英语论文 广告双关语的双关翻译方法.docx
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英语论文广告双关语的双关翻译方法
目录
摘要2
Abstract3
ChapterIIntroductionofPun5
1.1TheDefinitionofPun5
1.2TheImportanceofPun6
Usingpuninadvertisementcansatisfypeople’scuriosity.Thenoveltyanduniquenessofpuncanarousepeople’scuriosityandmotivatepeopletobuytheproduct.7
ChapterIITheUsingofPuninAdvertisements7
2.1PhoneticPun7
2.2SemanticPun8
2.3GrammaticPun9
2.4IdiomaticPun10
ChapterIIITheTranslationofPuninAdvertisements11
3.1FitTranslation11
3.2SetsTranslation12
3.3SemanticDifference13
3.4Focusingontranslation14
3.5TranslationCompensation14
摘要
随着经济的发展和人们对美的要求的提高,许多生产者想出各种办法来满足消费者的需求和市场要求,其中一个很重要的方发就是提高广告的质量。
广告要求简洁明了,便于记忆。
在广告中使用双关语是一种吸引消费者注意的常用方法。
但是仍然有很多人不知道双关语真正的作用;另一方面,随着许多产品的出口,它们的广告需要被翻译成其它语言。
基于上述问题,本文介绍了双关语的四个种类和五种翻译方法。
四个种类分别是:
谐音双关,语意双关,语法双关,习语双关。
五种翻译方法是:
契合译法,套译法,分别表义法,侧重译法,补偿译法。
每个粒子的运用都会是读者更深层次地了解双关语的运用。
本文的目的是让许多的人了解双关及双关语的运用,另一个目的是让更多的人能正确的使用和翻译双关语。
关键词:
广告;双关语;双关种类;双关翻译方法
Abstract
Withthedevelopmentofeconomyandpeople’srequestofbeauty,manyproducersthinkoutmanywaystomeetcustomers’desireandmarketingrequests.Oneimportantwayistoimprovethequalityofadvertisements.Thiswaycanmaketheirproductswell-known.Adsmustbebrief,conciseandeasytoremember.Usingpuninadvertisementsisacommonwaytoattractcustomersattention.Butstilltherearemanypeopledon’tknowtherealandhugeeffectofpun.Ontheotherhand,withmanyproductsgoingabroad,theiradsneedtobetranslatedintootherlanguages.
Thispaper,basedontheseproblems,introducesfourkindsofpunandfivemethodsoftranslationofpun.Thefourkindsofpunarephoneticpun,semanticpun,grammaticalpunandidiomaticpun.Thefivemethodsoftranslationarefittranslation,setstranslation,semanticdifference,focusingontranslationandtranslationcompensation.Theexamplesofeachkindandeachmethodwillmakethereadersdeeplyunderstandtheusingofpun.Thegoalofthispaperistoletmorepeopleknowaboutpunandtheknowtheusingofpun.Anothergoalistoletmorepeopleuseandtranslatepuncorrectly.
KeyWords:
advertisement;pun;kindsofpun;translationmethodsofpun
ChapterIIntroductionofPun
1.1TheDefinitionofPun
AccordingtoTheOxfordEnglishDictionary,thedefinitionofpunisthecleverorhumoroususeofawordthathasmorethanonemeaning,orofwordsthathavedifferentmeaningsbutsoundthesame.(OxfordAdvancedLearner’sEnglish-ChineseDictionary,thesixthedition,TheCommercialPress,page1393)Forexample:
askformetomorrowandyoushallfindmeagraveman.Herethe“grave”hastwomeanings.Thefirstmeaningisaplaceinthegroundwhereadeadpersonisburied.Thesecondmeaningisveryseriousandimportant.Hereistheuseofpun.
AccordingtoWebster’sNewCollegiateDictionary,themeaningofpunisthehumoroususeofawordinsuchawayastosuggestdifferentmeaningsorapplicationsorofwordshavingthesameornearlythesamesoundbutdifferentmeanings.(Webster’sNewCollegiateDictionary,G.&C.MerriamCompany,Springfield,Massachusetts,U.S.A.1977,page935)Forexample:
Moresunandairforyoursonandheir.Thisisanadvertisementinaposter.Bothofsunandson,airandheirhavethesamesoundbutdifferentmeanings.Itsvividandhumorousexpressionarousesparents’lovetotheirson.Thusitcanreachthegoalofadvertisement.Atthesametime,thereananotherexample,“MyFaithisgone!
”criedhe,afteronestupefiedmoment.(Hawthorne,YoungGoodmanBrown)ThedoublecontextinthisexampleisthatononehandFaithisdyingwithaseriousdisease,whileontheotherhand,Faith’shusbandbelievesthatGodcansavehiswife.ThetriggeristhatGoddoesnotmakehispowerfeltandFaithisdead.Thehingeistheword“Faith”.Withthesamepronunciation,itcannotonlyrefertoaladycalled“Faith”butalsothe“strongbelief”heldbythehusband.Itfitsboththecontexts.
InChinese,thereisawordhavingthesimilarmeaningwithpun.It’s“Shuangguan”(双关).Buttherearesomedifferencesbetweenpunand“shuangguan”(双关).Shuangguanmeansthatawordorasentencehastwomeaningsormakingonesentencereferstotwothings.Butastopun,besidesthesetwomeanings,punalsomeansthatonewordoronesentencereferstotwoormorethantwomeanings.ThemeaningofpuniswiderthanshuangguaninChinese(李国南,“pun”与”双关“辨异”,[J].外国语,2000,(6)).Punnotonlyincludesthemeaningofshuangguanbutalsocanusetwoormorethantwowordswhicharesimilarinsoundbutdifferentinmeaningstoexpresshumorously.
1.2TheImportanceofPun
Therearesomanyfiguresofspeechinadvertisement,butthemostlyusedispun.Punisveryimportantinallrhetoricaldevices.Theimportanceliesinitsfunctions.
Thecharacteristicsofpunishumorandwisdom.It’slikearegulatortoreducedepressionandcont