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