论英文广告中双关语的翻译文档格式.docx

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