英语毕业论文-广告双关语的双关翻译方法.doc

目录 摘要摘要.2 ABSTRACT.3 CHAPTER I INTRODUCTION OF PUN.5 1.1 THE DEFINITION OF PUN.5 1.2 THE IMPORTANCE OF PUN.6 USING PUN IN ADVERTISEMENT CAN SATISFY PEOPLES CURIOSITY. THE NOVELTY AND UNIQUENESS OF PUN CAN AROUSE PEOPLES CURIOSITY AND MOTIVATE PEOPLE TO BUY THE PRODUCT. .7 CHAPTER II THE USING OF PUN IN ADVERTISEMENTS .7 2.1 PHONETIC PUN.7 2.2 SEMANTIC PUN.8 2.3 GRAMMATIC PUN.9 2.4 IDIOMATIC PUN.10 CHAPTER III THE TRANSLATION OF PUN IN ADVERTISEMENTS .11 3.1 FIT TRANSLATION.11 3.2 SETS TRANSLATION.12 3.3 SEMANTIC DIFFERENCE.13 3.4 FOCUSING ON TRANSLATION.14 3.5 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。 关键词关键词：广告；双关语；双关种类；双关翻译方法 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 easy 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 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 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; pun; kinds of pun; translation methods of pun Chapter I Introduction of Pun 1.1 The Definition of Pun According 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.(Oxford 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 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 New 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 expression 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 serious 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 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. 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 than 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 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 there 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 product. Chapter II The Using of Pun in Advertisements Advertisement 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. 2.1 Phonetic Pun Phonetic 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 give 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 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 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) OIC This advertisement comes from a glass firm in America. Its pronunciation is “Oh, I see”. It makes people who are weak 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 smart. 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 Pun Semantic pun means that 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 an 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 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 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 makes 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 meaning 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 constructions, 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) Coke refreshes you like no other can. Translation:没有什么能像可乐那样令您神清气爽。 The “can” can be understood as a noun, and also can be understood as a modal verb. The whole sentence means that Coke refreshes you like no other can(tin) can(modal verb) refresh you. This ad is witty and smart and it never fades away. 2.4 Idiomatic Pun Idioms that people are familiar with in advertisements will make these advertisements be remembered easily. These advertisements are based on the society and cultural knowledge, and the distinctive and unique form makes great contribution to pun. These features make the advertisement more attractive and show the artistry of ads. 9) Youll go nuts for the nuts you get in Nux. Translation:纳克斯坚果让您爱不释口。 From the literal meaning, “to go nuts” means “去买坚果”，but at the same time, it is an idiom. It means going crazy. The using of pun indicates that people cant resist the Nux. 10) A Mars a day keeps you work, rest and play. Translation:一天一块玛斯巧克力，让您工作像工作，娱乐像娱乐。 This ad reminds us of two idioms. An apple a day keeps doctor away. All work and no play makes Jack a dull boy. It combines two idioms. People can draw a conclusion that Mars can make people be not only healthier but also full of energy when working or relaxing. 11) Where there is a way, there is a Toyota. Its an ad of Toyota. It reminds me of the famous saying: where there is a will, there is a way. This ad uses its form and some of its content to indicate its good quality. The idiomatic pun in advertisements can make the ads more attractive and also it can show the artistry of ads. For these idioms are well-known, those ads can set a good image among people. Using puns in advertisements can make them more attractive and artistic. Besides, these puns can make ads easy to remember and arouse peoples desire to buy those products. Chapter III The Translation of Pun in Advertisements The goal of advertisements is using simple and brief words to express the best aspect of the products and arouse peoples desire to buy it. Pun is the expression of double meaning. But its very difficult to find the absolute equivalents. The translation of pun in English advertisements should be faithful to its content and character and choose the proper expressions. The translation of pun also should keep the original language style and express its primary meaning. There are many methods to translate ads and keep its primary style. 3.1 Fit Translation Fit translation means that there are equivalence between source language and target language. The translation version in the target language will still keep the double meaning of the source language. Generally speaking, the pronunciation, form and meaning of pun makes it difficult to find the equivalents. The difficulty in finding the equivalence causes the untranslatability of translation. But there are also the occasions that we can translate the ads with pun perfectly. Fit translation based on these occasions, combines the form and content of ads pun. 12) Easier dusting by a stre-e-etch! 拉拉拉长，除尘力强。 Stretch is the brand of the rag. The spelling is stretched by the advertiser ingeniously, which can express its own meaning. Its easy for consumers to feel that the rag can stretch their arms and help them easily. The repetition of “拉” in translation shows the effect of “stre- e-etch. The four words phrases and consonance make it meet the characteristics of Chinese advertisements. 13) Every Kid Should Have An Apple After School.(Apple IIc) 每个孩子放学后都该有个“苹果”。 This is an ad of Apple computer. Here “Apple” is pun. It implies that kids should have an apple after school, on the other hand, kids should have an Apple computer. The former provides the nutrition that kids need, the latter can let kids learn more. In the Chinese version, the quotation marks indicate that apple has another meaning here. 3.2 Sets Translation Sets translation means that we can use the existing forms in target language to translate the source language. Some ads are produced based on cultural background to some extent. English language and the spread of culture in China are the cultural bridge between the bilingual translation. Sets translation is based on the existing form of translation. Using the existing form translates ads. 14) All is well that ends well. 烟蒂好，烟才好。 Actually, this ad is an idiom. Its Chinese meaning is “结局好，全都好”. But the ad producers apply it to the cigarette ad. Here “ends” has double meanings: the final part of cigarette(noun) and to finish(verb). This ad uses the two meanings of “end” and combines it with the idiom. This may attract smokers attraction. 15) Better late than the late. 迟到总比丧命好。 This ad comes from an idiom, “better late than never”(晚来总比不来好). This ad uses the form of the idiom and the key point is that it uses the different meanings of the word “late”. Here “the late” means the dead. The use of pun makes this transportation ad have the strong deterrence. Thus this ad can be translated as “迟到总比丧命好”. 16) We take no pride in prejudice. This is an ad of Times. It derived from a famous book named Pride and Prejudice written by Jane Austin. This newspaper agency uses the book title as its ad to show that its unbiased and just. This ad can be translated as “对于您的偏见，我们没有傲慢”. To those who know the book Pride and Prejudice, its easy to understand the contained meaning. The advantage of sets translation is that it can deliver the cultural connotation of source language and keep the briefness and conciseness. But the problem is that the containing part of pun cant be fully revealed, thus the translation version will lose its humor and wit. 3.3 Semantic Difference If we want to fully express the double meanings of the pun in target language, we can use sets translation. Besides, we also can use another method. We can divide the double meanings into two parts and express its original meaning and its pun meaning. This is semantic difference. At this time, we must ignore the formal correspondence and be faithful to the original. The ideal translation is to achieve formal correspondence as well as meaning equivalence. But if the two aspects cant be balanced, we should make sure that the meaning is faithful to the original. 17)The Unique Spirit of Canada. Its an ad of wine. “Spirit” is the key word. It can be translated as a strong alcoholic drink. On the other hand, we can translate it as mans minds and feelings. In order to keep its original meaning and reach the goal of advertising, we can divide it into two parts and translate it into two sentences “别具风味的加拿大酒，独特的加拿大精神”. Here the formal correspondence and the meaning equivalence