浅析英语广告中双关语的运用及翻译 英文.docx
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浅析英语广告中双关语的运用及翻译 英文.docx
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浅析英语广告中双关语的运用及翻译英文
1.Introduction
Advertisingisakindofmassmedia,itsfinalpurposeistospreadinformationandchangetheattitudeofconsumers,induceconsumerstobuytheproducts,andtherebytheadvertisersgettheprofits.Thebasisofadvertisinglanguageareconcise,lively,andimaginativethatbetakenthecentralposition.Advertisingmakesuseofpromoteprincipleanddrawsupthevividandinterestingpicturesandwordstoarousetheconsumers’attentionsinthetwinklingofaneye,stimulatesthereadersdesiretogetinonyouroffer.Modernsocietyisacommercialeconomy,advertisementsareeverywhere.Formsofadvertisementsarevariedandtherhetoricaldevicesofadvertisementsareplentiful:
personification,antitheticalparallelism,exaggeration,contrast,parallelism,rhymes,andpunprovidestheartisticaestheticfeelingtothereaders.
Thepun,inItalian,“punctilio”means“afinepoint,”henceaverbalquibble,andismostlikelythesourceoftheEnglishpunctilious.punisdefinedbyWebsteras“thehumoroususeofaword,orofwordswhichareformedorsoundedalikebuthavedifferentmeanings,insuchawayastoplayontwoormoreofthepossibleapplication;aplayonwords.”Punisaskillthatalwaysbeenusedinthecreativeworkofadvertisements.Itcanexpressthedoublemeaningintheparticularlanguageenvironment,thebrightandshadowmutualeffectarousethereaders’interestandimaginations.Punisconcise,humorousandnovel,cangiveroomforthinkingthatbeenfavoredbylargenumbersofadvertisements.SotheapplicationofpunsinEnglishadvertisementsanditstranslationareveryimportant.
Thoughmoreandmorescholarsdoresearchonpun’stranslationnow,theirresearchesaremainlyabouttranslationstrategiesandtheyrarelyaimatdealingwithbarriersoftranslatingpunsparticularlyaboutalotofdetailedexamples.Thus,thisthesisistodiscusstheculturalandlinguisticbarriersinpuntranslationthroughsomeexamples,andtheapplicationofpunsanditstranslation.ThenseveraltranslationmethodshavebeenproposedinsolvingtheproblemsintranslatingpunsfromEnglishtoChinese.
Thisthesiscouldalsoenablereaderstohaveabetterunderstandingofthefunctionsofpunsinadvertisementsaswellastheircrucialrolesinadvertisements.
2.TheFunctionsofPunsinAdvertisement
Fromtheprincipleofcooperation,puninadvertisementisawayofbreachthetheoryofconversation,butwhythepunstillbefavoredbytheadvertisers.Asweknow,thepurposeofadvertisingistocatchthereaders’eyes,andpunisaneffectivewaytohelpadvertiserstorealizethisaim.TanakaKeikosaid:
“Advertisersdeliberately…employpuns,becausethefirstandperhapsthemostimportantrequirementofanadvertisementisthatisshouldattractandholdanaudience’sattention.”Inthissense,advertisersfindanreasonableexcuseforviolationofthecooperativeprinciple.Aproperpuninadvertisementcanattractthepeople’sattentionaswellasgainthepurposeofadvertisement.Fromtheprincipleofrelevance,punsinadvertisingscansimplydescribeastheadvertisersprovidetwoormoreexplanationstoreadersinordertopeoplegetridofthefacialmeaningandcomprehendthedeepcontent.
Newmarksaid:
“Advertisingbelongstothevocativetext,asthemainpurposeistoselltheproducts.”TheuseofpuninEnglishadvertisementistogaintheperfecteffectandmakereaderscompletelyindulgetheatmospherethatadvisercreated.Sothefunctionsofpunsinadvertisementsareveryspecialandhavemanyadvantages.
2.1HelpingPeopletoRememberAdvertisementsEfficiently
Inthefast-temposociety,peoplebecomebusierandbusier,sotheyhopethatmessagesornewstheyreceivedcanbeconciseandmemorable.Buthowtoleavethedeepimpresstotheaudiencesintheshorttimeisaquestion.Nodoubt,theanswerisusingpun.Butwhyispun?
Firstly,advertisementispaidmessage,withlimitedspaceandtime.Punwithdoublemeaningscangivethereaders’plentyofconnotationsimpelthereadersthink.Thatcanhelppeopletorememberadvertisementsefficiently.Secondly,advertisementwithpunisusuallyformedbyshortsentence.Someusethenameoftheproductasthelanguageoftheadvertisementorusefamousidiomtoshowthespecialtyoftheproduct.Itnotonlysavesreaders’timetogettheinformationtheywant,butalsocanreducetheburdenofmemory.Inaword,punusesfewerwordstoexpressfullmessage.Punproducesconciseandmemorableeffecttocatchtheaudiences’eyesandinspirestheirassociations.Let’sseethefollowingexamples:
(1)OIC—Oh,Isee.
Translation:
哦,我看到了!
Thisisaglassesadvertising,usesthethreeconcisecapitalletters.Payattentiononthesethreewordswhichsharplikeglasses,what’smore,theirpronunciationsis“Oh,Isee”.Theadvertisingusesthedoublemeaningsonthesentenceformthevisuallanguageandhomophonicpun;bringsthejoyfulforthereaders.Peoplewhoweartheglasseswillhappinessbeyondthewords.Theadvertisingwiththepuncanletconsumersheartheirvoicesintheirminds,seetheproductwhattheywant.Thishashighlyartisticallyappealingandletthereadersgettheinformationinashorttime.
(2)Gowell,GoShell.
Translation:
行万里路用壳牌。
ThisisanadvertisementforShellOilCompany.Inthisadvertising,wellsoundslikewhere,soitimpliesthatifyouwanttobewell,youshouldbelieveShellcompanyandbuyhisoil,orwhereveryouwanttoarriveyoucangotoShellcompanytobuyoil.Imagingthatoneday,youdriveyourcar,butsuddenlytheoilisrunout.Soyouareconfusing,whereyoucango,ofcourse,youwillremembertheadvertisement’swords“Gowell,goShell”.SoyouwillnodoubtgotoShell.Therefore,onlyfourwordsareusedintheadvertisement,butexpressfullyandimpresspeopledeeplythatisthepun’scharm.Thepunsinadvertisementsimpresstheconsumersdeeplyandpersuadethemtobuytheproductinvisibly.
2.2HelpingSetupaGoodBrandandMakeMoreProfits
Modernadvertisingbusinesstendstobecomeart;itnotonlybreakstheinformationlevel,butalsolimitstogainthesalespromotions.Theadvertisersputtheirvisionsforthefutureandsetupthegoodimageforthecompany.Thespecialtyofpunsisfavoredbypeople.Itcanhelpadvertisersreachthispurpose.
(3)Fromsharpmindscomesharpproducts
Translation:
绝顶智慧造就尖端夏普。
Here,thesharpdescribesthebrainhasthequickonthetrigger.AlsotheSharpisthecompanynameofelectricalequipment.ThisslogangivestheimagethattheelectricalappliancesofSharpcomefromthewisdommind.Sotheaudiencesproducethetrustfeeling,atthesametime,setupthegoodbrand.Thencanmakemoreprofitableinthefuture.
(4)Powetoinfluenceothers.
Translation:
穿了Powe服装就有了影响别人的力量。
ItisanadvertisementforaHectorPoweClothingCompany.Powehasdoublemeanings,oneispower,andanotheristhenameofcompany.Whenyouseethisadvertisement,youmaythinkthecompanybuildsbythepowerfulpeople.Then,youwillfeelyoucantrustthiscompanyinthebottomheart.Italsomeansifyouweartheirclothes,youwillhavepowertosuccessorinfluencetheworld.Itsatisfieseveryonewantstosuccessordesireofpower.Thus,itwillbuildthegoodreputationandbringmoreprofittothePoweCompany.Theadvertisergivestheimagethatpeoplewhoweartheirclothes,onedaytheywillbethesuperman.
2.3ArousingPeople’sLoveandSympathyinCharityAdvertisement
Love’scallingenhancestheappealingandrallyingpointofadvertising.Peopleinthisworldneedanenvironmentfulloflovingandsympathy.Andthesedesiresalsoarefrequentlyreflectedinadvertisings.IntheWesternEuropeandNorthAmericancountriestherearenumerouscharitableorganizationsthatdotheirbesttohelpthepeoplewhoneedhelp.Punownsthisamazingforce.Let’sseetheadvertisementfromthefoundationofheartdisease.
(5)Haveaheart,playapart.
Translation:
与我们一起进行爱的传递。
Here,thehearthasrelatewiththefoundationofheartdisease,andalsoindicatesthatifyouarelovelypeople;youmustplayapartofus.HaveaheartandPlayapartpersuadepeopledoagoodpersonandpassthewarmingtoothers.Thesetwothingsputtogetherareveryinfectiousandfascinating.Thus,thisadvertisingusespuntoletpeopleknowthenameofthefoundationaswellastellthepeoplethattheworldneedsthemanddogoodthingsasmuchastheycan.
2.4EnhancingtheFreshnessandGlamouroftheAdvertisement
Advertisersoftencreatesomeunconventionalorunorthodoxsentencesandtrytobeunique,usethenewwordsornewspellingstosatisfythepeople’scuriosity.Punistypicalofadvertisinglanguage.Asuccessfuladvertisingisdeliberate;everywordcanhelpinspirehuman’ssentiments.Sointheadvertisement,originalityandcreativenessisking.Inthecourseofnature,anewcreatedwordorsentencecanenhancethefreshnessandglamouroftheadvertisement.
(6)CabFourward.
Translation:
车在前行。
ItisanadvertisementtitleofRamCarproducedbyDoqiCompany.Thewordfourwardplaysdoublemeaning,itsoundslikeforwardmeansthecompanyisprogressing,anditalsotellsspectatorsthatthecarhasfourdoorsandfourdirections.Imagingitwiththepictureintheadvertisement,peoplewouldknowwhyituseswrongspellingwordfourward.Theadvertisercreatesthewordfourwardfromforwardandshowstheconceptofthecultureofcompany—keepingprogressandmakedifferentaswellastellsthespectatorsthisisaspecialtyofcar.
(7)Weknoweggsactlyhowtoselleggs
Translation:
我们确切知道如何销售鸡蛋。
Thisadvertisingforegg-sellers,heretheauthorusesthetechniqueofmisspelling,eggsactlymeanseggandthepronunciationsoundslik
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