摘　要

随着经济发展，广告随处可见。商家以各式各样的广告来冲击消费者的视觉，听觉。为了能成功刺激消费者的购物欲望，广告创作者们将修辞手法灵活应用于广告中，其中双关语的使用极为普遍。现在，一则广告普遍会被译成多种语言，其中双关语的翻译是相当困难的。由于文化，语言背景的不同，译文往往很难体现双关效果的同时不改变原义。本文会结合大量的英语广告实例，从目的论和补偿法等四种翻译方法来分析，阐述双关语在英语广告中的应用及翻译，使人们能更好地了解广告，体会广告的魅力。

关键词：双关语；广告；翻译

Abstract

With the development of economy, advertisements can be seen anywhere. Businessmen use a variety of advertisements to impact on the consumers’ vision and auditory sense. In order to successfully stimulate the consumers’ purchasing desire, figures of speech are applied to advertisements by advertisers, and puns are widely used. Now, an advertisement is usually translated into various languages, and it’s pretty difficult to translate puns in a proper way. Therefore, it’s very difficult to show the effects of puns and at the same time retain the original meanings when puns are translated, because of the different background of culture and language. The present study will combine a great number of exemplifications of English advertising to explain the usage and translation of puns in English advertisements through teleology and four translation methods, like compensation. People can better know advertising, and then taste the charm of it.

Key words: pun; advertisement; translation

                
1.1 Background
As the famous French advertising critic, Robert Roland described, the air we breathe is composed of oxygen, nitrogen and advertising (Dong Li, 2003). Therefore, advertisement plays a decisive role in the modern commodity economy. In political, economic, cultural, scientific and technological fields, advertisement is seen everywhere. Since 1960s, many foreign scholars have done massive research work on the subject of the English advertisement. In studies, they use various linguistic theories to interpret and analyze the English advertisement, and compose a large number of enlightening academic writings. Chinese scholars have also begun to do some systematic researches in this area, and have been to some extent successful. Generally speaking, the advertising is a general behavior of disclosure and persuasion whose main purpose is to promote a product, service or idea to the audience. The function of persuasion and influence is achieved in a special communication. Its particularity lies in its special communicative environment: the degree of trust and cooperation between the two sides of communication both are very low, because they are quite aware of the purpose of advertisement. The British linguist Torben summarized the features of advertisements: