双关语文档格式.docx

双关语文档格式.docx

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III.TheTypesofPunsinEnglishAdvertisements.......................................................4

A.Theuseofhomophonicpuns..................................................................................4

B.Theuseofsemanticpuns.......................................................................................5

C.Theuseofgrammaticalpuns..................................................................................6

D.Theuseofidiomaticpuns.......................................................................................7

Ⅳ.TheTranslationofPuns...........................................................................................7

A.Thecriteriaoftranslatingpuns..............................................................................8

B.Thedifficultiesoftranslatingpuns.........................................................................8

1.Thelanguage-relateddifficulties......................................................................8

2.Theculture-relateddifficulties...........................................................................9

C.Thetechniquesoftranslatingpuns....................................................................10

Ⅴ.TheTranslationMethodsofPunsinAdvertising..................................................10

A.Thetranslationmethodofagreement…………………………………..………..11

B.Renderingbothmeanings………………………………………………………...11

C.Equivalencetranslation…………………………………………………………..11

D.Compensationtranslation……………………………………………………......12

Ⅵ.TheRelationshipbetweentheUnderstandingofPunsinEnglish

AdvertisementsandEnglishStudy………………………………………………….12

A.EnlargingEnglishlearners’knowledge………………………………….……..13

B.ArousingEnglishlearners’interest........................................................................13

Ⅶ.Summary…………………………………………………………………………....14

Bibliography…………………………………………………………..………………...15

Acknowledgement.........................................................................................................16

RhetoricFunctionofPuns.…………………………………………………………..17

TranslationofRhetoricFunctionofPuns.………………………………………….21

Abstract

Asafigureofspeech,Englishpunshavebeenwidelyusedindailyconversations,stories,novels,advertisements,plays,poems,jokes,riddles,etc.withthepurposeofproducingahumorous,jocularorsarcasticeffect,andmakingapassagelivelyandimpressive.What’smore,PunningisoneofthemostcommonrhetoricaldevicesusedinEnglishadvertisements.It’sessentiallyadevicetomakeadvertisementsmorehumorousandattractaddressees’attention.ThisthesisintroducesEnglishpunsbriefly,whichincludesthefeaturesandthefunctionofpunninginEnglishadvertisements,anddiscussesthetypesofpunninginEnglishadvertisements.ThenitdealswiththetranslationofpunsinEnglishadvertisements,includingthecriteria,thedifficultiesandthetechniquesoftranslation,andfurtherprovidessomemethodstotranslatebetter.ThethesishopesEnglishlearnerscanusepunstoenhancetheirmotivationandefficiencyintheirEnglishstudy.

KeyWords:

Pun;

Types;

Translation;

EnglishLearning

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

AnAnalysisofPuninEnglishAdvertisements

Ⅰ.Foreword

Advertisingisahighlyeffectivetoolofcommunicationandpersuasion.Advertisersvaluethepowerandflexibilityoflanguageandemploymanylanguagetechniquestoachievetheeffects.All-too-frequentuseofpunsinadvertisementshascometoarousemyinterestinfurtherstudyingthislinguisticphenomenon.Scholarsandresearchersalikehavemadesubstantialachievementsinstudyingthisage-oldyetas-vigorous-as-everformofrhetoricalart,whichgreatlyenlightenedmetoseeknewanglestofurtherstudypunningartandfurthermore,tobackupmystudywiththeoreticalbackground.However,tothestudyofpunsincontextofadvertisement,lessattentionhasbeenreceivedinthisnarrowscopewheremystronginterestliesin.Ihopeitwouldenrichthestudyofadvertisinglanguage.Moreover,IproposetheapplicabilityandefficiencyofusingpunsinEnglishlearning.

Ⅱ.Introduction

A.ThedefinitionofPuns

PunisdefinedinLongmanDictionaryoftheEnglishLanguageas"

awitticism,involvingtheuseofawordwithmorethanonemeaning,orofwordshavingthesame,ornearlythesamesoundbutdifferentmeanings"

.IntheConciseOxfordDictionary,punisdefinedas"

humoroususeofwordtosuggestdifferentmeanings,orofwordofsameorsimilarsoundwithdifferentmeanings;

playonwords"

.IntheOxfordEnglishDictionary，punisdefinedas"

theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect"

.

AsXuZhongbingstatesin"

TheVarietiesandTranslationofEnglishPuns"

punscanberoughlydividedintotwoparts.Theyarenamedparonomasia（谐音双关）andantalaclasis（一词二义双关）.Paronomasiaistheuseoftwowords,whicharesimilarinpronunciationbutdifferentinmeaning.Forexample,anadvertisementgoes:

"

CatchtheRaincheetahsandcheattherain."

Raincheetahs"

isthebrandnameoftheproduct.Itispronouncedsimilarlyto"

raincheater"

whichechoesto"

cheattherain"

.Asfor"

antalaclasis"

itreferstoawordusedtwiceormore,buteachtimewithadifferentmeaning."

ToEnglandwillIstealandthereI'

llsteal."

（Shakespeare:

HenryV）.Thefirst"

steal"

meansthat"

togotoEnglandsecretlywithoutbeingnoticed.Thesecond"

isusedinitsmostcommonlyusedmeaning.

Fromtheabovedefinitionswecanseeapunpossessesthefollowingcharacters.First,apunisafigureofspeech.Implicitnessisatypicalcharacteristicofapun.Thatistosay,theintendedmeaningoftheauthororspeakerishiddenandhardtocatch.Butonceitiscaught,itwillgiveyoualastingandpleasantimpression.Second,mostdefinitionsofpunsuggestthattheuseofapunistoproducehumorousandjoculareffect,whileRedfernarguesthatpunsdonothavetobefunny,andtheepithets"

serious"

haveoftenbeenappliedtothem.Lastbutnotleast,punsareformedonthesimilarityofsoundandthedisparityofmeaning.Thelinguisticformofpunhasafunctionbeyondthatfactualrelationship.Meanwhile,apunhas,atleast,twodifferentmeanings:

conceptualmeaningandassociativemeaning,whichproduceambiguityinthetext.Infact,itisthischaracterthatmakespunspopularandconciseinexpressingwitandhumor.

B.Thefeaturesofpuns

Whateverthedefinitionofpunmightbe,twofeaturesseemtobeconsideredwithoutanychallengeasfaraspunsisconcerned.

First,punsresultfromtheconfrontationoftwoormoredifferentmeaningsofanidenticalorsimilarstringoflettersorsounds,thatis,itistheuseofaword,orofwordswhichareformedorsoundedthesameornearlythesame,buthavetwoormoredifferentmeanings.

Asisknown,languageisasystemofarbitraryvocalsymbols.Thereisnoone-to–onerelationshipbetweenformandmeaningofeachlanguageunit.Oneformdoesnotnecessarilybearonlyonemeaning,andinturn,onemeaningdoesnothavetodependupononespecificform.Andthisarbitrarinessmakespunningtheoreticallypossible.Whatismore,awordcanbemadetobeardifferentobjectsandsubjectswithoutinvolvingarealchangeoflinguisticmeaning.Thusawordcanrefertoinnumerabledifferentrepresentatives,andthisbasicasymmetrybetweenlanguageanddifferentcontextsdenotesthatlanguagescannotbeexpectedtoprovideaseparatesignforeverysingleobjectoreventinthesamecontext,andthehighly“economical”mannerinwhichlanguagedealswithcontextsistocombineitssignsinamultitudeofwayswiththecomplexityofrepresentativesindifferentcontexts,thuswordsdevelopderivedmeanings,whichmayleadtopolysemy,andlfmetaphoricalextensionsinparticular,wherethereisametaphoricalrelationshipbetweentheoriginalandderivedmeanings.Thisfactistodowiththevagueorunspecificcharacteroftheword’smeaning.Lastbutnotleast,therearealsointerlinguadifferencesonthephonologicalandgraphemelevels;

hereitshouldberememberedthatidentityornear-identityofphonicandgraphemicsubstanceprovidesthenecessaryformalbasisforpunning.

Second,punsareintendedtomakecomicorhumorouseffect,thatis,punsareusedtoproducesomehumorous,amusingeffects.

C.Thefunctionofpuns

Punsarewidelyusedinliterature,inourdailyconversation,inpoliticallanguage,inadvertisingsloganandintheprintedmedia.Punningisoneofthemostbelovedtoolsofcomiccreationsinmanylanguages.Itisresponsibleforperceivedhumorandcleverness.Ithasfourmajorfunctions:

attentiongetting,arousinginter