广告英语中双关语的运用及翻译摘要 广告英语作为一种应用语言，它有着自己独特的语言风格和特点。广告英语用词优美独到句法洗练而内涵丰富，修辞变化多端，耐人寻味。广告是以最简单的语言表达最复杂的意义，语言的魅力在广告中得到最充分的展示，广告的目的在于打动人心，激发人们的购买欲望，一字一句都要能充分发挥它的“魅力”和产品想要达到的商业目的。因此，广告制作者挖空心思地追求新的创意，使得双关语在广告中的运用技巧更加纷繁复杂。巧妙的双关能使语言含蓄、幽默、生动、机智，起到旁敲侧击，借题发挥的作用，能够很好地突出广告的特点，因而在广告中得到大量应用。而双关作为一种修辞手法，常用于广告中，它存在于语言、词汇、句法等方面。本文从谐音双关，语义双关，词性双关和仿拟双关几个方面对双关语在英语广告中的运用作了阐述；同时也从分别表义法，套译法，侧重译法和补偿译法等几种翻译方法对英语广告双关语作了些探讨。关键词：广告英语；双关语；翻译 AbstractAs an applied language, advertising English has its own linguistic style and features. Its language is original and beautiful and full of connotations. Its sentence structure is succinct. Advertisements, giving the charm of language full play, use the simplest language to express the most complex meanings. The purpose of advertisements is to stimulate people’s desire for shopping. Therefore, manufacturers try their best to use puns to create new meanings. The skillful use of puns makes advertising language vivid and humorous .Many kinds of rhetorical devices are used in advertisements. And punning is one of the most frequently used ways in advertising language to help to achieve desired effects of advertisements. This paper explores punning and the translation of puns in English advertisements. It deals with various ways to form puns, and the techniques of translating puns in advertisements.Key Words: advertising English; pun; translation 随着国际分工的深化、发展和全球经济一体化的趋势日益加强，国际间的商品流通日...
