论英文广告中双关语的翻译文档格式.docx
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论英文广告中双关语的翻译文档格式.docx
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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
Asanappliedlanguage,advertisingEnglishhasitsownspecificlanguagestyleandfeatures.Withappealingdictions,succinctsentencestructures,richconnotationandvarieduseofrhetoricdevices,advertisementssurprisinglygivefullplaytothecharmoflanguage,usingthesimplestlanguagetoexpressthemostplexmeanings.Advertisementsaimtostimulatepeople’sdesireforshopping.Therefore,manufacturerswracktheirbrainstobecreativewiththeuseofrichpuns.Theartfuluseofsuchrhetoricaldevicesmakesadvertisementsconnotative,humorous,vividandwitty—impressiveinaroundaboutway.Thuspunbeeswidelyandfrequentlyusedtoachievepurposedeffectsofadvertisements.Thisarticleaimstoelaborateonthevariousformsofpunssuchashomophonicpun,paronomasia,antalaclasisandsyllepsis,andtoprobeintosomemontechniquesoftranslatingEnglishpunsinadvertisementssuchasfittranslation,semantictranslation,setstranslation,prioritytranslation,andpensationtranslation.
Keywords:
Englishadvertisements;
pun;
translationtechniques
Contents
1.Introductionofpun
Punisoneoftheancienttrope,whichisnowwidelyusedasarhetoricalmeansinadvertisements,literatureanddrama.Itisdefinedas"
thehumoroususeofawordorwordsthatareformedorsoundedalikebuthavedifferentmeaningsinsuchawayastoplayontwoormoreofthepossibleapplications"
[1].Sincepuncontainsicandrakishlanguagestylewhichputtheadvertisementintothemostsuitablelanguageenvironment,manyadvertiserswouldliketochoosethepunasthemostimportantwayofexpressioninadvertisementssothattheycanbemorepersuasiveandtouching.However,somediscrepancybetweendifferentcultureandlanguagessometimesmakespununtranslatable.Forallthesereasons,punbeesthemostcharmingbuthardnuttocrack.
1.1Thedefinitionandfeaturesofpun
PunisdefinedinLongmanDictionaryoftheEnglishLanguageas"
awitticism,involvingtheuseofawordwithmorethanonemeaning,orofwordshavingthesame,ornearlythesamesoundbutdifferentmeaning"
[2].InthebookADetailedStudyofFiguresofSpeechinEnglish,ProfessorLiXinhuahasconcludedthatpunhastwoessentialfeatures.Thefirstessentialfeatureofpunisambiguity."
Nomatterwiththesamesoundorthesamespelling,whatapunwantstoconveyisthedifferenceinsteadofthesamenessinmeaning"
[3].Indailymunication,peoplearetryingtoavoidthepresenceofambiguity.However,punattachesmuchimportancetoambiguity.Itexpressesaddressers’intendedmeaningwithliterarymeaningtogether.Anothercharacteristicisthatapuncontainsadoublecontext.Itiseasytounderstandthatapunisaformofwordgameinwhichawordorphraseunexpectedlyandsimultaneouslybinestwounrelatedmeanings.Ofcourse,everymeaninghasitsowncontext.ProfessorArchibaldA.Hillpointsoutthat"
therearethreeelementsinanalyzingandposingapun:
adoublecontext,ahingeandatrigger"
[4].Ahingeisthepunitself,andatriggerreferstotheintentionandbackgroundthatliesbehindthepuns.
1.2Classificationofpun
AsXuZhongbing(China)statesinTheVarietiesandTranslationofEnglishPuns:
"
puncanberoughlydividedintotwoparts.Theyarenamedparonomasiaandantalaclasis[5]"
.Paronomasiaalwaysinvolvestwowords,whicharesimilarinpronunciationbutdifferentinmeaning.Asforantalaclasis,itreferstothesamewordwhichisusedtwiceormore,buteachtimeitcontainsdifferentmeaning,accordingtoEnglishWritingandRhetoricwrittenbyProf.WenJun,amorespecificapproachofclassificationisconcluded..Itclassifiesfourcategoriesofpun,thatis,homophonicpun,paronomasia,antalaclasisandsyllepticpun.
Homophonicpunistheuseofwords,whichareidenticalinpronunciationbutdifferentinspellingsandmeanings.Forexample,
(1)"
Makeyoureveryhelloarealgood-buy"
(telephoneadvertisement).Here"
buy"
remindspeopletheimageof"
and"
good-bye"
.Theadvertisertriestocatchthecustomerseyesandassurethatthepurchaseoftheirtelephoneissensible..
Paronomasiainvolvestwowordswhichhavesimilarpronunciationbutdifferentmeanings.Asthebeneficialadvertisementsaysthat
(2)"
Drunkdriversoftenputthequartbeforethehearse"
.Here"
quart"
hassimilarpronunciationas"
cart"
while"
hearse"
horse"
."
isavesselforalcoholand"
isacarriagespeciallyusedforconveyingthedeadtothegrave.Thispuni
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- 关 键 词:
- 英文 广告 双关语 翻译