英语饮品广告中双关语翻译技巧_英语论文

Translation Techniques of Puns in English Beverage Advertisements

摘要

双关语在英语饮品广告中普遍存在，它不仅能使广告语言简炼、诙谐、丰富多彩，而且能使广告引人注意、耐人寻味、便于记忆。本论文探讨了关于英语饮品广告中的双关语翻译技巧，作者希望能够帮助英语学习者更好地理解英语饮品广告中所使用的双关语，同时，为更好地翻译其中的双关语提供有益的借鉴。

本论文首先对英文饮品广告、双关语的定义以及双关的应用进行了简单的介绍，然后重点讨论了双关语的四种翻译技巧，包括契合译法、分译法、套译法和侧重译法。契合译法是在英汉双语契合的基础上，兼顾了广告双关语的形式和内容。分译法则是在翻译双关语时，把两层意思完整地表达出来。套译法是采用双关语在汉语中既有的、对应的的表达方式。侧重译法则是牺牲双关语的形式，仅仅保留其概念意义。

本论文最后指出广告双关语的翻译问题值得进一步探究。在实际翻译中，应该从具体情况出发，反复推敲，选择合适的翻译法来传达广告的原意并充分体现广告中双关语的神韵。

关键词：英语饮品广告、双关、翻译技巧

Abstract

Puns are very common in English beverage advertisements. They not only make the advertising language concise and humorous, but also make advertisements attractive, intriguing and easy to remember. This thesis deals with translation techniques of puns in English beverage advertisements. The author of the thesis hopes to help English learners better understand the puns used in English beverage advertisements, and at the same time provide useful suggestions for better translation of puns.

This article briefly introduces the definition of advertisements and puns and the application of puns. This thesis focuses on four translation techniques, including agreement translation, separate ideographic translation, corresponding translation and focused translation. Agreement translation is based on the bilingual agreement between English and Chinese, taking into account the form and content of a pun. Separate ideographic translation fully expresses the two meanings of a pun. Corresponding translation uses corresponding expressions in Chinese. Focused translation is to convey the conceptual meaning at the cost of the form of a pun.

In this paper the issue of translating puns in advertisements is worth exploring further. In translation practice, we should base on specific situation and choose the most suitable translation techniques to convey the original meaning of the advertisement, and to fully express the meaning of puns in advertisements

Key words: English beverage advertisements; pun; translation techniques