论文准备定稿了Word格式.docx

论文准备定稿了Word格式.docx

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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’slikearegulatortoreducedepressionandcontraction.Alsoitcanattractreaders’concentrationtotheadvertisementandmotivatereaderstobuytheproduct.

Ininformationage,peopleoftenpursuespeed.Advertisementproducersmustconsiderpeople’sdesire.Buttherearemanyotheraspectsshouldbeconsidered.Advertisementalsoshouldbeeconomical,easytounderstandandbriefbutintegrityinmeaning.

Usingpuninadvertisementcansatisfypeople’scuriosity.Thenoveltyanduniquenessofpuncanarousepeople’scuriosityandmotivatepeopletobuytheproduct.

ChapterIITheUsingofPuninAdvertisements

Advertisementproducershavenoticedthecharacteristicsandthegreatfunctionofpunandtheproducershavealreadyproducedmanyadvertisementswithpunning.Therearefourkindsofpun:

Phoneticpun,Semanticpun,GrammaticalpunandIdiomaticalpun.

2.1PhoneticPun

Phoneticpuniscomposedofwordswhicharethesameorthesimilarinspellingorpronunciation.Advertisementproducersareverypleasedtousethiskindofpun,becauseitswitty,humorous,smartandfunnystylecanmakeadvertisementsmorepersuasiveandattractive.Thusitcangiveadeepimpressionontheconsumers.

1）Trustus.Over5000earsofexperience.

It’sanadvertisementofahearing-aid.Fromliteralmeaning,itintroducesthatthisproducthasbeenexperiencedbyover2500consumers.Butontheotherhand,thesamepronunciationofearsandyearsimpliesthelonghistoryandthegoodquality.

2）CatchtheRaincheetahsandcheattherain.

It’sanadvertisementofraincoat.Itmakesgooduseofphoneticpun.Raincheetahisthebrandandithasthesamesoundwithraincheater.RaincheatercomesfromWindcheaterwhichmeansacoatcanprotectfromwind.Thelatterparthavethesamepronunciationwiththeverb”cheat”,thusformsthephoneticpun.Thisadvertisementdoesnotmakepeoplefeelchattering,butholdpeople’sconcentrationdeeply.

3）OIC

ThisadvertisementcomesfromaglassfirminAmerica.Itspronunciationis“Oh,Isee”.Itmakespeoplewhoareweakinsightdelightedinthesenseofhearing,andattractspeople’sconcentrationinvisualsense.TheshapeofcapitalwordsOICisliketheshapeofglasses.Thesimpleandwittyexpressionmakesthebrandeasytoremember.

Usingphoneticpuninadvertisementscanmakethemwitty,humorousandsmart.Itcanattractconsumersconcentrationandmaketheadvertisementsmorepersuasive.Manycompaniesthinkhardontheirbrandnamebecausephoneticpuninthebrandnamecanaddthesenseofhumor,makeiteasytorememberandachievethegoalofadvertisement.

2.2SemanticPun

Semanticpunmeansthattheambiguityofwordsorsentencescanformapuninaparticularcontext.Itiswidelyusedinadvertisements.Ithasthesameeffectwithphoneticpunbutindifferentforms.

4）Thelabelofachievements.

Black-labelcommandsmorerespects.

TheChinesetranslationis“酒是功成名就的标志。

黑色标志是您更显尊贵”.It’sanadvertisementofWhiskey.Theword“label”hastwomeanings.Thefirstoneissymbol.Thesecondoneisthebrandofthewine:

Black-label.Herethesemanticpunisusedinthebrandname.Itmakespeoplethinkthatwhentheysucceedtheymustdrink.Herepuninthebrandnameletspeoplerememberthenamedeeplyandtheywillbeinterestedinthiswine.

5）Spoilyourselfandnotyourfigure.

It’sanadvertisementofWeight-Watcher,akindoficecream.Itisproducedforpeoplewhoareondiet.Thepunexistsinthebrandname,buttheword“spoil”isakeyword.“Spoiloneself”meanstomakeoneselfhappybydoingsomethingspecial（OxfordAdvancedLearners’English-ChineseDictionary）.“Spoilone’sfigure”meanstodosomethingtodestroyone’sstature.Thisadtellsit’sconsumersthattheycanhaveitastheylike,thiskindofice-creamwouldnotmakethemfleshup.Thisadvertisementmakesconsumersacceptitnaturallyanditalsocanarouseconsumers’strongdesiretobuyit.

6）Adealwithusmeansagooddealtoyou.

Thetranslationofthisadis“和我们做买卖意味着您做了一笔好买卖”.Themostimportantpointisthethreemeaningsoftheword“deal”.Firstitcanbeusedasaverbtoexpressthemeaningofdoingbusinesswithothers.Seconditcanbeusedasanountodescribeagreatagreementinbusiness.Thethirdmeaningof“deal”inthisadisalot.

“Agooddeal”hereisabsolutelyagoodpun.

2.3GrammaticPun

Grammaticpunwasproducedbysomegrammaticalmatters,suchasellipticalconstructions,awordoraphrasewhichhastwoormorethantwogrammaticfunctions.

7）WhichlagercanclaimtobetrulyGerman?

Thiscan.（

）

Translation:

哪种大罐啤酒可称得上是地道的德国货？

这罐。

It’sanadofabrandofbeer,Lager.Inthissentencetheword“can”isusedasamodalverb,butatthesametime,itisusedasanoun.Besides,thepuninthebrandname“lager”andthepicturemaketheadveryhumorousandleavereaders’adeepimpression.

Withthesamecondition,CokeColagivesitsadwiththeword“can”.

8）C