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1、Translation of Pun in English Advertisement摘要：隨著經(jīng)濟的不斷發(fā)展，廣告的影響力已經(jīng)逐漸滲透入各個領(lǐng)域。商家們經(jīng)常運用不同語言技巧來增強廣告的感染力。而雙關(guān)語是最常被應(yīng)用于廣告中的修辭方式，但是如何正確翻譯出雙關(guān)語一直都是一個難點，爭對這個問題本文會先介紹雙關(guān)語的幾種常見類型，然后結(jié)合一定的例子，用以說明雙關(guān)語在英語廣告中的應(yīng)用,并運用適當?shù)姆g策略來翻譯英語廣告中雙關(guān)語，旨在盡可能使源語和目標語對等，減少源語信息流失。關(guān)鍵詞：廣告，雙關(guān)語翻譯，策略With the rapid development of market-oriented econo

2、my, advertisement has played more and more important role in our daily life. As we all know that the purpose of making advertisements is to attract consumers and arouse their desires for purchasing commodities. If advertisers want to achieve the goal, they should attach importance on the usage of ad

3、vertising language(高江玲:2010). English advertisement is a kind of commercial language. In order to make the contents of advertisement vivid and distinctive so as to arouse consumers desire of purchasing commodities, advertisers often take use of rhetorical skills. Pun is a rhetorical skill which has

4、been frequently used in English advertisement.Pun means in the certain context of language, one kind of words form expresses a double meaning and in this way, it does not only draw peoples attention but also prompt their imagination. In English advertisement, the advertisement makers will think hard

5、 to take advantages of pun so as to make their advertisement more outstanding and unique. In general, the forms of pun can be classified into three aspects which are as follows:1、Homophonic PunHomophonic pun is made up of words which have same pronunciation or similar spelling but have different mea

6、nings. It has its own language style of humor and wit, which promotes advertising makers delightedly use to increase persuasion and promotion of advertisement.Example1. Not fairly whit -fairy white(白潔:2003)Fairy white is one kind of washing powder. From its advertisement, we can see that “fairly whi

7、t” and “fairy white” are very similar in pronunciation and form. Although they have very distinct differences in meanings, they stand out this washing powers function of whitening cloths. In addition, the similar pronunciation and form also make it easy for people to read and remember.2、Semantic Pun

8、Semantic pun basically takes use of languages feature of polysemy and expresses its double meaning in the certain context (Leigh, J.H:1994). In English advertisement, many advertising makers deliberately adopt semantic puns feature to fuzz up words meaning, in which way, they can make the advertisem

9、ent full of humor and imagination. Example2. Coke refreshes you like no other can(高江玲:2010). As we all know that the word “can” is not only translated into “be able to” but also into “a kind of container for beverage”. If “can” is translated as “be able to”, the meaning of the whole sentence is that

10、 no other things have the ability to refresh your body than coke. If “can” is translated as “a kind of container for beverage”, the whole sentence has another meaning. That is other drinks can not make people feel relaxed and refreshed as coke does. Although the two different thinking modes fuzz up

11、meanings, in another sense, they come into a perfect effect. It does not add humor and wit into the words, but also makes a deep impression on consumers, which successfully carves the commodity into peoples minds.3、Grammatical PunGrammatical pun often uses ellipsis, words double grammatical function

12、 to make pun. Compared with other two kinds of pun, this kind of rhetorical skill is much difficult for advertising makers to master if they want to use it in advertisement perfectly. Because it dose not only focus on words double meaning, but also needs to pay attention to the grammatical function.

13、 Here is a quite successful case.Example3. Less bread. No jam (冷浩波,皮繼偉:2007).Maybe you will regard the slogan as a kind of food advertisement at first sight, since it mentions bread and jam. However, in fact, it is an advertisement related to Londons underground. Here, bread and jam are two smart pu

14、ns. In daily life, bread also can refer to money. As for jam, it has double meanings, one of which means food and the other means traffic. If we make the elliptical slogan completely, it will be “Less money. No traffic jam”. It is no wonder that the advertising maker subtly uses a grammatical pun in

15、 the slogan and successfully stand out undergrounds characteristic. We have to admit that the advertising maker has a special eye on advertising innovation. Learning from the classifications above, I know clearly that in order to design a very attractive and outstanding slogan for commodities, many

16、makers often choose to use pun in advertisement. However, pun translation is a difficult point in advertisement in that it has double or multiple meanings in pronunciation, form and syntactic structures. Sometimes, we have difficulty in translating a slogan in an appropriate way. Thus, in order to k

17、eep source language style and catch consumers eyes, we should choose some suitable approaches to translate pun.1、 Fit translation As I stated above that many translators have difficulty in translating pun for this special rhetorical skill will confuse them to appropriately understand words meanings.

18、 However, if we investigate it with a sensitive insight, we also can catch the regulation in it. By observing English advertisement, I find that not all the puns are difficult to translate, especially when English and Chinese have equivalent words. We can use fit translation which does not coordinat

19、e the form of advertisement but also keep the original content.Example4. From sharp minds, sharp products. 絕頂智慧造就尖端夏普。The word “sharp” does not only represent the brand name of Japanese mobile phone, but also expresses its original meaning “精明，智慧”, which promotes people easily to think of this commo

20、ditys high-end quality. Adopting fit translation does not only express sharps double meanings but also ingeniously and vividly propagandize the excellent functions of this commodity, and at the same time, it maintains the advertising original style of concision as well.2、Table-law respectively This

21、translation method means translating the double meanings of pun in separate way. Although this method will break the advertisements humorous style in the certain sense, it at lease can express the meaning of slogan completely and clearly. This kind of translation skill is similar to fit translation.

22、 Both of them are regularly used in pun translation.Example5. The Unique Spirit of Canada(趙永冠:2004). 別具風(fēng)味的加拿大酒，獨特的加拿大精神In this piece of advertisement, “spirit” is a key word. If we can not figure out its meaning, we will not make out what commodity it refers to. In general, spirit means a kind of mi

23、nd but from dictionary it also has another explanation which means a strong wine. Translating its double meanings in separate way can keep the language complete and perfectly praise the wines unique quality.3、Focus on translation In addition, to those advertising puns which are impossible for us to

24、coordinate its form and style, we have to sacrifice its form and one meaning for its basic concept. Although this kind of translation may break source languages unique style, it at least remains advertising marrow.Example6. Foyled again? Try Dillions (劉明信,馬勇:2004).又碰壁了？那就來Dillions 書店看看吧。The word “Fo

25、yled” is a name of one bookshop. But in this slogan, the maker is to stand out “Dillions”, another name of bookshop. Thus the original meaning of foyled has to be hidden. Since its pronunciation is similar to “foiled”, we can translate it into “受挫，碰壁”. In this slogan, only when we sacrifice foyleds

26、original meaning, can we maintain this piece of advertisements marrow. To sum up, as a rhetorical skill which has been frequently applied in English advertisement, pun will not only add humor and wit to it, but also easily catch peoples attention to purchase commodities. Therefore, how to properly t

27、ranslate pun has been an important subject. We have to use appropriate translation method to solve respective problem so as to keep the source language equivalent to target language and reduce the losses of information as possible as we can. References1Leigh,J.H. The use of figures of Speech in Print Advertisement Headlines J.Journal of Advertising, 1994.2白潔. 雙關(guān)修辭格在英語廣告中的運用及其翻譯J 哲學(xué)社會科學(xué)版.2003(2)3高江玲. 雙關(guān)語在英語廣告中的應(yīng)用及其翻譯策略J 時代教育. 2010(1)4劉明信,馬勇. 廣告英語中的雙關(guān)修辭及其翻譯對策J安陽工學(xué)院學(xué)報.2006(8). 5冷浩波,皮繼偉. 雙關(guān)語在廣告中的語用分析與翻譯J 湖南工業(yè)職業(yè)技術(shù)學(xué)院學(xué)報.2007(1)6趙永冠. 英語廣告中的雙關(guān)語J 欽州師范高等?？茖W(xué)校學(xué)報.2003(4)