英文广告双关语
英语广告双关语的理解和翻译技巧
五、结论
英语广告中双关语的翻译是一项具有挑战性的任务，需要在保留原文意象和风 格的确保受众能够正确理解广告的含义。通过直译、意译和套用成语等技巧， 我们可以有效地翻译双关语，提高广告的传播效果。在翻译过程中，还要注意 文化差异、语境和信达雅等因素，以确保译文的准确性和可读性。通过对英语 广告中双关语的翻译进行深入研究，我们可以更好地了解广告的语言特点和文 化背景，为广告创意和传播提供有益的启示和建议。
2、意译法
意译法是指将英语广告中的双关语根据其内在含义进行翻译的方法。这种翻译 方法侧重于广告信息的传达和受众的理解，可能会牺牲部分原文的风格和意象。 例如，英语广告“Light as a breeze, gentle as a cloud.”中的“light” 和“gentle”是双关语，可以意译为“轻盈如微风，舒适如云朵”。这个翻 译虽然没有保留原文的所有意象，但仍然成功地传达了产品的特点和优点。
2、把握节奏和韵律
英语广告双关语通常具有押韵和节奏感，让人在短时间内记住并传播。在理解 双关语时，需要注意词语的搭配和音韵的协调。例如，一则卖汽车的广告中说： “Go for a spin with our top-down technology.”这里的双关在于 “top-down”既表示汽车的高科技配置，又表示乘车兜风的感觉，同时具有 节奏感和押韵。
3、套用成语法
套用成语法是指在翻译英语广告中的双关语时，借用目标语言中的成语或俗语 进行翻译的方法。这种翻译方法既保留了原广告的意象和风格，又能够借助目 标语言的文化元素增强广告的传播效果。例如，英语广告“Tide is in, dirt is out.”中的“tide”和“dirt”是双关语，可以套用成语“一潮平 一潮起”进行翻译。这个翻译既传达了产品去污的效果好，又借助了成语的力 量让广告更加深入人心。
巧克力双关语英语广告词_英文广告词_
巧克力双关语英语广告词广告语应简明扼要，抓住重点，没有多余的话。
下面是小编为你带来的巧克力双关语英语，一起来看一看吧。
巧克力双关语英语广告词(最新)1. My heart was as sweet as chocolate when you came into my life.2. Life is the flower for which chocolate is the honey.3. One bite to feel how sweet and strong our love is.4. Sharing happiness and suffering together, we both understand sweet and bitterness.5. Take one bar, be my heart.6. To Choose the right person, COllect beautiful memories, using chocolate is never LATE.7. Love is how you feel it, smooth and savory.8. Choose Charlotte's chocolate, charm and cheer never come late !9. Share the moments of your life.10. Meet you, love you, sweet you.11. Heart is more than hearty heart.12. Taste its strong atmosphere of milk，just like silk fly around you。
13. Sweet-smelling milk as silk tasting.14. A smooth, silky taste with a hint of milk。
英语广告中的双关语的应用和翻译
从通俗英语中单独出来并且渐渐流行，在 费者看过几遍能一直记在脑海里，因此广 章。当双关语被运用在对品牌名称做出的
英语语言中发扬成为标准化的语言。英语 告制作者对于此等双关的使用是很感兴 广告时，不但可以让人们感觉到这则广告
广告往往讲求简洁生动，所以大量的修辞 趣的。
语言诙谐幽默，表现力丰富，还可以突出的
利用媒体和网络的力量，帮贫困户解决实 具，助力推进地区的扶贫工作，拉动整个贫 础，实现稳定脱贫———以广西国家级深度
实在在的问题，将扶贫公益团队的影响力 困地区的经济发展。除此之外，也要做好 贫困村贺州富川瑶族自治县大湾村为例，
扩大。
脱贫后的带动致富工作，预防“再贫困”，这 项目编号：201910596087
窑窑
（作者单位：桂林理工大学）
广告是商业艺术，是一种被浓缩成精华的 音，相同的发音或相近的词构成的”。谐音 ears 和 years 为谐音词，很明显是对一个
语言形式，英语广告在语言中被分为应用 双关是幽默的，诙谐的，它通过风趣的语言 有着漫长的历史和优质的产品的暗示，加
语言，由于它具有特殊作用这一点，已渐渐 风格让广告增加了说服力和感染力，让消 深了语意。许多广告都对品牌名称上做文
面都运用到了双关语，所以双关语是非常 出入住希尔顿旅馆是你最时尚的选择，而 的意思, 是期盼有很多的客户来本店购买
重要的一种修辞手法。在广告中，广告商 宾至如归更加表达出他们好的服务质量 商品。从另一个角度看,如果你去这个商店
渐渐的增加广告，绞尽脑汁的追求好的新 和态度，富有说服力，最后点出旅馆的名 购买商品,你可以买到便宜的商品,从而为
一、引言
蓄、诙谐、凝练、给人以回味和联想的余地。
(2)Trust us. Over 5000 ears of experi-
英语广告中的双关语及其翻译
的 名字 相 同 ， 于是 ， 这则 广 告 中就 有 了一 种 难 掩 的 霸 气 。 而从 一 家家 具 店 为 其 店 中的 沙 发 做 的 广告 Ｓ ｏ ｆ ａ Ｓ ｏ Ｇ ｏ ｏ ｄ （ 这 里 的沙 发独 好 ） 中会 发 现 ， 这则 广告 的全 文与 Ｓ Ｏ ｆ ａ ｒ Ｓ Ｏ ｇ ｏ ｏ ｄ （ 目前 为止 ， 一切顺 利 ） 这句 常 用语 读音 完 全 一致 。一 方 面 ， 文 中点 出店 里 的沙发 很好 ，另一 方 面又 表 明店 里所 有 的事 务 都很 顺 遂 ， 暗示 不管 是 售前 还 是 售后 其服 务 都让 人 满 意 ， 是一
２ ０ １ ３年 ８月
山西煤 炭 管理 干部 学院学 报
Ｊ ｏ ｕ ｒ ｎ ｌ ａ ｏ ｆ Ｓ ｈ ａ ｎ ｘ ｉ Ｃ ｏ ａ ｌ — — Ｍｉ ｎ ｉ ｎ ｇ Ａｄ ｍｉ ｎ ｉ ｓ ｔ ｒ ａ ｔ ｏ ｒ ｓ Ｃ ｏ ｌ ｌ ｅ ｇ ｅ
Ａｕ ｇ ． ， ２ ０１ ３ Ｖ０ １ ． ２ ６ Ｎｏ ． ３
【 关键词 】翻译 英语广告
双关语
【 中图分类号】Ｈ ３ １ ５ ． ９
【 文献标识码】 Ａ
【 文章编号】 ｌ ０ ｏ ８ — ８ ８ ８ １ （ ２ ０ １ ３ ） ０ ３ — ０ １ ０ ６ — ０ ３
２ ０世 纪 ９ Ｏ年代 以来 ，全世 界 范 围 内的广 告业 发 生 了 巨大 的变 化 。作 为宣 传产 品 的主要 手 段 ， 广
第２ ６ 卷
第３ 期
・
社会科 学论坛 ・
英语广告中的双关语及其翻译
王 琳
南京 ２ １ １ １ ０
要 】双关语是英语广告 中常见的一种修辞手 法 ， 它 的使用不 仅增加 了广告 的生 动性 和趣 味性 ， 并且 能够
浅析英语广告中双关语的运用及翻译 英文
1. IntroductionAdvertising is a kind of mass media, its final purpose is to spread information and change the attitude of consumers, induce consumers to buy the products, and thereby the advertisers get the profits.1The basis of advertising language are concise, lively, and imaginative that be taken the central position. Advertising makes use of promote principle and draws up the vivid and interesting pictures and words to arouse the consumers’ attention s in the twinkling of an eye, stimulates the readers desire to get in on your offer. Modern society is a commercial economy, advertisements are everywhere. Forms of advertisements are varied and the rhetorical devices of advertisements are plentiful: personification, antithetical parallelism, exaggeration, contrast, parallelism, rhymes, and pun provides the artistic aesthetic feeling to the readers.The pun, in Italian, “punctilio” means “a fine point,” hence a verbal quibble, and is most likely the source of the English punctilious. pun is defined by Webste r as “the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible application; a play on words.”2 Pun is a skill that always been used in the creative work of advertisements. It can express the double meaning in the particular language environment, the bright and shadow mutual effect arouse the readers’interest and imaginations. Pun is concise, humorous and novel, can give room for thinking that been favored by large numbers of advertisements. So the application of puns in English advertisements and its translation are very important.Though more and more scholars do research on pun’s translation now, their researches are mainly about translation strategies and they rarely aim at dealing with barriers of translating puns particularly about a lot of detailed examples. Thus, this thesis is to discuss the cultural and linguistic barriers in pun translation through some examples, and the application of puns and its translation. Then several translation methods have been proposed in solving the problems in translating puns from English to Chinese.This thesis could also enable readers to have a better understanding of the functions of puns in advertisements as well as their crucial roles in advertisements.1孙晓丽，《广告英语与实例》（北京：中国广播电视出版社，1995）,3-4。
英语广告中双关语的运用及翻译
英语广告中双关语的运用及翻译①刘 瑶,邓育艳(长沙民政学院,湖南长沙410004)摘 要:双关语是英语广告中一种常见的修辞手段,主要有语音双关、语义双关、语法双关和成语、俗语双关等。
从双关语的双重含义及广告语体风格考虑,双关语的汉译可采用表义法、套译法、侧重译法等译法。
关键词:英语广告;双关语;翻译中图分类号:H315.9;F113.8 文献标识码:A 文章编号:1009-1432(2003)06-0068-04and T ranslation of Puns in English AdvertisementL IU Yao ,DEN G Yu 2yan(Civil Administration College of Changsha ,Changsha ,Hunan 410004,China )Abstract :As a commonly 2used rhetorical device in English advertisement ,pun can be classed as phonological ,se 2mantic ,grammatical and idiomatic puns.According to the double meanings of a pun and the linguistic style of ad 2vertisement ,one can lay emphasis on meaning ,phonological effect ,or form when translating different puns.K ey Words :English advertisement ;pun ;translation 一 引言随着社会经济的发展,广告已深入到社会的各个领域,成为人们生活中不可缺少的一部分。
广告的创作是一门综合性艺术。
这门艺术中的文案写作比其它形式的写作更需要技巧。
招牌中的那些一语双关
招牌中的那些一语双关(中英)Pun，即双关语，是一种很重要的修辞手法，尤其在广告语中应用相当广泛，能以其独特的幽默吸引人们的注意。
中文中这样现象也很多哦，比如“食全食美”“默默无蚊”这些。
下面列出来的这么多商家用得出神入化的双关语，你能看出其中的笑点吗？赶紧学学吧。
Cosmopoli-Tan——Tanning salon in New Orleans, Louisiana都市晒黑廊(晒出小麦色皮肤的地方)双关语：Cosmopoli-Tan其实是把Cosmopolitan(世界的，全球的)拆开写，强调了这家店的档次的同时，也点明了本行：Tan。
Cycology Mobile Bike Repair——Portland, Oregon摩托车维修双关语：Cycology和Psychology同音，字面上看又是从cycle自行车这个单词转化而来，十分巧妙。
Florist Gump——Flower shop in Bunbury, Washington花店双关语：Florist Gump和Forest Gump，著名的阿甘同学的名字同音。
Florist是卖花商人的意思，也许这家店的主人姓Gump，所以产生了一个这么让人过目不忘的店名。
Millionhairs——Dog grooming service in Bath, England千“毛”富翁，狗狗美容店双关语：Millionhairs显然是从Millionaire变化而来，突出了这家店的特点：给狗狗做美容，当然满地的毛啦。
Prints Charming Photography——Jefferson Hills, Pennsylvania梦幻摄影中心双关语：这里的Prints Charming其实和Prince Charming谐音，相当于中文里的白马王子。
估计这家是婚纱摄影店？Shoenique Shoes——Longmeadow, Massachusetts无双鞋店双关语：Shoenique其实是从Unique变来的，看出来了吗？Shutopia——Shoe store in Bradford, England“鞋”托邦双关语：Shutopia从Utopia乌托邦这个词转变而来。
英语广告中的双关语及其翻译(商务英语专业)
The Puns in English Advertisement and Their TranslationAbstractPun is a rhetorical technique commonly used in advertising styles. It is also a difficult point to translate puns in English advertisements to have both form and spirit. This article combines a large number of advertising examples to explain the characteristics of puns in English advertising, and analyzes the three conditions of puns.The article also points out that the function of puns is not all about making people laugh. From the perspective of advertisers, puns have two functions: one is to overcome the adverse factors for advertisers in the advertising communication environment, and the other is to inconvenience Unspeakable information is implicitly expressed. Finally, a preliminary discussion is made on the translation of puns in English advertisements.Keywords: English advertising, puns, translation英语广告中的双关语及其翻译摘要双关语作为广告文体中常用的一种修辞手法, 英语广告中双关语的翻译要做到形神兼备也是一大难点。
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英文广告双关语篇一：英语广告中的双关语abstract:nowadays,advertisementshavebecomeanindispensiblepartofourlif ethatitcomestoourviewalmostomnipresent.itsinfluencesareintangible.itisan artofconcentrated,integrated.inordertomakefulluseoftheadvertisement,rhet oricaldeviceshavebeenputintouse,especiallythepuns.Therearemainlyfourfo rmsofpuns:homophonicpuns,homographicpuns,grammaticalpuns,andparo dypuns.Thepunshavetheirowndistinctivefunctionsothattheyaresignificanti nmakingadvertisement.Thisarticlefocusesonthepuninadvertisingandthefun ctionoftheuseofpunstogivesomeanalysis.Keywords:advertisement,puns,form,functionintroduction Thepurposeofadvertisingistoattracttheaimedcustomers.agreatimpressionsh ouldbegivenbytheuniqueadoptionofwordsandsuccinctandcontent-richsynt axoftheadvertisements.asforEnglishadvertisement,itshouldhavetheeffectof inducingthecustomer’simagination,arisingthedesireofpurchaseandcatchingeyes.asuccessfuladve rtisingnotonlyjustshockpeoplewithvisual,auditoryeffects,butalsopassedbypeoplebecauseoftheconc iseness.(:英文广告双关语)amonganumberofrhetoricaldevices,ofwhichthemostpopular,isthepun.in thewebster’sThirdnewinternationaldictionary,itdefinesthepuninsuchway:thehumorous useofawordinsuchawayastosuggestdifferentmeaningsorapplicationsofwor dshavingthesameornearlythesamesoundbutdifferentmeanings;aplayonwor ds.(Yan,20XX)所谓“双关”，《现代汉语词典》(1993)的解释是“用词造句时表面上是一个意思，而暗中隐藏着另一个意思”。
Pun,alsoknownasparonomasiaorplayonwords,comesfromLatinwordsParo nomazeinwhichmeanscallbyadifferentname.ithastwobasiccharacteristics:a mbiguousdualcontext.itstechnicaluseofphenomenoninlanguagesuchashom onym,ambiguity,vaguenessmakesaword,phraseorsentenceexpresstwomea ningstocreateasenseofhumor,irony,orconveytheideaintheconditionedconte xt.1.FiguresofspeechinEnglishadvertisements intheadvertisinglanguage,peoplepaymoreandmoreattentiontotheuseofrhet oricmeansbyusingtherefining,ingoftherhetoricm eansisnotonlybenefitstostimulateconsumerspendingbutalsotoimprovetheq ualitiesoftheadvertisementsandattractivenessoftheproducts.Therearevaryi ngkindsofrhetoricmeansappliedinEnglishadvertisements.Pun,simile,rhymi ng,Parallelism,Rhetoricalquestion,Repetition,andcontrastarethecommones tfiguresofspeechusedinEnglishadvertisements.1.1Puns PunisthewidestuseofrhetoricmeansinEnglishadvertisements.Punisahumors useofawordthathastwomeansordifferentwordthatsoundsthesame.apunisarh etoricaldeviceinwhichpeopleusethepolysemousorhomonymousrelationofa languagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeani ngs.Thereareseveraltypesofpun,suchaspunonpolysemy,punonhomonymy, punonparody,punongrammar,punonillustrationsandwords. Taketheadvertisement“Theoffspringofspring”asanexample.（皮瑞尔矿泉水广告）.Thewordspringisveryimportanttotheadvertisementbecauseitstandsfo rthespring(春天)aswellasthespring（泉水）.Besidesthewordsoffspringwhichgiveustheimpressionofthenextgener ationisasymbolofcleanandsustainable.Sotheadvertisementleavesusadeepi mpressionoftheproductwhichisclean,pure,andlikestheseasonofspringfullof energy.wecannothelptobuyingthegoods.1.2Similes Simileisusedmostincommercialadvertisementwhichmakesacomparisonbet weenadullelementandavividobjectatleastonequalityorcharacteristicincom mon.Simileisalwaysintroducedbywordslike,as,as…as,asif,ingofsimilewillgivetheconsumeraobviousandvividimage.Just liketheadvertisementofcomputer---acomputerthatunderstandsyouislikeyourmother.itcomparestheunderstandingofcomputertomanastheunderstanding ofmothertoherchild.Thesimilegivesavividdescriptiontothecomputer.1.3Parallelism Parallelismisoneofthemostusefulandflexiblerhetoricaltechniques.itrefersto anystructurewhichbringstogetherparallelelements,bethesenouns,adjectives ,verbs,adverbs,orlargerstructures.donewell,parallelismimpartsgraceandpo wertopassage.Justlookatanadvertisementofakindofanalgesic----it'sab igheadachemedicine.nothingyoucanbuyisstronger.nothingyoucanbuywork sharder.nothinggivesyoubigrelief.（镇痛药片，Bristol-myers.co）.itiseasyforconsumertorememberandthestructureistidy. wecangetmuchinformationintheadvertisement. TheabovearesomesimpleexampleoffiguresofspeechusedinEnglishadvertis ement.TherearestillmanyrhetoricmeansappliedinEnglishadvertisement.wh atismoreimportantisthatthepunisusedthemostinEnglishadvertisement.Soin thispaperwilltalkabouttheapplicationofpuninEnglishadvertisements.2.ThetypesofpunsintheEnglishadvertisements2.1Homophonicpuns Homophonicpunsmeanthatthesamewordorthesimilarwordsinspellingorpro nunciationmakepuns.Thiskindofpunsishumorousandmakestheadvertiseme ntattractiveandeasytoremember.Forexample: weknoweggsactlywhatyouwant. whatcouldbedelisherthanfisher?itisaneggadvertisementwhichmakes“exactly”intothenewword “eggsactly”.althoughtheworddoesn’texist,wecancatchthemeaning.Thewordistransformedinspellingandmakesp eopleimpressed.atthesametime,theadvertisementhasconveyedtheideathatth ecustomersseekforthebestqualityandinexpensivegoods,andtheirproductisw hattheywant.Twowordsarecombinedintooneandmaketheadvertisementperf ect.asforthesecondexample,“delisher”createdfrom“delicious”and “fisher”.italsohascodaforgoodreading.drinkaPintamilkaday. anadvertisementformilkshowstherhythm.aisaddedafterthewordjustforthela stpronunciation/ei/ofeachword.ithasachievedtheeffectofimpressingandreme mberingeasily.myGoodness!myGuinness!it’sanadvertisementofbeer.Strongsenseofrhythm,anadvertisementsucceedsbo thinstructureandinreading.alliterationandcodacanbefoundintheadvertisem ent.itdepictsthescenethatwhenpeopledrinkbeerandpraisethebeerhighly. Trustus.over5000earsofexperience. itisanadvertisementforahearingaid.Fromthefirstsightofthesentence,itcontai nsthemeaningthatthequalityoftheirproducthasbeentestifiedbycustomers.on theotherside,thepronunciationof“ear”issimilarto“year”whichindicatesthattheyhavealonghistory.2.2Homographicpuns Homographicpunstakethevariousmeaningwhichformedinacertaincircumst ancesofonewordintouse.Literally,it’sjustonewordbutwithdualmeaning.Homographicpunsmaycreateeuphemist icsenseandathought-provokingprospectandenhancethelanguageeffecttoari sethecuriosityofthecustomers. Thedriverissaferwhentheroadisdry.Theroadissaferwhenthediverisdry. itisatypicaladvertisementfortrafficalarm.Thestructureisparalleled.Theword “dry”hasdualmeaning.Theroadisdry,soit’snotslipperyandissafefordriving.Theothermeaningisthatifthedriverdoesn’tdrink,therewillbenotrafficaccidents,soit’ssafe.maketimefortime. TheadvertisementforthemagazineTimeischaracterizedbyconcisenessandm eaningful.Thesentenceisshortbutconciseandclear.Thefirst“time”maybemeansthemagazine.Thentheadvertisementconveystheideaofkeepthe magazineinthetopsalesallthetime.ifthesecondmeansthemagazine,itproduce stheresultthatitemphasizestheimportanceofthemagazine.Everykidshouldha veanappleafterschool. Theadvertisementismadefortheapplecompany.applehastwomeaninghere.o nonehand,itdeliversthemeaningthatkidshouldeatarealappleafterschool.ont heotherhand,acomputerfromapplecompanyshouldalsobeprovided.2.3Grammaticalpuns Grammaticalpunisthatbymeansofgrammaticalequipsentenceswithdualmea ning,suchasomittingthephrasewhichhastwoormorestructuralorgrammatica lfunctiongivesusroomforimagination. asoundwaytolearnEnglish.itisavideoadvertisement.agrammaticalpunisputintouse.Theword“sound”canbeseenaseitheranadjectiveoranoun.Firstly,tolearnEnglishwell,youcanse ekwaythroughlisteningtothevideo,asoundway.Secondly,itisagoodwaytolea rnEnglish—buyingtheirproduct.cokefleshesyoulikenoothercan. obviously,it’sanadvertisementforcoke.Theword“can”isconsideredaseitheranoneoraverb.ononeside,itmeansabottle.onetheothersi de,thecokeisincomparablethatnoothercolacouldgobeyondit.2.4Parodypuns idiomaticpunmeansthattheadvertisementborrowstheidiomswhichpeoplear efamiliarwithtoformthepun.Theadvertisementsarealwaysmadeonthebasiso fthelocalculturebytheapplicationofidioms,famoussayingstostrikearesponsi vechordintheheartsofpeopleandmakethecontentofadvertisementsrich. wherethereisaway,thereisaToyota. ThecaradvertisementforToyotaimitatestheidiom“wherethereisawill,thereisaway”.itimpressedthecustomersalot. Betterlatethanlate.it’sapublicadvertisementfortraffic.adaptingfromtheidiom“betterlatethannever”,itexpressestheideathatitisbettertobelateratherthan loselife.4.ThefunctionofpunsinEnglishadvertisement4.1Thefunctionofpersuasion Thecharacteristicandtheformmakethepunsmoreextraordinarythanotherrhet oricaldevicessoastoarisetheattention.Theprimarypurposeoftheadvertiseme ntcreationisattentionwhichisthefirststeptoattractcustomeranoticetheproduc t.Thenthecustomerwillgointotheproductdeeplytoseekmoreinformationabo uttheproduct.Finallyiftheadvertisementisattractive,itwouldpersuadecusto merstopurchase.inparticular,frommyperspective,thehomographicpunisthemostinterestingp art.Forexample:Giveyourhairatouchofspring.Theword“spring”isbothanoneandanadjectivehere.it’sanadvertisementforshampoo.itexpressestheideathattheirshampoowouldm akeyourhairlikespring—newbornandvigor.whenifirstreadthisadvertisement,asenseofrefreshescome stomewhichmakesmefeelcomfortableandclosetothenature.PunintheEnglis hadvertisementproducestheeffectofclearandpowerful.Evaluatingthequality ofanadvertisement,thefollowingfivecharacteristicsshouldbetakenintoconsi deration:whetherithastheinterest,attention,aestheticvalue,thenproducethep ersuasivevalue.4.2ThefunctionofeconomicvalueTheapplicationofpunsintheadvertisementembodiestheeconomyprincipleof Leech.inhispointofview,thecoremeaningoftheprincipleisconcise.intheadve rtisement,thereisaKiSSprinciple:keepitshortandsweet,becausethepunshave theadvantageofconcisebutmeaningful.intheEnglishcommercialadvertisem ent,ithasbeenusedalot.Forinstance:Emart—chinesename:易买得itisareflectionoftheapplicationofhomophonicpuns.it’saKoreansupermarket.itisclear,篇二：中英文广告语中的双关语龙源期刊网.cn中英文广告语中的双关语作者：周春宇来源：《读与写·下旬刊》20XX年第12期摘要：双关语在广告语中的主要有三种类型：语音双关、语义双关、语法双关。