【導(dǎo)讀】雙關(guān)語(yǔ)是英語(yǔ)廣告中一種較為常見(jiàn)的修辭手段。雙關(guān)語(yǔ)的翻譯本身就是一個(gè)難點(diǎn)；而廣告中雙關(guān)語(yǔ)的翻譯則更加復(fù)雜，因?yàn)?。除了語(yǔ)意雙關(guān)之外，還需要考慮到廣告本身的風(fēng)格特點(diǎn)。等幾方面對(duì)雙關(guān)語(yǔ)的運(yùn)用技巧作了闡述。并在考慮雙關(guān)語(yǔ)的雙重含義及廣告語(yǔ)體風(fēng)。廣告雙關(guān)語(yǔ)的翻譯作了初步的探討。

　　

【正文】 uage characteristic, and the language custom or the cultural custom, and the translation reader are not familiar with the form of their language and the cultural background, so it only the method of transliteration can be used to 英語(yǔ)廣告中雙關(guān)語(yǔ)的運(yùn)用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 15 translate such examples. (24) FACE VALUE Exceptional skin care. Excellent value. 臉面的價(jià)值 超群的皮膚 護(hù)理 。超值享受。 The original meaning of “Face the value” is “face value”, refers to value which on the bill or the currency paper surface indicated, here figure of honour value, has double meaning. Here refers to human39。39。s face skin is the most important and at the same time it means the money will cost much at the. Therefore must use outstanding skin nursing to protect. It only can be translate by transliterate method. (25)Catch the Rain cheetahs and cheat the rain. 有了“ Rain cheetahs ”牌雨衣，你就可以與雨嬉戲。 This is one of the raincoat advertisement, Rain cheetahs is the raincoat sign, it has used pun well, because it unison with “rain cheater”, “rain cheater” is (windproof coat) grows from windcheater, however, it gets down the half a word to use the “cheat” this unison verb to constitute double meaning, it has not let the human produce talkatively takes the trouble the feeling, firmly holds reader39。39。s attention actually. (26) Parttime Job Earn Xtra Money. 業(yè)余兼活，外快多多。 This advertisement literal translation meaning is: the xtracurricular work, gains the additional ine. Advertisement to fabricate word “Xtra”, from the pronunciation, in the semantics and linguistic environment may look as miswritten words or the variation of “extra”. The unison letter X has replaced in original character EX /eks/. Thus makes the original character to deep its connotation significance in its original meaning foundation, enormously strengthen the expression effect of original character. Because 英語(yǔ)廣告中雙關(guān)語(yǔ)的運(yùn)用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 16 of the letter “X” not only unison with the letter bination “EX”, in mathematics terminology, as everybody known, it expresses as “the unknown”, thus increased naturally the new significance to give the meaning which the human’s infinite association contained. While extra has the meaning of “extra, especially big”, looks at this attractive advertisement, who cannot be eager to try? Therefore, the character changed achieves both in novel and the humorous rhetoric effect. From the examples, it can be seen that the punning meanings in original text which readers understand are lost, therefore, the author believed, only if unable to use other translate method, the translator should consider use the method of transliteration. Compensative Translations The methods mentioned last sections could translate most of the advertisement pun。 however, when one meaning of pun is translated while another meaning, which is also important cannot be translate at the same time. Under this condition, we can use the method of pensation to translate. As for the advertisement, these pensations mainly refer to the media of the advertisement, such as the image of television, the sound of broadcast and the format design of newspaper. Etc.[19] (27)There’s never a better time. 此時(shí)不戴，更待何時(shí)。 This is the advertisement of Raymond Weil watch. It both means “keep a better time” and “have a good time”. It is difficult to transmit the text meaning by literally translation, so we can take advantage of a mon sentence pattern in Chinese: “When this time... doesn39。39。t do ” when translate, the translation is “this time does not wear, when wear?” (28) OIC 哇，我看見(jiàn)了。 This is one of the eyeglass’ advertisements, three succinct capital letters shape an eyeglass, and the pronunciation is likely “oh, I see”. This advertisement both attracts people39。39。s attention using the visual language, and displays these eyeglasses using the sense of hearing language the joyful sentiment that 英語(yǔ)廣告中雙關(guān)語(yǔ)的運(yùn)用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 17 brings for the customers whose vision are not good. However, this advertisement translation is very difficult at the same time to give dual attention to the vision and the sense of hearing, only can translate from the sense of hearing is: Ha! I saw . In the vision three letters form the eyeglasses shape may through the load bearing advertisement media, make up actually using the graph this vision language essential factor. But exists regarding the advertisement that the dependence media said that, this could consider one kind important method of pensates. 4. Conclusion In a word, the pun is a very mon rhetoric method in English advertisement. It not only makes the advertisement language succinct, vivid and humor, but also let the people pay more attention to the advertisement and remember it easily. It is a good way to use puns in advertisement language if advertisements want to gain good influence. It will be helpful with the primitive advertisement produc t propaganda if we understand the feature of pun in advertisement language and transmit interlanguage effect. The methods discussed in the paper are some of possible strategies in the translation of pun of advertisement. In the actual translation, it must accord to the concrete condition and then use other effect method to express the text’s meaning. It will help people to study Chinese advertisement through the analysis of English advertisement. And the successful translation of example also helps translation enterprise have a further development. 英語(yǔ)廣告中雙關(guān)語(yǔ)的運(yùn)用技巧及翻譯