论英文广告中双关语的翻译Word下载.docx
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论英文广告中双关语的翻译Word下载.docx
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翻译技巧
ABSTRACT
Asanappliedlanguage,advertisingEnglishhasitsownspecificlanguagestyleandfeatures.Withappealingdictions,succinctsentencestructures,richconnotationandvarieduseofrhetoricdevices,advertisementssurprisinglygivefullplaytothecharmoflanguage,usingthesimplestlanguagetoexpressthemostcomplexmeanings.Advertisementsaimtostimulatepeople’sdesireforshopping.Therefore,manufacturerswracktheirbrainstobecreativewiththeuseofrichpuns.Theartfuluseofsuchrhetoricaldevicesmakesadvertisementsconnotative,humorous,vividandwitty—impressiveinaroundaboutway.Thuspunbecomeswidelyandfrequentlyusedtoachievepurposedeffectsofadvertisements.Thisarticleaimstoelaborateonthevariousformsofpunssuchashomophonicpun,paronomasia,antalaclasisandsyllepsis,andtoprobeintosomecommontechniquesoftranslatingEnglishpunsinadvertisementssuchasfittranslation,semantictranslation,setstranslation,prioritytranslation,andcompensationtranslation.
Keywords:
Englishadvertisements;
pun;
translationtechniques
Contents
1.Introductionofpun1
1.1Thedefinitionandfeaturesofpun1
1.2Classificationofpun2
2.FunctionofpunsinEnglishadvertisement3
2.1Rhetoricfunction3
2.2Pragmaticfunction4
3.TranslationofpunsinEnglishadvertisement4
3.1TheimportanceofpuntranslationinEnglishadvertisement4
3.2Delabastita'
stheoryfortranslatingpuns5
3.2.1ThecommentonDelabastita'
smethodfortranslatingpuns5
3.2.2TranslationmethodsofpunsonbasisofDelabastita'
stheory6
3.3TranslatingtechniquesofpunsinEnglishadvertisement6
3.3.1Fittranslation(契合译法)7
3.3.2Semanticdifference(分别表义法)7
3.3.3Setstranslation(套译法)8
3.3.4Prioritytranslation(侧重译法)9
3.3.5Compensationtranslation(补偿译法)10
4.Conclusion11
Acknowledgements12
References13
1.Introductionofpun
Punisoneoftheancienttrope,whichisnowwidelyusedasarhetoricalmeansinadvertisements,literatureanddrama.Itisdefinedas"
thehumoroususeofawordorwordsthatareformedorsoundedalikebuthavedifferentmeaningsinsuchawayastoplayontwoormoreofthepossibleapplications"
[1].Sincepuncontainscomicandrakishlanguagestylewhichputtheadvertisementintothemostsuitablelanguageenvironment,manyadvertiserswouldliketochoosethepunasthemostimportantwayofexpressioninadvertisementssothattheycanbemorepersuasiveandtouching.However,somediscrepancybetweendifferentcultureandlanguagessometimesmakespununtranslatable.Forallthesereasons,punbecomesthemostcharmingbuthardnuttocrack.
1.1Thedefinitionandfeaturesofpun
PunisdefinedinLongmanDictionaryoftheEnglishLanguageas"
awitticism,involvingtheuseofawordwithmorethanonemeaning,orofwordshavingthesame,ornearlythesamesoundbutdifferentmeaning"
[2].InthebookADetailedStudyofFiguresofSpeechinEnglish,ProfessorLiXinhuahasconcludedthatpunhastwoessentialfeatures.Thefirstessentialfeatureofpunisambiguity."
Nomatterwiththesamesoundorthesamespelling,whatapunwantstoconveyisthedifferenceinsteadofthesamenessinmeaning"
[3].Indailycommunication,peoplearetryingtoavoidthepresenceofambiguity.However,punattachesmuchimportancetoambiguity.Itexpressesaddressers’intendedmeaningwithliterarymeaningtogether.Anothercharacteristicisthatapuncontainsadoublecontext.Itiseasytounderstandthatapunisaformofwordgameinwhichawordorphraseunexpectedlyandsimultaneouslycombinestwounrelatedmeanings.Ofcourse,everymeaninghasitsowncontext.ProfessorArchibaldA.Hillpointsoutthat"
therearethreeelementsinanalyzingandcomposingapun:
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.Thispunisusedtowarnthedriversthatdrunkdrivingisdangerousandtoremindthemoftheimportanceofsafedriving.
Antalaclasisreferstoawordusedtwiceormore,buteachtimewithadifferentmeaning.Forexample,(3)"
Youneedthestrongestlineofdefenseagainstgumdisease"
(advertisementofJNJdentalfloss).It'
sacommonsensethatdentalflosscankeepteethcleanandhealthybydefendingagainstgumdisease.Here"
line"
referstoboththematerialofdentalflossandthedefensivelineagainstgumdisease.
Syllepticpunissimilartoantalaclasis,butthewordisusedasapunonlyoncewithtwoormoredifferentmeanings.Withsyllepticpuns,theadvertisementcanconveytheinformationinfewerwords.Forexample,(4)"
moneycannotbegrownontreesbutitblossomsatourbranches"
.ThisistheadvertisementforLloydBankinBritain."
Branch"
isapunandhastwomeanings:
oneisinagreementwith"
trees"
inthefirstsentence,meaning"
thearmofatree"
;
theothermeaningis"
divisionandsubsidiarybank"
.ThebanksmartlywarnsconsumersthatmoneycannotbegainedfromtreesbutcanbeincreasedcontinuouslyoncetheysavemoneyinLloydBank.
2.FunctionofpunsinEnglishadvertisement
Whilethequalitiesofadvertisementsareevaluated,thefollowingvaluesareusuallytakenintoconsideration:
informationvalue,attentionvalue,aestheticvalueandmemoryvalue[6].Informationvalueisthemostimportantofthefour.Onlywhenanadvertisementinformsreadersofthedetailsofproducts,suchasquality,packageandusecanmakeconsumersremembertheproductsorbewillingtobuythem.Otherwise,thepotentialconsumersareeasytobeattractedbyotherproductswithsimilartopicsandcontents.Aestheticvaluecancreatethesenseofbeauty,whichcansometimedeterminewhethertheadvertisementwillsucceed.Theabovethreevaluesturnthememoryvalueintoreality:
toattracttheconsumers'
eyes,tofulfillthepurposeoftheadvertisement,andabovealltopersuadeconsumerstobuytheproducts.AdvertisersputpuninEnglishadvertisementbecausepunplaysanimportantroleinrhetoricandpragmaticareas.
2.1Rhetoricfunction
Fromtherhetoricpointofview,apunis"
afigureofspeechwhichconsistsofsimilarwordsorphrasesforrhetoricaleffect,whetherhumorousorserious"
[7].Thepunisbasicallyoneoftherhetoricdevicesthatcanfulfillthispurposeofattractingtheattentionofreaders.Apunissoimplicativethatitleavesreaderssomuchspaceforthoughtandassociation.Theconnectionbetweenthetworespectivewordsortheseveralrelevantmeaningconveyedbythesamewordisabletoenrichboththecontentandtheinfluenceoftheadvertisements.Oncethecontentofadvertisementisdistinctivewithhisownbrand,itwillbeeasyfortheconsumertoacceptandtrusttheproductstheadvertisementpromotes.Asforanadvertisement,onceattentionhasbeendrawnonit,itwillmerelybeamatteroftimeforconsumerstofallinlovewithit.Astheproverbsays:
“Abitinthemorningisbetterthannothingallday”.Punisirreplaceabletocatchthefirsteyeinadvertisements.Forexample:
(5)"
Cockrefreshesyoulikenoothercan"
.Theword"
can"
maybecomprehendedliterallyas"
aluminumtinusedtocontainliquid"
whileitcanalsobeconsideredasamodalverb.Therefore,theadvertisementcanbeinterpretedintwoways:
Cockrefreshesyousogreatlythatnootherdrinkscanrefreshyou"
or"
Cockisabletoprovideyouthenumberonerefreshmentthandoingotherthingscanachieve.Aboveall,thisadvertisementaimstostatethefunctionofcock—tobringpeoplethefeelingofdelightandrefreshment.
2.2Pragmaticfunction
Fromthepragmaticpointofview,theadvertisementwithpuncanprovideinformationsothattheaudiencecancometoknowthedetailsofproducts.Becausetheuseofpunscanstrengththeattentionvalueanddirectfunctionoftheadvertisinglanguage,theadvertisementwithpunsinspirestheaudiences'
interestinreading.AccordingtoTanaka,thereasonwhyapuncancausetheinterestisthatitcancreateambi
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- 英文 广告 双关语 翻译
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