双关语文档格式.docx

1、III. The Types of Puns in English Advertisements.4A. The use of homophonic puns.4B. The use of semantic puns .5C. The use of grammatical puns.6D. The use of idiomatic puns.7. The Translation of Puns .7A. The criteria of translating puns.8B. The difficulties of translating puns.81. The language-relat

2、ed difficulties. .82. The culture-related difficulties.9C. The techniques of translating puns.10.The Translation Methods of Puns in Advertising.10 A. The translation method of agreement.11 B. Rendering both meanings.11 C. Equivalence translation.11 D. Compensation translation.12.The Relationship bet

3、ween the Understanding of Puns in English Advertisements and English Study .12 A. Enlarging English learners knowledge.13B. Arousing English learners interest.13.Summary.14Bibliography.15Acknowledgement.16Rhetoric Function of Puns.17Translation of Rhetoric Function of Puns. .21Abstract As a figure o

4、f speech, English puns have been widely used in daily conversations, stories, novels, advertisements, plays, poems, jokes, riddles, etc. with the purpose of producing a humorous, jocular or sarcastic effect, and making a passage lively and impressive. Whats more, Punning is one of the most common rh

5、etorical devices used in English advertisements. Its essentially a device to make advertisements more humorous and attract addressees attention. This thesis introduces English puns briefly, which includes the features and the function of punning in English advertisements, and discusses the types of

6、punning in English advertisements. Then it deals with the translation of puns in English advertisements, including the criteria, the difficulties and the techniques of translation, and further provides some methods to translate better. The thesis hopes English learners can use puns to enhance their

7、motivation and efficiency in their English study. Key Words: Pun; Types; Translation; English Learning摘要 英语双关语作为一种修辞手段，长期以来被广泛地应用在日常会话、故事、小说、广告、戏剧、诗歌、笑话、谜语等文体中，用来制造幽默、诙谐、讽刺的效果，使语言变得生动、活泼、有力。同时，双关语是英语广告中一种极为常见的修辞手段。双关修辞格运用在广告中，能够使广告生动有趣，回味悠长，给消费者留下深刻的印象，符合现代生活节奏的需要。本论文对英语中的双关现象进行简单的介绍，包括双关的特征以及在英语广告中

8、的作用，阐述了双关语在英语广告中运用的几种分类，并从英语广告中双关语的翻译角度出发，在分析其标准、难点和技巧的基础上，对翻译的几种方法作了初步的探讨。本文希望英语学习者能够有效利用双关广告文本来提高他们的英语学习兴趣和效率。关键词： 双关语,分类,翻译,英语学习 An Analysis of Pun in English Advertisements.ForewordAdvertising is a highly effective tool of communication and persuasion. Advertisers value the power and flexibility

9、 of language and employ many language techniques to achieve the effects. All-too-frequent use of puns in advertisements has come to arouse my interest in further studying this linguistic phenomenon. Scholars and researchers alike have made substantial achievements in studying this age-old yet as-vig

10、orous-as-ever form of rhetorical art, which greatly enlightened me to seek new angles to further study punning art and furthermore, to back up my study with theoretical background. However, to the study of puns in context of advertisement, less attention has been received in this narrow scope where

11、my strong interest lies in. I hope it would enrich the study of advertising language. Moreover, I propose the applicability and efficiency of using puns in English learning. IntroductionA. The definition of PunsPun is defined in Longman Dictionary of the English Language as a witticism, involving th

12、e use of a word with more than one meaning, or of words having the same, or nearly the same sound but different meanings. In the Concise Oxford Dictionary, pun is defined as humorous use of word to suggest different meanings, or of word of same or similar sound with different meanings; play on words

13、. In the Oxford English Dictionary，pun is defined as the use of word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect.As Xu Zhongbing states in

14、The Varieties and Translation of English Puns, puns can be roughly divided into two parts. They are named paronomasia（谐音双关）and antalaclasis（一词二义双关）. Paronomasia is the use of two words, which are similar in pronunciation but different in meaning. For example, an advertisement goes: Catch the Rainche

15、etahs and cheat the rain.Raincheetahs is the brand name of the product. It is pronounced similarly to raincheater which echoes to cheat the rain. As for antalaclasis, it refers to a word used twice or more, but each time with a different meaning. To England will I steal and there Ill steal. （Shakesp

16、eare: Henry V）. The first steal means that to go to England secretly without being noticed. The second is used in its most commonly used meaning.From the above definitions we can see a pun possesses the following characters. First, a pun is a figure of speech. Implicitness is a typical characteristi

17、c of a pun. That is to say, the intended meaning of the author or speaker is hidden and hard to catch. But once it is caught, it will give you a lasting and pleasant impression. Second, most definitions of pun suggest that the use of a pun is to produce humorous and jocular effect, while Redfern arg

18、ues that puns do not have to be funny, and the epithets serious have often been applied to them. Last but not least, puns are formed on the similarity of sound and the disparity of meaning. The linguistic form of pun has a function beyond that factual relationship. Meanwhile, a pun has, at least, tw

19、o different meanings: conceptual meaning and associative meaning, which produce ambiguity in the text. In fact, it is this character that makes puns popular and concise in expressing wit and humor.B. The features of punsWhatever the definition of pun might be, two features seem to be considered with

20、out any challenge as far as puns is concerned.First, puns result from the confrontation of two or more different meanings of an identical or similar string of letters or sounds, that is, it is the use of a word, or of words which are formed or sounded the same or nearly the same, but have two or mor

21、e different meanings. As is known, language is a system of arbitrary vocal symbols. There is no one-to one relationship between form and meaning of each language unit. One form does not necessarily bear only one meaning, and in turn, one meaning does not have to depend upon one specific form. And th

22、is arbitrariness makes punning theoretically possible. What is more, a word can be made to bear different objects and subjects without involving a real change of linguistic meaning. Thus a word can refer to innumerable different representatives, and this basic asymmetry between language and differen

23、t contexts denotes that languages cannot be expected to provide a separate sign for every single object or event in the same context, and the highly “economical” manner in which language deals with contexts is to combine its signs in a multitude of ways with the complexity of representatives in diff

24、erent contexts, thus words develop derived meanings, which may lead to polysemy, and lf metaphorical extensions in particular, where there is a metaphorical relationship between the original and derived meanings. This fact is to do with the vague or unspecific character of the words meaning. Last bu

25、t not least, there are also interlingua differences on the phonological and grapheme levels; here it should be remembered that identity or near-identity of phonic and graphemic substance provides the necessary formal basis for punning.Second, puns are intended to make comic or humorous effect, that

26、is, puns are used to produce some humorous, amusing effects.C. The function of puns Puns are widely used in literature, in our daily conversation, in political language, in advertising slogan and in the printed media. Punning is one of the most beloved tools of comic creations in many languages. It is responsible for perceived humor and cleverness. It has four major functions: attention getting, arousing inter