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1、廣告英語中雙關(guān)語的語用功能及其翻譯摘要：廣告英語的獨(dú)特性在于其新穎、靈活的語及其形式多樣化，除了在詞匯和句法方血?jiǎng)e具一格外，修辭手法也被廣泛地運(yùn)用來潤色廣告語言。雙關(guān)，一種集幽默與和慧于一身的語言表達(dá)形式，因其獨(dú)特的語言魅力而倍受廣告商的青睞。結(jié)合大量的實(shí)例分析，本文詳細(xì)地探討了雙關(guān)語在英文廣告中所起的作用及其分類。通過分析與歸納，作者捉出了廣告雙關(guān)語翻譯的五種策略：保留、再造、補(bǔ)償、解釋說明以及省略不譯。譯者在翻譯過程中可以選擇一種或者多種策略以達(dá)到譯文的最佳關(guān)聯(lián)。關(guān)鍵詞：廣告；雙關(guān)語；語用功能；翻譯PragmaticFunctionandTransl
2、ationofPuninEnglishAdvertisementAbstract：AdvertisingEnglishischaracterizedbyitsoriginality,flexibilityoflanguageusageandthediversityoftheforms.Apartfromthedistinguishingfeaturesatlexicalandsyntacticlevels,rhetoricalvehicles,asdecorativedevicesoflanguage,arefrequentlyemployedinadv
3、ertisingEnglish.Punning,aconcisewaytoexpresshumorandwit,isparticularlyfavoredbyadvertiserstoenhancetheappealoflanguage?Drawingonexistingstudiesinthefield,theauthoroffersfivestrategiesinthetranslationofpunsinadvertisement,i.e.preservation,creation,compensation,explicationandomissi
4、on.Theauthorarguesthateachofthefivestrategiesisnotalwaysappliedonitsown,andsometimestwoormorestratrgiesarejointlyemployedinadvertisementtranslationinaccordancewiththeprincipleofoptimalrelevancedependingonthesituation.Keywords：Advertisement;Pun;PragmaticFunction;TranslationIntrodu
5、ctionThedefinitionofadvertisementbyAMA(AmericanMarketingAssociation):Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.Itisadevicetoarouseconsumers'attentiontoacommodityandindu
6、cethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,adve
7、rtisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc：Facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressived
8、evicesasplates,colorandthelayoutofaprint
