论文总字数：26471字

摘 要

广告英语的特点在于它的原创性，语言使用的灵活性和形式的多样性。除了在词汇和句法方面有独特的特征之外,修辞技巧也为语言增色不少,因此这种修辞在广告英语中广为使用。双关语作为一种简洁的方式表达幽默和机智，备受广告商的青睐。英语双关语是一种重要的修辞，这种修辞被广泛运用于各种文学作品，如诗歌、小说、故事、广告及谜语中。双关语带有活泼有趣的特点,它能使该广告语言简练,丰富,诙谐而且能引人注目。在广告中恰当的双关语的使用能够增强对广告受众的影响力。基于这个领域的研究,笔者将从双关语的语用功能入手对英语双关语的翻译作初步的探究。借以希望能够从理论上充实双关语的语用功能分析，并从实践上对于英语广告中双关语的翻译提供一定的建议，为下面的研究者提供一些启示。

关键词：双关语；广告英语；语用功能；翻译策略

Contents

1. Introduction 1

2. Literature Review 2

2.1 The definition of puns 2

2.2 Applications of puns in English advertisement 3

2.3 Pragmatic functions of puns in advertisements 5

3. Translation of Puns from the Perspective of Pragmatic Function. 8

3.1 Replacement 9

3.2 Compensation 9

3.3 Focus-on 10

3.4 Footnotes 10

4. Conclusion 11

Work Cited 13

1. Introduction

With the development of “Advertising culture”, advertisement translation is an increasing important role in the international marketing. It is the ultimate purpose of all commercial advertisements to persuade the target audience into buying products. Scholars have been engaged in the research of English advertisement over the years, owning to various purposes, they do their best to study it from different angles.

Pun is sometimes explained as a play on words. It is a commonly used figure that sets up thought associations. A pun is rather a play on the word and meaning of words. It relies heavily on metaphorical or figurative meaning of words for its effect (范家材，1890: 67). M. Holz emphasizes the need for the translation should be fit to the target knowledge, cultural experience and lifestyle, which are as important as appropriate (source and target) language competence for the production of a successful advertisement (Holz. M, 1984: 780).

To begin with, I want to state what motivates me to choose puns and their translation as the subject of my thesis. Firstly, puns seem omnipresent, they are very common in both English and Chinese language. In fact, we may encounter puns frequently when we are reading, watching TV programs, doing shopping, etc. Even some proper names may also be punned on. Secondly, people hold quite different opinions about puns. Punning was thought to be the lowest form of wit, but it was also considered to be the foundation of all wit. Actually, puns require more sophisticated and subtle language skill although they simply depend on finding two words which sound similar or spell the same. These are the main reasons why I have made efforts to discuss such a topic as the translation of puns. I hope my study will throw some light to the puns and their translation.

Translation is one of the oldest human activities and it has played an invaluable role of maintaining the stability of the world. Translation aims to understand each other and get rid of differences. In the process of China entering twenty—first century, we should be fully aware of the importance of translation, make the world have a better understanding of China. In the new historical period, we should put forward our Chinese culture.

2. Literature Review

Advertising is as old as civilization and has been used as means of communicating the need to buy and sell goods, even for the sales of slaves in ancient times (Jefkins,1985).In language translation school in Moscow, study of pragmatic translation becomes one of the focus of the research. Research on pragmatic translation contains two aspects: first, reproduce the potential of the original language, second, to ensure the proper response of recipients. Many translators still feel the translation process should include two programs: reproduce the characteristics of the source text form faithfully and in one case and adjust to a different target audience. Since the 1960s, with the development of modern linguistics, translation studies have come to a new stage. New theories spring out and tend to be flexible. Research on pragmatic translation according to the characteristics of their own language, from the original introduction to applied research. Besides, research on pragmatic translation tends to be inclusive and equitable. In 1980s, domestic and foreign pragmatics studies focus on introducing and evaluating the western theory of pragmatic function. After entering the 1990s, domestic and foreign research on pragmatic function forms an upsurge quickly.

2.1 The definition of puns

Looking at the same problem from a different perspective, we might come up with different definitions under discussion. And, not surprisingly, pun can be defined in many ways. There is a pun on such a humorous explanation: punning --to torture one poor word ten thousand ways. In the Longman Dictionary of Contemporary English, the definition of puns is an interesting use of the words or phrases have two meanings and with the same sound. According to the Oxford English Dictionary, pun is defined as ― in such a way that the use of the word is to indicate that two or more meanings or different organizations or use the same or nearly the same sound with different meanings of two or more words, in order to produce a humorous effect. In poetry and poetics (Green, Roland, 2012: 98) Princeton Encyclopedia, pun is defined as a figure of speech depending on a similarity of sound and a disparity of meaning. From the above definitions, we can see that homonyms, homophones, and homographs used to construct pun with the so-called pun that refers to the use of a word to suggest two or more layers of meaning or different associations, or use more homophones or near syllable antonym words(徐鹏，1996: 136).

2.2 Applications of puns in English advertisement

Pun, a figure of speech, is also called paronomasia, which comes from the Latin word—paronomazein, meaning “call in different names”. Pun is a commonly used rhetorical device, which is also a form of humor. Advertisers use the polysemous, or homonymous relation of a language ingeniously to make the expressions implicit, humorous and vivid. There are several applications of puns in advertising English.

2.2.1 Homophonic pun

Homophonic puns also called phonetic puns have the same or similar pronunciation with different spelling and meaning. This pun is witty, humorous and has strong infection, which gives deep impression on the consumer. This pun is widely used in advertising , a proper use of puns will make the advertisements have deep implications, which affords for thought.

Trust us. Over 600 ears of experience

译文:相信我们吧,历经600多双耳朵的经历和600多年的经验。

This is a hearing--aid advertising. It indicates that the product has received many consumers’ test literally, between the lines of embedding a homonym of the word “ears”-“years”, fully imply that the product has a long history and superior quality.

2.2.2 Semantic pun

Semantic pun is a pun in the specific context of the ambiguity of a word. Literally only a word, but connotes two different meanings, thus forming a kind of implicit artistic conception. Semantic pun is widely used in advertisements because it can enhance the expression of the effect in language.

A deal with us means a good deal to you.

译文:和我们做买卖意味着您做了一笔好买卖。

This is a trading company advertising, its excellent point --“a good deal” is a phrase with a double meaning—“交易”and “许多”. This concise, conversational advertisement will achieve a propagandistic effect.

2.2.3 Pun on parody

Pun on parody refers the puns imitate the form of aphorisms and proverbs on the structure. Some advertisements are based on people"s original social and cultural knowledge. Puns with distinctive and unique language, not only enhance the attractiveness of advertising, but also embodies the art of advertising language, which made the advertisement has much food for thought effect, so as to achieve the purpose of advertising.

Where there is a way, there is a Benz.

译文:奔驰汽车品质卓越,广为人传。

This is the Mercedes Benz commercial, clever manufacturers use “there is a will, there is a way” which is a famous model, can easily attract the attention of consumers, easy to remember, so as to achieve the purpose of advertising.

A Mars a day keeps you work, rest and play.

译文:一天一块马斯巧克力,让你好好工作和休息。

This is Mars chocolate advertisement. This sentence reminds us a proverb--“An apple a day keeps the doctor away”. The advertisement not only emulate the proverb patterns in a language form, but also borrow the content, which lets people realize that eats a Mars chocolate everyday you will be healthy.

2.2.4 Grammatical pun

Grammatical pun is a pun word or sentence generated because of grammatical structure, such as multiple parts of speech, or the use of ellipsis to make grammatical pun. The use of grammatical pun can make advertising language more concise, condensed, humorous, witty, and give people the space of imagination .

Men always remember ladies because of romance only.

译文:因为有浪漫,所以男人总是忘不了女人。

This particular advertisement is that each word the first letter of the advertising language collection in the name is the brand--“Marlboro”(万宝路).In the 20th century, Philip Morris Marlboro brand is positioned on a woman"s cigarette to promote to the public, the use of the acronym in the form of advertising in practical application is very easy to leave a deep impression, which is also widely used in business.

2.3 Pragmatic functions of puns in advertisements

Pragmatic is the study of how to use sentences to communicate successfully. It is a research on language use and language meaning in the social and cultural context. Context is the knowledge shared by communications which includes the knowledge of language as well as knowledge of the objective word, which includes the common sense of the world and the communication in the actual context. According to Neubert, its grammatical meaning is defined as the relation between linguistic forms and semantic meaning as the relation between forms and reality, then pragmatic meaning can be seen as the relation between linguistic forms and the participants in the communicative act. Pun possesses the following functions: wit and humor; creativeness and originality;meet the needs of people"s demand of beauty; meet the requirement of the development of social economy;pay attention to life and imply warning;make the product more profitability and competitiveness.Since advertising is a way of communication, it uses the most important means of communication, and has all the basic functions of language, including the instructional information and express functions, in order to persuade consumers to buy the products of a certain brand。Advertisers give information about their products to consumers, arouse the good feelings towards the brand, and finally motivate them to buy their products. In fact, the advertising language can be seen as the common language exploited at its best, but one can still easily distinguish the advertising language from the other language of common uses. This peculiarity of advertising language is mainly determined by its emphasis on the main function of advertisement--persuasion.

2.3.1 Wit and humor

The use of humor in advertising puns can make the language lively, vivid, be full of wit and humor, not only enhance the attraction of advertising, but also embodies the art of advertising language .In the battle of potential customers, which is in favor of advertisers. Puns, wit and humor are to attract the audiences’ attention and stimulate their associations. In the fast-running society, advertising puns like spices so as to make people enjoy their advertising atmosphere and reduce their stress in a relaxed environment.

Which larger can claim to be truly German? This can!

“Larger” is a German beer brand, a light colored beer. It has special German flavor. The second “can” can be used as modal verb, noun can be used too--“罐”.This sentence leaves a fresh and profound impression on readers.

2.3.2 Creativeness and originality

This is a typical case of advertising language. Advertising has a large demand for new words, every word has played an important role. If people are inspired by emotions, words to express strong emotions will be selected. In advertising, creativity is king. The new method can be set to send the message of a brand, in addition to plagiarism. So it is important to use something novel in advertising to attract people’s attention.

“Cab Fourward”

This is Ram cars produced by the DOQI. The word “fourward” sounds like “Forward”. Pictures are associated with English advertisement, people will wonder why it uses “fourward” because they can be opened from four directions of this four-door car. Advertisements use the “forward” to show the car to create a professional word “fourword”.

2.3.3 Meet the needs of people"s demand of beauty

Pun is the earliest funny word games in the folklore, this is a word game lies in its humor, concise and comprehensive, so that it can enable readers for deep consideration. Readers realize the intention of author, have a better grasp of pun’s unique characteristics, which is gifted with an extraordinary retentive memory. The spirit of joy and beauty is a rhetoric must-have feature.

“Give your hair a touch of spring”

It is an advertisement for shampoo. The word “spring” here is very vivid, like a picture in people’s minds. After using shampoo, long hair becomes elastic and shiny. When you stand there, your hair will go with the wind. Everyone loves beauty, so advertising meets people’s desires and entices them to buy the product, making it more attractive.

2.3.4 Meet the requirement of the development of social economy

In modern society, the increasingly rapid pace of life, with a lot of advertisements, accompanied by increasingly fierce competition, only simple ones can attract people"s attention. It is like a moderator, to make the goods become rich, in order to arouse consumer’s positive emotional experience. Have a crush on advertising merchandise to achieve the purpose of sales promotion of goods.

“Two beer or not two beer, that is a question” ---Shakesbeer

Throughout the beer advertisements, people will associate it with the saying “To be or not to be, that is the question” in Hamlet. Shakesbeer is the beer’s name, but it sounds like “Shakespeare” who is known almost all over the world, so it is easy for people to remember Shakesbeer. The word said by Hamlet is very famous, especially in western countries. The sentence is very short and the pattern is well-know, so people will remember the product naturally.

“Go well, Go shell”

It is an advertisement for Shell Oil Company. “Well” sounds like “where”, it means the purchase of Shell Oil. Only four words used advertising, but the fully meaning of the expressions are touched by people deeply. Imagine that one day, when you suddenly open your car, oil is depleted, so you need to know where to go, and then, of course, you will remember the words “go well, go Shell” .So you will go Shell at once. Slogan deeply impressed the audiences and persuade them to buy the product invisible..

2.3.5 Pay attention to life and imply warning

Pun in advertising in addition to promote products, there is also a function of warning and caution, which mainly appears in public service advertisements.

“Better late than the late”

译文:迟到总比丧命好。

This is an advertising to warn passing drivers to drive carefully. It simulates English proverb “Better late than never” ,means“迟到总比不到好”.This advertisement firstly uses proverb structure of people for having heard it many times, and then use the pun meaning of “late”. “late” contains two meanings ,here, “the late” means“死的人”,expressing the ignorance of traffic regulations to play a part of warning and caution.

2.3.6 Make the products more profitable and competitive

The specialty of pun is very useful for people of all ages. If advertisers can take advantage of it to meet people’s needs, the product may precede others to win the market.

“A deal with us means a good deal to you”

译文:和我们做交易意味着你会得到很多。

Here, the double meanings of “deal” are: “一笔好买卖”and“许多”. Significance of advertising is to make transactions with us is a good business for you; doing business with us, you will get a lot. Advertisers use puns skillful to inspire the curiosity of the audience and attract their interest to do the deal.

3. Translation of Puns from the Perspective of Pragmatic Function.

With the rapid development of global economy and the intense competition of international market, the advertisement translation play an increasingly important role in improving the product’s acceptance and are gaining increasing attention. Translation of puns is a hard job. Translating successfully a pun into another pun requires a good mastery of both languages and techniques of translation. The embodiment of the linguistic meaning of puns together with the pragmatic equivalent effect of the source language is the ideal translation most translators purpose. Hence this thesis aims at, if possible, searching for more practical methods to analyze and translate puns effectively. Now, I will discuss the use of translation strategies from the perspective of pragmatic function.

3.1 Replacement

Replacement of translation is ready to apply ancient idioms, sayings, proverbs, etc. English has borrowed o lot of phrases to get stylistic effect, in order to achieve the desired aims.

Tasting is believing.

译文：百闻不如一尝。

The original just applies the proverb “Seeing is believing” to “Tasting is beliving”, it expresses the original meaning by pragmatic functions.

One lock keeps ten thousand burglars away.

译文:一夫当关,万夫莫开。(保险锁广告)

The advertisement design borrows China idiom “One man can hold out against ten thousand” all of a sudden, the advertisement effect jumps out.“夫”is a pun, means “lock”and “robber”, imitate English proverb--“one apple a day keeps doctors away”. Thus causing the translation can remember easily, so as to achieve the effect of known widely.

3.2 Compensation

Compensation of translation is the translator translate a layer of meaning, another layer of meaning can not be expressed when completed. Then we must take some measures to compensate. The compensation method of advertising is the most commonly used by carrying advertising media, such as: television, broadcast video or newspapers and magazines to achieve purposes.

OIC

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