英语广告中的双关及其翻译文献综述revised

广告英语中双关语的语用功能及其翻译: , , , , . , a , . , . , , , ,.: ; ; ;广告英语中双关语的语用功能及其翻译摘要: 广告英语的独特性在于其新颖、灵活的语及其形式多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。

双关，一种集幽默与智慧于一身的语言表达形式，因其独特的语言魅力而倍受广告商的青睐。

结合大量的实例分析，本文详细地探讨了双关语在英文广告中所起的作用及其分类。

通过分析与归纳，作者提出了广告双关语翻译的五种策略：保留、再造、补偿、解释说明以及省略不译。

译者在翻译过程中可以选择一种或者多种策略以达到译文的最佳关联。

关键词：广告；双关语；语用功能；翻译( ): , . a ’ a . , . : “ , , a , , , ; .”, . , , a , , ., , , . , . “ a ” [1]. A ( ) a , .a , . — , , , . . .海量英语论文尽在英语论文网，免费下载网址：需要其他类型英语论文可以咨询25377173511. 1, . , , . a : “ –( )”., “ a , ”. , “ a , , a ”. , “Aa a ”. , , , .1. 21. 2. 1“ , . , a . , .”, :“ . .”. “” ’ , . . , .“ ’t . . .”. “” “ a ”, ”. , , . , , .1. 2. 2“ , , , . , . , . , .”:“ ‘’ ”“”. , “ ”, , , “ ”. , a . “’ ’ .“ . 5000 .”. a . “” “” a . a .“ ! 100% $40”. s a . “ ” , . “ ” “ ”. : a , . , , a .“ .”a . , . , . . . . , .1. 2. 3“ a , , , ”[2]. , , .a , . , . . a .a . , , . , . .“A a , .”. , : “ a ” “ a ”. , a ’ a a ( ) ( ).“ , ’ .”a . “” : – a . “ ”a . . . , . ?“ .”, , a . “”, a , “”, , a , “ ”. .1. 2. 4, . , .“ ? .”. “” a . , a “” —. “” . , a .“” .“ .”, “ ” , (; , ) ( ). . , .1. 2. 5A , , . . , . : “50%.”a 2001 . a , . , a , 50%. , ’ .“ .”() ( ) . a “V” . “V” .a . , . , .海量英语论文尽在英语论文网，免费下载网址：需要其他类型英语论文可以咨询2537717352a , , . a a . .2. 1, , ’ . , a , a .“ a … a … a .”“” : , , . , . , , . , , . , .“ !”a a —. , , , “ ”. , “” “”, , “ ”. :f ; . . ’ .2. 2. a . , , , . , . A a . ’ . , a . .“ .”. “” “”. , ‘”. . “” “” .“ .”. “”, , “” “” “”. “” . .2. 3 ’sA a , . . , , , ’s . :“ a .”. “”a ’ : , . , . , ’ .2. 4 —, , . a . . ? :“, , , ’t . . , . , , , .. . . , . , , . , , . . , , , ”[3].a , , ’ a . :“ , ’s a .”, “ , ’s a ” . , “” , . , . , .“ , .”. “” “”, . , . , , , . , , , “ , ”. . .“ .”.“” : , . . , . , . ’s .2. 5. . :“ .”a . “ ”. , “ ” ” ”, . :“ ;.”. “” : . ’t , . .2. 6, . a ’s , .“A a .”, “” : . : a ; , a . ’ .“ .”a . , . “” “”. ’s , a . , . ’t , .3, , . , , ,[4]. , , . , , . , . ,a : , . . ; ., . , , , . , , , , . . , .3. 1, ., . , , a ,, . , , , ., ( ) . . .A: 电脑选苹果，烦恼远离我。

1. IntroductionAdvertising is a kind of mass media, its final purpose is to spread information and change the attitude of consumers, induce consumers to buy the products, and thereby the advertisers get the profits.1The basis of advertising language are concise, lively, and imaginative that be taken the central position. Advertising makes use of promote principle and draws up the vivid and interesting pictures and words to arouse the consumers’ attention s in the twinkling of an eye, stimulates the readers desire to get in on your offer. Modern society is a commercial economy, advertisements are everywhere. Forms of advertisements are varied and the rhetorical devices of advertisements are plentiful: personification, antithetical parallelism, exaggeration, contrast, parallelism, rhymes, and pun provides the artistic aesthetic feeling to the readers.The pun, in Italian, “punctilio” means “a fine point,” hence a verbal quibble, and is most likely the source of the English punctilious. pun is defined by Webste r as “the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible application; a play on words.”2 Pun is a skill that always been used in the creative work of advertisements. It can express the double meaning in the particular language environment, the bright and shadow mutual effect arouse the readers’interest and imaginations. Pun is concise, humorous and novel, can give room for thinking that been favored by large numbers of advertisements. So the application of puns in English advertisements and its translation are very important.Though more and more scholars do research on pun’s translation now, their researches are mainly about translation strategies and they rarely aim at dealing with barriers of translating puns particularly about a lot of detailed examples. Thus, this thesis is to discuss the cultural and linguistic barriers in pun translation through some examples, and the application of puns and its translation. Then several translation methods have been proposed in solving the problems in translating puns from English to Chinese.This thesis could also enable readers to have a better understanding of the functions of puns in advertisements as well as their crucial roles in advertisements.1孙晓丽，《广告英语与实例》（北京：中国广播电视出版社，1995）,3-4。

开题报告:Research ProposalⅠ Title of My Thesis:Puns in English Advertisements and their Translation英语广告双关语及其翻译ⅡSignificance of StudyAdvertisement is an important part of our economy and culture that exerts significant impact on all walks of life. With more attention attracted by international business, most companies would like to reinforce their marketing power by investment of large quantities on advertising in the target country or area. Accordingly, the problem how the classic original version of advertisement could win the hearts of consumers in another country becomes a new studying focus in translation fields. Besides, a great amount of rhetorical skills and devices used in English ads can improve the aesthetic results and persuasive effect of ads, and then puns are more and more largely used in English advertisements.I choose this thesis as my title, because I realize that there is great significance of this study.Firstly, advertisement is a kind of brief and clear art. Studying English ads not only helps us to develop our creation, but also cultivate our thinking and abilities of appreciating and innovating ads. On the other hand, I hope that by this chance, I can get more knowledge of the colorful essence of English, and I can enhance my comprehensive and applying abilities of oral English, and I can widen my English thinking, and I can get a relatively full knowledge of English culture, and I can train my abilities of flexible translation.Secondly, using puns appropriately in advertisements can enhance advertisements’charm, bring about consumers’ imagination and consolidate their memories. Punning is a kind of play on words, which refers to a rhetoric device composed by the similarity in pronunciation and divergence in meaning, so as to produce a humorous effect. Pun is more persuasive in advertising than what has been expected, but it has never been more complete. How it is adopted in advertising to facilitate the linguistic communication and ultimately serve to reach the intended purposes, and cognitively cast influences upon the advertiser’s expression and the audience’s interpretation of the utterances in discourse is still a wonder which is worth making an attempt to have a thorough understanding.Thirdly, the study of punning in advertising may be of practical importance in that it is likely to provide guidelines for advertisers on how to employ advertising puns more forcefully. It leads us to achieve a better understanding of puns in advertising and thus enjoy them.In conclusion, rhetoric, especially punning, is an art of language, and its effect can be exerted only by faithful and vivid translation. Thus, to study translation of puns in English advertisements is of importance.ⅢLiterature ReviewMcQuarrie discussed puns in advertising broadly, as a play or twist within an advertisement’s structure that serves to produce an echo or multiplication of meaning. For example, a recent advertisement shows men’s ties, arranged to form a bouquet, with the headlines: forget me knots. Another example, this for Bucks cigarettes, shows a cigarette pack with a picture of a stag, “Herd of These?”Based on Mcquarrie (Mcquarrie: 1996), the process of constructing a resonant advertisement is straightforward.Tanaka (1994) discusses covert communication in the advertising and the inferential process of puns and metaphors. According to Tanaka, covert communication became one of the strategies the advertiser uses to make the audience “believe something about a product without her trusting in him, or indeed, despite her distrusting him”. Generally speaking, it has two advantages: (a) the audience may get a kind of pleasure out of processing some information; (b) more deeply involved in the process of interpreting, the audience pays more attention to the product advertised and shares a larger part of responsibility in recovering the advertiser’s meaning; accordingly, the advertiser advertiser can avoid taking certain responsibility for issues that are socially loaded. In their own words, “covert communication manipulates trigger to which the human mind is highly susceptible.”Puns, as Tanaka states, are an effective way of attracting the audience’s attention, for it conveys two meanings for the price of one word. It is true that in some cases the initial meaning of the puns is either rejected or just helping to obtain additional contextual effects the speaker intends. By denying initial meaning and creating unexpected consequences, they attract more attention and give the audience more psychological satisfaction. Undoubtedly, Tanaka has noticed the significance of contextual effect and the great role, which cognitive factors play in the advertiser makes in producing an advertisement; it is mostly on that to avoid social responsibility. She pays more attention to the cognitive factors than to the contextual effects, trying to survey the socially loaded aspect of the advertisers’ consideration. Tanaka does not explicitly address the question of how themass-media aspects of advertising affect Sperber and Wilson’s model, based as it is mainly on examples of one-to-one oral, linguistic, synchronic communication taking place in one spot.Working within the tradition of rhetorical analysis, most Chinese scholars focus on expressive effect of advertising puns. They all make use of many examples to illustrate how puns can contribute to advertising communication.Besides making a classification, Chen Changlai (Chen: 1994) concludes that the use of puns is the effort to meet the audience’s psychological needs; aesthetic needs and needs for good luck.Peng jiayu (peng: 1999) regards advertising puns as a form of art and employs a variety of examples to tell people how to enjoy them.Huang lei (huang: 2000) studies puns in Chinese and English advertisements by employing a variety of examples. He adopts a comparative method to investigate into the use and some negative effect of puns in Chinese and English advertising.Xue bing and li yue’s (2000) explore some characteristics peculiar to puns and their function in the context of advertising, with particular stress exerted on the pragmatic and aesthetic perspectives.Concerning puns in advertising language, li ruihe (li: 2001) focuses on the classification and functions and effect of puns. The paper states that advertisers prefer puns because puns contain profound cultural connotations which can activate the audience’s aesthetic enjoyment and desire for the advertised product.Meng lin and Zhan jinhui’s(meng and zhan:2001) paper is about the techniques of puns and the translation of puns in English advertisements. There are various ways to form puns in advertisements. The translation of puns in advertisements is difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind.Articles collected in this field are scattered in magazines concerning rhetorical devices. Since most of them provide only simple generalizations at the superficial level, there will be just brief mentioning and commenting. In general, the research is lacking in a theoretical basis. Nevertheless, it may be helpful and illuminating for researchers who want to conduct further research.ⅣKey PointsIn my paper, the title of my thesis is puns in English advertisements and its translation. Obviously, my key points of this are studying punning and its translating strategies in English advertisements. I will discuss two main points in my paper. The first one is the application of punsin English advertisements. In this point, I will introduce five concepts: homophonic puns, semantic puns, idiomatic puns, grammatical puns, mimetic puns. The other one is the translation of puns in English advertisements. I will bring in five strategies of translating puns in English advertisements: corresponding translation, separating translation, emphasizing translation, and compensating translation.ⅤOutline1 Language Characteristics of English Advertisements1.1 Lexical Features1.2 Syntactical Features1.3 Discourse Features1.3.1 Body Copy of an Advertisement1.3.2 Differences in Body Copies1.4 Rhetorical Features2 A Brief Introduction to Punning2.1 Definition of a Pun2.2 Classification of Puns3 Applications of Puns in English Advertisements3.1 Homophonic Puns3.2 Semantic Puns3.3 Idiomatic Puns3.4 Grammatical Puns3.5 Mimetic Puns4 The Translation of Puns in English Advertisements4.1Corresponding Translation4.2 Separating Translation4.3 Emphasizing Translation4.4 Compensating TranslationⅥBibliography[1] Augarde Tony. The Oxford Guide to Word Game.Oxford: Oxford University Press, 1984,pp.67-98.[2] Chesterman Andrew(ed). Readings in Translation Theory [C]. Helsinki: Oy Finn Lectura Ab,1989, pp54-96.[3] Cook G. The discourse of advertising. London: Routledge, 1992, pp.24-58.[4] Jan de Waard & Eugene A. Nida. From One Language to Another. New York: ThomasNelson Publishers, 1986, pp.89-123.[5] Leech,G. N. English in Advertising [M]. London: Longman.1966, pp.48-114.[6] Nash, W. Rhetoric: The Wit of Persuasion, Oxford: Basil Blackwell. 1989, pp.81-109.[7] Newmark, Peter. A Textbook of Translation. Shanghai: Shanghai Foreign Language andEducation Press, 2001, pp.56-98[8] 陈文伯. “一词两义的翻译”, (中国翻译) 第4期23-25 1994[9] 侯维瑞. 英语语体[M] 上海: 上海外语教育出版社,1999[10] 孟琳. 英语广告中双关语的运用技巧及翻译[J] 中国翻译,2001,(5)[11] 余立三. 英汉修辞比较与翻译[M] 北京商务印书馆1985[12] 张南峰, “Delabastita的双关语翻译理论在英汉翻译中的应用”, <中国翻译> 第1期:30-36,2003[13] 赵静. 广告英语[M] 北京外语教学与研究出版社,1994,10[14] 蒋柳. 英语双关语的认知研究广西大学学报哲学科学版,2007,(z2)[15] 沈晓维. 英语广告双关语的译法探讨科教文汇,2008,(23)ⅦSchedule of Writing2008.6~2008.7: Complete all the preparative work, including proposal for selecting the theme;literature research and translation;2008.8~2008.9: Complete my research proposal and reading-notes.2008.9~2008.10: Complete the first draft;2008.12~2009.1: Complete the second draft;2009.2~2009.3: Complete the final form;2009.3~2009.4: Typing, oral presentation, form filling.。

英文广告中的双关修辞及其翻译作者：杨成，杨贤玉来源：《当代教育理论与实践》 2013年第3期杨成，杨贤玉（湖北汽车工业学院外语系，湖北十堰 442000）摘要：作为英文广告中常用的修辞手段，双关语的翻译策略一直被关注。

本文首先探讨了英语广告双关修辞的主要类别，然后结合具体翻译实例，提出了以Delabastita的适合中译文的四种翻译策略为依据来翻译英文广告中双关语的方法。

关键词：英文广告；双关；翻译；Delabastia的双关语翻译策略中图分类号：H315.9文献标识码：A文章编号：1674-5884（2013）03-0158-03基金项目：全国高校外语教学科研项目（鄂—004—A）作者简介：杨成（1985-），男，湖北十堰人，讲师，硕士，主要从事翻译及外语教学研究。

“KISS”Principle (keep it short and sweet)即“短而美妙”原则是英文广告的语篇特点。

在善于运用声音、图像的基础上，英文广告往往辅以精致浓缩又动情达意的语言，既节省成本，又令人印象深刻。

因此，广告语设计常运用双关等多种修辞手段来达到预期的效果。

双关修辞简洁凝炼，它运用词语的多义性或同（近）音异义性来创造言在此而意在彼的效果，使人产生相应的联想。

本文以英文广告双关修辞分类为基础，从而探讨其翻译方法。

一英语广告双关修辞的基本类型国内外学者从不同的角度对双关的类型做了探讨。

大多西方学者将双关分为一词多义双关、近音双关和同词异义双关等三种。

比利时学者Dirk Delabastita将其分为同音同形、同音异形、同形异音和异音异形等四种类型［1］。

国内学者的分类则更系统一些。

如王德春［2］按照双关意义是否直接显露将其分为直接双关和间接双关。

陈望道［3］按“语面”和“语底”将其分为表里双关和彼此双关。

王希杰［4］按音、形、义的区别将其分为谐音双关、语义双关和语法双关。

徐仲炳［5］把双关分为谐音双关、词义双关、搭配意义双关。

Pragmatic Function andTranslation of Pun in English Advertisemen tAbstract: Advertising English is characterized by its originality, flexibility of language usage and the diversity of the forms.Apart from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Punning, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language. Drawing on existing studies in the field,the author offers five strategies in the translation of puns in advertisement, i.e. preservation, creation, compensation, explication and omission.The author argues that each of the five strategies is not always applied on its own, and sometimes two or more stratrgies are jointly employed in advertisement translation in accordance with the principle of optimal relevance depending on the situation.Key words: Advertisement; Pun; Pragmatic Function; Translation广告英语中双关语的语用功能及其翻译摘要: 广告英语的独特性在于其新颖、灵活的语及其形式多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。

The Puns in English Advertisement and Their TranslationAbstractPun is a rhetorical technique commonly used in advertising styles. It is also a difficult point to translate puns in English advertisements to have both form and spirit. This article combines a large number of advertising examples to explain the characteristics of puns in English advertising, and analyzes the three conditions of puns.The article also points out that the function of puns is not all about making people laugh. From the perspective of advertisers, puns have two functions: one is to overcome the adverse factors for advertisers in the advertising communication environment, and the other is to inconvenience Unspeakable information is implicitly expressed. Finally, a preliminary discussion is made on the translation of puns in English advertisements.Keywords: English advertising, puns, translation英语广告中的双关语及其翻译摘要双关语作为广告文体中常用的一种修辞手法, 英语广告中双关语的翻译要做到形神兼备也是一大难点。