Puns in English Advertisements and Their Translation.docx
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Puns in English Advertisements and Their Translation.docx
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PunsinEnglishAdvertisementsandTheirTranslation
PunsinEnglishAdvertisementsandTheirTranslation
Introduction:
Withthedevelopmentofsocialeconomy,advertisementshavedeeplygoneintoeveryfieldofoursocietyandhavebecomeanindispensablepartofourlives.Thecreationofadvertisementsisacomprehensiveart.Thewritingofthiskindofartneedsmoreskillsthanthatofotherforms.Itshouldmakeuseofmarketingtheoriestocreatevividandinterestingwordswhichcanbeappreciatedbyboththewell-educatedandtheun-educated.What’smore,itshouldbeabletoattractreaders’attentioninashortmomentandstimulatetheirpurchasingdesire,andthenbringabouttheirpurchasingaction.Punningisoneofacommonskillinadvertisingcreation.Punningistheuseofawordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlysamesoundwithdifferentmeanings,whichcannotonlyappealtoconsumers’attentionbutalsobringabouttheirimagination.Punshavemanyrhetoricaleffectssuchasconcise,funny,humorous,novel,special,etc.Thus,punsarelargelyemployedinadvertisements.
1LanguageCharacteristicsofEnglishAdvertisements
1.1LexicalFeatures
WordsinEnglishadvertisementsareabundantandcolorful,andtheselectionandusingofthemserveforthisultimateaim---marketinggoods.Therefore,theyarearmedwithencouragementandinfluence.Lexicalfeaturescanbesummarizedasfollowed:
Firstly,adjectivesanditscomparativeandsuperlativedegreesareapplied.Forexample,
Famousworld-widegourmetcuisine.Excellentdailyspecialsandmouthwateringdesserts.Tastersricher…mellower…moresatisfying.
Secondly,newwordsandoddwordsarecreatedtocausethesenseofnovelty,tomakenovelty,oddnessandspecialtyoftheproductsmoreoutstanding,tosatisfyconsumers’mindstopursuingfashionandflauntinghumanity.Forinstance,
Fortwogether,theultimateallinclusiveonepricesunkissedholiday.
“Twogether”isderivedfromthesoundoftogether,andthatitistranslatedintotwopeopleismorevividthanthattranslatedintotogether,whichaddsmoretastestothisadvertisement.
Thirdly,repetitionofwordsisused.Therepetitionisacommonskillwhichcanachievetheeffectsofemphasizingandrendering.Andsucheffectisrightaneffectthatadvertisinglanguagepursuing.TakeanadvertisementofSUNSHINEconvenientbarbecuestandasanexample,“easytouse,easytoclean,easytoassemble”.
Fourthly,abbreviatedandcompoundwordsareusedtosavethelengthoftheadvertisement.Inadvertisingwriting,lengthiscontrolledasshortaspossibletorelegatecosts.Theuseofabbreviationandcompoundarecommon.Forexample,
WheretoleaveyourtroubleswhenyouflyJAL.JAListheabbreviationofJapanAirlines.
Fifthly,elegantandcommonwordsarebothusedtomakeadscolorful.Forinstance,
Thehomeofyourdreamsawaitsyoubehindthisdoor.Whetheryourtastebeacountrymanorestateorapenthouseinthesky,youwillfindthefollowingpagesfilledwiththeworlds’mostelegantresidences.Inthisad,“await”,“be”,“manorelegant”,“residence”areallelegantwordsonlyusedinformalcontext.Heretheyrespectivelytakeplaceofthosecommonwords---“wait”,“is”,“nice”,“place”.
1.2SyntacticalFeatures
Firstly,inordertomakeadvertisementclearandeasytobeunderstood,agreatamountofsimpleandshortsentencesareused.Forinstance,
Freshupwithseven-up..
Secondly,manycoordinatesentencesareused,soastomakeadvertisementscompact.Besides,theparallelstructureofthiskindofsentenceisimpressive.Forexample,
IntroducingFITNESSmagazine.It’sabouthealth,it’saboutexercise,it’saboutyourimage,yourenergyandyouroutlook.
Thirdly,anumberofellipticalsentencesareusedtomakeadvertisinglanguageconcise.Forinstance,
You’llenjoyrelaxedsunnydays.Warmcrystalclearlagoons.Coolgreenfoliage.Waterfalls.Flowers.Exoticscents.Brightblueskies.Secludedbeaches.Gracefulpalms.Breathtakingsunsets.Softeveningbreezes.Andfoodthatsimplyoutstanding.From“warmcrystalclearlagoons”to“softeveningbreezes”,aseriesofnounphrasestakesplaceofthesentence“You’llenjoy……”.Itisnotonlyconciseandcompact,butalsobrightandpowerful.
Fourthly,manyimperativesentencesusedinadvertisementsprovideadswithintenseencouragement.Forexample,
SocomeintoMcDonald’sandenjoybigMacSandwich.
Fifthly,fewnegativesentencesareemployed.Evenifusingthenegativesentences,itistobeservedasafoilbyotherproducts,ortoprojectthespecialtyoftheproduct.Forinstance,
WewouldneversaythenewAudiA4isthebestinitsclass.Wedon’thaveto.
1.3DiscourseFeatures
1.3.1BodyCopyofanAdvertisement
Inthissectionwewilldiscussthebodycopyasadiscoursecomponent.Theadvertisertellsthecompletesalesstoryinthebodycopy.Setinsmallertypethanheadlinesorsubheads,thebodycopyisalogicalcontinuationoftheheadlineandsubheads.Itisalsowherethesaleisclosed.Thebodycopyshouldrelatetothecampaignappealandtothereader’sself-interestanditmustexplainhowtheproductorservicebeingadvertisedsatisfiesthecustomer’sneed.Thebodycopymayconcentrateononeorseveralbenefitsastheyrelatespecificallytothetargetaudience.Insomecases,especiallyindailygoodsads,bodyisomittedjustbecausereadersknowwhattheyare.
1.3.2DifferencesinBodyCopies
Copiesfallintomanycategories.Somecommontypesofcopiesincludestraight-sellcopy,institutionalcopy,narrativecopy,dialogue/monologuecopy.
Inastraight-sellcopy,thetextimmediatelyexplainsordevelopstheheadlineinastraightforwardattempttoselltheproduct.
Sometimestheadvertiserusestheinstitutionalcopytosellanideaorthemeritsoftheorganizationorserviceratherthansalesfeatureofaparticularproduct.Serviceads,suchasadsofbanks,insurancecompanies,publicutilities,andlargemanufacturingconcernsarethemostcommonusersoftheinstitutionalcopy.
Advertisersusethenarrativecopytotellastory.Itoftensetsupaproblemandthencreatesasolutionusingtheparticularsalesfeaturesoftheproductorservice.Itmaythensuggestthattheaudiencesusethesamesolutioniftheyhavethatproblem.Serviceadvertisementsareoftenwritteninthis.
Byusingadialogue/monologuecopy,theadvertisercanaddthebelievabilitythatthenarrativecopysometimeslacks.Thecharactersportrayedinaprintadvertisementdothesellingintheirownwords,throughatestimonialorquasi-testimonialtechnique,orthroughacomic-strippanel.Allkindsofadscanusethisbodycopy,ifnecessary.
1.4RhetoricalFeatures
Somepeopleregardtherhetoricalfeaturesassub-literarygenre,becauseagreatamountofrhetoricaldevicesareusedinadvertisements,suchasrepetition,personification,rhyming,andanalogy.PunsareoneofthemostcommononesinEnglishadvertisements.Usingpunsappropriatelyinadvertisementscanenhanceadvertisements’charming,bringaboutconsumers’imaginationandconsolidatetheirmemories.
Firstofall,theuseofpunsenrichesthecontentofatextinthatapunusuallyexpressestheunderlyingmeaningaswellasthesurfacemeaning.Secondly,puns,ifproperlyused,helptoembodytheimageofacharacter.Besides,punsarefrequentlyemployedinhumorousstoriesandsatiricwriting.Punsenablethespeakerorthewritertoexpresshisintentindirectlybywayofhomophone.Lastly,implicitnessisoneofthedistinctivefeaturesofpuns;thereforepunsarefrequentlyemployedinliteraryworkstotransferarichimplicationortoencouragereaderstothinkmoreabouttheplotandthecharacters.
2ABriefIntroductiontoPunning
2.1DefinitionofaPun
Let’sfirstgooveragroupofEnglishdefinitionsmadebyvariousdictionaries.
OxfordDictionaryofliterarytermsdefines“pun”as“theuseofawordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlysamesoundwithdifferentmeanings,soastoproduceahumorouseffect.”Princetonencyclopediaofpoetryandpoeticsgivesthefollowingdefinition:
”afigureofspeechdependinguponasimilarityofsoundandadisparityofmeaning.”WhilethedefinitionofWebster’sNewWorldDictionaryoftheAmericanLanguageandLinguistics,thecompilerthinksthatpuncanbedefinedas“deliberateuseoflexicalambiguity(homonymyorhomophony)inspeech,mostly,thoughbynomeansexclusively,forjocularpurposes.”Andlast,theLongmanDictionaryoftheEnglishLanguage,“punisawitticisminvolvingtheuseofawordwithmorethanonemeaningorofwordshavingthesameornearlythesamesoundbutdifferentmeanings.”
ReviewingthedefinitionsofEnglishpunslistedabove,wecaneasilyfindthatthekeypointsofthedefinitionliein“similarsounds,differentmeanings,andhumorouseffect”.
2.2ClassificationofPuns
AccordingtoMalcolmOfford,astructuralapproachtoShakespeare’spunswiththreepossibilitiesidentifiedispresented.
Implicitpunsinvolveasingleoccurrenceofthewordandevokemorethanonemeaningonthebasisofeitherhomonymy(twowordshavethesameform)orpolysemy(i.e.onewordhastwoormoremeanings).
Explicitpunspresenttwoormoreoccurrencesoftheoriginalword,withadifferentmeaningateachoccurrence,againbasedoneitherpolysemyorhomonymy.
Syntacticpunsinvolveachangeofword-class,whichcanbeincludedintheexplicitpunscategory,sotherearetwobasictypesonly.
ButlaterOffordusedverticalandhorizontalpunsforimplicitandexplicitpunsrespectively.Verticalpuns
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