Translation of Pun in English Advertisement 英语毕业论文.doc
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1、Translation of Pun in English Advertisement摘要:随着经济的不断发展,广告的影响力已经逐渐渗透入各个领域。商家们经常运用不同语言技巧来增强广告的感染力。而双关语是最常被应用于广告中的修辞方式,但是如何正确翻译出双关语一直都是一个难点,争对这个问题本文会先介绍双关语的几种常见类型,然后结合一定的例子,用以说明双关语在英语广告中的应用,并运用适当的翻译策略来翻译英语广告中双关语,旨在尽可能使源语和目标语对等,减少源语信息流失。关键词:广告,双关语翻译,策略With the rapid development of market-oriented econo
2、my, advertisement has played more and more important role in our daily life. As we all know that the purpose of making advertisements is to attract consumers and arouse their desires for purchasing commodities. If advertisers want to achieve the goal, they should attach importance on the usage of ad
3、vertising language(高江玲:2010). English advertisement is a kind of commercial language. In order to make the contents of advertisement vivid and distinctive so as to arouse consumers desire of purchasing commodities, advertisers often take use of rhetorical skills. Pun is a rhetorical skill which has
4、been frequently used in English advertisement.Pun means in the certain context of language, one kind of words form expresses a double meaning and in this way, it does not only draw peoples attention but also prompt their imagination. In English advertisement, the advertisement makers will think hard
5、 to take advantages of pun so as to make their advertisement more outstanding and unique. In general, the forms of pun can be classified into three aspects which are as follows:1、Homophonic PunHomophonic pun is made up of words which have same pronunciation or similar spelling but have different mea
6、nings. It has its own language style of humor and wit, which promotes advertising makers delightedly use to increase persuasion and promotion of advertisement.Example1. Not fairly whit -fairy white(白洁:2003)Fairy white is one kind of washing powder. From its advertisement, we can see that “fairly whi
7、t” and “fairy white” are very similar in pronunciation and form. Although they have very distinct differences in meanings, they stand out this washing powers function of whitening cloths. In addition, the similar pronunciation and form also make it easy for people to read and remember.2、Semantic Pun
8、Semantic pun basically takes use of languages feature of polysemy and expresses its double meaning in the certain context (Leigh, J.H:1994). In English advertisement, many advertising makers deliberately adopt semantic puns feature to fuzz up words meaning, in which way, they can make the advertisem
9、ent full of humor and imagination. Example2. Coke refreshes you like no other can(高江玲:2010). As we all know that the word “can” is not only translated into “be able to” but also into “a kind of container for beverage”. If “can” is translated as “be able to”, the meaning of the whole sentence is that
10、 no other things have the ability to refresh your body than coke. If “can” is translated as “a kind of container for beverage”, the whole sentence has another meaning. That is other drinks can not make people feel relaxed and refreshed as coke does. Although the two different thinking modes fuzz up
11、meanings, in another sense, they come into a perfect effect. It does not add humor and wit into the words, but also makes a deep impression on consumers, which successfully carves the commodity into peoples minds.3、Grammatical PunGrammatical pun often uses ellipsis, words double grammatical function
12、 to make pun. Compared with other two kinds of pun, this kind of rhetorical skill is much difficult for advertising makers to master if they want to use it in advertisement perfectly. Because it dose not only focus on words double meaning, but also needs to pay attention to the grammatical function.
13、 Here is a quite successful case.Example3. Less bread. No jam (冷浩波,皮继伟:2007).Maybe you will regard the slogan as a kind of food advertisement at first sight, since it mentions bread and jam. However, in fact, it is an advertisement related to Londons underground. Here, bread and jam are two smart pu
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