双关语的研究现状和发展前景论文

2、语义双关语义双关是利用某个词语的多义性在特定环境下形成的双关，在字面上只有一个词语，而实际上同时关顾着两种不同的意义，言在此而意在彼，从而造成一种含蓄，深沉委婉，耐人寻味的意境，增强了语言的表达效果。[3]（66）这种双关与谐音双关有异曲同工之妙，在广告中也得到广泛运用。(4) Fresh up with 7-up.译文：君饮七喜，提神醒脑。这是美国七喜汽水的广告。“7”在西方国家是个吉祥的数字，赌博时掷色子的“7”者为赢，Up指“come up with”（突然想到）也有“活泼向上，使人清醒”的意思，同时7-up又是饮料的商标，整个广告读起来铿锵有力，富有节奏性，且具感召力让人一目了然。因此，代表积极向上的7-up的饮料在西方市场极为畅销。(5) You need the strongest line of defense against gum diseases.译文：用最坚固的牙线，筑起牙龈疾病最坚固的防线。这是美国强生公司的牙线广告。众所周知，使用牙线是为了保持口腔清洁，从而起到预防蛀牙的危险，广告正是从这一点出发，广告语中使用的“line”一语双关，既指“清洁牙齿的牙线”，又指“预防牙病的防线”，这使消费者一目了然。而且广告具有鼓动性，广告用语极尽夸张，即使用本产品就可“筑起牙龈疾病最坚固的防线”从而达到广告宣传的目的。(6) Different countries. Different languages. Different customs. One level of comfort worldwide.译文：不同的国家。不同的语言。不同的风俗习惯（海关）。舒适一流，畅游世界。这是一则航空广告。“customs”既有风俗习惯之意，又有海关的意思。在此广告中，航空公司打出了无论来自哪个国家，说什么语言，有什么样的风俗习惯都会让你感受到专业贴心的服务。But 2, the semanteme equivoque righteousness word or phrase with double meaning is tomake use of the word or phrase with double meaning that some's terms polysemy forms underspecially appointed environment, before character only have a terms on the surface, the pass istaking care of the significance different two kinds in fact at the same time, word here butintention is in that , bring about thereby one kind has been implicit , tactful , affording food tothought deep artistic conception, has strengthened language's to express effect. [3] (66) thiswords or phrases with double meaning and harmonic tone words or phrases with double meaning haveachieving the same goal with different means that is wonderful , also find broad application inadvertisement. (4) Fresh up with 7-up. Translation: You drink Seven-Up , refresh self being awakebrain. This is USA Seven-Up soft drink advertisement. "7" is a lucky figure to the west country ,"7" person who throws dice when gambling is to win , Up points to "the come up with " (think ofsuddenly) can't have "lively make progress, make sober " meaning of person, 7-up is the drink brandat the same time , entire advertisement reads be sonorous and forceful , rich rhythm , utensilappeal lets person be clear at a glance and. 7-up's drink making progress therefore , on behalf ofactively sells well extremely in west marketplace. (5) You need the strongest line of defenseagainst gum diseases. Translation: With the firmest dental floss,build the firmest gum disease lineof defense. This is USA Johnson & Johnson dental floss advertisement. It is known to all thatusing a dental floss is clean for keeping an oral cavity, get up thereby to in advancetooth-decay-preventing danger, advertisement exactly is to set off from this one point , the "line"that advertisement uses in language means more than the word tells, now that pointing to "dentalfloss of clean tooth", point to "the line of defense , preventing a tooth from falling ill" thismakes a consumer be clear at a glance. And advertisement has instigate , the advertisement termuses up hyperbole extremely, be that "the firmest line of defense achieves advertisement propagatespurpose thereby use this product to may build the gum disease" right away. (6) Differentcountries. Different languages. Different customs. One level of comfort worldwide. Translation:Different country. Different language. Different customs and habits (customhouse). Comfort isfirst-rate , has a good swim in the world. This is one items of aviation advertisement. Now that"customs" having intention of customs and habits, meaning having customhouse. Middle , airways haveshown here advertisement disregarding which country , what to say language to coming from , whatto customs and habits city having let you experience intimate service of special field.

英语电影片名中双关语应用 [摘 要] “双关语”是人们喜闻乐见的一种修辞手段。它具有简洁凝练、内涵丰富、风趣幽默、新颖别致等修辞效果,“双关语”的运用使得电影片名更加言简意赅、便于记忆、生动幽默、富有情趣和艺术魅力,从而起到了很好的导视和促销作用,因此在英语电影片名的创作中备受青睐。本文分析了英语电影片名利用英语的语义特征、修辞特征、语法特征和语音特征从而实现双关的不同类型,进而对英语电影片名中的双关如何达到修辞效果做出了相应的分析和鉴赏。[关键词] 英文电影;片名;双关语英文电影的流行得益于其全方位的精良包装制作。其中单就电影片名而言,电影创作人员尤为重视,为了使得片名吸引观众的同时又能简练传达影片含义,英文电影在许多影片命名时都运用了双关的手法。作为一种特殊的文字处理方式,双关电影片名更具吸引力,能向受众传递更丰富的信息。目前英文电影片名翻译鉴赏的文章层出不穷,然而对于双关语在英文电影片名中的类型对比欣赏的有关文章却不是很多。在英文影片名中,“双关语”的主要构成手段主要可以划分为四大类,即利用文字的语义特征、修辞特征、语法特征、语音特征而达到双关效果这四种类型。[1]接下来我们将会从这四种构成类型分别展开论述,对英语电影片名中的双关如何达到修辞效果做出相应的分析和鉴赏。一、利用语义特征构成“双关语”的应用语言的多义性是客观存在的,英语中有些“双关语”就是基于多义性特征建构起来的。这一类型的双关语在英文电影中是非常多见的。

(1) More sun and air for your son and heir. 译文：这里有充足的阳光，清新的空气，一切为了您的子孙后代。(2) Trust us. Over 5000 ears of experience. 译文：相信我们吧。历经5000多只耳朵的检验，有着5000多年的经验。许多广告都在商品品牌的名称上做文章。品牌名称中的双关语不仅能增加广告的趣味性和幽默感，更重要的是使品牌名称更能吸引人们的注意力，便于记忆，增加宣传攻势力度，以此达到宣传产品的目的。品牌名称中的双关语大多采用谐音的方法。(3) WEAR-EVER introduces a new concept in glass oven ware: CLEANABILITY. 译文：“恒久”玻璃炉具带给你一个全新的概念：洁净。该广告从多角度推销其产品，能够激起顾客的购买欲望，具有一定的劝说作用。 语义双关-这种双关在广告中运用得也非常广泛，它与谐音双关有异曲同工之妙。