英语本科毕业论文-关于英语广告中双关语的翻译.doc

关于英语广告中双关语的翻译关于英语广告中双关语的翻译 On the Translation of Puns in English Advertisements 年年 月月 日日 - - Abstract With the development of globalization and world economy, advertising is the sellers frequently used means of publicizing their products and services. In order to reveal their brands of products, figures of speech are the advertisers methods of consistently use. Pun is among their favorites. As one of the important figures of speech, pun is commonly used in advertising. It takes advantage of the double meaning of a word, or the identity in pronunciation of different words. The skillful use of puns makes advertisements vivid and humorous. As a matter of fact, the advertiser shows more emphasis on the underlying meaning of the pun, instead of the literal meaning. Choosing the frequently discussed topic, the author has the following three reasons: firstly, with the development of globalization and world wide economy, the advertising industry and translation of advertisements come into the fore. Secondly, Pun is a commonly used rhetorical device in English advertising. Due to the insurmountable barrier of the two cultures and language structure, the translation of puns in English advertisements is a difficulty. Thirdly, although the topic has been discussed by scholars home and abroad, translating of puns in English advertisements havent required the attention it deserves. The study will divide puns into four categories, phonetic puns, semantic puns, syntactic puns and cultural puns, which will be proved by a lot of examples. And by exemplification, the methods of translation are classified into six categoriessets translation，free translation, focus translation, compensation, conversion and semantic translation. By researching into a large amount of cases, the author discussed the application and translation of puns in English advertisements. I wish to offer inspirations for those who are also interested in translating of puns, and looking forward to exchange opinions with them. Key words: English advertisement；pun；translation methods - i - 摘摘 要要 在全球化加速及市场经济高速发展的时代，广告是企业推出新型产品最有力方式之 一。为了彰显自己的品牌，突出自己的广告，商家在广告语中会运用修辞手法，而双关 语就是常用的一种。 双关是利用一个词的不同意义或两个不同意义的词的相同或相近的发音来造成一箭 双雕的效果。在实际运用中，使用者所强调对并不是双关语的表层含义，而是暗含的深 层意义。双关语在英汉语中都是运用最早的修辞格之一。 本文选择英语广告中双关语的翻译，原因有三：其一，随着全球经济化加速，广告 英语的翻译将成为一个热门的话题；其二，广告双关语在其语言结构和表达上都存在难 以逾越的障碍，是翻译中的一个难点；其三，虽然一些学者针对广告双关语的翻译作了 一些研究，但这一话题并未得到相应的重视。在中国与西方商业和文化交流日盛的背景 下，研究广告双关语这一话题具有重要意义。 本文将双关语分为四类：语音双关、语义双关、句法双关及文化双关，通过大量例 证来说明双关语的种类。并且从例证出发，将双关语的翻译方法分为套译法、意译法、 侧重译法、补偿译法、转译法和分别表意法。本文的特点之一是引用了大量的例证，用 以说明双关语的运用及其在广告中的翻译方法。 关键词关键词: 英语广告；双关语；翻译方法 - 0 - Contents Abstract.i 摘摘 要要.ii Contents.1 Introduction.1 1. The Study at Home and Abroad.2 1.1 The Overseas Study on Translation of Puns in English Advertisements.2 1.2 The Domestic Study on Translation of Puns in English Advertisements.2 1.3 The Purpose and Significance of the Present Study.3 1.4 The Organization of the Present Study .4 2. Categories of Puns in English Advertisement.5 2.1 Phonetic Puns .5 2.2 Semantic Puns.5 2.3 Syntactic Puns.6 2.4 Cultural Puns.7 3.Translation Methods of Puns in English Advertisements.9 3.1 Sets Translation .9 3.2 Free Translation.10 3.3 Focus Translation .11 3.4 Compensation.12 3.5 Conversion.13 3.6 Semantic Translation.14 Conclusion.16 Bibliography.17 - 0 - Introduction Nowadays,there is no one can deny the fact that pun is a commonly used rhetorical device in English advertising. Due to the insurmountable barrier of the two cultures and language structure, the translation of puns in English advertisements is a difficulty. Whats more, advertisement is a persuasive linguistic style, excellent translation call for a large amount of practice. Advertisement is a very practical style，it is unique in grammar and figures of speech. Pun is a frequently used figure of speech. The advertisers are making a lot of efforts in the language of the advertisements. Pun is among the most persuasive tools in attracting the consumers eyes. As we can see, there are a vast mass of researches on advertising language, no matter in the field of advertisement or on the linguistic aspect. However, there are not existing thorough researches on puns in advertisements The study will divide into three categories, the first part is about the study at home and abroad.The Overseas Study on Translation of Puns in English Advertisements.And the Domestic Study on Translation of Puns in English Advertisements.; the second part is about the categories of puns in English advertisements,they are respectively phonetic puns, semantic puns, syntactic puns and cultural puns; the third part is the translation methods of puns in English advertisements,they are respectively sets translation，free translation, focus translation, compensation, conversion and semantic translation. - 0 - 1. The Study at Home and Abroad The study on the translation of puns in English advertisements of home and abroad has earned some achievements. Ill introduce the achievements, the purpose, the significance and the organization of the present study below. 1.1 The Overseas Study on Translation of Puns in English Advertisements AIDMA psychological effect is a proper standard in evaluating whether an advertisement is successful or not. It specifically means whether an advertisement can catch the consumers eyes, raise their interest and desire for consumption. Advertisements have their basic linguistic properties. At lexical level, commendatory adjectives and short verbs are used, the usage of large amounts of nominal pronouns and compounds make the advertisement a specialty to consumers. At syntactic level, instead of long sentences, short phrases are more often employed; even the long sentences are used, they are exclamations. Advertisement is a very practical style，it is unique in grammar and figures of speech. Pun is a frequently used figure of speech. It was first employed by John Dryden as a rhetorical device. Almost 2000 years ago, Aristotle has mentioned the use of pun in his book Study on Figures of Speech. Belgian scholar Delabastita divided puns into four categories as following: homonymy, homophony, homograph and patronymic. After that, he defined each type vertical puns and linear puns, the former means two layers meanings of the pun appear at the same time, the later means two layers appear at separate situations. Delabastitas theory has brought convenience to translation of puns. American scholar Archibald A. Hill put forward the three conditions of puns as follows: double context, hinge and trigger. Sperber and Wilson raised Relevance theory. Its principle that every expressive communicative behavior that should be assumed to the itself has the best relevance. Relevance theory offered a good theoretic framework for analysis of puns in English Ads. Nidas functional equivalence theory, Vermeers Skopostheorie and Newmarks communicative translation theory all have a guiding role in translating the puns in advertising. Under the guidance of the three theories, different guiding principles can be chosen when facing various kinds of advertisements. 1.2 The Domestic Study on Translation of Puns in English Advertisements The scholars advise one or two translation strategies to the audience and use many examples to prove their suggestions. Zhong Lijun advised literal translation and free translation - 1 - as the translation strategies for advertising translation. Guo Jianzhong proposed domestication and foreignization strategies. Professor Cuigang in Tsinghua University has referred to that puns are similar in spelling, but different in meaning; so that certain phrases and sentences can contain two meanings. The formation of the puns is another barrier of translation. Professor Liu Biqing said puns constitute argots by using disparity in meaning and form, and homophones. Due to the contextual transformation can only be corresponding at structural semantic level, in the course of translation, the inherent meaning of puns will loss. However, the scholar Zhang Lanfeng upholds that if the reservation of the original meaning of puns, structurally and literally, is translation；so the puns are of very low translatability. On the other hand, if puns can not be translated into the corresponding ones, so the puns are of very high translatability. Pun is a commonly used rhetorical device in English advertising. Due to the insurmountable barrier of the two cultures and language structure, the translation of puns in English advertisements is a difficulty. Whats more, advertisement is a persuasive linguistic style, excellent translation call for a large amount of practice. However, we have to admit translation involves loss and distortion. In general, the advertising translation still lingers at the starting point, and little attention has been paid to the subject. However, the author thinks we can choose different strategies for different advertisements. 1.3 The Purpose and Significance of the Present Study Advertising is the most commonly employed means by the sellers in making public their services and products. The advertisers are making a lot of efforts in the language of the advertisements. Pun is among the most persuasive tools in attracting the consumers eyes. As we can see, there are a vast mass of researches on advertising language, no matter in the field of advertisement or on the linguistic aspect. However, there are not existing thorough researches on puns in advertisements. The following are the reasons why the topic translation of puns in advertisements is chosen as the object of my study. Firstly, pun is the most persuasive rhetorical device in advertising, while it does not seem to receive the attention as it deserves. Secondly, the studies at home and abroad provide guidelines for translation of puns in advertising. Thirdly, the study of puns translation in advertisements may be of practical importance in China. The study of object will help us better understand English advertisements, and translate the puns more vividly. Finally, the subject is of my personal interest. By researching into a large amount of cases, the author discussed the application and translation of puns in English advertisements. The aim of the paper is to offer inspirations for - 2 - those who are also interested in translating of puns, and looking forward to exchange opinions with them. 1.4 The Organization of the Present Study In this study, puns can be divided into four typesphonetic puns, semantic puns, syntactic puns and cultural puns. The four categories of puns will be proved by a lot of examples. The methods of translation will be classified into six categories, such as sets translation, free translation, focus translation, compensation, conversion and semantic translation. The paper is to explore the translation methods of puns in English advertisements. The author is looking forward to enlightening those who are interested in translation of puns and discuss the topic with them. - 0 - 2. Categories of Puns in English Advertisements This part divided puns into four categories: phonetic puns, semantic puns, syntactic puns and cultural puns, which will be proved by a lot of examples. 2.1 Phonetic Puns Phonetic puns refer to the result of identity or similarity in pronunciation. More specifically, we are taking the advantages of different meaning of the similar pronunciation of different words. This kind of puns is humorous and funny, so that they would increase the appeal of the advertisements and attract the eyes of the audience. Lets see some examples of phonetic puns: Make your every hello a real good-buy. This is an advertisement for a telephone; the word “good-buy” is a phonetic pun with the word “good-bye”. The pun makes the advertisement catchy and funny. It means from the beginning of the conversation “hello” to the end “good-bye”, every word can be exactly expressed. At the same time, the concern for your families and friends can be reached. The advertiser takes advantage of this pun and the advertisement impresses the audience deeply. Whats more, the word “good-buy” means excellent quality and reasonable price, so buying the product is worthwhile. Coke refreshes you like no other can. This is an advertisement of Coca-cola; the word “can” is a phonetic pun. On one hand, it means a container for the cola, and the modal word that the cola can refresh you. The word “can” expresses the image of energy, which attracts the audiences attention. The “in” idea in business travelHilton Inns This is an advertisement for Hilton hotel. The word “in” is a phonetic pun. It means fashionable, being at the trend of fashion; on the other hand, it means if you are in the hotel, you will enjoy meticulous service to make you feel at home. At the same time, the advertisement mentioned the name of the hotel, so the customer will have a deep impression of the hotel. More sun and air for your son and heir. This is an advertisement for a seaside bathing place. The words “sun” and “son”, “heir” and “air” are homophonetic. The advertisers make good use of them, so that people will not only remember the advertisement, but also have the tendency to enjoy their holidays in the bathing place. 2.2 Semantic Puns Semantic puns refer to the usage of polysemous words. Literally, there is only one word; however the word can convey two layers of meaning. The word is referring to another meaning. As a result, the meaning is euphemistic and easy to call for the audiences thinking. This kind of pun has the same function with phonetic puns, so it is frequently used. Lets see the following - 1 - examples: Fresh-up with 7-up. This is the advertisement of 7-up soda water in the USA. The number “7” is an auspicious word in the western world. In gambling, the dice 7 means wining, up means staying sober and active. 7-up is the trademark of the product, which gives us the impression of being punchy and young. So the soda water stands for an energetic image which is widely welcomed. Your need the strongest line of defense against disease. This is an advertisement of the Johnsons dental floss. It is well-known that dental floss is used for keeping health of our oral cavity and preventing teeth from decaying. The advertisement takes this point. The word “line” is a semantic pun, which means the “line” used for cleaning the teeth and the defense line for preventing the illness of the oral cavity. The consumers will be clear at the meaning at a glance. The advertisement is filled with the motivation, and the words used are exaggerating, all of these are evidence that the line will be the solidest defense for the consumers teeth. Different countries. Different languages. Different customs. One level of comfort worldwide. This is an advertisement of an airline company. The word “custom” has two meanings: the tradition of one region, and the customhouse of one country. The meaning of the advertisement is that no matter what countries, languages, customs the passengers are, they will be welcomed and treated warmly in the airline company. 2.3 Syntactic Puns Syntactic puns mean those which are in similarity with quoted epigrams or proverbs. Those advertisements are based on the inherent social and cultural meaning; the puns are special in structure and meaning, which can be easily handled for the audience. They are appealing in context and artistic in language. Where there is a way, there is a Toyota. This is an advertisement of the Toyota motor corporation. The advertiser makes use of the household proverb “Where there is a will, there is a wa