双关语.docx
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双关语
Content
Abstract…………………………………………………………………………..……ⅰ
摘要……………………………………………………………………………..……...ⅱ
I.Foreword.....................................................................................................................1
II.Introduction…………………………………………………………………...…….1
A.Definitionofpuns....................................................................................................1
B.Thefeaturesofpuns................................................................................................2
C.Thefunctionofpuns...............................................................................................3
III.TheTypesofPunsinEnglishAdvertisements.......................................................4
A.Theuseofhomophonicpuns..................................................................................4
B.Theuseofsemanticpuns.......................................................................................5
C.Theuseofgrammaticalpuns..................................................................................6
D.Theuseofidiomaticpuns.......................................................................................7
Ⅳ.TheTranslationofPuns...........................................................................................7
A.Thecriteriaoftranslatingpuns..............................................................................8
B.Thedifficultiesoftranslatingpuns.........................................................................8
1.Thelanguage-relateddifficulties......................................................................8
2.Theculture-relateddifficulties...........................................................................9
C.Thetechniquesoftranslatingpuns....................................................................10
Ⅴ.TheTranslationMethodsofPunsinAdvertising..................................................10
A.Thetranslationmethodofagreement…………………………………..………..11
B.Renderingbothmeanings………………………………………………………...11
C.Equivalencetranslation…………………………………………………………..11
D.Compensationtranslation……………………………………………………......12
Ⅵ.TheRelationshipbetweentheUnderstandingofPunsinEnglish
AdvertisementsandEnglishStudy………………………………………………….12
A.EnlargingEnglishlearners’knowledge………………………………….……..13
B.ArousingEnglishlearners’interest........................................................................13
Ⅶ.Summary…………………………………………………………………………....14
Bibliography…………………………………………………………..………………...15
Acknowledgement.........................................................................................................16
RhetoricFunctionofPuns.…………………………………………………………..17
TranslationofRhetoricFunctionofPuns.………………………………………….21
Abstract
Asafigureofspeech,Englishpunshavebeenwidelyusedindailyconversations,stories,novels,advertisements,plays,poems,jokes,riddles,etc.withthepurposeofproducingahumorous,jocularorsarcasticeffect,andmakingapassagelivelyandimpressive.What’smore,PunningisoneofthemostcommonrhetoricaldevicesusedinEnglishadvertisements.It’sessentiallyadevicetomakeadvertisementsmorehumorousandattractaddressees’attention.ThisthesisintroducesEnglishpunsbriefly,whichincludesthefeaturesandthefunctionofpunninginEnglishadvertisements,anddiscussesthetypesofpunninginEnglishadvertisements.ThenitdealswiththetranslationofpunsinEnglishadvertisements,includingthecriteria,thedifficultiesandthetechniquesoftranslation,andfurtherprovidessomemethodstotranslatebetter.ThethesishopesEnglishlearnerscanusepunstoenhancetheirmotivationandefficiencyintheirEnglishstudy.
KeyWords:
Pun;Types;Translation;EnglishLearning
摘要
英语双关语作为一种修辞手段,长期以来被广泛地应用在日常会话、故事、小说、广告、戏剧、诗歌、笑话、谜语等文体中,用来制造幽默、诙谐、讽刺的效果,使语言变得生动、活泼、有力。
同时,双关语是英语广告中一种极为常见的修辞手段。
双关修辞格运用在广告中,能够使广告生动有趣,回味悠长,给消费者留下深刻的印象,符合现代生活节奏的需要。
本论文对英语中的双关现象进行简单的介绍,包括双关的特征以及在英语广告中的作用,阐述了双关语在英语广告中运用的几种分类,并从英语广告中双关语的翻译角度出发,在分析其标准、难点和技巧的基础上,对翻译的几种方法作了初步的探讨。
本文希望英语学习者能够有效利用双关广告文本来提高他们的英语学习兴趣和效率。
关键词:
双关语,分类,翻译,英语学习
AnAnalysisofPuninEnglishAdvertisements
Ⅰ.Foreword
Advertisingisahighlyeffectivetoolofcommunicationandpersuasion.Advertisersvaluethepowerandflexibilityoflanguageandemploymanylanguagetechniquestoachievetheeffects.All-too-frequentuseofpunsinadvertisementshascometoarousemyinterestinfurtherstudyingthislinguisticphenomenon.Scholarsandresearchersalikehavemadesubstantialachievementsinstudyingthisage-oldyetas-vigorous-as-everformofrhetoricalart,whichgreatlyenlightenedmetoseeknewanglestofurtherstudypunningartandfurthermore,tobackupmystudywiththeoreticalbackground.However,tothestudyofpunsincontextofadvertisement,lessattentionhasbeenreceivedinthisnarrowscopewheremystronginterestliesin.Ihopeitwouldenrichthestudyofadvertisinglanguage.Moreover,IproposetheapplicabilityandefficiencyofusingpunsinEnglishlearning.
Ⅱ.Introduction
A.ThedefinitionofPuns
PunisdefinedinLongmanDictionaryoftheEnglishLanguageas"awitticism,involvingtheuseofawordwithmorethanonemeaning,orofwordshavingthesame,ornearlythesamesoundbutdifferentmeanings".IntheConciseOxfordDictionary,punisdefinedas"humoroususeofwordtosuggestdifferentmeanings,orofwordofsameorsimilarsoundwithdifferentmeanings;playonwords".IntheOxfordEnglishDictionary,punisdefinedas"theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect".
AsXuZhongbingstatesin"TheVarietiesandTranslationofEnglishPuns",punscanberoughlydividedintotwoparts.Theyarenamedparonomasia(谐音双关)andantalaclasis(一词二义双关).Paronomasiaistheuseoftwowords,whicharesimilarinpronunciationbutdifferentinmeaning.Forexample,anadvertisementgoes:
"CatchtheRaincheetahsandcheattherain.""Raincheetahs"isthebrandnameoftheproduct.Itispronouncedsimilarlyto"raincheater"whichechoesto"cheattherain".Asfor"antalaclasis",itreferstoawordusedtwiceormore,buteachtimewithadifferentmeaning."ToEnglandwillIstealandthereI'llsteal."(Shakespeare:
HenryV).Thefirst"steal"meansthat"togotoEnglandsecretlywithoutbeingnoticed.Thesecond"steal"isusedinitsmostcommonlyusedmeaning.
Fromtheabovedefinitionswecanseeapunpossessesthefollowingcharacters.First,apunisafigureofspeech.Implicitnessisatypicalcharacteristicofapun.Thatistosay,theintendedmeaningoftheauthororspeakerishiddenandhardtocatch.Butonceitiscaught,itwillgiveyoualastingandpleasantimpression.Second,mostdefinitionsofpunsuggestthattheuseofapunistoproducehumorousandjoculareffect,whileRedfernarguesthatpunsdonothavetobefunny,andtheepithets"serious"haveoftenbeenappliedtothem.Lastbutnotleast,punsareformedonthesimilarityofsoundandthedisparityofmeaning.Thelinguisticformofpunhasafunctionbeyondthatfactualrelationship.Meanwhile,apunhas,atleast,twodifferentmeanings:
conceptualmeaningandassociativemeaning,whichproduceambiguityinthetext.Infact,itisthischaracterthatmakespunspopularandconciseinexpressingwitandhumor.
B.Thefeaturesofpuns
Whateverthedefinitionofpunmightbe,twofeaturesseemtobeconsideredwithoutanychallengeasfaraspunsisconcerned.
First,punsresultfromtheconfrontationoftwoormoredifferentmeaningsofanidenticalorsimilarstringoflettersorsounds,thatis,itistheuseofaword,orofwordswhichareformedorsoundedthesameornearlythesame,buthavetwoormoredifferentmeanings.
Asisknown,languageisasystemofarbitraryvocalsymbols.Thereisnoone-to–onerelationshipbetweenformandmeaningofeachlanguageunit.Oneformdoesnotnecessarilybearonlyonemeaning,andinturn,onemeaningdoesnothavetodependupononespecificform.Andthisarbitrarinessmakespunningtheoreticallypossible.Whatismore,awordcanbemadetobeardifferentobjectsandsubjectswithoutinvolvingarealchangeoflinguisticmeaning.Thusawordcanrefertoinnumerabledifferentrepresentatives,andthisbasicasymmetrybetweenlanguageanddifferentcontextsdenotesthatlanguagescannotbeexpectedtoprovideaseparatesignforeverysingleobjectoreventinthesamecontext,andthehighly“economical”mannerinwhichlanguagedealswithcontextsistocombineitssignsinamultitudeofwayswiththecomplexityofrepresentativesindifferentcontexts,thuswordsdevelopderivedmeanings,whichmayleadtopolysemy,andlfmetaphoricalextensionsinparticular,wherethereisametaphoricalrelationshipbetweentheoriginalandderivedmeanings.Thisfactistodowiththevagueorunspecificcharacteroftheword’smeaning.Lastbutnotleast,therearealsointerlinguadifferencesonthephonologicalandgraphemelevels;hereitshouldberememberedthatidentityornear-identityofphonicandgraphemicsubstanceprovidesthenecessaryformalbasisforpunning.
Second,punsareintendedtomakecomicorhumorouseffect,thatis,punsareusedtoproducesomehumorous,amusingeffects.
C.Thefunctionofpuns
Punsarewidelyusedinliterature,inourdailyconversation,inpoliticallanguage,inadvertisingsloganandintheprintedmedia.Punningisoneofthemostbelovedtoolsofcomiccreationsinmanylanguages.Itisresponsibleforperceivedhumorandcleverness.Ithasfourmajorfunctions:
attentiongetting,arousinginter