英语论文_广告英语中双关语的语用功能及其翻译

1PragmaticFunctionandTranslationofPuninEnglishAdvertisementAbstract:AdvertisingEnglishischaracterizedbyitsoriginality,flexibilityoflanguageusageandthediversityoftheforms.Apartfromthedistinguishingfeaturesatlexicalandsyntacticlevels,rhetoricalvehicles,asdecorativedevicesoflanguage,arefrequentlyemployedinadvertisingEnglish.Punning,aconcisewaytoexpresshumorandwit,isparticularlyfavoredbyadvertiserstoenhancetheappealoflanguage.Drawingonexistingstudiesinthefield,theauthoroffersfivestrategiesinthetranslationofpunsinadvertisement,i.e.preservation,creation,compensation,explicationandomission.Theauthorarguesthateachofthefivestrategiesisnotalwaysappliedonitsown,andsometimestwoormorestratrgiesarejointlyemployedinadvertisementtranslationinaccordancewiththeprincipleofoptimalrelevancedependingonthesituation.Keywords:Advertisement;Pun;PragmaticFunction;Translation广告英语中双关语的语用功能及其翻译摘要:广告英语的独特性在于其新颖、灵活的语及其形式多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。双关，一种集幽默与智慧于一身的语言表达形式，因其独特的语言魅力而倍受广告商的青睐。结合大量的实例分析，本文详细地探讨了双关语在英文广告中所起的作用及其分类。通过分析与归纳，作者提出了广告双关语翻译的五种策略：保留、再造、补偿、解释说明以及省略不译。译者在翻译过程中可以选择一种或者多种策略以达到译文的最佳关联。关键词：广告；双关语；语用功能；翻译2IntroductionThedefinitionofadvertisementbyAMA(AmericanMarketingAssociation):Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.Itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”Facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedevicesasplates,colorandthelayoutofaprintedpage,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautifulandattractive.InthepracticeoftheadvertisingEnglish,peoplepaymoreattentiontopuntomaketheadvertisementsuccinct,accurateandvividandtoproviderichimaginationandplentifulassociationsforreaderssoastostimulatetheirdesire.ThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish,whichisaneffectivewaytomaketheadvertisementattractive.Amongthefigures,punisloveddeeply.OxfordAdvancedDictionarydefinespunas“humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame”[1].Apun(alsoknownasparonomasia)canbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,whetherhumorousorserious.Itleavesadeepimpressiononreadersbyitsreadability,witandhumor.Itcansatisfytherequirementofadvertisementcharacteristics—sellingpower,memoryvalue,attentionvalue,andreadability.Sopunisverypopularinadvertisement.Thearticlejustwantstopresentthepragmaticfunctionandtranslatabilityofpuninadvertisement.海量英语论文尽在英语论文网，免费下载网址：需要其他类型英语论文可以咨询QQ25377173531Definitionandclassificationofpuninadvertisement1.1DefinitionofpunLookingatthesameissuefromdifferentperspectives,wemayoftencomeupwithdifferentdefinitionsofthethingunderdiscussion.And,notsurprisingly,puncanbethusdefinedinmanyways.Thereissuchahumorousexplanationaboutpun:“punning–totortureonepoorwordtenthousandways(JohnDryden)”.InLongmanDictionaryofContemporaryEnglish,punisdefinedas“Anamusinguseofawordorphrasethathastwomeanings,orwordswiththesamesoundbutdifferentmeanings”.AccordingtoTheOxfordEnglishDictionary,punisdefinedas“theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect”.InPrincetonEncyclopediaofPoetryandPoetics,punisdefinedas“Afigureofspeechdependinguponasimilarityofsoundandadisparityofmeaning”.Fromtheabovedefinitions,wecanseethathomonyms,homophones,andhomographsallareavailabletoconstructpunswith.1.2Typesofpuninadvertisement1.2.1PunonPolysemy“Whiledifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.”Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:“Fromsharpminds.Comesharpproducts.”TheexampleisanadvertisementfortheSharpcopier.Theword“sharp”praisestheconsumers’brightness,butalsoreferstotheSharpproduct.Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise,andalsotheybelievetheproductisreallysharp.“Moneydoesn’tgrowonthetrees.Butitblossomsatourbranches.LioydBank.”4ItisthesloganofLioydBank.“branch”means“partofatreegrowingoutfromthetrunk”,buthereitimpliesthedivisionofbank”.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywillbelike