英语广告中的双关语及其翻译商务英语专业Word文件下载.docx

英语广告中的双关语及其翻译商务英语专业Word文件下载.docx

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摘要

双关语作为广告文体中常用的一种修辞手法,英语广告中双关语的翻译要做到形神兼备也是一大难点。

通过其创意性与趣味性的表现形式，成为推销商品的重要手段。

因此，双关语作为一种含蓄、幽默的表达形式，在广告中广泛使用。

本文以英文广告中的双关语为研究对象，分析了双关语的特点和种类，对其翻译方法进行初步探讨。

并结合大量广告实例，阐述双关语在英语广告中的特点,对双关语的三个产生条件进行了分析。

文章还指出双关的功能并非全部在于使人发笑，就广告人的角度来看，双关语有两方面的作用：

一是克服广告交际环境中对广告人的不利因素，二是将一些不便说的或不能说的信息含蓄地表达出来。

最后还对英语广告中双关语的翻译作了初步探讨。

关键词：

英语广告;

双关;

翻译

Contents

AbstractⅠ

摘要Ⅱ

Introduction1

1ThreeConditionsofPuninEnglishAdvertisement2

2SpecialFeaturesofPunsinEnglishAdvertising4

2.1UsePunstoImprovetheCommunicationEnvironmentthatisNotGoodforAdvertisers4

2.2UseofPunstoConveyInconvenientorUnexplainableMessages5

2.3UseSimilarSoundstoExpressYourIntent6

2.4UsePolysemy6

3FeaturesofPunsinEnglishAdvertising7

3.1Homophone7

3.2SemanticPuns7

3.3Quasi-imitationPuns8

3.4GrammarPuns8

3.5SentenceswithFamousAphorismsandProverbs9

4TranslationofPunsinEnglishAdvertisements10

4.1FitTranslation10

4.2SeparateMeaning11

4.3Routine12

4.4FocusonTranslation12

4.5Deciphering12

4.6Routines13

4.7FocusonTranslation13

4.8CompensationTranslation14

Conclusion15

References17

Acknowledgments18

Introduction

TheAmericanMarketingAssociationdefinesadvertisingas"

ameansusedtoarousethepublic'

sattentiontoacertainthingandinduceitinacertaindirection."

Generallyspeaking,advertisingisakindofgeneralnotificationandpersuasion,anditsmainpurposeisIt'

saboutsellingaproduct,service,orconcepttoyouraudience.Thepersuasiveandinfluentialfunctionofadvertisingisrealizedinaspecialcommunicativebehavior.Itsparticularityisreflectedinitsspecialcommunicationenvironment:

thedegreeoftrustandcooperationbetweenthetwopartiesincommunicationisverylow,becauseeachotherunderstandsthepurposeofadvertising.Inordertoattractpeople'

sattentionandmakethemultimatelybehaveasexpectedbyadvertisersonproducts,servicesorideas,advertiserswillusevariousmeans,suchasinvisiblecommunicationinadvertisements,associativemeaningandforegrounding,wordescapingandpunsWait.Thisarticlelistsseveralexamples,combinedwithArchibald.A.Hill'

stheory,analyzesthethreeconditionsofpunsinEnglishadvertising.ThearticlealsodiscussesthetranslationofpunsinEnglishadvertisements.

1ThreeConditionsofPuninEnglishAdvertisement

Advertisingshouldattractthepublic'

sattentionandleaveadeepimpressionintheshortesttime.Itisnoteasytomakepunsconcise,humorous,novelandchic,anditcanhighlightthecharacteristicsofadvertising.Intheeraofacceleratingeconomicglobalizationandtherapiddevelopmentofmarketeconomy,advertisingisoneofthemosteffectivewaysforcompaniestolaunchnewproducts.Inordertowinaplaceinthefiercemarket,increasethepopularityoftheproducts,andestablishagoodinternationalimageoftheproducts,themerchantswillcarefullydesignandproducetheirownads.Advertisingisbasedontheprincipleofsalespromotion,usingavarietyofmethodsandmethods,tomakefulluseofthevisualandauditoryimageelementsofadvertisingtoachieveadvertisinggoals.TheAmericanAdvertisingAssociationANAregardsthegoalofadvertising,ACCA,astherequirementforadvertisingsuccess.Astandsforcognition,twoC'

sareunderstandingandconviction,andAisaction,whichmeansthatgoodadvertisingcanpromptreaderstorecognize,Understand,stimulate,talkabouttheirdesiretobuy,andultimatelypromotebuyingbehavior.Punisarhetoricaltechniquecommonlyusedinadvertising.CiHaiisdefinedastheuseofhomophonesorpolysemyinlanguagetomakeawordorsentenceinvolvetwothings.Itistoexpressthemeaningofonelightandonedarkinalanguageforminaspecificlanguageenvironment.Thecleverpunapplicationcanmakethelanguagesubtle,humorousandvivid,givingpeopleroomforaftertasteandimagination.Advertisementisakindof"

broadcast"

mediacarrier.Inmodernurbanlife,Advertisinghasexpandedfromtraditionalmediasuchasnewspapers,magazines,andtelevisiontovariouswebsites.Stationsandevenvariousmodesoftransportareplayinganincreasinglyimportantrole.AdvertisingbothTopromoteaproductorserviceandpromoteideas,thelanguageoftheadmusthaveGreatagitation,highartistryanduniquecreativity.Userhetoricboth.Itcanmakelanguageexpressionmorevividandvivid,andcanalsodeepenpeople'

simpression.Toacertainextent,withthehelpofrhetoric,theexpressivenessofadvertisingsloganscanbeimproved

Andappeal,whichimpressedconsumers,sorhetoricisheavilyusedinadvertisingin.Rhetoricaltechniquesoftenusedinadvertisingincludepuns,metaphors,personifications,parallelisms,Loopsandrhymes.Theuseoftheserhetoricaltechniquesinadvertisingnotonlymakesadvertising.Thelanguageisvivid,andthewisdomandcreativityoftheadvertisingdesignerarepenetrated.Canplayagoodroleinattractingandpersuadingreaders.

AccordingtoArchibald.A.Hill,authorofPuns:

TheReadingandTheirUses,therearethreeconditionsforthegenerationofpuns:

dualcontexts,hinges（thatis,polysemesorhomonyms）,andtriggers（thatis,factorsthatcontributetopuns）.）.Letusunderstandthesethreeconditionsthroughthefollowingexamples.

"

MyFaithisgone."

Criedhe,afteronestupidmoment.

Faithherereferstoboththenameofthepersonandthehomonymwithfaith（faith）,formingapun.The"

dualsituation"

hereis:

Faithisseriouslyill,andherlifeisatstake;

ontheotherhand,herhusbandGoodmanissuperstitiousaboutGodandhopestotouchGodwithprayerstosavehiswife."

Touchthephone"

wasthatGodfailedtomanifest,Faithdied.Whenshewokeupfromacoma,shecalledoutthesadpun.ThehomonymofFaithandfaithinthesentenceconstitutesthe‘hinge’ofthepun,thatis,thewifeisgoneandthefaithisgone.Inthisexample,threeconditionsareobvious.Thetouchofsomeadsisnotsoclear.E.g.:

AnappleadaykeepsthedoctorsawayIBMproducesanewkindofpersonalcomputers“apple”

Thetriggeristheelementthatformsthepun.Itisthelinkthatconnectstwoseeminglyunconnectedsituations.Thetriggersinadvertisementsaremainlyvarioushumandesiresandneeds.Intheaboveexample,eatingapplesandApplecomputersseemtohavenoconnection,buttheadvertiserisusingpeople'

slongingforabetterlifetoconveytheirtrueintentions:

justasyoucankeephealthybyhavinganappleeveryday,LivetherichlifeyouwantbyowninganApplecomputer.Anotherexample:

Moresunandairforyoursonandheir

Thisisapublicityadaboutoutdoorbeaches.Thekeytomovingpeopleisitstouch.Parentslovetheirchildren,anditisgoodtoletthechildrenbreathefreshairandenjoythesuninthebeach.

2SpecialfeaturesofpunsinEnglishadvertising

Accordingtothedefinitionofpuns,themostbasicfunctionofpunsisto"

createhumorouseffects"

butthefunctionofmostadvertisementsisnotjusttomakepeoplelaugh.WecanseethespecialroleofpunsinEnglishadvertisingfromthefollowingtwoaspects.

2.1Usepunstoimprovethecommunicationenvironmentthatisnotgoodforadvertisers

①Attractandmaintaintheinterestofadvertisingaudiencesforalongtime.Thepurposeofadvertisingistochangethecognitiveenvironmentinyourhand.Itsprimarytaskistoattractandmaintaintheattentioninyourhandasmuchaspossible.However,restrictionsoncooperationbetweenadvertisersandaudiencesmakeitdifficulttoachievethisgoal.Formanypeople,advertisingisneitherthecenteroftheirattentionnortheabilitytomaintaintheirattentionforalongtime.Advertisingoftenexistsontheedgeofaudienceattention.Advertisershavetousevariousstrategiestoimprovethisunfavorablecommunicationenvironment.Punisoneofthemethodstheychoose.Theadvertisingaudience’seffortstointerpretthepunincreased.However,thisextraeffortisnotinvain.Itsreturnistoobtainadditionalcontextualeffects.Atthesametime,theextraeffortalsogreatlylengthenstheaudience'

sattentiontotheadvertisement.ThefollowingisthesloganoftheCenturycarbyBuick:

Everythingwillbenewinthiscentury.Becausepeopleknowthemeaningof"

century"

theyimmediatelyunderstooditliterally,andproducedacontextualassumptionthateverythingwillbechangedinthiscentury.Isbrandnew.Becausethisisacaradvertisement,untiltheregisteredtrademarkofthecarisCerturyandthegeneralfutureintheadvertisement,theaudiencedidnotunderstandthatCenturyisnotacentury,butacarmodel,andalsounderstoodthetruthoftheadvertisement.Whatitmeans:

TheBuicksedanoftheCenturymodelhasmadenewimprovements.Inthisway,theadvertisingaudienceunderstandingoftheadwordisrelativelylong,and