摘  要

 商业广告作为一种特殊竞争手段无处不在。它用词优美，句法简练，修辞手法多变，而双关语是众多修辞手法中最受欢迎并被广泛应用于广告中。双关语言的表现手法在广告中的频繁使用使作者对深入探讨这一语言现象产生了浓厚的兴趣，从语用学角度对广告英语语境进行的研究还显得颇为欠缺，本文根据Grice提出的合作原则、Leech提出的经济原则以及D. Sperber 和D. Wilson提出的关联理论，运用大量实例，采用定量和定性相结合的方法来对双关语这一特殊语言现象进行剖析。对于双关语倍受亲睐的原因，作者认为双关语有一定的语用功能，可以帮助实现交际的功能。本研究表明双关语在商业广告中有四种功能，即幽默风趣、创意、美化以及增强产品的竞争力。基于前人对广告中双关语的研究，作者提出了广告英语中双关语的五种翻译策略：保留、再造、补偿、说明及省略。每个策略并不是单独使用的，译者在翻译过程中根据译文的不同原则，有时可根据不同情境语境选择一种或多种策略来翻译。

关键词：商业广告；双关语； 语用功能； 翻译

Abstract

Commercial advertisement, as an effective competition, exists everywhere in our daily life. It is characterized by its beautiful words, concise syntactic and flexible rhetoric. Pun, one of the most utilized rhetoric devices in advertising language, is frequently employed in advertisement. Advertisements’ all-too-frequent use of puns has aroused the author’s interest in further studying this linguistic phenomenon. As to the study of puns in the context of advertisement, less attention has been received in this narrow scope where my strong interest lies. Based on Grice’s Cooperative Principle, Leech’s Economy Principle and Sperber and Wilson’s Relevance Theory, the present thesis employs many examples to explore some characteristics peculiar to puns and their functions in advertising based on the quantitative and qualitative analysis. As to the reason why puns are preferred by people is that puns can bring out certain pragmatic function to help to achieve certain communicative effect. The thesis proposes that puns have four functions in commercial advertisement: humor, creativity, beautification and make the products competitive and more profitable. Led by the previous studies of pun in advertisement, the author proposes five strategies to the translation of puns in advertising English. They are preservation, creation, compensation, explication and omission respectively. Each of them is not always applied on its own, two or more strategies sometimes are employed in advertisement translation in accordance with the different principles depending on different situation.

Key words: advertisement; pun; pragmatic function; translation