浅析英语广告主题句中双关语的运用和翻译方法

摘要

For the better effect of publicity of the commercial advertisement, the adpersonins try their best to bring forth the new ad⁃vertising ideals, so the applications of the puns in commercial advertisement are more and more numerous and complicated, and the translation of the puns are more and more troublesome. Though large numbers of pun examples, this article specifically analyze the classifications and features of the familiar puns, combining with the advertising translation principle“Effect Precedence”, and discuss the translation methods of the puns in the English advertisement slogans.%　　为了使商业广告达到更好的宣传效果，广告制作者们挖空心思地追求创新，使得双关语在广告主题句中运用得更加纷繁复杂，从而使双关语的翻译更加棘手。该文从英语商业广告中常见的双关语分类入手，通过大量的例子具体分析双关语的分类原则和特点，并结合“效果优先”的广告翻译原则，探讨了英语广告主题句中双关语的翻译方法。