pun in advertisement translation.docx

pun in advertisement translation.docx

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puninadvertisementtranslation

ApplicationofPuninEnglishCommercialAdvertisementTranslationandPrinciples

By

YuanTing

Athesis

submittedtotheForeignLanguageandLiteratureDepartmentof

BaojiUniversityofArtsandSciencesinpartialfulfillmentof

therequirementforthedegreeof

BACHELOROFARTS

in

ENGLISHLANGUAGE

Baoji,Shaanxi

May,2015

ApplicationofPuninEnglishCommercialAdvertisementTranslationandPrinciples

YuanTing

Abstract:

Englishpuns aretheusesofwordsorphrasesinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect.ThispaperintendstostudyapplicationofpuninEnglishcommercialadvertisementtranslationandprinciples.PunisthecommonestandwidestuseofrhetoricmeansinEnglishcommercialadvertisements.ThispaperanalyzesfourclassificationsofpunsinadvertisingEnglish.Theyarehomophonicpun,homographicpun,grammaticalpunandidiomaticpun.Andatthebaseofthedoublemeaningofthepunandadvertisingstyle,thereshowsfourmeansoftranslationprinciples,whichareconjuncttranslation,nimbletranslation,replenishmenttranslation,transliteration,compensatetranslations.Andthispaperwillshowseveralspecialpracticalstrategiesaboutit.

Keywords:

Englishcommercialadvertisement;pun;translation

双关语在英语商业广告翻译中的应用及原则

袁婷

【内容提要】:

英语双关语运用词语或短语多义性来暗示两层或两层以上的意义及不同的语义关联,或运用词语的同音异义或近音异义性进行多层次的语义暗示,体现了英语语言的诙谐与幽默,承载着与其它修辞手段不一样的语义特征。

本篇论文主要研究双关语在英语广告翻译中的应用及原则。

双关语是英语广告中一种应用最多最广的修辞手法，本文主要分析了语音双关、语义双关、语法双关和成语、俗语双关这四个类别的双关语在广告英语中的应用。

并在考虑双关语的特殊双重含义及广告语体风格的基础上，就契合译法、活译法、加注译法、意译法和补偿译法这五种英语广告双关语的翻译方法论证其遵循的原则和实际应用中应掌握的技巧。

.

【关键词】:

英语广告；双关语；翻译

CONTENTS

.Introduction1

Ⅱ.ThepuninEnglishcommercialadvertisement1

2.1Thedefinitionofpun2

2.2TheclassificationofpuninEnglishcommercialadvertisingtranslation...................................................................................................................................2

2.2.1HomophonicPun...................................................................................2

2.2.2HomographicPun3

2.2.3GrammaticalPun4

2.2.4IdiomaticPun5

Ⅲ.ThemeansofpuninEnglishcommercialadvertisementtranslation6

3.1Theconjuncttranslation6

3.2NimbleTranslation7

3.3ReplenishmentTranslation7

3.4Transliteration..8

3.5CompensateTranslations8

Ⅳ.ThestrategiesofpuninEnglishcommercialadvertisingtranslation9

4.1Avoidingtaboo9

4.2Theflexibilityofculturalfactors9

4.3Creativeness10

V. Conclusion11

References12

Acknowledgements13

ApplicationofPuninEnglishCommercialAdvertisementTranslationandPrinciples

Ⅰ.Introduction

Withtherapidadvancementandfastdevelopmentofsocietyandpeoplepursuethehigherqualityoflife.Advertisementisthelargest,fastestandmostextensiveinformationtransmissionmedium,whichcanstimulateandinduceconsumption.Advertisingisakindofhighcontentofart,whichcangivetheconsumersasenseofsatisfying,agoodadvertisementwillbeprofound.Advertingbymasteringtheconsumerpsychologicalactivitytoarousepeople’sfeelings,makingtheproductsandservicesofadvertisementpublicityintothefunctionofthepurchases.Throughadvertisinglanguageproducesvisualguide,text,images,reducingandattractingtheconsumers.Advertisementisregardedasakindofhumanintelligencetoearnmoneythroughthewayofscience.

Thecommercialadvertisementrequiresfarmoreskills andtechniquesthanotherarts,whichisthecombinationormixtureofsociology,aesthetics,psychology,literatureandlinguistics.（Wang,2001:

9）ThepositionandimportanceofpuninEnglishcommercialadvertisementtranslationisincomparableormatchless,whichisquitehighandheavy,punsplayanindispensableorvitalrole,thatmatchedotherrhetoricmeansinadvertising.Englishpuns aretheutilizesofwordsorphrasesinsuchawayastosuggestmorethanonemeaning,ortheuseoftwoormorewordsofthesameorsimilarsoundwithdifferentmeanings,soastoproduceaspecialorhumorousorunexpectedeffect.PunisthecommonestandwidestutilizeofrhetoricmeansinEnglishcommercialadvertisementstranslation.

Ⅱ.ThepuninEnglishcommercialadvertisement

ToknowmoreaboutpuninadvertisingEnglish,linguistsanalyzeditsliteraturereviewandpracticalapplication.Linguistsholdvariousideasorviewsaboutthedefinitionofpun.Infact,theclassificationsofpunhasbeenconcludedorsummarized,whilevariousclassificationsholdmostfamiliarsbutlittledifferences.Generallyspeaking,advertisingpunhasbedividedintofourclassifications:

homophonicpun,homographicpun,grammaticalpunandidiomaticpun.

2.1Thedefinitionofpun

InBritishDictionary,punisdefinedas“theuseofwordsorphrasestoexploitambiguitiesandinnuendoesintheirmeaning,usuallyforhumorouseffect;aplayonwords.”InTheOxfordEnglishDictionary,punisdefinedas“theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect.”（As,2010:

596）InLongmanDictionaryofContemporaryEnglish,punisdefinedas“Anamusinguseofawordorphrasethathastwomeanings,orwordswiththesamesoundbutdifferentmeanings”.IntheWebster’sThirdNewInternationalDictionary,itdefinesthepuninsuchway:

thehumoroususeofawordinsuchawayastosuggestdifferentmeaningsorapplicationsofwordshavingthesameornearlythesamesoundbutdifferentmeanings;aplayonwords.InPrincetonEncyclopediaofPoetryandPoetics,punisdefinedas“Afigureofspeechdependinguponasimilarityofsoundandadisparityofmeaning.”

Theoriginandhistoryof pun,whichfirstattestedinDrydenwithuncertainorigin,perhapsfrompundigron,thatperhapsahumorousalterationofItalian puntiglioequivocation,trivialobjection,diminutiveofLatin punctumpoint.Thisispurespeculation.Theverbalsoisattestedfrom1660s.

Tosumup,punisaplayonthesound,meaningorgrammarofwords,whichisimplicitinadvertisement.

2.2TheclassificationofpuninEnglishcommercialadvertisingtranslation

Fromthelinguisticsclass,wehavegotthatpuncontainsphoneticpunandsemanticpun.Infact,thereareanumberofkindsofpunsexistedinEnglishcommercialadvertisementstranslation.

2.2.1HomophonicPun

Homophonicmeanswordssoundalike,theymayhavesameorsimilarsound,andtheyalsohaveasinglemelodiclinewithaccompaniment,sothehomophonicpuncontainsthesamesoundpunandtheclosesoundpun,whichalsocanbecalledparonomasiapun.

 Thesamesoundpunmeansthewordshavethesamesoundbuthavedifferentmeanings.Forexample,“Mr.Kiplingmakesexceedinglygoodcakes.”TheadvertisementisforcakesofMr.Kipling.Theadvertiserutilizeshomophonesmartly,maybeweregardMr.Kiplingasaexcellentcook,hecanmakequitedeliciouscakes,whichiscloserthecustomers.Infact,Mr.Kiplingisakindofcakebrand.Theadvertisementreallymakesusimpressedandarousesourappetite,whenwegoshoppingandseethisbrandofcakes,mostlywewilltrytohaveataste.

Theclosesoundpun,whichalsobecalledparonomasiapun,whichmeanswordshavesimilarsoundbutthedifferentmeanings.Forexample,“Moresunandairforyoursonandheir”Theadvertisementisforabathingbeach.Theadvertiserutilizeshomophoneresourcefully,here,sunvs.son,andairvs.heir,eachgroupofwordshassimilarorclosesound.Infact,itisagoodwaytoencouragespeopletobringtheirsonandheirtothebathingbeachtoenjoysunandair,soastokeepfitandhealthy.Eachcouplelovestheirchildrenandhopestheirsonandheirwillbehealthyalltheirlife.Punmakestheadvertisinglanguagesoundattracting,aestheticfluentandprofound.

2.2.2HomographicPun

Homographicpunconcludestwotypes,oneishomonymsmeanswordshavesameformanddifferentsoundbutthedifferentmeaningsortheotherispolysemymeansawordhassameformandsamesoundbutmorethanasinglemeaning.Accordingtotheatmosphereoflanguagetoshowitsconnotativemeaning,usuallyitcanreachtohumorouseffects.Homographicpunsmaycreateeuphemisticsenseandathought-provokingprospectandenhancethelanguageeffecttoarisethecuriosityofthecustomers.（Pecci,2008:

59）

Forexamples,“I’mmoresatisfied.AskforMore.”TheadvertisementisforcigarettesofMore.Therearetwo“more”inthissentence,buttheyhavedifferentmeanings.Ifweunderstandtheyareboththemeaningofmuch,wewillconfusedwhatmakeshimsatisfied,actuallyinaseconddowewillgettheanswer,itisMorecigarette.Theadvertisementmakescustomersquitecuriousaboutit.

Anotherexample,“Thereisneverbeabettertime.”TheadvertisementisforwatchofTime.Wealwayssaid“Timeismoney”,weregardthetimeisprecioustreasure;nothingcanreplaceit,wastetimemeanswasteourlives,soweshouldcherisheverymomentofourlives.ThisadvertisementpointsoutthatifweownthewatchofTime,wecancatchupallbettertime,andourlifewillbepleased.

2.2.3GrammaticalPun

Grammaticalpunisthekindofpunjustforsomegrammaticalutilizes,mostadvertisers’thoroughpunproducinggrammarproblemstoattracttheaudiencessuchasellipsisofsomestructures,phrasesorwords,orsomewordsorphraseshavetwoormoregrammaticalfunctions,whichgivesusroomforimaging.（Levinson,1983:

18）Actually,wehavedifferentunderstandingsofthesamewordsinasentence,foritssituations.Whatever,onlyifgrammatic