英語專業(yè)學(xué)年論文重點(diǎn)

1、 學(xué) 年 論 文從雙關(guān)語差異看廣告翻譯的策略An Analysis of Translation Strategies of Advertising English from Different Puns 姓 名：趙佳偉學(xué) 號：20121102617院 系：外國語學(xué)院年 級：2012級專 業(yè)：商務(wù)英語指導(dǎo)教師：任富楠2015年6月29日內(nèi)蒙古師范大學(xué)外國語學(xué)院學(xué)生學(xué)年論文評審表論文題目作者姓名學(xué)號指導(dǎo)教師職稱評語成 績年 月 日指導(dǎo)教師簽名：Table of ContentsAbstract in English.1Key Words in English.1Abstract in Chine

2、se.1Key Words in Chinese1Table of Contents1Abstract1I. Introduction1II. The Classification of Puns employed in Advertising English11 Homophonic puns used in Advertising English12 Semantic puns used in Advertising English23 Grammatical puns used in Advertising English24 Idiomatic puns used in Adverti

3、sing English2III. The pragmatic effects of puns produced in Advertising English21 Creating a quite witty and humorous advertising atmosphere32 Making the advertising language more Creative and original33 Making the products more profitable and competitive34 Satisfying the consumers requirement of be

4、auty3IV. The translating methods of English Advertisements containing puns31 Splitting translation32 Borrowing translation43 Major translation44 Liberal translation4V. Conclusion5Bibliography51. 頁碼要與正文對應(yīng)2. 刪掉正文中段與段之間不必要的空格3. 中英文摘要和關(guān)鍵詞放在一頁4. 參考文獻(xiàn)按照音序排列5. 目錄字號和正文標(biāo)題字號均應(yīng)為小四6. 參考文獻(xiàn)在正文中沒有引用標(biāo)注 An Analysis

5、of Translation Strategies of Advertising English from Different PunsAbstractAdvertising is a kind of economic behavior having specific commercial purposes. The most important function of advertisements is to promote sales, at the same time a type of cultural communication. As a kind of figure of spe

6、ech, "Pun" is a household word used in English Advertisements. In the article we discuss the the usage of different puns in advertising English and different translating methods of English Advertisements containing puns. The first part represents the different puns used in Advertising Engl

7、ish, and in the second part we talk about the problem about pragmatic effects of puns produced in Advertising English. And we get four translating methods in the part three. Puns in advertisements have many forms of expression，So when we translate advertisements, these methods can help us to make th

8、e advertisements sweet to the ear, and pleasing both the eye and mind.Key Words: Advertising Translation; Cross-cultural Communication; Advertisement; Puns 簡介 （改為摘要）廣告作為一種經(jīng)濟(jì)活動(dòng)具有特殊的商業(yè)目的。其最主要的目的就是拓展商品的銷售，但同時(shí)廣告本身也具有文化交流的意義。而作為語言的一部分，“雙關(guān)語”經(jīng)常在廣告語中被使用。本文討論了不同的雙關(guān)語在廣告語言中的使用與不同的翻譯策略。第一部分介紹了不同類型的雙關(guān)語在廣告中的使用，第二

9、部分我們討論了雙關(guān)語在廣告語中的實(shí)際作用。而最后一部分我們總結(jié)出四種不同的翻譯廣告語中雙關(guān)語的方法，雙關(guān)語在廣告中具有多種表現(xiàn)形式，因此，當(dāng)我們在盡享廣告翻譯時(shí)，這些方法可以幫助我們使廣告語更悅耳和賞心悅目。 關(guān)鍵詞：廣告翻譯；跨文化交際；廣告; 雙關(guān)語（符號不統(tǒng)一）I. Introduction Advertising is a kind of economic behavior having specific commercial purposes. The most important function of advertisements is to promote sales, at

10、the same time a type of cultural communication. The word "advertise" deriving from Latin meant referred to make people notice something. Advertisements were the product of spread information and communicating activities. They are mainly divided into two kinds, namely, commercial advertisem

11、ents and social advertisements. And the latter is the commonest use. The advertisements in English gradually came into vogue in the 17th century when Britain made a start of commercial activities to a great scale, meaning "the notice of business". II. The Classification of Puns employed in

12、 Advertising English As a kind of figure of speech, "Pun" is a household word used in English Advertisements. It can be seen in many aspects such as pronunciation, vocabulary, syntax, etc. in linguistic level. In English advertisements, the advertising planners have been trying hard to pur

13、sue originality and uniqueness by means of puns to attract more attention from customers, which has made the applied skills of puns more complicated and diverse. The common use of puns in Advertising English can be classified into four categories: homophonic puns, semantic puns, grammatical puns and

14、 proverbial puns.1. Homophonic puns used in Advertising English Homophone is composed of words or phrases of the similar spelling, the same or similar pronunciation. Since homophone is very funny, interesting and witty in style, the advertisements are quite ready to take advantage of homophone to en

15、hance the pervasiveness and power of advertisements. For example, "more sun and air for your and heir" (楊青山,2010:297). In Chinese,"這里有充足的陽光，清新的空氣，一切為了您的子孫后代". In this advertisement from a beach resort, the planner has skillfully made use of two pairs of homophonic words: sun-son

16、and air-heir, which made it very well-tuned and quite readable as well as humorous and attractive. Another example, "A Deal With Us Means A Good Deal To You" (劉季春, 2007:245) whose translation is "和我們談生意就是一筆好買賣". This is a piece of advertisement of a department store. It tacticall

17、y combined the general meaning of "a good deal(許多/很多)" with the special indication "一筆好買賣" that an advertisement needs to convey to gain an anticipated effect.2. Semantic puns used in Advertising English Semantic puns refer to take advantage of diversity of words or sentences in

18、a special context to form pun. This kind of pun is very common to see as well which can convey equally satisfactory results in different approaches with the use of homophone. For instance: The label of achievements. Black label commands more respects. In Chinese,(酒是成功的標(biāo)志，黑方威士忌使您更顯尊貴). Homonym is als

19、o commonly found in brand advertisements. The above is a piece of advertisement of Whiskey where "label has two levels of meaning: one of the general meaning "a mark" the other of the brand "Black label ". It makes the readers naturally associate success with drinks through

20、the use of a pun; at the same time, a pun in the brand of the advertised product makes the brand itself more memorable and inspires the customers' interest in products.3. Grammatical puns used in Advertising English This kind of pun is produced by grammatical issues like elliptical constructions

21、, words or phrases having more than two grammatical functions, etc. The following will present some examples of pun used in grammar. For example: which larger can claim to be truly German? This can. In Chinese,"哪種大罐啤酒可稱得上地道的德國貨？這罐". This advertisement comes from single ale of the brand Lag

22、er. The word "can" and the brand “Lager" used in this advertisement both include the use of pun which make it more humorous and impressive. Similarly, the Coca-Cola company skillfully applied "can" to advertise its products as follows: "Coke refreshes you like no other

23、can "means "沒有什么能像可口可樂那樣令您神清氣爽". "Can" in the advertisement can be interpreted as either a noun like the meaning of "bottle" or a modal verb like the meaning of "be able to", therefore the whole sentence can be understood as "Coke refreshes you like

24、no other (can: tin, drink) can (refresh you)". This piece of advertisement seems witty as well as funny to get itself charm, which enables both the advertised products and this advertisement together to be carved in the readers' minds.4 .Idiomatic puns used in Advertising English The advert

25、ising language is especially good at making use of household idioms. These kinds of advertisements based on the established social background and cultural understandings form puns by means of the bright and unique language style. With the use of a pun, an advertisement not only increases its attract

26、ions but also reflects its language art; what's more, it will possess evocative overtones. As an advertisement goes, "You'll go nuts for the nuts you get in Nux" means(納克斯堅(jiān)果讓您愛不釋手)". From its literal meaning, “to go nut” is "to buy nuts" and simultaneously means &quo

27、t;go crazy". The use of a pun here denotes that people can never resist the attraction of the nuts in Nux. Still another instance: "A Mars a day keeps you work, rest and play(一天一塊瑪斯巧克力，讓您工作像工作，娛樂像娛樂)". This advertisement reminds the readers of two very familiar idioms: "An apple

28、a day keeps the doctors away" and "All work and no play makes Jack a dull boy". It borrowed a pattern of idioms in a linguistic form as well as cited the contents, which let people reach a conclusion from the familiar idiom that the Nux nuts can not only keep its consumers healthy in

29、daily but also energetic at work and relaxed in pastime.III. The pragmatic effects of puns produced in Advertising English The use of pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the

30、language creatively in a specified context. The proper use can make the advertisement impressive and attractive. The following are the four main effects produced in English advertisements.1. Creating a quite witty and humorous advertising atmosphere Pun, the game of word, produces wit and humor effe

31、ct to attract the audiences attention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.2. Making the advertising language more Creative and

32、original This is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message c

33、an set a brand apart from copycats and also-rans. So it is important to make use of something original, such as coinage in an advertisement to draw people attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use c

34、oinage to refresh the advertisement and to achieve its propagandist purpose.3 .Making the products more profitable and competitive The specialty of pun is useful in advertisement, and favored by people. If a advertiser can make full use of it to satisfy peoples requirement, the product may precede o

35、thers and gain the market. Pun uses fewer words to express full message which is the content of Economy Principle, and it usually reaches the purpose of advertisement that is arouse consumers attention to a commodity and induce them to use it.4. Satisfying the consumers requirement of beauty A good

36、advertisement is a text from which people can appreciate the art of language, especially advertisement using pun. Pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language. The characters of pun, such as vividness, wit and humor, pleasure peoples spirit

37、 and let them enjoy the beauty of language.IV. The translating methods of English Advertisements containing puns The advertising language is a kind of concise, implicit, full of expressive and infective forces, and loaded language. A pun is intended for double expressions so that Advertising English

38、 containing a pun is greatly difficult for Chinese translation in language structure and expression. Therefore, to translate such kinds of English advertisements should choose an appropriate Chinese means of expression according to the contents and features of specific English advertisements. When i

39、nterpreting them, the translator must take both the original style and meaning into account, which requires adopting dialectical translating methods and trying hard to reduce the loss of what a pun conveys in the process of translation to emphasize the features of advertising language style. At the

40、same time, translation is a bilingual art which is regarded as the cultural bridge and media between two languages, as well as aesthetic art which requires a sense of beauty. Therefore, in order to do better in translating English advertisements, some translation skills and approaches are needed. An

41、d the paper will present four translating ways to English advertisements, namely, borrowing translation, major translation and liberal translation to choose according to certain context. 1. Splitting translation There is more than one way to express the double meanings of a pun clearly in translatio

42、n. Besides under the condition of bilingually coupling to adopt the method of agreement, the translator can employ a more feasible way of the splitting method. For example, “The unique Spirit of Canada". A. 別具風(fēng)味的加拿大酒。 B. 別具風(fēng)味的加拿大酒，獨(dú)特的加拿大精神。 After reading this advertisement, it is quite hard for

43、 a translator to find a corresponding expression in Chinese, so there are two kinds of versions: A and B as the above. It is well known that the word "spirit" has the double meanings: "liexingjiu" and "jingshen" in Chinese respectively. So, it is obvious version B is mo

44、re suitable for the original sentence than version A, because it has no semantic loss. By contrast, version A fails to express the meaning "jingshen" of "spirit". However, every coin has two sides. Although division translation retains the double meanings of puns, extraordinary c

45、ompactness and witty appeal as well as polysemy contained in the original disappear to some extent.2. Borrowing translation Some advertising puns are rooted in specific cultural background. The transmission of English language and culture forms the bridge of bilingual translation. Borrowing translat

46、ion refers to make use of the established pattern in Chinese which can explain the same meaning in English to conduct the translating works in Advertising English. For instance, "Better late than the late (遲到總比喪命好). The advertisement is a piece of public service advertising of communications. I

47、t derived from the idiom: "Better late than late(晚來總比不來好)". Its craftiness skill lies not only in the idiom form but also the pun meaning of the word "late". Here "the late" refers to "the dead". The employment of a pun here produces a strongly shocking power.

48、 The advantage of borrowing translation lies in its ability both to convey the cultural connotation and to reserve the characteristics of conciseness and compactness of the original. Yet it fails to fully display the implicit meaning of a pun, which leads the translation to losing the color of humor

49、 and fun.3 .Major translation It is sometimes hard to find full expression of a pun with ingenuity used in Advertising English in the translation so that the translator needs to make a compromise through sacrificing the formal meaning and homophonic allusion employing major translation to preserve t

50、he conceptual meaning. An example as follows: "The driver is safer when the road is dry; the road is safer when the driver is dry ". In Chinese, "路面干燥，司機(jī)安全；司機(jī)清醒，道路安全". It the advertising for traffic safety where it makes use of the double meanings of "dry(干燥的，沒飲酒的)" to

51、reach an effect of a pun. This advertisement has a very clear warning to drivers. However, it is easy to see that in the course of translating in the context, the double meanings of "dry" cannot be fully showed out and must lose one meaning to achieve the effect. In many cases, this kind o

52、f translating method in Advertising English is a helpless trade-offs, which weakens a pun's effect. As a matter of fact, the advertising puns are nearly all applied to major translation that indicates the interpretable obstacle in bilingual translation.4. Liberal translation Liberal translation

53、also called free translation, and starting from the meaning of words or sentences, attaches little importance to the details and requires a fluent expression of the original works. As for the use of some semantic puns in Advertising English, it requires the translator to keep a harmonious relationsh

54、ip among the words or phrases and get a comprehensive expression of them in the process of translation. For example, "Spoil yourself but not you figure". The following is two kinds of translation versions. A. 寵壞你自己但不破壞體型。 B. 盡情享受，不增體重。 The above is the advertising for a type of ice cream t

55、o lose weight. It is not difficult to see the pun use of the word "spoil". "Spoil oneself" means "enjoy yourself fully" and "Spoil one's figure" refers to "do harm to your shape". If the advertiser planner interprets directly the advertisement as

56、 version A, the readers can hardly attracted by the appeal of its product and the beauty of the language itself. Therefore, in order to present the pun use of "spoil" more explicitly and more clearly, the double meanings should be comprehensively expressed. It can be translated into Chinese: "盡情享受，不增體重" as version B as well as "盡情品味，不毀想瘦" where "不毀享受