从严复信达雅浅析英语广告中双关语的翻译.docx

从严复信达雅浅析英语广告中双关语的翻译.docx

《从严复信达雅浅析英语广告中双关语的翻译.docx》由会员分享，可在线阅读，更多相关《从严复信达雅浅析英语广告中双关语的翻译.docx（22页珍藏版）》请在冰豆网上搜索。

从严复信达雅浅析英语广告中双关语的翻译

南国商学院

本科毕业论文

题目从严复三字翻译原则“信、达、雅”浅析

英语广告中双关语的翻译

姓名梁贤贤

学号120110519

单位英文学院

年级专业2012级英语翻译

指导教师张映先

完成时间2016年4月

教务处制

AnalysisoftheTranslationofPunsin

EnglishAdvertisementsfromYanFu'sThree-WordTranslationPrinciple

LiangXianxian

AThesisSubmittedinPartialFulfillmentoftheRequirements

fortheDegreeofBAinEnglish

SouthChinaBusinessCollege

GuangdongUniversityofForeignStudies

April,2016

DECLARATION

Thethesiscontainsnomaterialwhichhasbeenacceptedfortheawardofanyotherdegreeordiplomainanyinstitutionsofhigherlearningandtothebestofmyknowledgeandbelief,thethesiscontainsnomaterialpreviouslypublishedorwrittenbyanotherperson,exceptwhenduereferencesaremadeinthetextofthethesis.

Signature:

LiangXianxian梁贤贤Date:

April10th,2016

ACKNOWLEDGEMENTS

First,mysinceregratitudemustbeextendedtomysupervisorZhangYingxian,forherdedicatedcommitmentoftime,efforts,encouragement.Intheperiodoftimefromthepreparationofthisthesistoitscompletion,MissZhangkeptintouchwithme.Andherusefulandpatientassistancecannotbeemphasizedtoomuch.Underherstrictguidance,Ihavebeenabletodoingmyresearchworkindependentlyandsuccessfully.Second,myappreciationshouldalsogotomyclassmatesandmyfamilieswhogavemesupportandreasonableadviceonmythesis.

Finally,manythanksmustbegiventomycollegeforeducatingme,providingmewithalotofresearchmaterialsfromitslibraryandlocalareanetwork.Theirearnestandcomprehensiveinstructionshavehelpedmecompletethisthesissmoothly.Withtheirenlightenment,Iwilltakeeffortstobebetter.

Abstract

Asthedevelopmentofinternationaltradeprogresses,theadvertisingindustryispresentingusasceneofblooming.Successfuladvertisementshavetheeffectofcaptivatingtheheartsofconsumersandinspiringtheirdesiretobuytheproducts.Toenhancetheeffectofpublicity,advertisingdesignersoftenusepunstoreachthebusinesspurpose.Punisconcise,humorousandinterestingsothattheapplicationofitinadvertisementscaneasilyandquicklyattracttheattentionofpeople.Havingagoodcommandoftheclassifications,characteristicsandfunctionsofpunsandimprovingthetranslationskillsofpunsinEnglishadvertisementswillbeofpracticalsignificanceofunderstandingtheoriginalimpliedbeautyandeffect.

Manywell-knowntranslationtheoristsathomeandabroadhavesummedupsomeguidingprinciplesandstandardsforthetranslationprocess,ofwhichisthemosttypical“Three-characterGuide”,initiatedbyYanFu.YanFuthinksthattranslationhastodothreedifficultthings:

tobefaithful,expressiveandelegant.Histranslationtheoryinfluencedthetranslationcircledeeply.Alotofscholarsthinkitisanessentialstandardandregarditasthegoalthatabesttranslatorwilltryhisefforttoreach.CombiningwithpracticalanalysisofPunTranslationinEnglishadvertisements,sixeffectiveskillscanbeextractedfromYanFu’stheory.Theyareselection,creation,additionandomission,division,rhetoricalantithesisandrhyme,reduplicationandrepetition.Basedontheseapproaches,thispaperisexpectedtoprovideanewviewingangleforPunTranslationandofferinspirationstofuturetranslationsinthisfield.

KeyWords：

YanFu'stheory;Englishadvertisement;translationskills;translationofpuns

摘要

随着国际贸易的进一步发展，广告业呈现出一种繁荣的景象。

成功的广告可以牢牢抓住消费者的心，激发他们购买产品的欲望。

为了增强宣传效果，广告设计者经常使用双关语来达到商业的目的。

双关语简洁，幽默以及有趣，它在广告中的应用可以很快地吸引人们的注意力。

掌握好双关语的分类、特点和功能，提高英语广告中双关语的翻译技巧，将对了解原广告所要展现的审美效果以及作用具有现实意义。

当前，国内外许多著名的翻译理论家总结出了翻译过程中的一些指导原则和标准。

其中，最有代表性的就是严复的“三字指导原则”。

严复认为翻译要做三件难事：

信、达、雅。

他的翻译理论对翻译界产生了深远的影响，许多学者认为这是翻译的基本标准，而一个好的译者则应尽最大努力去达到这个标准。

结合英语广告中双关语翻译的实际分析，从严复的翻译理论中可以得出六个有效的翻译方法，它们分别是：

选择法、再造法、增补法、省略法、拆分法、修辞性对偶、押韵、重叠和重复法。

基于这些方法，本文希望可以为广告双关语的翻译提供一个新的视角，并给未来在这一领域的翻译带来启示。

关键词：

严复的翻译理论、英文广告、翻译技巧、双关语翻译

Contents

1.Introduction1

1.1BackgroundoftheStudy1

1.2ThePurposeandSignificanceoftheThesis2

1.3TheStructureoftheThesis2

2.BriefSurveytoPunsinEnglishAdvertisements3

2.1DefinitionofAdvertisementsandPuns3

2.2ClassificationofPunsinAdvertisements4

2.3CharacteristicsandFunctionsofPunsinEnglishAdvertisements5

3.IntroductiontoYanFu＇sThree-WordTranslationTheory6

3.1Definitionof“Faithfulness”6

3.2Definitionof“Expressiveness”7

3.3Definitionof“Elegance”7

4.ApplicationofYanFu＇sThree-wordTranslationTheoryinPunTranslation7

4.1IntroductiontotheapplicationofYanFu＇sTranslationTheoryinPunTranslation8

4.2TranslationSkillsofPunsinEnglishAdvertisementfromYanFu＇sThree-WordTheory9

4.2.1Skillsin“Faithful”Translation9

4.2.1.1ChoiceofEquivalentMeaning9

4.2.1.2CreationofSimilarMeaning10

4.2.2Skillsin“Expressive”Translation11

4.2.2.1AdditionandOmissionoftheOriginalMeaning12

4.2.2.2DivisionoftheOriginalText13

4.2.3Skillsin“Elegance”Translation14

4.2.3.1RhetoricalAntithesisandRhyme15

4.2.3.2RhetoricalReduplicationandRepetition16

5.Conclusion18

6.References20

1.Introduction

Nowadays,peopleliveinaworldfullofdifferentkindsofcolorfuladvertisements.Inashortandsimplesentence,advertisementsareabletoshowtheproducts′charmandachievebusinessgoals,featuredbytheirgreatvarietyandinterestingoriginality.Asoneofthemostcreativemeansofrhetoric,punsareexcessivelyusedinadvertisementstostrengthenthepublicityeffect.However,thetranslatabilityofpunsarousesalotofdebatesintranslationcircle.ItishardtotranslatethedoublemeaningofpunsinEnglishadvertisementsbecauseofdifferentlanguages,culturesandhabitsofexpression.YanFu’stranslationtheory,onthebasisofloyaltyandsmoothness,tryingtomakethesoundpreservationofthetasteandshadeoftheoriginal,providesanovelperspectiveforPunTranslation.

1.1ResearchBackground

Withthecontinuousdevelopmentofeconomicglobalization,internationaltradehasfurtherpromotedthedevelopmentofadvertisingindustry.Englishadvertisingtranslationhasbecomeanimportanttopicinthetranslationfield.CurrentlydomesticandforeignscholarshavedoneextensiveresearchesonthetranslationofpunsinEnglishadvertisements,givingtheirtranslationmethodsbyanalyzingalotoffreshexamples.Butsofarthetranslationskillsofpunstillneedtobespecifiedandsystematized.Moreover,somebusinessesaredoneforthepurposeofquickandbigprofitssothatthetranslationofEnglishadvertisementscouldbeshoddy.Therefore,itisurgenttounderstandthecharacteristicsofpunsinEnglishadvertisinganddevelopthetranslationstrategiesofpunsinEnglishadvertisements.

1.2TheSignificanceandPurposeoftheThesis

SinceChinaisconnectedwiththeworldclosely,morebusinessopportunitiesarebroughttochina.InordertounderstandthepunstranslationinadvertisingEnglishinthecommodityeconomybetter,IwillstudyitfromtheperspectiveofYanFu'sThree-Wordtranslationprinciple,analyzingitwithspecificexamplesandsummarizingmorethoroughtranslationmethodssothatthetranslationofpunsinEnglishadvertisingcanbefurtherimprovedandrefined,helpingconsumersbetterunderstandthemeaningofadvertisingandidentifydeceptiveadvertisementseffectively.

1.3TheStructureoftheThesis

Thispaperconsistsoffivepartsasfollowing:

Chapteroneistheintroductionwhichilluminatestheresearchbackground,purposeandsignificanceofthetopic.

ChaptertwoisabriefsurveyaboutthedefinitionandclassificationofpunsanditsimportantroleinEnglishadvertising.

ChapterthreemainlypresentsthethreetranslationprinciplesofYanFu,introducingthedefinitionof“Faithfulness”，“Expressiveness”and“Elegance”respectively.

Chapterfouristhemainpartofthispaper.ItmainlydiscussestheapplicationofYanFu＇sThree-Wordtranslationtheoryinpunstranslation.ThefirsthalfpartisabriefintroductionabouttheadvantagesapplyingYanFu’stranslationtheorytotranslatepunsinEnglishadvertisements.Thesecondhalfpartisaboutsomespecifictranslationskillsunderthemainguidingof“Faithfulness”、“Expressiveness”and“Elegance”principlesareadapttothetranslationofpunsinEnglishadvertisements.

Thefifthpartisaconclusion,inwhichtheauthormakesaconclusionofthewholethesisandputsforwardsomesuggestionsofpunstranslationinadvertisementsinthefuture.

2.BriefSurveytoPunsinEnglishAdvertisements

Intoday'sfast-pacedsociety,peoplepursuealifeofhighefficiencyandconvenience.Asaresult,shortandeasyrememberedadvertisementisatrendintoday'smedialife.Forthesakeofmakingaconciseandimpressiveadvertisement,advertisermayoftenresorttoallkindsofrhetoricaldevices.Amongalltherhetoricaldevices,Punhasthefeaturewhichcancatchpeople'seyeseasilyandquickly.Withdualmeaning,Punactsasasmallcarrier,whilehavingplentyofconnotations.Asaresult,itisveryeffectiveandlucrativetotheadvertiser.Inthischapter,threesignificantaspectsofpunswillbeillustratedtostrengthentheunderstandingofpunsinEnglishadvertisements.

2.1DefinitionofAdvertisementsandPuns

AccordingtotheFreeDictionary,theword“advertisement”isfirstderivedfromtheLatinword“advertere”,whichmeanstopayattention,toinduce,andtospread.DuringtheMiddleEnglishperiod,theword“advertere”evolvesto“advertise”andthemeaningaccordinglychangesinto“tomakesb.noticesomething”,or“toinformsomeoneofsomethingandattracttheattentionofothers”.No