英语双关语在广告中的应用及翻译——以成语、俗语双关为例
Application and Translation of Pun in English Advertisements--Idiom and Proverb Pun
摘要
广告作为现代社会信息传播的主要方式，它无处不在；为了吸引客户，刺激其购买欲望，越来越多的广告商在广告用语中了下足功夫。其中，英语双关语是一种表现非常强有力的修辞手段。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。巧妙的运用双关语能使语言变得非常含蓄、幽默、生动、机智，同时也可以起到旁敲侧击，借势发挥的作用。因此，双关语常常在广告语言中得以大量应用。本文拟从成语、俗语双关两方面对双关语在广告英语中的运用进行阐述，同时探讨其翻译方法。希望能借助本文帮助人们更好地理解英语广告中的双关语的翻译及运用，以达到各自的商业目的或满足商业需求。
关键词：英语广告；双关语；翻译；应用
Abstract
Advertising as the main way of information communication in modern society, it is everywhere. In order to attract customers, stimulate their buying desire, more and more advertisers put many efforts on advertising language. Among them, the rhetoric of English pun is a kind of expression is extremely strong; Pun, as the name implies, is a kind of language in a particular language environment form expresses the double meaning, one bright and one dark, which not only can make people easily noticed, but also can help to image. A pun is concise, humorous, novel and chic rhetorical effect, to the characteristics of outstanding advertising. Puns can make the language to convey implicative, humor, and give a person with deep impression. Rise to beat about the bush, the role of point. Therefore, puns in advertising language to a large number of applications. This paper from two aspects: the idiom, proverb pun on the application of puns in advertising English, and discusses its translation methods. In order to better promote economic development, the diversification of advertising is an indispensable part. Hope to be able to use this article to help people better understand the use of English advertising puns and translation, in order to satisfy the demands of their own business or commercial purposes.
Key words:  puns; English advertisement; translation; application