广告双关语的概念整合解读及其翻译策略

双关作为一种有效的修辞手段,被广泛运用在广告语中。近年来,对广告双关语的研究仅仅局限于对其结构形式、修辞特征、语用功能和美学功能的讨论。通过运用概念整合理论,借助概念整合网络图表,输入空间、跨空间映射、合成空间以及层创结构等认知过程中的核心元素及其运作过程能得到清晰的阐释。同时,在阐释过程中结合双关语的必要条件——双重语境的内涵,广告双关语的真实含义得以探索与呈现。因此,从认知的角度来分析广告双关语的认知结构与认知解读的动态过程,是一次有意义的尝试。并且,以Delabastita的双关语翻译理论为指导,广告双关语的翻译策略得以有效探索。

Conceptual Integration Analysis and Translation Strategies of Puns in Advertisements

Pun, an effective rhetorical device, is being widely used in advertising. The study of puns in advertisements has been so far focused on their grammatical structures, rhetorical features, pragmatic functions and aesthetic effects. Based on the Conceptual Integration Theory, this paper explaines the core part of cognitive process, namely input spaces, cross-space mapping, blended space, emergent structure as well as the whole function process by means of network diagrams of conceptual integration. Meanwhile, by displaying the necessary condition of punning-double contexts, it explores the meaning of puns in advertising. In the paper, the cognitive construction of puns in advertisements is analyzed and the dynamic perceptions are processed in terms of Conceptual Integration Theory, and the translation strategies of puns are discussed in terms of Delabastita''s theory.