On-the-Puns-in-English-and-Chinese-Advertisements-

外语学院学年论文iContents摘要…………..……………………………………….…………….….……………1Abstract…………..……………………………………….…………….….………..21.Introduction………………………………………………………………………32.TheApplicationofPunsinEnglishandChineseAdvertisements……………...32.1PunsonTrademark……………………………………………………………..32.2PunsonHomograph............................................................................................42.3PunsonHomophone…………………………………………………………...52.4PunsonParody………………………………………………………………...62.5PunsonIllustrationsandWords………………………………………………..73TheTranslationofPunsinEnglishandChineseAdvertisements………………73.1TheConjunctTranslation……………………………………………………….83.2TheSplittingTranslation.....................................................................................93.3TheReplenishmentTranslation………………………………………………..103.4TheAvoidanceTranslation…………………………………………………….113.5TheCompensationTranslation………………………………………………...124Conclusion…………………………………………………………………………12外语学院学年论文1摘要文章对中英文广告中双关语的应用做了初步探讨。在广告中使用双关是一种非常有效的传递商品信息和吸引顾客眼球的方式，能够使广告更加通俗易懂和易于传播。本文指出双关语在广告的应用中分为不同的形式，且不同的形式具有不同的翻译方式。同时，结合自身对广告的理解，并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、拆译法、补充译法、回避译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。关键词:广告；双关语；互译外语学院学年论文2AbstractThisarticlediscussestheapplicationofpunsinEnglishandChineseadvertisement,andpointsoutthattherearefourbasicformsofpuns,whicharepunontrademarks,punonhomograph,punonhomophone,andpunonparody.Punningisthemostfrequentlyutilizedrhetoricalmethodinadvertisement,andcanconveythebasicinformationoftheproductsandattracttheeyesofcustomers,whichmaketheadvertisementseasytounderstandandremember.Meanwhile,combiningtheacknowledgeofadvertisementswiththetranslationofthem,thewriterlistsfiveformstotranslatethem,whicharetheconjuncttranslation,splittingtranslation,thereplenishmenttranslation,theavoidancetranslationandthecompensationtranslation,andinsiststhatsticktotheoriginalmeaningisthemostessentialprincipleintranslation.Keyword:advertisement;puns;translation外语学院学年论文3OnthePunsinEnglishandChineseAdvertisementsandtheTranslationNameMajor,postnumber1.IntroductionInthemodernsociety,advertisingisprevailinginourlivesandtheformsofadvertisingbecomemoreandmorevariousasthesocietydevelop.Advertisementshavetoconveythepreciseinformationoftheproductsandbepersuasiveinsuchashorttime,hencetheskillsusedinadvertisingbeingmorethanotherformsofwriting.Therefore,thepreciseandappropriateusingofadvertisingliterarylanguagewillinfluencetheeffectofadvertisinglanguagefarbeyondtheadvertisementitself.Punsareoneofthemostcommonskillsusedintheadvertisingtoconveyinformationandmaketheadcatchy.Pun,bydefinition,is,thehumoroususeofaword,orofwordswhichareformedorsoundedalikebuthavedifferentmeanings,insuchawayastoplayontwoormoreofthepossibleapplication;aplayonwords.Becauseofthewit,humor,uniqueculturallanguageconveyedbythepuns,itwillbemucheasierforreaderstobeinterestedintheproduct,andmakeadeepimpressiononthemwhichmakethereadersremembertheadvertisementsandpropagandizetoothers.2.TheApplicationofPunsinEnglishandChineseAdvertisementsTherearedifferenttypesofpunsusedintheEnglishadvertisements.Intheadvertisements,producerstrytoattractmorecustomersandmaketheproductitselfmorefamousaroundtheworld.Therearefivetypesofpunscommonlyusedintheadvertisements,andtheyarepunontrademarks,punonhomograph,punonhomophone,punonparodyandpunonillustrationandwords.2.1PunsonTrademarks外语学院学年论文4Punsontrademarksareauniquewayinadvertisement.Theobviouseffectofthistypeis,ononehand,beinginterestingandhumorous,whichmakesthereadersfeelcuriousabouttheproductsandthecuriositywilleventuallyendupwiththeintentonpurchasethoseproducts,ontheotherhand,itcanpointoutthecharacteroftheproductsimplicatively.(1)中意冰箱，人人中意。ThisistheadvertisementsabouttheZhongyirefrigerator.Therearethreedifferentmeaningintheword“Zhongyi.”First,thisbandisexploitedbybothChinaandItaly.Second,Zhongyiisthenameoftheband.Third,thisrefrigeratorsatisfythethoughtsofcustomers.(2)Askformore.ThisistheadvertisementsoftheMoreCigarette.ItderivesfromthenovelOlivertwist,writtenbyCharlesDickens,inwhichOliverbegforfoodwhenheisinstarvation.Inthisad,theword“more”hastwomeanings.Oneisaskingformorecigarettes,with“more”asanadjectivehere,andtheotheroneisaskforMore,with“more”asanounhere.2.2PunsonHomographPunsonhomographarethepunsusinghomographicwordswhichbearatleasttwomeaningsinoneword.Literally,thereisjustoneword,but,infact,itconveystwodifferentmeanings.Punsonhomographcancontributetoameaningfulandsignificantatmosphereintheprofoundmeaningsoftheword.(1)华达电梯，祝君高升。Thisadisaelevatorcompany’sadvertisement.Inthisadvertisement,theword“高升”hastwodifferentmeanings.Ononehand,“高升”meanstheelevatorwillliftyoutoahigherfloor,ontheotherhand,“高升”meansthegoodwishthatthecustomerswillgetahigherpositionintheircareers.Customerswillfeelsatisfiedwiththegoodblesshidintheadvertisementsandsomewhatbemorewillingtobuytheelevator.(2)TheuniqueSpiritofCanada:webottledit.ThecompleteversionofLordCalvertCanadianwhiskyadis“TheuniquespiritofCanada:webottledit.Righttothefinish,itsCanadianspiritstandsoutfromthe外语学院学年论文5ordinary.Whatkeepstheflavorcoming.Superlightness.Supertaste.Ifthatiswher