pun in advertisement translation.docx

1、pun in advertisement translationApplication of Pun in English Commercial Advertisement Translation and PrinciplesByYuan TingA thesissubmitted to the Foreign Language and Literature Department ofBaoji University of Arts and Sciences in partial fulfillment ofthe requirement for the degree ofBACHELOR O

2、F ARTSinENGLISH LANGUAGEBaoji, ShaanxiMay, 2015Application of Pun in English Commercial Advertisement Translation and PrinciplesYuan Ting Abstract: English punsare the uses of words or phrases in such a way as to suggest two or more meanings or different associations, or the use of two or more words

3、 of the same or nearly the same sound with different meanings, so as to produce a humorous effect. This paper intends to study application of pun in English commercial advertisement translation and principles. Pun is the commonest and widest use of rhetoric means in English commercial advertisements

4、. This paper analyzes four classifications of puns in advertising English. They are homophonic pun, homographic pun, grammatical pun and idiomatic pun. And at the base of the double meaning of the pun and advertising style, there shows four means of translation principles, which are conjunct transla

5、tion, nimble translation, replenishment translation, transliteration, compensate translations. And this paper will show several special practical strategies about it.Key words: English commercial advertisement; 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

6、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 . Introduction 1 . The pun in English

7、commercial advertisement 12.1 The definition of pun 2 2.2 The classification of pun in English commercial advertising translation.2 2.2.1 Homophonic Pun.2 2.2.2 Homographic Pun 32.2.3 Grammatical Pun 42.2.4 Idiomatic Pun 5.The means of pun in English commercial advertisement translation 63.1 The con

8、junct translation 63.2 Nimble Translation 73.3 Replenishment Translation 73.4 Transliteration .83.5 Compensate Translations 8.The strategies of pun in English commercial advertising translation 94.1 Avoiding taboo 94.2 The flexibility of cultural factors 94.3 Creativeness 10V.Conclusion 11References

9、 12Acknowledgements 13Application of Pun in English Commercial Advertisement Translation and Principles.IntroductionWith the rapid advancement and fast development of society and people pursue the higher quality of life. Advertisement is the largest, fastest and most extensive information transmissi

10、on medium, which can stimulate and induce consumption. Advertising is a kind of high content of art, which can give the consumers a sense of satisfying, a good advertisement will be profound. Adverting by mastering the consumer psychological activity to arouse peoples feelings, making the products a

11、nd services of advertisement publicity into the function of the purchases. Through advertising language produces visual guide, text, images, reducing and attracting the consumers. Advertisement is regarded as a kind of human intelligence to earn money through the way of science.The commercial advert

12、isement requires far more skillsand techniques than other arts, which is the combination or mixture of sociology, aesthetics, psychology, literature and linguistics.(Wang, 2001:9) The position and importance of pun in English commercial advertisement translation is incomparable or matchless, which i

13、s quite high and heavy, puns play an indispensable or vital role, that matched other rhetoric means in advertising. English punsare the utilizes of words or phrases in such a way as to suggest more than one meaning, or the use of two or more words of the same or similar sound with different meanings

14、, so as to produce a special or humorous or unexpected effect. Pun is the commonest and widest utilize of rhetoric means in English commercial advertisements translation. . The pun in English commercial advertisement To know more about pun in advertising English, linguists analyzed its literature re

15、view and practical application. Linguists hold various ideas or views about the definition of pun. In fact, the classifications of pun has been concluded or summarized, while various classifications hold most familiars but little differences. Generally speaking, advertising pun has be divided into f

16、our classifications: homophonic pun, homographic pun, grammatical pun and idiomatic pun. 2.1 The definition of pun In British Dictionary, pun is defined as “the use of words or phrases to exploit ambiguities and innuendoes in their meaning, usually for humorous effect; a play on words.” In The Oxfor

17、d English Dictionary, pun is defined as “the use of word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect.” (As, 2010:596)In Longman Dictionary

18、of Contemporary English, pun is defined as “An amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings”. In the Websters Third New International Dictionary, it defines the pun in such way: the humorous use of a word in such a way as to suggest diffe

19、rent meanings or applications of words having the same or nearly the same sound but different meanings; a play on words. In Princeton Encyclopedia of Poetry and Poetics, pun is defined as “A figure of speech depending upon a similarity of sound and a disparity of meaning.”The origin and history ofpu

20、n, which first attested in Dryden with uncertain origin, perhaps from pundigron, that perhaps a humorous alteration of Italianpuntiglioequivocation, trivial objection, diminutive of Latinpunctum point. This is pure speculation. The verb also is attested from 1660s. To sum up, pun is a play on the so

21、und, meaning or grammar of words, which is implicit in advertisement.2.2 The classification of pun in English commercial advertising translationFrom the linguistics class, we have got that pun contains phonetic pun and semantic pun. In fact, there are a number of kinds of puns existed in English com

22、mercial advertisements translation. 2.2.1 Homophonic PunHomophonic means words sound alike, they may have same or similar sound, and they also have a single melodic line with accompaniment, so the homophonic pun contains the same sound pun and the close sound pun, which also can be called paronomasi

23、a pun.The same sound pun means the words have the same sound but have different meanings. For example, “Mr. Kipling makes exceedingly good cakes.” The advertisement is for cakes of Mr. Kipling. The advertiser utilizes homophone smartly, maybe we regard Mr. Kipling as a excellent cook, he can make qu

24、ite delicious cakes, which is closer the customers. In fact, Mr. Kipling is a kind of cake brand. The advertisement really makes us impressed and arouses our appetite, when we go shopping and see this brand of cakes, mostly we will try to have a taste. The close sound pun, which also be called paron

25、omasia pun, which means words have similar sound but the different meanings.For example, “More sun and air for your son and heir” The advertisement is for a bathing beach. The advertiser utilizes homophone resourcefully, here, sun vs. son, and air vs. heir, each group of words has similar or close s

26、ound. In fact, it is a good way to encourages people to bring their son and heir to the bathing beach to enjoy sun and air, so as to keep fit and healthy. Each couple loves their children and hopes their son and heir will be healthy all their life. Pun makes the advertising language sound attracting

27、, aesthetic fluent and profound. 2.2.2 Homographic PunHomographic pun concludes two types, one is homonyms means words have same form and different sound but the different meanings or the other is polysemy means a word has same form and same sound but more than a single meaning. According to the atm

28、osphere of language to show its connotative meaning, usually it can reach to humorous effects. Homographic puns may create euphemistic sense and a thought-provoking prospect and enhance the language effect to arise the curiosity of the customers.(Pecci, 2008:59)For examples, “Im more satisfied. Ask

29、for More.” The advertisement is for cigarettes of More. There are two “more” in this sentence, but they have different meanings. If we understand they are both the meaning of much, we will confused what makes him satisfied, actually in a second do we will get the answer, it is More cigarette. The ad

30、vertisement makes customers quite curious about it.Another example, “There is never be a better time.” The advertisement is for watch of Time. We always said “Time is money”, we regard the time is precious treasure; nothing can replace it, waste time means waste our lives, so we should cherish every

31、 moment of our lives. This advertisement points out that if we own the watch of Time, we can catch up all better time, and our life will be pleased. 2.2.3 Grammatical PunGrammatical pun is the kind of pun just for some grammatical utilizes, most advertisers thorough pun producing grammar problems to

32、 attract the audiences such as ellipsis of some structures, phrases or words, or some words or phrases have two or more grammatical functions, which gives us room for imaging.(Levinson, 1983:18) Actually, we have different understandings of the same words in a sentence, for its situations. Whatever, only if grammatic