英语论文 广告英语中双关语的语用功能及其翻译
Pragmatic Function and
Translation of Pun in English Advertisemen t
Abstract: Advertising English is characterized by its originality, flexibility of language usage and the diversity of the forms.Apart from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Punning, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language. Drawing on existing studies in the field,the author offers five strategies in the translation of puns in advertisement, i.e. preservation, creation, compensation, explication and omission.The author argues that each of the five strategies is not always applied on its own, and sometimes two or more stratrgies are jointly employed in advertisement translation in accordance with the principle of optimal relevance depending on the situation.
Key words: Advertisement; Pun; Pragmatic Function; Translation
广告英语中双关语的语用功能及其翻译
摘要: 广告英语的独特性在于其新颖、灵活的语及其形式多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。双关，一种集幽默与智慧于一身的语言表达形式，因其独特的语言魅力而倍受广告商的青睐。结合大量的实例分析，本文详细地探讨了双关语在英文广告中所起的作用及其分类。通过分析与归纳，作者提出了广告双关语翻译的五种策略：保留、再造、补偿、解释说明以及省略不译。译者在翻译过程中可以选择一种或者多种策略以达到译文的最佳关联。
关键词：广告；双关语；语用功能；翻译
Introduction
The definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media. It is a device to arouse consumers‘ attention to a commodity and induce them to use it. In modern age, people find themselves surrounded by various advertisements each day. An American writer writes: ― we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio b roadcast; etc.‖Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive.
In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive. Among the figures, pun is loved deeply. Oxford Advanced Dictionary defines pun as ―humorous use of a word that has two meanings or of different words that sound the same‖[1]. A pun (also known as paronomasia) can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious. It leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability. So pun is very popular in advertisement. The article just wants to present the pragmatic function and translatability of pun in
advertisement.
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1 Definition and classification of pun in advertisement
1. 1 Definition of pun
Looking at the same issue from different perspectives, we may often come up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways. There is such a humorous explanation about pun: ―punning –to torture one poor word ten thousand ways (John Dryden)‖. In Longman Dictionary of Contemporary English, pun is defined as ―An amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings‖. According to The Oxford English Dictionary, pun is defined as ―the use of word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect‖. In Princeton Encyclopedia of Poetry and Poetics, pun is defined as ―A figure of speech depending upon a similarity of sound and a disparity of meaning‖. From the above definitions, we can see that homonyms, homophones, and homographs all are available to construct puns with.
1. 2 Types of pun in advertisement
1. 2. 1Pun on Polysemy
―While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.‖ Pun on polysemy is used widely, especially with the name of the product such as the following examples:
―From sharp minds. Come sharp products.‖
The example is an ad vertisement for the Sharp copier. The word ―sharp‖ praises the consumers‘ brightness, but also refers to the Sharp product. The advertisement praises the consumers who are sharp to buy the product which is sharp. The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.
―Money doesn‘t grow on the trees. But it blossoms at our branches. Lioyd Bank.‖
It is the slogan of Lioyd Bank. ―branch‖ means ―part of a tree growing out from th e trunk‖, but here it implies the division of bank‖. The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits. After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.
1. 2. 2 Pun on Homonym
―Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both. When two words are identical in sound, they are homophones. When the words are identical in spelling, they are homographs. When two words are identical in both spelling and sound, they ar e complete homonyms.‖ The follow instances will explain that:
― ?VIPs‘ an atomical comfort.Varia ble Impact Pressure Sole‖
The advertisement of sportshoes uses the homophonic word ―VIPs‖. As we know, VIP usually stands for ― very important persons‖, while, here, it stands for ―Variable Impact Pressure Sole‖. It implies if you use VIPs, you will be a VIP. The word ―VIPs‘ motivates the audiences‘ vanity and induces them to buy the product.
―Trust us. Over 5000 ears of experience.‖
It is an advertisement for audiphone. The literal meaning is that the product has experienced a lot of texts. While ―ears‖ and ―years‖ are a pair of homophone. So it implies that the product has a long history and has high quality.
―Goodbuy Winter! 100% cotton knitwe ar $40‖
It is an advertisement for the sale of winter clothes. The advertisement seems to people that it s a good and cheap to buy cotton knitwear. But when the audiences read ―goodbuy winter‖ together, they will understand the good use of pun. ―Goodbuy winter‖ sounds the same as ―goodbye winter‖. The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away. Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.
―More sun and air for your sun and heir.‖
The advertisement is for a bathing beach. The advertiser uses homophone sk ilfully, sun vs. son, and air vs. heir. The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit. Each couple hopes their son and heir will be healthy all their life. Pun makes the advertising language sound sweet, fluent and persuasive.
1. 2. 3 Pun on Parody
―Parody is a piece of speech, writing of music that imitates the style of an author, composer, etc in an amusing and often exaggerate way‖[2]. Pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings. English has a lot of well-known phrases, idioms and sayings. They are important part of everyday language spoken by the English speakers, and have become one of the aspects of the English culture. The advertisement designers are sharp-minded and imaginative. They change a part of the expressions and put their ideas into them to achieve sensational effect. And most of them achieve a remarkable success. The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition. As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind. So pun on parody is popular in advertisement.
―A Mars a day helps you work, rest a nd play.‖
It is the slogan of Mars chocolate company. Looking at this advertisement, people will associate it with two idioms: ―An apple a day keeps the doctor away‖ and ― All work and no play makes Jack a dull boy‖. From the meanings of the two idioms, the watchword tells people that a Mars‘ chocolate a day will make you not be a dull boy (make you wise) and keep the doctor away (keep fit).
―Try our sweet corn, you‘ll smile from ear to ear.‖
It is taken from the advertiseme nt for a kind of sweet corn. The word ―ear‖ has double meanings: the organ of hearing and the seed –bearing part of a cereal. The idiom ― from ear to ear‖ also is a pun. One meaning is that people are satisfied with the product. The other one is that the consumers eat one ear by another. So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one. How can people refuse such delicious food?
―All is well that ends well.‖
This is an idiom, but here, it is taken from an advertisement of a cigarette. ―End‖, as a verb, means ―finish‖, while, as a noun, means ―cigarette butt‖. The sentence means that if the cigarette ends are good that the cigarette is good.
1. 2. 4Pun on Grammar
Many advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions. If this type of pun can be used properly, it will achieve unexpected effect.
―Which lage r can claim to be truly German? This can.‖
It is an ad vertisement for Lager beer. ―Can‖ is a modal verb. But in the advertisement, a can of beer beside it reminds people ―can‖ has another meaning—tin. Also ―Lager‖ refers to the name of beer. With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply. The Coca-cola company also uses ―can‖ to do their advertisement.
―Coke refreshes you like no other can.‖
Just like last example, ― can ‖ has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can; tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one.
1. 2. 5 Pun on Illustration and Words
A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances:
―50% OFF.‖
It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%. The illustration and words are vivid, and attract the passers-by‘ attention more easily.
―Stop at two.‖
It is the title of an public service advertising (PSA) which the Population and
Community Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a ―V‖ letter w ith his forefinger and middle finger. The gesture ―V‖ means victory. So people also can understand that it is a victory to have only one child. This picture is famous, so people will remember it easily. To achieve the
success of their country, people may more like to control the population.
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2 The pragmatic function of pun in advertisement
Pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive.
2. 1 Wit and humor
Pun, the g ame of word, produces wit and humor effect to attract the audiences‘ attention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.
―When the wind has a bite… and you feel like a bite… then bite on a whole Nut.‖The word ―bite‖ has several meanings: grip, food, and eat. The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut. After day working, people would feel tired and hungry, while the advertisement is just the situation of them. Therefore, they would be attracted to buy the product, so they will not suffer hunger after work. Also, the sentence sounds like tongue twist.
―Excellent Taste!‖
It is a word in an advertisement for a whiskey product—Jamson. In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, ―Excellent Taste‖. Generally speaking, ―taste‖ means ―favor‖, but here, another meaning is ―the ability to appreciate what is beautiful‖. So the advertisement means:
this kind f whiskey as good flavor; the heroine has high appreciation. The advertiser uses pun to praise both the product and the consumers who choose their product. It caters for people‘ vanity and induces them to buy the product.
2. 2 Creativeness and originality
This is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message can set a brand apart from copycats and also-rans. So it is important to use something novelsuch as coinage in the advertisement to draw people‘ attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use coinage to refresh the advertisement and to achieve its p ropagandist purpose.
―Cab Fourward.‖
It is an advertisement title of Ram Car produced by Doqi company. The word ―fourward‖ sounds like ―forward‖. Connecting it with the picture in the advertisement, people would know why it uses ?fourward‖. Because the four doors of this kind of car could be opened from four directions. The advertiser creates the word ―fourward‖ from ―forward‖ to show the speciality of the car.
―Catch the Raincheetah and cheat the rain.‖
It is an advertisement in Toronto Daily Star. The punny word ―Raincheetah‖, the name of the raincoat, sounds like ―raincheater‖ while the word ―raincheater‖ derives from ―windcheater‖. The word ―cheat‖ in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest.
2. 3 Satisfying people’s requirement of beauty
A good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun. Pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language. The characters of pun, such as vividness, wit and humor, pleasure people‘s spirit and let them enjoy the beauty of language. For instance:
―Give your hair a touch of spring.‖
It is an advertisement for shampoo. The word ―spring‖ here is very vivid and like a picture in people‘ mind: after using the shampoo, the long hair becomes elastic and shining. When you stand there, your hair will go with wind. Everyone likes beauty, so the advertisement caters for people‘ desire and induces them to buy the product to make them more beautiful.
2. 4 Satisfying the requirement of society—Economy
With the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want. But how to impress the audiences is a question. The answer is using pun. But why is pun especially favored by the advertiser? The main reasons as following:
―Firstly, advertisement is paid message, with limited space and time, so it doesn‘t allow verbiage to waste the investment. Pun with double meaning has the characteristic of small carrier but plenty of connotations. So it is very econo mic, effective and money-saving to the advertiser. Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement. The pun in advertisement is usually formed by short sentences. Some use the name of the product as the theme of the advertisement. Some use excellent phrases to show the specialties of the product. To the audiences, it saves their time to get the information they want. Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously. So, to achieve expected propagandist effect, the advertisement must reduce the memory message. Pun is suitable for the requirement. The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply‖ [3]. In a word, pun uses fewer words to express full message which is the content of Economy Principle, and it usually reaches the purpose of advertisement that is arouse consumers‘ attention to a commodity and induce them to use it. For instance:
―Two beer or not two beer, that‘s a question.----Shakesbeer‖
Looking at the beer advertisement, people would associate it with the proverb ―To be or knot to be, that‘s a question‖ in Hamlet. Shakesbeer i s the name of the beer, but it sounds like ―Shakespeare‖ who is known nearly all over the world, so it is easy for
people to remember the Shakesbeer. And the word said by Hamlet is also very famous, especially in western country. The sentence is short and the pattern is famous, so people will remember the product naturally.
―Go well, Go Shell.‖
It is an advertisement for Shell Oil Company. ―Well‖ sounds like ―where‖, so it implies that go to Shell company to buy oil. Only four words are used in the advertisement, but express the meaning fully and impress people deeply. Imagine that one day, when you drive your car, suddenly, the oil is run out. So you are wondering where to go, then, of course, you will remember the words ―Go well, go Shell‖. So you will go to Shell at once. The slogans impress the audiences deeply and persuade them to buy the product invisibly.
―Make Time For Time.‖
It is an advertisement for Time magazine. The advertisement uses the pun on homonymy of the word ―time‖ to refer two meani ngs: common sense of time, and the name of he magazine. The advertisement means that read Time magazine to seize time. In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view. While Time magazine will not only broaden view, but also save your time. It satisfies people‘s requirement.
2. 5 Implying Warning
Some advertisements imply warming. Pun can make the warming vivid and effective so that people can pay attention to it. For instances:
―Better late than the late.‖
It is a public service advertising of traffic. It derives from the proverb ―Better late than never‖. In the sentence, ―the late‖ means‖ the dead‖, and it reminds the drivers to drive slowly and carefully. The advertisement with pun here has more powerful to persuade the drivers to care their security.Another example:
―The driver is safer when the road is dry; The road is safer when the driver is dry.‖It is also an advertisement for safe driving. The exce llent word is ―dry‖ which has double meanings: without water and without drinking. It expresses if the road is dry and the driver doesn‘t drink, all drivers will be safer. The antitheses and thyme of the sentence has more powerful to warm people.
2. 6 Marking product more profitable and competive
The speciality of pun is useful in advertisement, and favored by people. If a advertiser can make full use of it to satisfy people‘s requirement, the product may precede others and gain the market.
―A deal with us means a good deal to you.‖
Here, the double meanings of ―deal‖ are: the amount and business. The meanings of the advertisement are that: do trade with us is a good business to you; doing business with us, you will get a lot. Advertisers use pun skilful to inspire the audiences‘ curiosity and attract their interest to do the deal.
―Powe to influence others.‖
It is an advertisement for a Hector Powe Clothing Company. They advocate that if you wear their clothes, you will have power to influence other people. Because ―Powe‖ is like ―power‖. It satisfies people‘s desire of power, so they like to have a try. Thus, it will bring great profit to the Powe company. Maybe people with the clothes can‘t have more power, but the company has the power to influence the market.
3 Five strategies of translation of puns in English advertisem ent
On the basis of previous studies on translation of puns, the author tentatively proposes five potential strategies for translation of puns in English advertisements, some of which have already been touched upon in the previous section. They include preservation, creation, compensation, explication and omission[4]. These five strategies, adopted in accordance with the principle of optimal relevance,have some advantages. First, they have already been widely employed in practice and are generalized from the previous studies, thus they have solid foundation. Secondly, they can cover most of the important methods proposed by other scholars as we can see in the analysis in the previous sections. Thirdly, these five strategies stem from a comprehensive perspective: such aspects as form, meaning and function have been taken into account. So we hope these strategies will prove to be effective in real work. It should be pointed out that each of the five strategies is not always applied on its own; sometimes two or more strategies are jointly employed in an advertisement depending on the situation. When there is more than one pun in an advertisement,
different strategies can be applied to different pun depending on the situation. For instance, some can be preserved, some explicated, and some omitted. However,
whatever the situation is, whatever strategies the translator should choose, depends on whether optimal relevance can be achieved, i.e. the choice has to be made in accordance with the principle of optimal relevance. In the following sections, these
five strategies will be explained.
3. 1 Preservation
For those advertisements that mainly appeal to emotions, e.g. texts abundant with rhetorical devices such as pun, the persuasive power lies in the successful conveyance of the rich meaning in these rhetorical devices. Preservation is one of the effective ways to represent the strength of the original, and it is also one of the often-employed approaches available to the translator, but it should be adopted on the condition that there is a large degree of overlap in both the source language and the target language in terms of linguistic features and the cognitive environment of the source language and the target language reader on the subject to be translated, so that by doing so it neither causes clash in the target language culture nor misleads the reader when he/she processes it and therefore the original and the translated closely resemble each other, and if possible have the same effects on the reader. Such linguistic features may be morphologic, phonetic, syntactic and semantic, etc., which still preserve(as much as possible)the communicative clues of the original,or resemblance in linguistic properties. Eg. An Apple for everybody keeps worries away.
V ersion A: 电脑选苹果，烦恼远离我。
V ersion B: 天天有苹果，烦恼远离我。[5]
In this advertisement of a computer, the word ―apple‖ has two meanings: one refers to the fruit ―apple‖ and the other ―the computer brand‖. At first sight, the reader knows that the advertisement comes from the saying ―An apple a day keeps a doctor away‖, which is often rendered as ―一日一苹果，医生远离我‖.Relevance Theory tells us that the translated has to resemble the original closely enough in relevant aspects. Guided by the principle of optimal relevance,we know that the translator has to ensure that the reader can recognize the intention of the advertiser to entertain the reader. Meanwhile, taking the reader‘s cognitive environment into account,we know that the
western saying ―an apple a day is a healthy way of life‖ and it is familiar to the reader. So along this line of thinking, we think that in ―V ersion A‖the pun in the original advertisement is not preserved and hence the sense of humor conveyed by it gets lost; besides the expression ―电脑选苹果‖sounds too direct whereas ―Version B‖effectively preserves the pun in the original, i.e. the two layers of meaning in the original are both conveyed. Besides, it also retains the form of the original. In terms of meaning, such implicatures in the original as―having an apple keeps one healthy‖，―having an apple helps one get his work done‖and ―having an apple makes one efficient‖ can also be derived from it, therefore ―V ersion B‖ is a better translation. Eg. Coca Cola可口可乐
Pun also appears in brands，for instance, ―Coca Cola‖, a brand of soft drink. According to American Heritage Dictionary, ―cola‖originally refers to―African evergreen plants having reddish，fragrant, nutlike seeds yielding all extract that contains caffeine and theobromine‖，but nowadays，it usually refers to ―a carbonated soft drink containing an extract of the cola nut and other flavorings‖.When it was introduced into China, the translator borrowed the name and hence a name for this new type of soft drink came into being. ―可乐‖in Chinese also means ―something that deserves to be happy about‖;therefore ―可口可乐‖has more than one interpretation: on the one hand, it is the name of the brand, a usage of alliteration which sounds very pleasant; on the other hand, it means ―both tasty and de serves to be happy about‖,referring to its superb taste and its quality of being able to bring happiness or even good luck, and this really caters to Chinese reader‘s interests. What is important is that, obviously, the translator has given full consideration to both the advertiser‘s intentions and the reader‘s expectations,making them meet each other perfectly. So not only the original pun is successfully preserved but also new values are added. Thus, it‘s an ideal translation, both its quality and function are included in the translation.
3. 2 Creation
In case the cognitive environment of the target text reader differs significantly from that of the source text reader or the source text touches on some social taboos or sensitive topics, preservation of the original may cause negative response or
misunderstanding, while other approaches prove to be ineffective, the translator can choose to introduce new pun in the target text. By creation, we mean the translator can introduce new pun on the subjects(related but not necessarily the same as the original)in the target text. For instance, by reproducing the pun with a standard target language pun in the target text, or by turning non-pun expression in the source text to pun expression in the target text, or zero to totally new pun expression in the target text, the translator can produce the similar contextual effects in the target text. Baker says: ―One may either omit or play down a feature such as idiomaticity at the point where it occurs in the source text and introduce it elsewhere in the target text…it may be used to make up for any loss of meaning,emotional force, or stylistic effect which may not be possible to reproduce directly at a given point in the target text.‖ If other things being equal, sometimes by creation it is possible to achieve a lower degree of resemblance but roughly the same level of overall relevance as it can bring in adequate contextual effects if the translator‘s assumptions about the cognitive environment of target language reader are accurate. Here, creating similar contextual effects acts as the criterion. Nevertheless, the created new pun should be acceptable in the cognitive environment of the reader. Eg. Better late than the late.
V ersion A: 迟到总比丧命好!
V ersion B: 晚了总比完了好! [6]
This public advertisement of ―safe driving‖reminds one of a well known idiom―better late than never‖,whose translation is ―迟做总比不做好‖ . In the advertisement, the first ―late‖means ―coming or occurring after the correct,usual, or expected time; delayed‖ , while the phrase ―the late‖ means ―the dead,especially recently deceased‖ . So considering the difference in the two languages, we know that the original pun can not be preserved as the two meanings in the original can‘t be kept intact in a Chinese word or phrase. This may be the reason why someone thinks that an ―established translation‖ should be adopted instead of more relevant approaches. For instance, they would think that as there is already ―an established translation‖ there，why not borrow its structure? Hence, ―V ersion A‖comes into being. However, in order that the translated and the original resemble closely enough in relevant aspects, the translator has to，if possible，retain the linguistic features in the original. In Chinese, we know
that ―late‖ can be rendered as ―晚了‖,its close match in sound being ―完了‖，which literally means ―over or finished" , so put together,they can make up a new pun．In ―V ersion B‖,we can see that the two words ―晚了/完了‖(/wǎn/and/wán/)sound almost the same, therefore, it is a new pun that better conveys the features of the original. Besides, considering the reader‘s cognitive environment,we know that this translation also makes perfect sense. It warns people of the danger of fast or unsafe driving: it is better to be late than killed in a traffic accident. So the reader can get adequate contextual effects without spending his/her unnecessary processing effort，and optimal relevance is achieved.
3. 3 Compensation
By compensation, we mean that the translator can make up for the loss of meaning, emotional force, or stylistic effect by using some other devices in the target text. For instance,by introducing a rhymed non-pun in the target text, the loss of punning can be compensated to a certain degree. Besides, using different modes of representation(e.g. replacing words with pictures)also provides a translator with possible means to realize the function of persuasion in the target text. However, this must be on the condition that these new devices should be equally relevant to the target text reader,namely, it can produce enough positive contextual effects without expending his/her gratuitous processing effort. Eg. More Time for Time.
V ersion A: 想要争取时间就要阅读时代杂志。
V ersion B: 想要争取时间吗?阅读时代杂志吧! [7]
In this advertisement for Time magazine, the word ―Time‖ has two meanings: the first refers to ―the period at one‘s disposal‖ and the second ―the name of the magazine‖ . Since in Chinese there is no similar word that can express the double meaning in the original, the original pun can‘t be preserved. So in case the linguistic features in the origina l can‘t be preserved, we can compensate for the loss through other devices. In this example, we can adopt the rhetorical question like the one in V ersion B. In this way,the translator can raise the reader‘s attention while at the same time avoid ―following the beaten track‖.Generally, a question is attention-grabbing as it ―compels‖ the reader to think more about the subject in question，for instance, ―why it is so?‖.A rhetorical question sounds like that the advertiser is offering help to the
reader, and therefore the latter is more likely to be well received. In addition, in a rhetorical question, the question-answer pattern often implies that the ―answer‖is true，as in this advertisement it is suggestive of such assumptions as ―reading Time really helps you save your time‖,and naturally it appeals to the reader. Therefore, compared with ―V ersion A‖,which is a declarative sentence, better result can be achieved through compensation in ―V ersion B‖ . Eg. OIC. Translation: 哇，我看见了! In this advertisement of glasses, the three letters ―OIC‖resemble the shape of the glasses, and they read very much like an exclamation―oh,I see‖. So the advertisement relies on both the visual device and sound effect to attract the reader‘s attention.The pronunciation vividly represents a picture of a near-sighted reader who is so happy when he/she can see clearly what is written in the book with the glasses, and hence the exclamation. This seems to be a somewhat extreme case，as it is rare among the thousands of advertisements. Due to differences in language, it is very difficult for the translator to retain both audio and visual effects.In terms of pronunciation, he/she can easily reproduce the effect of ―OIC‖ by ―哇,我看见了!‖ , while in other cases, he/she has to resort to other media, for instance, the picture, so that the visual effect of the pun can be effectively compensated.
3. 4 Explication
On some occasions, the underlying meaning in the original is made explicit on some grounds, for instance, grammatical or cultural, i.e. either grammatically or culturally it is not feasible for the translator to ―transfer‖the original linguistic features. In this case, due to the difference in linguistic devices and the cultural context, the translator has to use this strategy to supply the contextual assumptions for the reader. Furthermore, in order for the ease of comprehension for the reader, i.e. to aid the comprehension by reducing the level of difficulty involved in decoding, and hence less processing effort, the translator may deliberately choose to make the translated more explicit than the original, for instance, spelling out the underlying meaning of the pun or adding some more information that is not present but implicated in the original, so that some of the assumptions are made more manifest to the reader. Among the ways to achieve explication, two that readily come to the translator‘s mind are free translation and paraphrase, through which the main idea the
original contains can be conveyed to the reader. Eg. I‘m More satisfied.Translation:摩尔香烟,我更满意。In this advertisement for More cigarettes, the word ―More‖ has two interpretations: one is ―additional number or amount‖and the other is the cigarette brand ―More‖ . In Chinese, ―more‖ means ―更，再，更多(的)，更加‖, etc., either adjective or adverb in nature, and can not normally be used as a brand in Chinese. So in translation, the double meaning in the original ―More‖can not be preserved in one item. However, in order to provide the two interpretations at the same time, the translator can resort to explication, i.e. to make the word ―More‖explicit: the name of the cigarette brand and the modifier in the advertisement. So if the translator intends the reader to process and retain both interpretations together with their effects, he/she has to explicate the word separately, as we can see in the above example. In the translated version, the word ―More‖ becomes explicit, as ―香烟‖indicates its nature of being a cigarette brand, while ―更‖ combined with the rest of the advertisement implies that a comparison made between ―More‖and the other cigarette brands, suggesting that ―More‖is better than the others. The reader can get adequate contextual effects from the translated version for no unjustifiable processing effort. Thus, optimal relevance is achieved. Eg. The unique spirit of Canada. Translation: 独一无二的加拿大酒，独一无二的加拿大精神。
In the above advertisement of whiskey, the word ―spirit‖ refers to two different things: ―essential nature of a person or group‖and ―alcoholic beverage,especially distilled liquor‖ . In Chinese, it generally refers to ―精神‖ or ―灵魂.‖ For the translator, his/her first attempt is always to reproduce the pun with a word containing the two meanings. Y et, considering the language difference, we know the translator can‘t preserve both of them in one word in Chinese. However, he/she has to keep it in mind that the advertiser intends to communicate both of these two interpretations, for the first implies the beverage‘s unique quality or flavor, while the second serves as a compliment to the beverage, suggesting that it represents the characteristic of Canada, and hence its superiority over others. Here, explication comes to play: to explicate the two meanings separately. In Chinese, ―unique‖means ―唯一的‖, ―独一无二‖, etc.. We can see that through repetition of ―独一无二的‖and ―加拿大‖, the uniqueness of the beverage is highly emphasized, giving the reader an impression that
the beverage is indeed ―unique and superb‖. Accordingly, though unable to preserve the original pun, the translator has successfully reproduced the strength of the original advertisement.
3. 5 Omission
The translator‘s last resort is perhaps omission, or called deletion, which can be adopted if explication of pun may lead to redundancy or for some other reasons(e.g. stylistic reason). Nevertheless,it should be emphasized that generally speaking before the translator tries to omit the original, he/she has to be careful as to whether by doing so he/she will deviate from the advertiser‘s intention.In some cases the pun in the source text, if possible, had better be represented in the target text, otherwise the effect of the advertisement being ―playful‖ or ―witty‖ conveyed by such vehicles may get lost. Eg. Coke refreshes you like no other can.
V ersion A: 没有什么能像可乐那样令您神清气爽。
V ersion B: 清新可口，别无所求。[8]
In this advertisement for soft drink Coke, the word ―can‖has two meanings, one refers to ―the metal container for liquids‖,and the other ―the modal verb‖.So the advertisement can have two interpretations: ―Coke refreshes you like no other can(tin,drink)can refresh you‖.The pun can‘t be preserved,as the translator is unlikely to find a Chinese word or phrase that can cover the two meanings of the original. So under the circumstance, the translator can choose other strategy like compensation, explication or omission to render the advertisement. ―V ersion A‖is a case of explication, in which the main idea of the original is conveyed. However, we can see that this translation seems to be a little clumsy, so the reader deserves a better translation. As we know the purpose of an advertisement is to attract the reader‘s attention, interest, to appeal to the reader, so in a sense, at first sight it has to be readable and memorable. However, ―V ersion A‖ seems to be incapable of achieving this purpose. To make it ―sweet and short‖, the translator can use the well-established four-character phrases in the Chinese version, as shown in ―V ersion B‖.The original pun is omitted in this translation for the sake of stylistic effect, otherwise the version will be longer and hence less https://www.wendangku.net/doc/7717329244.html,pared with ―V ersion A‖,this one being concise and impressive,though imperfect, it is more likely to be accepted by the reader.
On the other hand, in the aspect of meaning,the phrase ―别无所求‖ conveys a wealth of implicatures, for instance, ―it suits you best‖,―it is the best‖,―it brings you the greatest happiness‖,etc. So ―V ersion B‖can produce adequate contextual effects in the reader‘s cognitive environment without causing his/her unnecessary processing effort, and optimal relevance is achieved through omission and compensation. From the above examples, we can see that some puns in the original can be preserved in the target text, while others can‘t.This may be due to language constraints, difference in cognitive environment and so on. However, what is important is that relevant strategies like creation and compensation should be adopted to make up for the loss of meaning, emotional force, or stylistic effect so that the translation can closely resemble the original in relevant respects and in this way optimal relevance can be achieved.
Conclusion
Advertisement is a way for the company to propaganda their product. To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose. Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful. Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement. Pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc. and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable. So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.
Notes
[1] Oxford Advanced Learner’s English—Chinese Dictionary( Oxford University
Press,1997),1202.
[2]Walter Redfern, Puns(Oxford: Basil Blackwell Limited,1984),50.
[3]Du Juan, On the Diction Characteristics of English Newspaper Advertisements: Journal of Lan Zhou University (social sciences,2000), 236.
[4]黄映秋.广告英语中的双关运用及可译性探讨[J].外国语,2005,(9):68.
[5] [6] [7] [8]张昭苑,段海生.English Advertisement and Its Translation[J].重庆学院学报,2004,(3):35-38.
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论双关语的可译性及不可译性
论双关语的可译性及不可译性 华中科技大学徐敏 摘要：本文尝试用丰富的翻译案例来说明修辞格中双关语的可译性及不可译性，阐明在双关语翻译中译者应尽力保持原文的语义信息及审美信息，尤其是要再现原文的修辞效果，以达到最佳的信息交流和交际效果。 关键词：双关语；可译性；不可译性；修辞效果 Abstract：Based on the abundant translation cases，this paper attempts to analyze the translatability and untranslatabily of pun as one part of the rhetoric. It is pointed out that both the semantic messages and aesthetic messages of the source text should be retained in the translation of pun. The rhetoric effects of the source text should be especially reproduced in order to achieve the best communication effects. Key words：pun；translatability；untranslatability；rhetoric effects 1. 引言 修辞是语言的有机组成部分，是提高语言表达效果的重要手段。唐学纯在《接受修辞学》中将“修辞活动”定义为“言语交际双方共同创造最佳交际效果的审美活动”（唐学纯，唐跃，朱玲，1992）。换言之，修辞是一种承载着丰富文化内涵的语言形式，它的目的在于创造最佳交际效果。因此在修辞格的翻译中，译者不仅应该充分注意到语义信息的传递，而且也应该力图创造最佳的修辞效果，将原语中修辞效果在译文得到最大限度的再现。即译者必须把原文中的信息尽可能多地传达给译文读者，使他们尽可能多地感受到原语读者能够感受到的修辞效果。本文仅就修辞中的双关语来分析它的可译性及不可译性。 2. 双关语的可译性 世界上不同民族和国家的语言与文化有着共性。从语言的角度来讲，全世界的语言是相通的，不同的语言之间类似或相当的成分是主要的。语言之间的相融性和相似性形成了语际翻译可译性的客观基础。从文化的角度来讲，文化具有超地域性的特征。居住在不同地方的人们有着相同或相似的物质和精神需求、情感表达方式和对世界、生活的看法（王福祥，吴汉樱，1997）。这种语言与文化的共性为修辞这一旨在创造最佳效果的特殊语言形式的可译性提供了理论依据。 双关“pun”这个词来源于拉丁语“paronomasia”，指“外表相似”和“语义相似”。依照《辞海》的定义，“双关语”即修辞学上辞格之一，利用语言文字上同音或多义的关系，使一个词或一句话关涉到两件事。双关语是一种在英汉两种语言中都较常用的高级修辞格，它利用音或义的巧合，进行同音异义的暗换，有意使语句同时具有双重或双层含义，即表层含义和深层含义，表层含义是掩饰义，深层含义是所指义。双关语分为同音双关（homophonic pun）、近音双关(paronomasia)、同音异义双关(antalaclasis)、一词多义双关(sylleptic pun)、歧解双关(asteismus)、反语(irony)、暗讽 ·193·
英语广告中双关语的运用技巧及翻译
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英语翻译翻译方向论文题目
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(全英文论文)论英语广告的翻译
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浅论广告英语语言特点及其翻译策略_开题报告
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法，在进行文献分析总结代写硕士论文前人研究经验的基础上，对各类创意广告语的使用技巧进行详细的文本分析。 目前我已收集了大量的相关信息，以及查阅了很多关于广告英语的资料，所以论文的大致思路已定，提纲如下: 浅论广告英语语言特点及翻译策略 1英语广告的语言特点 1.1 英语广告的词汇特点 1.1.1使用形容词的比较级和最高级 1.1.2 使用简单动词和口语词汇 1.1.3 使用错别字和杜撰新词 1.2英语的句法特征 1.2.1使用短语代替整句 1.2.2使用简单句和省略句 1.2.3使用祈使句 1.2.4使用第一、第二人称 1.3英语广告的修辞特征 1.3.1比喻 1.3.2排比 1.3.3拟人 1.3.4对比 1.3.5仿拟 1.3.6押韵 2英语广告的翻译策略 2.1英语广告的翻译方法
文学作品论文双关语的翻译论文：浅谈文学作品中双关语的翻译
文学作品论文双关语的翻译论文：浅谈文学作品中双关语的 翻译 摘要：英语双关语被广泛应用于各类文学作品中，不仅美化了语言还提高了文学作品的可读性。它可以分为谐音双关语，同形异义双关语，发音和含义双关语。只有对两种语言都有精确深入的理解才能翻译得出双关语。本文讲述四种不同的翻译方法：双关语翻译双关语，直译法，释义法和加注法。 关键词：文学作品双关语翻译语言 双关语（pun）, 《牛津高阶英汉双解词典》的解释是：利用词的一词多义现象或同音异义现象产生出的诙谐用法。仅仅看定义似乎感觉很深奥，其实在平时的英语学习和运用中，我们已经接触到很多双关语了，只是我们没有发现或者没有加以归纳整理。接下来，我们来看看英语双关语的三种分类以及它们是怎样使作品锦上添花的。 （一）谐音双关语。 它是指使用相同或者相近的发音，但是不同的拼写和词义的两个单词。这类词也常被称为语音双关语。语音双关语是英语双关语最基本也是最常见的表现方式。 （二）同形异义双关语。 这类双关语巧妙地利用了单词同音异义的语言功能，达到了一语双关的绝佳效果。请看下边的例子：
a: some boys think i am pretty and some boys think i am ugly. what do you think? b: a bit of both. a: what do you mean? b: pretty ugly. 作为一个形容词，pretty意思是“漂亮的，可爱的”。因此b的最后回答可以理解为“又漂亮又丑”。但是如果把pretty看做是副词的话，它的意思是“相当，非常”于是b 的回答就完全变了味道，成为“她非常的丑”。可见同形异义双关语pretty在本例子里创造了关键的幽默效果。 （三）发音和含义双关语。 这一类型双关语常常被用在文学或者影视作品里。当作者或者编剧在描述一个人物时，主人公常被冠以一个发音和含义双关语的名字，以烘托人物本身的性格特点、行为或者命运。 例如，美剧heros里主人公之一的hiro化解了一次次世界危机，穿越时空解救了许多人，推动着剧情的发展。而他的名字与剧名hero (英雄) 发音很相似，于是这个人物的命运使观众产生了联想，认为他就是英雄。 还有，莎士比亚名著《亨利八世》里的人物sir john falstatff，是一个言行不一的伪君子。他表面上友好善良，聪明勇敢，具有绅士风度。其实，他是一个心肠歹毒，自私
中英文翻译论文题目选题参考
https://www.wendangku.net/doc/7717329244.html, 中英文翻译论文题目 一、最新中英文翻译论文选题参考 1、中西菜谱及饮食文化交流中的中英文翻译 2、中英文翻译软件的开发与应用 3、中西饮食文化交流中菜谱的中英文翻译 4、文化翻译观视域下蒙古族民俗文物名称中英翻译的思考 5、中英翻译中的显化现象分析 6、云南民族村景点介绍的中英翻译效果——基于功能翻译理论的一个案例分析 7、面向全球制造的工艺设计与中英文翻译系统开发研究 8、中英文翻译中的文化语境研究 9、构建民族性:后殖民语境下的中英网站翻译 10、现行女性主义翻译理论之缺憾-以张爱玲的中英翻译为例 11、中英文翻译疑惑词语例说 12、顺应论视角下政治演讲的中英翻译研究 13、从功能翻译理论角度看中文食品说明书的中英翻译 14、论商品包装的中英文翻译——以对等理论为指导 15、影响中英广告翻译的文化因素及其翻译方法 16、中文文史期刊中英文翻译的若干问题 17、中英翻译的文化素养 18、小议文化因素对中英翻译的影响及解决方法 19、跨文化交际意识与中英对话翻译
https://www.wendangku.net/doc/7717329244.html, 20、中英语言翻译中的几种常见现象 二、中英文翻译论文题目大全 1、中英文翻译中的异化 2、中英翻译中不同思维模式的转换 3、中英翻译归化现象透视 4、学术论文中英文翻译的不一致现象 5、论中英人名翻译 6、功能翻译理论角度的人力资源管理的中英翻译——以人事招聘与制度编制文本翻译为例 7、“中华老字号”中英翻译存在的问题及策略研究 8、北京地区高校校园标识语中英翻译调查研究 9、从跨文化传播角度浅谈商标的中英文翻译 10、数字出版中统计excel中英文翻译自动程序化的应用 11、中西文化差异视角下的中英翻译 12、“爱屋及乌”的中英翻译国俗语义差异 13、从《毛选》英译看政治文献中英翻译的冗余度平衡 14、景区标识语中英翻译实证研究 15、中英字幕翻译中的文化差异及文化意象的处理策略 16、论语法意识在中英翻译中的意义 17、文化自觉与自信语境下的中英姓名翻译 18、中西文化差异下的中英歌词翻译原则及方法 19、从中西文化的差异性浅析中英翻译
论文英文翻译
毕业设计（论文） 英文文献翻译 电力系统 电力系统介绍 随着电力工业的增长，与用于生成和处理当今大规模电能消费的电力生产、传输、分配系统相关的经济、工程问题也随之增多。这些系统构成了一个完整的电力系统。 应该着重提到的是生成电能的工业，它与众不同之处在于其产品应按顾客要求即需即用。生成电的能源以煤、石油，或水库和湖泊中水的形式储存起来，以备将来所有需。但这并不会降低用户对发电机容量的需求。 显然，对电力系统而言服务的连续性至关重要。没有哪种服务能完全避免可能出现的失误，而系统的成本明显依赖于其稳定性。因此，必须在稳定性与成本之间找到平衡点，而最终的选择应是负载大小、特点、可能出现中断的原因、用户要求等的综合体现。然而，网络可靠性的增加是通过应用一定数量的生成单元和在发电站港湾各分区间以及在国内、国际电网传输线路中使用自动断路器得以实现的。事实上大型系统包括众多的发电站和由高容量传输线路连接的负载。这样，在不中断总体服务的前提下可以停止单个发电单元或一套输电线路的运作。
当今生成和传输电力最普遍的系统是三相系统。相对于其他交流系统而言，它具有简便、节能的优点。尤其是在特定导体间电压、传输功率、传输距离和线耗的情况下，三相系统所需铜或铝仅为单相系统的75%。三相系统另一个重要优点是三相电机比单相电机效率更高。大规模电力生产的能源有： 1.从常规燃料（煤、石油或天然气）、城市废料燃烧或核燃料应用中得到的 蒸汽； 2.水； 3.石油中的柴油动力。 其他可能的能源有太阳能、风能、潮汐能等，但没有一种超越了试点发电站阶段。 在大型蒸汽发电站中，蒸汽中的热能通过涡轮轮转换为功。涡轮必须包括安装在轴承上并封闭于汽缸中的轴或转子。转子由汽缸四周喷嘴喷射出的蒸汽流带动而平衡地转动。蒸汽流撞击轴上的叶片。中央电站采用冷凝涡轮，即蒸汽在离开涡轮后会通过一冷凝器。冷凝器通过其导管中大量冷水的循环来达到冷凝的效果，从而提高蒸汽的膨胀率、后继效率及涡轮的输出功率。而涡轮则直接与大型发电机相连。 涡轮中的蒸汽具有能动性。蒸汽进入涡轮时压力较高、体积较小，而离开时却压力较低、体积较大。 蒸汽是由锅炉中的热水生成的。普通的锅炉有燃烧燃料的炉膛燃烧时产生的热被传导至金属炉壁来生成与炉体内压力相等的蒸汽。在核电站中，蒸汽的生成是在反应堆的帮助下完成的。反应堆中受控制的铀或盥的裂变可提供使水激化所必需的热量，即反应堆代替了常规电站的蒸汽机。 水电站是利用蕴藏在消遣的能来发电的。为了将这种能转换为功，我们使用了水轮机。现代水轮机可分为两类：脉冲式和压力式（又称反应式）。前者用于重要设备，佩尔顿轮是唯一的类型；对于后者而言，弗朗西斯涡轮或其改进型被广泛采用。 在脉冲式涡轮中，整个水头在到达叶轮前都被转化为动能，因为水是通过喷嘴提供给叶轮的；而在压力式或反应式涡轮中，水通过其四周一系列引导叶版先直接导入叶片再提供给叶轮（或转子）。离开引导叶片的水有压力，并且以一部分动能、一部分压力的形式来提供能量。 对于低于10,000千伏安的发电站而言柴油机是出色的原动机。其优点是燃料成本低、预热时间短以及标准损耗低。此外，其所需冷却水量极少。柴油发电通常选择用于满足少量电力需求，如市政当局、宾馆及工厂等；医院通常备有独立的柴油发电机，以备紧急情况时使用。 通过电线来传输电能是电力系统中的一个重大问题。而从下面研修目的目的架设输电线路又是必要的： 1.将电力从水电站输送到可能很远的负载中心； 2.从蒸汽站到相对较近负载中心电力的批量供应； 3.出于内部连接目的将电能在紧急情况下从一系统转换至另一系统。 传输电压主要由经济因素决定。实际上，当距离、功率、功耗固定时，输电线路中导体的重量与传输电压成反比。因此，出于经济方面的考虑，长距离传输时电压一定要高。当然，电压超高绝缘成本也就超高，要找到最佳电压必须通过减小导体横截面积来取得绝缘成本与经济节省之间的平衡。 高压传输通常使用配以悬挂式绝缘设备的高架结构。称为路标铁塔用于负载
论文广告英语与翻译
广告英语与翻译 摘要广告作为一门综合艺术，具有很多独特之处。广告用语必须简洁、生动、形象、富有感情色彩和感染力。广告的撰写在词汇、句法、修辞方式等方面具备一些特征。本文在这些层面上分析了英语广告语的语言特征。并结合翻译实践，通过相关译例的分析，讨论了英语广告语翻译的原则。 关键词：英语广告语语言特征翻译 一、引言 广告作为一门集社会学、美学、心理学、市场营销学、语言学等学科于一身的综合艺术，其目的在于说服或提醒人们购买某种产品或采取某种行动，具备“推销能力”( selling power) ，激起人们的购买欲望；广告也具备“记忆价值”(memory value) ，给人留下深刻的印象；它还具备“注意价值”(attention value)和“可读性”(readability) 。随着全球经济一体化趋势的日益显著,国际间的商品流通日渐频繁，为了开拓国际市场，各个国家竞相推销自己的产品，其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推广。这就不可不避免地涉及到了广告语翻译问题。如今英语广告语已逐渐成为社会交流的必要手段之一，渗透到人们生活的各个方面。英语广告既具有很高的商业价值，也有一定的语言研究价值，掌握其语言特征和翻译原则，有利于提高我们对英语广告语的欣赏水平，搞好对外交流工作。本文主要探讨广告英语在词汇、句法、修辞方式方面的特征及一些常见的翻译方法。 二、词汇特征 1形容词的特征 英语广告语喜用评价性的褒义形容词,原形、比较级、最高级都是常见的手段。其作用在于描述或渲染产品的性能及长处,尽其修饰、描绘之能,为自己的商品树立形象,提高声誉。广告英语中出现频率较高的形容词有: good/better/best, great, fine, rich, fresh, clean, beautiful, crisp, free, big, easy, bright, extra, safe, special等。另外也不乏gorgeous, superb, luxurious等夸张的词语。在市场竞争激烈的今天,恰到好处的运用形容词描述产品的特点能够准确、生动地描述产品的特点,带来意想不到的效果,
论英文广告中双关语的翻译
摘要 广告英语作为一种应用语言，有着自己独特的语言特点和风格。广告英语用词优美，句法简洁却内涵丰富，修辞变化多端，耐人寻味，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以充分的展示。广告旨在于打动人心，激发人们的购买欲，一字一句都需要充分发挥它的魅力和产品所要表达的商业目的。因此，广告商挖空心思地追求新的创意，在广告中运用丰富的双关语。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，能很好的突出广告的特点，因而在广告中得到大量应用。本文从同音双关、谐音双关、一词异义双关、一词多义双关几个方面对双关语在英语广告中的运用作了阐述；同时也运用契合译法、分别表义法、套译法、侧重翻译法和补偿法等对英语广告双关语的翻译作了些探讨。 关键词：英语广告；双关语；翻译技巧
ABSTRACT As an applied language, advertising English has its own specific language style and features. With appealing dictions, succinct sentence structures, rich connotation and varied use of rhetoric devices, advertisements surprisingly give full play to the charm of language, using the simplest language to express the most plex meanings. Advertisements aim to stimulate people’s desire for shopping. Therefore, manufacturers wrack their brains to be creative with the use of rich puns. The artful use of such rhetorical devices makes advertisements connotative, humorous, vivid and witty—impressive in a roundabout way. Thus pun bees widely and frequently used to achieve purposed effects of advertisements. This article aims to elaborate on the various forms of puns such as homophonic pun, paronomasia, antalaclasis and syllepsis, and to probe into some mon techniques of translating English puns in advertisements such as fit translation, semantic translation, sets translation, priority translation, and pensation translation. Keywords：English advertisements; pun; translation techniques
浅谈英语中双关语的应用及翻译
2010年1月第29卷第1期黑龙江教育学院学报 Journa l o fH e ilong ji ang Coll ege o f Educati on Jan .2010V o.l 29N o .1 收稿日期:2009-11-06 作者简介:代晓丽(1981-),女,黑龙江伊春人,助教。 浅谈英语中双关语的应用及翻译 代晓丽 (伊春职业学院,黑龙江伊春153000) 摘 要:双关语是英语中较为常见的修辞手段,双关语在不同语境当中有不同的应用,应在考虑双关语双重含义的基础上从意译法、拆译法、侧重译法、套译法,翻译加注释等方面对其翻译进行初步的探讨。 关键词:双关语;修辞;翻译 中图分类号:H 319 文献标志码:A 文章编号:1001-7836(2010)01-0165-02 一、双关语的定义及作用 PUN (双关)运用一个词语来暗示两层或两层以上的意思或不同的联想,或者运用两个或两个以上同音异义或近音异义的词语。它巧妙地使词语和句子有了两种不同的含义,能收到滑稽幽默、冷嘲热讽甚至是悲剧的效果。 二、双关语在不同语境中的应用及修辞效果 (一)双关语在文学作品中的应用 R om eo .N o t I ,be li eve m e :you have danci ng shoes w ith n i m b l e so l es :I have a sou l of lead .So stakes m e to t he ground I cannot m ove . (W llia m Shakespeare R o m eo and Juli e t ) 译文:罗密欧,我实在不能跳动。你们都有轻快的舞鞋:我只有一个铅一样重的灵魂,我的身体紧紧地钉在地上,使我的脚步不能移动。 (选自莎士比亚的!罗密欧与朱丽叶?) 戏剧大师莎士比亚巧用了这对音异义词,生动地刻画出 罗密欧当时心头烦恼,无心跳舞的心境。 (二)双关语在新闻报道中的应用 1 C li m bers H o l d Su mm it T a l ks 登山运动员会师峰顶(Su mm it T a l ks 原义是 首脑会议 )。这一则新闻报道了有关中国、日本、尼泊尔三国运动员登上珠穆朗玛峰的情况。在此处所用的一语双关,增加了新闻标题的趣味性。 2 Egg T a l ks :A gr i cultural A dv isersM eet 蛋类谈判:农业顾问聚首。这则新闻究竟是要表达 蛋类谈判 ,还是 就蛋类进行谈判 ,关键在于 T a l k 。这则新闻标题巧妙地运用 T alk 的一词多义,实现了双关的修辞手法,吸引了读者的注意力。 (三)双关语在商品广告中的应用。1 I #m mo re satisfied .A sk for M ore . 这是摩尔香烟在广告语中树立的两个双关典范。它们巧妙地使用m ore 一词的双重意义:mo re 是一个副词,表示 更加,更多 ;大写之后,变成了品牌名称。译文为: 摩尔香烟,我更满意 ; 再来一支,还吸摩尔 。寥寥数语就使人们轻松记住了商品的品牌,同时又给人留下了一个印象,该产品优于同类产品,能使消费者满意。 2 Fresh up w ith 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。U p 指 co m e up w ith (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。 (四)双关语在日常生活中的应用 1 ? D o you ever draw p ict ure i n the nude ? ? N o ,I usuall y w ear a jacket . 对话中,提问的人是想问 你有没有画过裸体画 ,而回答的人却理解为 你曾经光着身子画过画吗? 这则对话中双关产生的原因是对i nthe nude 在句中不同功能的理解,即作定语或作状语,从而达到幽默的效果。 2 这是一个男孩子为了追求一个在银行窗口工作的女孩子在递交存折的同时附上了一张小纸条。 D earM: I have been SAV I NG t h is question i n t he hope t hat I m i ght ga i n so m e I NTETRST.If free F r i day ,wou l d you ca re to DE PO S T yourse lf beside m e at a m ov ie ?I have taken i nto AC COUNT t hat you m ay be prev i ous l y engaged ;if so I w illW I TH DRAW m y offer on Sa t urday .A t any RATE ,your co m pany w ou l d much enjoy ,and I hope you w ill no t A SSESS th i s as t oo for w ard .Check you late . ? 165?