英语广告中双关的应用及其翻译浅谈论文三稿31.docx

英语广告中双关的应用及其翻译浅谈论文三稿31.docx

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英语广告中双关的应用及其翻译浅谈论文三稿31

1.Introduction

Inacertaincontext,awordoraphrasethatisrelevanttotwoconceptions,feelingsorideasareoftenusedtomakeanexpressionmorehumorousoreffective.Thehumorousoreffectiveexpressionisachievedwhenthereissimilarityoridentitybetweencertainwordsinsuchaspectsaspronunciation（sound）,formationormeaning.Thesimilarityoridentityenablespeopletoconnectnaturallytheexternalmeaningwiththeimplication.Thisiswhatwecalltheuseofpuns.Asearlyas2000yearsago,theuseofpunswasacceptedincertainstyles.Andfromthenon,numerouspunswerecreatedthroughthecreativeandingeniousworksofbothChineseandEnglishwriters.

Withthedevelopmentoftheeconomyandtechnology,theglobehasbeenbecomingmuchsmallerthanbeforedaybyday.Andwiththeenforcementofanopenforeignpolicy,therelationsbetweenChinaandothercountrieshavebecomemoreandmoreclose.Therefore,advertisementplaysaveryimportantrolewhenonewantstoopenabigmarketinforeigncountriesforhisproducts.Pun,asausualkindofrhetoricaldevice,thetranslationofwhichhasbeenregardedasareallyhardtask.AndwhetheritcanbetranslatedornothasbeenhotlydebatedamongthescholarsuntilthefamousAmericantranslatorEugeneNidastatedthetheoryFunctionalEquivalence.Itmeansthatwhenonetranslatesatextfromonelanguagetoanother,bothtwolanguagesshouldbeequalonthefunctionofconveyingthesamemeaningtoreaders,butnotontheformationofthewords.Andthecontentinonelanguagecertainlycanbeconveyedrelativelypreciseintoanotherlanguage.Thistheorygivesanewbirthtothetranslationofpun.

Whilewestillhavemanyproblemsanddifficultiesthatshouldbefiguredoutandwealsohavethedifficultiestofindoutthebestwaytotranslatepunsinads.Everylanguagehasitsownspecificcharacteristics.Languagedifferenceoftenexistsinsuchaspectsaspronunciation,wordsandfiguresofspeech.Alloftheseinevitablyleadtocorrespondentvacancyintranslationbetweentwolanguages.Sotherhetoricdevicessuchaspuns,alliterationsandsoonbecomethedifficultpointsintranslationbecauseoftheirculturalandlinguisticcharacteristics.Punisawitticism,whichisconciseandeffective.Itinvolvestheuseofawordwithmorethanonemeaning,oritinvolvestheuseofwordsthathavethesameornearlythesamesoundbutdifferentmeanings.Duetothephonologicalorlexicalvacancybetweenthesourceandtargetlanguage,apun,whentranslatedintoatargetlanguage,maynotnecessarilyresultinanotherpun,thoughitissometimespossible.Thisisexactlywhythetranslationofpunsisthoughtofasadifficultpoint.

However,weshallrecognizethefactwithnointentionofbeingpessimistictothetranslatabilityofpuns,thoughthebarrierintranslationexistsaslongassocialandculturaldifferencesexist.Onethingisforsurethatthereisnosourcetextthatabsolutelycannotbetranslatedinthetargetone.Thereistranslatabilitytosomeextentwhenwecomeacrossapunthatthatisusuallyregardedas“untranslatable".Itispossibleforustomakesomecompensationintranslationtotrytoconverttheuntranslatabilityintotranslatability.So,weshouldhavetheideathatthetranslationofapunispossibletoacertainextent.

Insomebutfewcases,theoriginalversioncanbetranslatedliterallyordirectlyintothetargetlanguagewiththereferentialmeaningsareretainedintheversion.Toretainsuchpuns,itdependsonthecoincidentcorrespondenceinpronunciationorwordmeaningbetweenthesourceandtargetlanguages.Anditalsodependsonthetranslatorswhohaverequiredagoodmasteryofbothlanguagesaswellasthetechniquesoftranslation.Theembodimentofthelinguisticmeaningofpuns,togetherwiththepragmaticequivalenteffectofthesourcelanguage,istheidealtranslationthatweshouldpursue.Whileinmanymorecases,itishardforustoretainthelinguisticmeaninginpuns,andthisisalsothepersistentailmentinthetranslationofpuns.Soifitispossible,thetranslatorsmaybecanturntootherrhetoricmeansandusethemascompensationforthelinguisticmeaning.Inthisway,whilethereferentialmeaningandpragmaticmeaningcanbeconveyed,thelinguisticmeaningisalsoexpressedthoughitisdoneinanotherway.

Thethesisbeginswiththedefinitionofpunsanditsclassification,thentheauthortriestoillustratetheimportantfunctionsandthesideeffectsthatpunsmaycauseinads.WiththeguidanceofEugeneNida'stheoryofFunctionalEquivalence,theauthorproceedstodealwithdevicesoftranslatingpuns.Andatlasttheauthorwillmakeaconclusion.

2.LiteratureReview

Inthissection,acomprehensivereviewismadetoreviewthehistoryanddataofthepunanditstranslationinEnglishadvertising.Itmainlyincludesfourparts:

definitionandclassificationofpuns,effectofpunsinEnglishads,translatabilityofpunsandcriterionoftranslatingpuns.

2.1Definitionandclassificationofpuns

PunisdefinedinTheConciseOxfordDictionaryas"humoroususeofwordtosuggestdifferentmeanings,orofwordofsamesoundwithdifferentmeanings;playonwords".InTheOxfordEnglishDictionary,punisdefinedas"theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect".InLongmanDictionaryoftheEnglishLanguage,punisdefinedas"awitticism,involvingtheuseofawordwithmorethanonemeaning,orofwordshavingthesame,ornearlythesamesoundbutdifferentmeanings".

In"TheVarietiesandTranslationofEnglishPuns",theauthorXuZhongbingstatesthatpunscanberoughlydividedintotwoparts.Theyarenamedparonomasia（谐音双关）andantalaclasis（一词两义双关）.Paronomasiaistheuseoftwowordsthatarethesameorsimilarinsoundbutdifferentinmeaning.Forinstance,"Abaldmandrewrabbitsonhishead.Hethoughtthatfromadistancetheymightlookhares（hairs）."（牟丽:

2002,78）"hare”meansrabbits,anditispronouncedthesamewiththeword"hair".Theuseofthemmakesthesentencehumorousandveryinteresting.Asfor"antalaclasis",itreferstobyusingawordbuttoexpressmorethanonemeaning.Forexample,thefamousnovelistErnestHemingwaywroteafamousnovelin1927whichisnamed"Farewell,Arms"（永别了，武器）.Theword"arm"hastwomeanings,onereferstotheweaponsforwar,suchasgunsandsoon;theotheronereferstohug,hastheconnotationoflove.Thus,theword"arm"expressesthetwothemesinthebook.

Theclassificationgivenaboveisnotsospecific.InthebookEnglishWritingandRhetoricwhichiswrittenbyProfessorWenJungivesusamuchmorespecificmeansofclassification.Anditgivesusfourcategoriesofpuns:

homophnicpuns（同音双关）,paronomasia（谐音双关）,Antalaclasis（一词异义双关）andsyllepticpuns（一词多义双关）.

2.2PersuasiveEffectofPunsinEnglishAdsandItsSideEffect

AsthepunsinEnglishadsaremoreandmorefrequentlyemployed,theeffectofpunsattractsourmoreandmoreattention.Inthispart,bothpositiveandnegativeeffectsarediscussed.Manyadvertisersmakeuseofpunsinadsinordertopersuadepeopletobuytheirproductsandservices.Whilespendingmoneyisaseriousaction,asTanakasaid,thehumoroususeofpunsmaybringasideeffecttomarketing.

2.2.1PersuasiveEffect

Punisawitticisminvolvingtheplayfuluseofawordindifferentsensesorofwordsthatdifferinmeaningsbutsoundalike.Itisessentiallyadevicetoattractandretainanaddressee'sattention.Foradvertisers,morethanformostanyothercommunicator,itiscrucialtoattracttheattentionofreadersandarousetheirinterests.Punasoneoftherhetoricaldevicesismostfrequentlyemployedtoattaintheadvertisers'goal.

Adsarequitedifferentfromotherkindsoftexts.AccordingtowhatWuChangshunhaswritteninhisbookMarketingStudyCourse,adsmainlyhavefivevaluesasfollowed:

informationvalue,attentionvalue,interestvalue,aestheticvalueandmemoryvalue.Informationvalueisthefundamentalofthefive,becauseanadmustinformthereadersoftheproductsorservicesinordertopersuadethemtotakeactions.Anadwillbecomemeaninglessandvaluelesswithoutit.Attentionvaluereferstotheeye-catchingeffectsofadsinordertodrawattentionfromthereadersandkeeptheminterested.Onlytheadswhicharecatchyandstrikingenoughtoattractthereaders'attentionawayfromothersimilaradsaresuccessfulanduseful,becausereadersdonotnecessarilyreadforads.Interestvaluereferstotheeffectoftheadsthatcanarousereaders'interest.Aestheticvalueisthequalityofadsthatcancreateasenseofbeautyinthereaders.Forinstance,artisticpaintingcancreateabeautyworldforeyes,andtherhymingcancreateamusicalworldforears.Sovariousrhetoricdevicesareemployedtocreateaestheticvalueofads,butnotonlypuns.Memoryvalueoftheadsisthemostimportantoneamongthem.Theabovefourvaluescontributetotherealizationofmemoryvalue.Andallofthefivevaluesarecontributetotheultimatepurposeofads:

topersuadereaderstobuytheproducts.Andtheuseofpunsinadscanhelpthemtogainthesellinggoalmainlybytwoeffectsofpunsasemotioneffectandassociationeffect.

2.2.2SideEffect

InAdvertisingLanguage：

APragmaticApproachtoAdvertisementsinBritainandJapan,theauthorKeikoTanakastatesthattherearetwomainfunctionsofadvertising:

informingandpersuading（Tanaka,1994:

36）.Tanakasaysthatthelowleveloftrustandsocialcooperationexistbetweenadvertisers