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1、2.1 Phonetic Pun 72.2 Semantic Pun 82.3 Grammatic Pun 92.4 Idiomatic Pun 10Chapter III The Translation of Pun in Advertisements 113.1 Fit Translation 113.2 Sets Translation 123.3 Semantic Difference 133.4 Focusing on translation 143.5 Translation Compensation 14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

2、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

3、翻译方法Abstract With the development of economy and peoples request of beauty, many producers think out many ways to meet customers desire and marketing requests. One important way is to improve the quality of advertisements. This way can make their products well-known. Ads must be brief, concise and e

4、asy to remember. Using pun in advertisements is a common way to attract customers attention. But still there are many people dont know the real and huge effect of pun. On the other hand, with many products going abroad, their ads need to be translated into other languages. This paper, based on these

5、 problems, introduces four kinds of pun and five methods of translation of pun. The four kinds of pun are phonetic pun, semantic pun, grammatical pun and idiomatic pun. The five methods of translation are fit translation, sets translation, semantic difference, focusing on translation and translation

6、 compensation. The examples of each kind and each method will make the readers deeply understand the using of pun. The goal of this paper is to let more people know about pun and the know the using of pun. Another goal is to let more people use and translate pun correctly.Key Words: advertisement; p

7、un; kinds of pun; translation methods of punChapter I Introduction of Pun1.1 The Definition of PunAccording to The Oxford English Dictionary, the definition of pun is the clever or humorous use of a word that has more than one meaning, or of words that have different meanings but sound the same.（Oxf

8、ord Advanced Learners English-Chinese Dictionary, the sixth edition, The Commercial Press, page 1393）For example: ask for me tomorrow and you shall find me a grave man. Here the “grave” has two meanings. The first meaning is a place in the ground where a dead person is buried. The second meaning is

9、very serious and important. Here is the use of pun.According to Websters New Collegiate Dictionary , the meaning of pun is the humorous use of a word in such a way as to suggest different meanings or applications or of words having the same or nearly the same sound but different meanings.（Websters N

10、ew Collegiate Dictionary, G.&C. Merriam Company, Springfield, Massachusetts , U.S.A. 1977, page 935） For example:More sun and air for your son and heir. This is an advertisement in a poster. Both of sun and son, air and heir have the same sound but different meanings. Its vivid and humorous expressi

11、on arouses parents love to their son. Thus it can reach the goal of advertisement. At the same time, there an another example, “My Faith is gone!” cried he, after one stupefied moment.（Hawthorne, Young Goodman Brown） The double context in this example is that on one hand Faith is dying with a seriou

12、s disease, while on the other hand, Faiths husband believes that God can save his wife. The trigger is that God does not make his power felt and Faith is dead. The hinge is the word “Faith”. With the same pronunciation, it can not only refer to a lady called “Faith” but also the “strong belief” held

13、 by the husband. It fits both the contexts.In Chinese, there is a word having the similar meaning with pun. It s “Shuangguan”（双关）. But there are some differences between pun and“shuangguan”（双关）. Shuangguan means that a word or a sentence has two meanings or making one sentence refers to two things.

14、But as to pun , besides these two meanings, pun also means that one word or one sentence refers to two or more than two meanings. The meaning of pun is wider than shuangguan in Chinese（ 李国南，“pun”与”双关“辨异”，J.外国语,2000,（6）. Pun not only includes the meaning of shuangguan but also can use two or more tha

15、n two words which are similar in sound but different in meanings to express humorously.1.2 The Importance of Pun There are so many figures of speech in advertisement, but the mostly used is pun. Pun is very important in all rhetorical devices. The importance lies in its functions.The characteristics

16、 of pun is humor and wisdom. Its like a regulator to reduce depression and contraction. Also it can attract readers concentration to the advertisement and motivate readers to buy the product.In information age, people often pursue speed. Advertisement producers must consider peoples desire. But ther

17、e are many other aspects should be considered. Advertisement also should be economical, easy to understand and brief but integrity in meaning.Using pun in advertisement can satisfy peoples curiosity. The novelty and uniqueness of pun can arouse peoples curiosity and motivate people to buy the produc

18、t.Chapter II The Using of Pun in AdvertisementsAdvertisement producers have noticed the characteristics and the great function of pun and the producers have already produced many advertisements with punning. There are four kinds of pun: Phonetic pun, Semantic pun,Grammatical pun and Idiomatical pun.

19、2.1 Phonetic PunPhonetic pun is composed of words which are the same or the similar in spelling or pronunciation. Advertisement producers are very pleased to use this kind of pun, because its witty, humorous, smart and funny style can make advertisements more persuasive and attractive. Thus it can g

20、ive a deep impression on the consumers.1） Trust us. Over 5000 ears of experience.Its an advertisement of a hearing-aid. From literal meaning, it introduces that this product has been experienced by over 2500 consumers. But on the other hand, the same pronunciation of ears and years implies the long

21、history and the good quality.2） Catch the Raincheetahs and cheat the rain.Its an advertisement of raincoat. It makes good use of phonetic pun. Raincheetah is the brand and it has the same sound with raincheater. Raincheater comes from Windcheater which means a coat can protect from wind. The latter

22、part have the same pronunciation with the verb”cheat”, thus forms the phonetic pun. This advertisement does not make people feel chattering, but hold peoples concentration deeply.3） OICThis advertisement comes from a glass firm in America. Its pronunciation is “Oh, I see”. It makes people who are we

23、ak in sight delighted in the sense of hearing, and attracts peoples concentration in visual sense. The shape of capital words OIC is like the shape of glasses. The simple and witty expression makes the brand easy to remember.Using phonetic pun in advertisements can make them witty, humorous and smar

24、t. It can attract consumers concentration and make the advertisements more persuasive. Many companies think hard on their brand name because phonetic pun in the brand name can add the sense of humor, make it easy to remember and achieve the goal of advertisement.2.2 Semantic PunSemantic pun means th

25、at the ambiguity of words or sentences can form a pun in a particular context. It is widely used in advertisements. It has the same effect with phonetic pun but in different forms.4） The label of achievements.Black-label commands more respects.The Chinese translation is “酒是功成名就的标志。黑色标志是您更显尊贵”. Its a

26、n advertisement of Whiskey. The word “label” has two meanings. The first one is symbol. The second one is the brand of the wine: Black-label. Here the semantic pun is used in the brand name. It makes people think that when they succeed they must drink. Here pun in the brand name lets people remember

27、 the name deeply and they will be interested in this wine.5） Spoil yourself and not your figure.Its an advertisement of Weight-Watcher, a kind of ice cream. It is produced for people who are on diet. The pun exists in the brand name, but the word “spoil” is a key word. “Spoil oneself” means to make

28、oneself happy by doing something special （Oxford Advanced Learners English-Chinese Dictionary）. “Spoil ones figure” means to do something to destroy ones stature. This ad tells its consumers that they can have it as they like, this kind of ice-cream would not make them flesh up. This advertisement m

29、akes consumers accept it naturally and it also can arouse consumers strong desire to buy it.6） A deal with us means a good deal to you.The translation of this ad is “和我们做买卖意味着您做了一笔好买卖”. The most important point is the three meanings of the word “deal”. First it can be used as a verb to express the m

30、eaning of doing business with others. Second it can be used as a noun to describe a great agreement in business. The third meaning of “deal” in this ad is a lot.“A good deal” here is absolutely a good pun.2.3 Grammatic Pun Grammatic pun was produced by some grammatical matters, such as elliptical co

31、nstructions, a word or a phrase which has two or more than two grammatic functions.7） Which lager can claim to be truly German?This can.（）Translation:哪种大罐啤酒可称得上是地道的德国货？ 这罐。Its an ad of a brand of beer, Lager. In this sentence the word “can” is used as a modal verb, but at the same time, it is used as a noun. Besides, the pun in the brand name “lager” and the picture make the ad very humorous and leave readers a deep impression.With the same condition, Coke Cola gives its ad with the word “can”.8） C