告。
英语广告中的双关语的应用和翻译
从通俗英语中单独出来并且渐渐流行，在 费者看过几遍能一直记在脑海里，因此广 章。当双关语被运用在对品牌名称做出的
英语语言中发扬成为标准化的语言。英语 告制作者对于此等双关的使用是很感兴 广告时，不但可以让人们感觉到这则广告
广告往往讲求简洁生动，所以大量的修辞 趣的。
语言诙谐幽默，表现力丰富，还可以突出的
利用媒体和网络的力量，帮贫困户解决实 具，助力推进地区的扶贫工作，拉动整个贫 础，实现稳定脱贫———以广西国家级深度
实在在的问题，将扶贫公益团队的影响力 困地区的经济发展。除此之外，也要做好 贫困村贺州富川瑶族自治县大湾村为例，
扩大。
脱贫后的带动致富工作，预防“再贫困”，这 项目编号：201910596087
窑窑
（作者单位：桂林理工大学）
广告是商业艺术，是一种被浓缩成精华的 音，相同的发音或相近的词构成的”。谐音 ears 和 years 为谐音词，很明显是对一个
语言形式，英语广告在语言中被分为应用 双关是幽默的，诙谐的，它通过风趣的语言 有着漫长的历史和优质的产品的暗示，加
语言，由于它具有特殊作用这一点，已渐渐 风格让广告增加了说服力和感染力，让消 深了语意。许多广告都对品牌名称上做文
面都运用到了双关语，所以双关语是非常 出入住希尔顿旅馆是你最时尚的选择，而 的意思, 是期盼有很多的客户来本店购买
重要的一种修辞手法。在广告中，广告商 宾至如归更加表达出他们好的服务质量 商品。从另一个角度看,如果你去这个商店
渐渐的增加广告，绞尽脑汁的追求好的新 和态度，富有说服力，最后点出旅馆的名 购买商品,你可以买到便宜的商品,从而为
一、引言
蓄、诙谐、凝练、给人以回味和联想的余地。
(2)Trust us. Over 5000 ears of experi-
英语广告双关语的运用技巧及其语用功能
国际关系学院学报2005年第1期Journal of U niversity of International Relations,2005No.1英语广告双关语的运用技巧及其语用功能周红(嘉兴学院外国语学院,浙江嘉兴314001)[摘要]双关语是广告文体中经常采用的一种修辞手段。
通过对广告双关语的语用分析,从假借双关、歧解双关、近音双关、仿拟双关、词性双关、词义双关等几个方面探讨双关语在英语广告中的运用技巧,并阐述双关语在广告中的语用功能。
[关键词]双关语;广告;功能[中图分类号]H31[文献标识码]A[文章编号]1004-3489(2005)01-0066-04双关语是在特定的语言环境中用一种语言文字形式表达出双重意义。
双关语具有简洁凝练,风趣幽默,新颖别致,既引人注目,又使人产生联想等修辞效果,能够满足必须具有/推销能力0(selling pow er)、/记忆能力0(memory v alue)、/注意价值(attention v alue)0和/可读性0(read-ability)等特点的广告文体的要求,因而在广告中得到大量应用。
本文拟通过对广告双关语的语用分析,探讨双关语在英语广告中的运用技巧及其语用功能。
一、广告双关语的语用分析在一定的语言环境中,利用语音或语义的条件,有意使语句具有双重意义,言在此而意在彼,这种修辞手段叫作双关(pun)。
Joel Sherzer的定义是:/A pun is a fo rm of speech play in w hich a w or d or phrase unex pectedly and sim ultaneo usly co mbines tw o unrelated m eaning s.0由于双关的双重性,才有可能导致歧义的产生。
/Puns raise the aw kw ard pro blem of the pr esence o f a ambiguity in lan-guage.0从合作原则来看,这是对方式准则(M anner M axim)的违反,即要清楚明白:不仅要避免晦涩而且要避免歧义。
广告中的双关语的语用功能和运用技巧
广告中的双关语的语用功能和运用技巧Pragmatic Function and Application of Puns in English AdvertisementsAbstractAdvertising is highly effective tool of communication and persuasion. Adverting values the power and flexibility of language and employs many language techniques to achieve the effects. Pun, as a prominent form of wordplay, has been widely employed in advertisements. Therefore, based on Sperber and Wlison’s Relevance Theory, this study intends to analyze the interpreting process of puns in advertising. As to the reason why the advertiser prefers puns, it has assumed that it is because puns can bring out certain pragmatic function to help achieve certain communicative effect. The present paper has proposed that puns have seven functions in English advertising: 1) information conveying; 2)attracting the audience’s attention;3)making advertisements brief; 4)making advertisements aesthetic; 5)avoiding social taboos;6)Humorous effect; 7)warning effect; 8)memory retaining effect. The analysis of advertising puns can not only deepen the audience’s understanding of advertising puns but also enable the advertiser to make a better application of puns in advertisements.Key Words：advertisements, puns, Relevance Theory, functions内容摘要广告是一种特殊的交际与劝说工具，广告商们善于运用语言强大的表现力和灵活性，充分驾驭语言技巧来达到这一目的。
英语双关语在广告中的应用及翻译
语音双关又叫渚音双关，由拼写相似，发 音相同或相近的词语构成，它以语音为纽带， 将两个毫不相关的词联系在一起，使观赏者通 过联想领悟其幽默感。此类双关风趣、俏皮、滑 稽。如：
（１）ＭａＪ‘ｅ ｙｏｕｒ ｅｖｅｒｙ ｈｅ【ｌｏ
ａ
进行ｑ１１ 这足一则商家削价的广告，仿拟的足谚语 “ｏｎｅ。８ ｍｅａＩｉｓ ａｎｏｔｈｅｒ ｍａｎ’８ ｐｏｉ８０ｎ．（甲之佳肴， 乙之毒药）”。 ２．双关在广告英语中的翻译 英语广告中双关的翻译应根据广告内容 与特点，既要亢分照顾原文的滔体风格以及不 同文化中存在的不同语意表述，义要尽量传达 原文的信息。在翻泽方法上，直译与意译一直 是翻译界争论的焦点。对于广告英语中双天的 翻泽，府采『ｆＪ辩证翻洋法，即直泽与意泽的结 合，在顾及语法特征的同时，又避免信息量的 流失。总体束说，在翻译时多使川简单句，少用 复合句；频繁使用疑问句，巧用祈使句。以下主 要是针对广告英语中双戈的几点翻泽方法。 ２．１翻泽时，可以根据语意适当的增添词 句，使句意通顺。便于理解。 （１）Ｉｍｐｏｓｓｉｈｌｅ ｍ“ｌｅ ｐｏｓｓｉ｝】１ｅ．（使不可能变 为可能。）（佳能打印机） 这显然是省略结构，在语法上几乎不成 立，可它传达的含义却很明白：把不可能的变 成可能的。考虑到句巾成分的语法功能，此句 可理解为：１１１ｅ ｉｍｐ０８ｓｉｈｌｅ ｅ¨ｂｅ ｆ１１ａｄｅ ｐ０自８ｉｈｌｅ
Ｅ∞ｉｅｒ ｄｕ ｓｌＩｎｇｂｙ
ａ
烟广告中。ｍｄｓ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”。 （２）Ｂｅｌｌｅｒ １ａｌｅ ｔｈ∞ｔ｝１ｅ ｌａｆｅ．
这一妙句出自成语“Ｂｅｆｔｅｒ ｌａｔｅ ｔｈ∞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．Ｉｈｅ ｌａＩｅ 这里指ｔｈｅ ｄｔ划。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”。 总之，双关手法在广告写作中具有重要的 作用，它口Ｉ以表达更为丰富、深厚的内容，传达 更为广博的信息，从而使广告最大程度地起到 宣传、介绍的作用，使广告既能介绍公司和商 品的特点，又能给人以美感、智慧，让人轻松愉 快，过目难忘，同时还能感受企业的文化精神 与责任感。 参考文献： 【１】李庆荣．现代实用汉语修辞【ＭＨＥ京；北 京大学出版社。２（）０２：２５２． 【２】王涛粱景会．广告英语的修辞特点及 翻译策略探讨们．南昌高专学报，２（）０９，（４）：６５． 【３】胡一．广告英语的修辞魅力们．英语学
英汉广告中双关语的运用及翻译_功能对等
英汉广告中双关语的运用及翻译_功能对等【摘要】本文讨论了双关语在英汉广告中的运用，并提供了一些功能对等的例子。
特别是，本文强调了双关语可以用来增强读者及消费者的视觉感官，从而使广告信息更具传播效果。
【关键词】英汉广告，双关语，功能对等，视觉感官【正文】双关语是一种语言表达方式，通过字面意思外的语义，能够以地道却又丰富有趣的方式表达一种信息。
现代的英汉广告中，经常利用双关语来传达更加深入的信息，从而获得良好的推广效果。
譬如广告可以使用“有口福”或“再笑一笑”等双关语，体现出产品的滋味。
在双关语中，功能对等一词比较常用，这里指的是把一种语言的双关表达，在另一种语言中实现出同样的效果。
例如英语中的“hanging on a thread”，即“悬着一条线”，在汉语中可以功能对等地表达为“一丝不挂”，两者都具有让人提醒时间紧迫的意思。
这样，只要消费者看到这种双关语，就能够更加清晰地理解广告的思想，从而更好地传达品牌或产品的形象。
另外，双关语还可以增强读者及消费者的视觉感官，使他们更好地把握广告的内容，从而提升广告的叙事效果。
比如，一条以幸福恋人为主题的广告，可以使用双关语“满心欢喜”表达情调，从而让消费者联想到爱情的甜蜜。
因此，双关语的运用能够提升广告的表现力，使其与众不同，更能够吸引更多的消费者注意力。
总之，双关语在英汉广告中具有很重要的作用，特别是运用功能对等技巧来提高叙事效果，从而使广告更具传播效果。
翻译：本文讨论了双关语在英汉广告中的使用，并提出了一些功能对等的例子。
特别是，强调双关语能增强读者及消费者的视觉感官，从而让广告信息更具传播效果。
双关语可以使用“有口福”或“再笑一笑”等词语表达产品的滋味，而功能对等的技巧则能够使得英汉双关语在另一种语言中实现同样的效果。
此外，双关语还能增强消费者的视觉感官，从而让广告更具叙事效果。
因此，双关语在英汉广告中具有重要意义，可以使其与众不同，更能够吸引更多的消费者注意力。
双关语运用技巧summary
英语广告双关语的运用技巧及其语用功能概读双关语是广告文体中经常采用的一种修辞手段，在特定的语言环境中用一种语言文字形式表达出双重意义。
简洁凝练,风趣幽默,新颖别致,既引人注目,又使人产生联想等修辞效果,能够满足“推销能力”、“记忆能力”、“注意价值”和“可读性”等广告文体的特点要求。
文章从广告双关语的语用，双关语在广告中的运用技巧和其语用功能三方面分析。
广告双关语的语用双关语在广告中的运用违反了合作原则，但却符合广告的“引人注目”的首要目的。
运用双关既能吸引并维持读者的注意力,又能使其进入广告所描述的角色中,完全浸溶于广告所创造的氛围中——语境效果，符合语用原则中的相关原则。
快捷高速的如今双关语的新颖独特和言简意赅。
双关语满足了其语言简洁和引人注目两个首要特点。
双关语在广告中的运用技巧一语双关有三个条件:双重情境;铰链,即多义词或同音异义词;触机,即促成使用双关语的关键因素。
双关语根据三个条件形成广告中的基本形：假借双关，借用A词来指代B词,而两个词在意义上毫无关系；歧解双关，利用同形同音词,在特定语境的作用下形成语义歧解。
；近音双关，同假借双关和歧解双关一样都属于谐音双关的范畴，通过近似联想把A词与之在语音上类似的B词联系在一起,产生双关效果；仿拟双关，指在形式结构上仿拟著名警句、谚语等，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；词性双关，通过一个词的多个词性来实现此目的；词义双关，词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，多见于品牌名称中。
双关语在广告中的语用功能1.言简意赅,回味无穷。
英语广告中双关语的灵巧运用可以极大地增加广告的关注价值和记忆价值。
2.赋予深刻含义,树立良好品牌。
现代广告的商业气息趋于淡化,渐成为一种“准艺术”，倾向于以广告来树立良好企业形象。
3.关注生命,暗含告诫、警示。
双关语在广告中除了促销商品以外,还有警示、告诫的功能,主要出现在公益广告中。
汉英广告语的双关修辞及其作用
汉英广告语的双关修辞及其作用作者：姜艳云来源：《青年文学家》2013年第32期摘要：双关语常用于文学写作中，而广告文字是一类特殊的文学，所以不难知道广告文案中会常用双关语。
双关语这一语言现象有多种表现形式，本文主要针对一词多义双关、同音异形异义双关以及谐音双关做展开论述。
意在说明恰当地把双关语运用到广告中能够产生美妙地广告效果，也是宣扬、渲染一个产品的有效途径。
关键词：广告；双关语；广告效果[中图分类号]：H0 [文献标识码]：A[文章编号]：1002-2139（2013）-32--01广告语言是一种商业价值极高的应用语言。
广告语中经常运用一些修辞技巧，目的是让广告受众对该广告宣传的产品产生兴趣，从而激发购买欲望和出现购买行为。
双关语具有简洁凝练、幽默诙谐、新颖别致等修辞效果。
它是在特定的语言环境中用一种语言文字形式表达出双重意义，引人注目。
本文针对英汉广告语中双关修辞的种类及其作用做一个展开的叙述和探讨。
希望能够对英语学习者提供一些新的观点和启发。
一、一词多义双关及其作用一词多义现象是语义关系的一种，这种现象在汉语和英语中都存在着。
一词多义是指同一个词含有一个以上的意思，而含有多个意思的词叫做多义词。
在一定的语境中，利用词的这种语义条件，有意使语句具有双重意义，这样的修辞方式叫做一词多义双关。
例1. 阿里山瓜子，一嗑就开心。
（台湾阿里山瓜子广告）上面的例句中，“心”字因有多个意思而构成双关作用。
“心”字可以指人的心，也可以指瓜子的心，这两种心之间是存在共同属性的。
将这两种心联系起来就构成了双关的意义，一是这种瓜子很容易嗑，干脆，二是人嗑这种瓜子，享受瓜子的心同时，也是在享受厂家用心的服务和质量，那么消费者会感到心情愉快。
本则广告中的“开”字也有双关效果，一方面指嗑开瓜子，一方面指心情美丽，开心。
所以这里面“开心”两个字就构成了绝妙的双关作用，引人注目。
例2. Spoil yourself and not your figure.（weight watcher牌冰淇淋广告）spoil是个多义词，在spoil yourself这一短语中该单词意为“宠爱”，而在spoil one’s figure 这一短语中该单词意为“破坏”。
英语广告中双关语的运用
英语广告中双关语的运用•相关推荐英语广告中双关语的运用摘要：广告英语具有独特的语言风格和特点。
双关语是广告英语中常见的一种修辞手段。
本文从谐音双关、语义双关、语法双关、习语双关和混合双关等方面对双关语在英语广告中的运用做了阐述。
关键词：广告英语双关语运用广告语言作为一种特殊的文体，不仅要充分传达产品信息，树立产品形象，还要契合消费者的心理需要和审美情趣，引起广大消费者对产品的浓厚兴趣，激发其强烈的购买欲望，直至最终产生购买行为。
如何恰当地运用和理解英语广告的语言，达到广而告之的目的，是摆在广大广告创作者及众多消费者面前的一个现实问题。
因此，广告设计者大量使用各种不同的修辞手段，达到新颖别致、生动形象和引人注目的效果。
双关作为一种常见的修辞手段，备受广告创作者的青睐。
所谓双关，就是用一个词或一句话表达两层不同的含义，使语言生动、活泼、有趣；或者借题发挥、旁敲侧击，言此意彼，富有幽默感，达到令人回味的效果，使得产品的推广及销售达到事半功倍的效果。
1.广告英语中双关语的分类1.1谐音双关。
谐音双关是在广告语中运用拼写、语义不同但读音相同或相近的词表达主题所要表达的意思。
由于所涉及的两个事物在语音上相似，消费者在听到或看到A词时通过近似联想，把与之在语音上类似的B 词联系在一起，达到双关效果。
广告策划者巧妙地利用这种双关，创造出新颖别致、内涵丰富、俏皮滑稽的广告语，令人赏心悦目、过目难忘。
例如：More sun and air for your son and heir.这是一则海滨浴场的广告。
吸引度假者来海滨浴场是广告的目的，策划者巧妙运用了同音异义词sun（太阳）和son（儿子），air（空气）和heir（继承人），朗朗上口，极易使父母产生共鸣，携全家赴海滨度假。
又如：Catch the Raincheetah and cheat the rain.这是加拿大的一则雨衣广告。
Raincheetah是雨衣的牌子，它与raincheater同音。
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
一、双关语是什么
双关语（Double entendre）是指在一个句子中，意思同时可以读出
两种意思，其中一种意思常常带有有趣的影射和幽默的意味。
双关语的最
大特点就是在一句话中包含两种意思，其中有一种意思是直接表达的，而
另一种意思是潜台词，它们之间并不存在联系，但是从字面上理解后，就
可以发现双关语的存在。
二、双关语在英语广告中的运用
1、具有幽默性
双关语在英语宣传广告中常常带有一定的幽默性，它可以激发观众的
共鸣，同时也可以让观众记住品牌，而且让观众的情绪也跟着提升。
比如，可口可乐宣传口号“Open happiness”，直译：“打开快乐”，双关语的
寓意就在于：通过喝可乐来获得幸福快乐。
2、引起兴趣
双关语以其新颖别致，抑扬顿挫的编排，含蓄深刻，具有极强的触发
性和诱因，可谓无人不识。
双关语的运用，能很好地吸引观众的眼球，让
他们对这款产品有兴趣，因此很多大型品牌在宣传时也常常会用到双关语
的技巧来激发大家的共鸣，比如说，微软的宣传语“Where do y ou want
to go today?”，直译：“今天你想去哪里？”这里强调不仅仅是今天，
而是用几个词来激发你的兴趣，以及可以到达的地方可以有多特别，即使
有极大的空间来探索，可以让观众有更多的想象空间。
双关语在广告中的特点和作用
双关语在广告中的特点和作用双关语在广告中的特点和作用摘要在商品世界竞争激烈的激烈的今天,人们挖空心思,巧做广告,以英语双关语做的广告洗炼,诙谐,容易引起广大消费者的兴趣,其效果是不言而喻的.这就符合了美国 E.L.Lewis所提出的AIDA法则,即Attention,Interest,Desire,Action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。
广告语篇题材在文化语境层面发挥其社会功能。
广告语篇的一种常见表现手段是使用双关语。
广告双关语可以构成广告语篇情景语境的多重语义场,具有含蓄委婉、幽默风趣、简明经济的特点,充分实现广告语篇的社会功能:传播信息、树建形象和劝说刺激消费功能。
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。
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。
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”1More sun and air for your son and heir.2在这则海滨浴场的宣传广告中，制作者巧妙地运用了sun—son 和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。
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。
WERE-EVER introduces a new concept in glass oven wear:CLEANABILITY3这里生产商利用其商标WERE一EVEN一词多义的特点，大力推销其产品：一方面WERE一EVEN为其品牌名称，另一方面该词又另有含义：既为wear for ever(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。
广告英语中双关语的语用功能及其翻译
广告英语中双关语的语用功能及其翻译摘要: 广告英语的独特性在于其新颖、灵活的语及其形式多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。
双关，一种集幽默与智慧于一身的语言表达形式，因其独特的语言魅力而倍受广告商的青睐。
结合大量的实例分析，本文详细地探讨了双关语在英文广告中所起的作用及其分类。
通过分析与归纳，作者提出了广告双关语翻译的五种策略：保留、再造、补偿、解释说明以及省略不译。
译者在翻译过程中可以选择一种或者多种策略以达到译文的最佳关联。
关键词：广告；双关语；语用功能；翻译Pragmatic Function and Translation of Pun in English AdvertisementAbstract: Advertising English is characterized by its originality, flexibility of language usage and the diversity of the forms.Apart from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Punning, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language. Drawing on existing studies in the field,the author offers five strategies in the translation of puns in advertisement, i.e. preservation, creation, compensation, explication and omission.The author argues that each of the five strategies is not always applied on its own, and sometimes two or more stratrgies are jointly employed in advertisement translation in accordance with the principle of optimal relevance depending on the situation.Key words: Advertisement; Pun; Pragmatic Function; TranslationContentsIntroduction1 Definition and classification of pun in advertisement1. 1 Definition of pun1. 2 Types of pun in advertisement1. 2. 1Pun on Polysemy1. 2. 2 Pun on Homonym1. 2. 3 Pun on Parody1. 2. 4Pun on Grammar1. 2. 5 Pun on Illustration and Words2 The pragmatic function of pun in advertisement2. 1 Wit and humor2. 2 Creativeness and originality2. 3 Satisfying people’s requirement of beauty2. 4 Satisfying the requirement of society—Economy2. 5 Implying Warning2. 6 Marking product more profitable and competive3 Five strategies of translation of puns in English advertisement 3. 1 Preservation3. 2 Creation3. 3 Compensation3. 4 Explication3. 5 OmissionConclusionNotesBibliographyIntroductionThe 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. It is a device to arouse consumers‘ attenti on 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.‖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‖[1]. 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 translatability of pun in advertisement.1 Definition and classification of pun in advertisement1. 1 Definition of punLooking at the same issue from different perspectives, we may often come up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways. There is such a humorous explanation about pun: ―punning – to torture one poor word ten t housand ways (John Dryden)‖. In Longman Dictionary of Contemporary English, pun is defined as ―An amusing use of a word or phrase that has two meanings, or words with the same sound but different meanin gs‖. According to The Oxford English Dictionary, pun is defined as ―the use of word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect‖. In Princeton Encyclopedia of Poetry and Poetics, pun is defined as ―A figure of speech depending upon a similarity of sound and a disparity of meaning‖. From the above definitions, we can see that homonyms, homophones, and homographs all are available to construct puns with.1. 2 Types of pun in advertisement1. 2. 1Pun 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.‖ Pun on polysemy is used widely, especially with the name of the product such as the following examples:―From sharp minds. Come sharp products.‖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.―Money doesn‘t grow on the trees. But it blossoms at our branches. Lioyd Bank.‖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.1. 2. 2 Pun on Homonym―Homonymy r efers 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.‖ The follow instances will explain that:― ‗VIPs‘ an atomical comfort.Varia ble Impact Pressure Sole‖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 th e product.―Trust us. Over 5000 ears of experience.‖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.―Goodbuy Winter! 100% cotton knitwe ar $40‖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.―More sun and air for your sun and he ir.‖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.1. 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‖[2]. 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.―A Mars a day helps you work, rest and play.‖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).―Try our sweet corn, you‘ll smile from ear to ear.‖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. The idiom ― from ear to ear‖ also is a pun. One mea ning 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?―All is well that ends well.‖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.1. 2. 4Pun on GrammarMany 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.―Which lage r can claim to be truly German? This can.‖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.―Coke refreshes you like no other can.‖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.1. 2. 5 Pun on Illustration and WordsA 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:―50% OFF.‖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.―Stop at two.‖It is the title of an public service advertising (PSA) which the Population andCommunity 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 thesuccess of their country, people may more like to control the population.海量英语论文尽在英语论文网，免费下载网址：/需要其他类型英语论文可以咨询QQ 2537717352 The pragmatic function of pun in advertisementPun 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.2. 1 Wit and humorPun, 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.―When the wind has a bite… and you feel like a bite… then bite on a whole Nut.‖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.―Excellent Taste!‖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. Itc aters for people‘ vanity and induces them to buy the product.2. 2 Creativeness and originalityThis 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 novelsuch as coinage in the advertiseme nt 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.―Cab Fourward.‖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.―Catch the Raincheetah and cheat the rain.‖It is an advertisement in Toronto Daily Star. The punny word ―Raincheetah‖, the na me 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.2. 3 Satisfying people’s requirement of beautyA 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:―Give your h air a to uch of spring.‖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.2. 4 Satisfying the requirement of society—EconomyWith 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‖ [3]. 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:―Two beer or not two beer, that‘s a question.----Shakesbeer‖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 sound s like ―Shakespeare‖ who is known nearly all over the world, so it is easy forpeople 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.―Go well, Go Shell.‖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.―Make Time For Time.‖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.2. 5 Implying WarningSome advertisements imply warming. Pun can make the warming vivid and effective so that people can pay attention to it. For instances:―Better late th an the la te.‖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:―The driver is safer when the road is dry; The road is safer when the driver is dry.‖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.2. 6 Marking product more profitable and competiveThe 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.―A deal with us means a good deal to you.‖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.―Powe to influence others.‖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.3 Five strategies of translation of puns in English advertisementOn the basis of previous studies on translation of puns, the author tentatively proposes five potential strategies for translation of puns in English advertisements, some of which have already been touched upon in the previous section. They include preservation, creation, compensation, explication and omission[4]. These five strategies, adopted in accordance with the principle of optimal relevance, have some advantages. First, they have already been widely employed in practice and are generalized from the previous studies, thus they have solid foundation. Secondly, they can cover most of the important methods proposed by other scholars as we can see in the analysis in the previous sections. Thirdly, these five strategies stem from a comprehensive perspective: such aspects as form, meaning and function have been taken into account. So we hope these strategies will prove to be effective in real work. It should be pointed out that each of the five strategies is not always applied on its own; sometimes two or more strategies are jointly employed in an advertisement depending on the situation. When there is more than one pun in an advertisement,different strategies can be applied to different pun depending on the situation. For instance, some can be preserved, some explicated, and some omitted. However, whatever the situation is, whatever strategies the translator should choose, depends on whether optimal relevance can be achieved, i.e. the choice has to be made in accordance with the principle of optimal relevance. In the following sections, these five strategies will be explained.3. 1 PreservationFor those advertisements that mainly appeal to emotions, e.g. texts abundant with rhetorical devices such as pun, the persuasive power lies in the successful conveyance of the rich meaning in these rhetorical devices. Preservation is one of the effective ways to represent the strength of the original, and it is also one of the often-employed approaches available to the translator, but it should be adopted on the condition that there is a large degree of overlap in both the source language and the target language in terms of linguistic features and the cognitive environment of the source language and the target language reader on the subject to be translated, so that by doing so it neither causes clash in the target language culture nor misleads the reader when he/she processes it and therefore the original and the translated closely resemble each other, and if possible have the same effects on the reader. Such linguistic features may be morphologic, phonetic, syntactic and semantic, etc., which still preserve(as much as possible)the communicative clues of the original,or resemblance in linguistic properties. Eg. An Apple for everybody keeps worries away.Version A: 电脑选苹果，烦恼远离我。
英语广告中的双关语特点及功能_仁青卓玛
英语⼴告中的双关语特点及功能_仁青卓玛2015年6⽉下半⽉刊艺术⽂化交流英语⼴告中的双关语特点及功能仁青卓玛双关语是英语⼴告中⽐较常见的修辞⼿法之⼀，双关的使⽤更能增加⼴告的吸引⼒。
本⽂主要对英语双关语的特点和修辞功能及双关的主要类型，并简单的论述如何在⼴告中的运⽤，同时也初步探讨了英语⼴告中双关语的翻译⽅法。
作为⼴告的“语⾔商标”，⼴告语是⼴告的核⼼，也是⼴告成功的关键。
受众是否能够对⼀则⼴告记忆深刻，则要增加⼴告语⾔的趣味性和吸引⼒，双关意义则成为⼀种普遍的修辞⽅法。
双关，其实就是利⽤词汇的语⾳的条件和词义，使某些句⼦及语⾔在某些环境中具有双重意义。
⼀、英语双关语的特点和修辞功能（⼀）双关语的类型在⽑⽴群教授编写的《英语写作修辞》中列出了更为详细的四种分类⽅法。
1、同⾳双关（homophonic pun）顾名思义，同⾳双关是指两个有着相同的发⾳⽽不同的拼写和意义的词构成的双关。
2、近⾳双关（paranomasia）同⾳双关是⽤两个同⾳的词构成双关，⽽近⾳双关是⽤两个有着相似发⾳的词来构成双关。
3、同词异义双关(antalaclasis)在此种双关⾥，⼀个词会被两次运⽤，每次代表不同的含义。
4、⼀词多义双关(sylletic pun)这⼀双关是指⼀个词只被运⽤⼀次，⽽这⼀次中就包括两个（或以上）不同的含义。
（⼆）双关语的功能双关语有⼏种功能，他们不是孤⽴存在的，⽽是相辅相承的，⼀个双关语往往同时含有多种功能。
作为⼀种⾼超的语⾔技巧，双关语给读者带来的审美感受是⽆处不在的。
1、说服功能双关语的使⽤可以强化⼴告功能，把没有情感的商品变得富有情感⾊彩，以唤起消费者积极的情绪体验和相应的意向活动，对⼴告及其商品产⽣兴趣，达到促进商品促销的⽬的。
2、幽默或讽刺功能⼴告语中的双关，因其幽默风趣的语⾔风格，能增加⼴告的吸引⼒和趣味，给消费者极⼤的冲击。
⼆、双关的主要类型在⼴告中的运⽤李鑫华在讨论双关语境对双关语的重要性时指出，双关辞格的成⽴需要具备以下条件：A. 种语境都能各⾃⾔之成理；B. 关辞格⼀定要求双重语境的共存；C.语境与⼄语境还要有⼀个交接点。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
2015年6月下半月刊艺术文化交流英语广告中的双关语特点及功能
仁青卓玛
双关语是英语广告中比较常见的修辞手法之一，双关的使用更能增加广告的吸引力。
本文主要对英语双关语的特点和修辞功能及双关的主要类型，并简单的论述如何在广告中的运用，同时也初步探讨了英语广告中双关语的翻译方法。
作为广告的“语言商标”，广告语是广告的核心，也是广告成功的关键。
受众是否能够对一则广告记忆深刻，则要增加广告语言的趣味性和吸引力，双关意义则成为一种普遍的修辞方法。
双关，其实就是利用词汇的语音的条件和词义，使某些句子及语言在某些环境中具有双重意义。
一、英语双关语的特点和修辞功能
（一）双关语的类型
在毛立群教授编写的《英语写作修辞》中列出了更为详细的四种分类方法。
1、同音双关（homophonic pun）
顾名思义，同音双关是指两个有着相同的发音而不同的拼写和意义的词构成的双关。
2、近音双关（paranomasia）
同音双关是用两个同音的词构成双关，而近音双关是用两个有着相似发音的词来构成双关。
3、同词异义双关(antalaclasis)
在此种双关里，一个词会被两次运用，每次代表不同的含义。
4、一词多义双关(sylletic pun)
这一双关是指一个词只被运用一次，而这一次中就包括两个（或以上）不同的含义。
（二）双关语的功能
双关语有几种功能，他们不是孤立存在的，而是相辅相承的，一个双关语往往同时含有多种功能。
作为一种高超的语言技巧，双关语给读者带来的审美感受是无处不在的。
1、说服功能
双关语的使用可以强化广告功能，把没有情感的商品变得富有情感色彩，以唤起消费者积极的情绪体验和相应的意向活动，对广告及其商品产生兴趣，达到促进商品促销的目的。
2、幽默或讽刺功能
广告语中的双关，因其幽默风趣的语言风格，能增加广告的吸引力和趣味，给消费者极大的冲击。
二、双关的主要类型在广告中的运用
李鑫华在讨论双关语境对双关语的重要性时指出，双关辞格的成立需要具备以下条件：A. 种语境都能各自言之成理；B. 关辞格一定要求双重语境的共存；C.语境与乙语境还要有一个交接点。
广告中双关语的运用自然遵循这些条件。
（一）谐音双关
就是由拼写相似、发音相同或相近的词构成的双关。
它是利用语言中的同形异义现象，指发音和拼写相同或相似，但意义不同，或者发音相同，拼写不同，意义也不同。
（二）语义双关
是利用词语或句子的多义性在特定语境中形成双关。
语义双关在广告中的运用比谐音双关更为普遍。
一个词语在不同的context中含义是不同的，一个词的确切含义取决于所处的语境。
这种双关在广告中运用得也非常广泛，它与谐音双关有着异曲同工之妙。
“ry ur weet orn；you will smile form ear to ear.”
广告中ear是一个多义词，既可以只“麦穗”或“苞米”，又可指“耳朵”。
“from ear to ear”既可指”笑容可掬“，又可指两个动作，指审视一个一个的苞米时所发出的会心微笑。
“Which Lager can claim to be truly German? This can.”
这是一则啤酒广告，文中“can”一词为双关语，一语双关“罐，听”和“能够”。
在翻译时无法找到同类型或不同类型的双关语，因此我们在翻译时，可以译为：哪种啤酒可以称得上是地道的德国啤酒？这罐能。
（三）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。
例: “ From Sharp minds， come sharp products”夏普产品，来自智慧的结晶。
著名的“夏普”产品广告，在词语上也运用了双关修辞。
“夏普”是一种高科技产品，而“sharp”一词既是产品的品牌，又含有“精明的，智慧的”意义。
（四）联想双关
消费者在看到双关语时，往往会根据自身的经历或是背景来对双关语进行联想，以给人们造成强大的视觉冲击，让人们在惊叹中牢牢记住某品牌。
例如，“A Deal with Us means A Good Deal to you.”这句广告词中的“Deal”是双关语，一般人们看到这句广告语时会觉得，”a good deal”等同于”a fair deal”，但是其实还有一重含义，即为，”the benefi ts of profi ts”这句广告语言下之意是想告诉消费者，与他们交易，会为自身带来更多的利益。
再如：Every kid should have an Apple after school.”
这是苹果公司的广告语，文中apple是双关语，暗示每个孩子应当在放学后吃一个苹果，会让人不自觉得联想到，应当拥有一台自己的笔记本计算机。
苹果计算机在中国也被称为“苹果”，因此在翻译时，可以译为：每个孩子放学后都该有个“苹果”。
用引号来表示“苹果”一词的一语双关。
总之，双关语凭借其自身的优势被广泛的运用到广告中，能够突出广告语的特点: 风趣幽默、言简意赅、耐人寻味，能引起丰富的关联想象。
在英语双关语的翻译中仍需要进一步的实践研究。
(作者单位：西藏职业技术学院旅游系)
作者简介：仁青卓玛，西藏那曲人，西藏职业技术学院讲师，深圳大学英文学士，研究方向为旅游英语、文化英语。
279。