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1、精选学习资料 - - - - - - - - - 个人资料整理 仅限学习使用Pragmatic Function and Translationof Pun in English AdvertisementAbstract: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 syntacticlevels,
2、 rhetorical vehicles, as decorative devices of language, are frequentlyemployed in advertising English. Punning, aconcise way to express humor and wit, isparticularlyfavored by advertisers to enhance the appeal of language. Drawing on existing studies in thefield,the author offers five strategies in
3、 the translation of puns in advertisement,i.e. preservation,creation,compensation,explication and omission.The author argues thateach of the five strategies is not always applied on its own,and sometimes two or morestratrgies are jointly employed in advertisement translation in accordance with the p
4、rincipleof optimal relevance depending on the situation.b5E2RGbCAP Key words: Advertisement ； Pun； Pragmatic Function ；Translationp1EanqFDPw 广告英语中双关语的语用功能及其翻译摘 要: 广告英语的特殊性在于其新奇、敏捷的语及其形式多样化,除了在词汇和句法 方面别具一特别,修辞手法也被广泛地运用来润色广告语言；双关,一种集幽默与聪明于 一身的语言表达形式,因其特殊的语言魅力而倍受广告商的青睐；结合大量的实例分析,本文具体地探讨了双关语在英文广告中所起的作用及
5、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、说明说明以及省略不译；译者在翻译 过程中可以挑选一种或者多种策略以达到译文的正确关联；DXDiTa9E3d 关键词 ：广告；双关语；语用功能；翻译1 / 21 名师归纳总结 - - - - - - -第 1 页,共 21 页精选学习资料 - - - - - - - - - 个人资料整理 仅限学习使用Introduction The definition of advertisement by AMAAmerican Marketing Association: Advertising is the nonperso
6、nal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media.It is a device to arouse consumers attention to a commodity and induce them to use it. In modern age, people find themselves surrounded by various ad
7、vertisements each day. An American writer writes: “ we find advertisement of all kinds everywherefor example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various adve
8、rtisement glutting, newspaper and radio broadcast； etc. ” Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers.In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, co
9、lor and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive. RTCrpUDGiT In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imag
10、ination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive. Among the figures, pun is loved deeply. Oxford Advanced
11、 Dictionary defines pun as “ humorous use of a word that has two meanings or of different words that sound the same 1.A pun also ” known as paronomasia can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious. It
12、 leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristicsselling power, memory value, attention value, and readability. So pun is very popular in advertisement. The article just wants to present the pragmatic function and
13、translatability of pun in advertisement.5PCzVD7HxA 海量英语论文尽在英语论文网,免费下载网址： 2 / 21 名师归纳总结 - - - - - - -第 2 页,共 21 页精选学习资料 - - - - - - - - - 需要其他类型英语论文可以询问个人资料整理仅限学习使用 QQ 253771735 1 Definition and classification of pun in advertisement jLBHrnAILg 1. 1 Definition of pun Looking at the same issue from di
14、fferent perspectives, we may often come up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways. There is such a humorous explanation about pun: “ punning to torture one poor word ten thousand ways John Dryden Longman ” .InDictionary o
15、f Contemporary English , pun is defined as amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings According to 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 associa
16、tions, 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 effectPrinceton Encyclopedia of Poetry and Poetics, pun is defined as “ A figure of speech depending upon a similarity of sound and a disparity of meaning”. From the above
17、 definitions, we can see that homonyms, homophones, and homographs all are available to construct puns with. xHAQX74J0X 1.2 Types of pun in advertisement 1. 2. 1Pun on Polysemy“ While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what
18、 we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words. ” Pun on polysemy is used widely, especially with the name of the product such as the following examples: “ From sharp mi
19、nds. Come sharp products.”The example is an advertisement for the Sharp copier. The word “ sharp ” praises the consumers brightness, but also refers to the Sharp product. The advertisement praises the consumers who are sharp to buy the product which is sharp. The vanity of the audiences is aroused a
20、nd they want to use it to show their wise, and also they believe the product is really sharp. “ Money doesngrow on the trees. But it blossoms at our branches. Lioyd Bank. ” 3 / 21 名师归纳总结 - - - - - - -第 3 页,共 21 页精选学习资料 - - - - - - - - - 个人资料整理 仅限学习使用It is the slogan of Lioyd Bank. “ branch ” means “
21、 part of a tree growing out from the trunk ” , but here it implies the division of bank” . The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits. After understanding its meaning, readers will figure it out in mind t
22、hat their money will become more and more daily and daily, just like the leaves in spring.LDAYtRyKfE 1. 2. 2 Pun on Homonym “ Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both. When two words a
23、re identical in sound, they are homophones. When the words are identical in spelling, they are homographs. When two words are identical in both spelling and sound, they are complete homonyms.” The follow instances will explain that:“ VIPsan atomical comfort.Variable Impact Pressure Sole ” The advert
24、isement of sportshoes uses the homophonic word “ VIPs” . As we know, VIP usually stands for “ very important persons” , while, here, it stands for “Impact Pressure Sole” . It implies if you use VIPs, you will be a VIP. The word motivates the audiences vanity and induces them to buy the product.“ Tru
25、st us. Over 5000 ears of experience. Zzz6ZB2Ltk ”It is an advertisement for audiphone. The literal meaning is that the product has experienced a lot of texts. While “ ears ” and “ years ” are a pair of homophone. So it implies that the product has a long history and has high quality. “ GoodbuyWinter
26、.100% cotton knitw ear $40” It is an advertisement for the sale of winter clothes. The advertisement seems to people that it s a good and cheap to buy cotton knitwear. But when the audiences read “ goodbuy winter ” together, they will understand the good use of pun. “ Goodbuy winter ” sounds the sam
27、e as “ goodbye winter” . The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away. Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great dis
28、count and it is good sun time air to your buy and them. “ More and for sun heir.”4 / 21 名师归纳总结 - - - - - - -第 4 页,共 21 页精选学习资料 - - - - - - - - - 个人资料整理 仅限学习使用The advertisement is for a bathing beach. The advertiser uses homophone skilfully, sun vs. son, and air vs. heir. The advertiser encourages pe
29、ople to bring their son and heir to the bathing beach to get sun and air to keep fit. Each couple hopes their son and heir will be healthy all their life. Pun makes the advertising language sound sweet, fluent and persuasive.dvzfvkwMI1 1. 2. 3Pun on Parody “ Parody is a piece of speech, writing of m
30、usic that imitates the style of an author, composer, etc in an amusing and often exaggerate way”2.Pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings. English has a lot of well-known phrases, idioms and sayings. They are important part of everyday language spoken
31、 by the English speakers, and have become one of the aspects of the English culture. The advertisement designers are sharp-minded and imaginative. They change a part of the expressions and put their ideas into them to achieve sensational effect. And most of them achieve a remarkable success. The tra
32、nsformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition. As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind. So pun on parody day is helps popular
33、 work, in rest advertisement. “ A Mars a you and play. ” It is the slogan of Mars chocolate company. Looking at this advertisement, people will associate it with two idio ms: “ An apple a day keeps the doctor away” and “ All work and no play makes Jack a dull boy” . From the meanings of the two idio
34、ms, the watchword tells people that a Mars chocolate a day will make you not be a dull boy make you wise and keep the doctor away keep fit. “ Try our sweet corn, youll smile from ear to ear.”It is taken from the advertisement for a kind of sweet corn. The word “ ear ” hameanings: the organ of hearin
35、g and the seed bearing part of a cereal. The idiom “ from ear to ear ” also is a pun. One meaning is that people are satisfied with the product. The other one is that the consumers eat one ear by another. So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and e
36、ating one by one. How can people refuse such delicious food. 5 / 21 名师归纳总结 - - - - - - -第 5 页,共 21 页精选学习资料 - - - - - - - - - “ All is well 个人资料整理仅限学习使用well. ” that ends This is an idiom, but here, it is taken from an advertisement of a cigarette. “ verb, means “ finish” , while, as a noun, means “ c
37、igarette butt” . The sentence means that if the cigarette ends are good that the cigarette is good. EmxvxOtOco 1. 2. 4Pun on Grammar Many advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions. If this type of pun can be u
38、sed properly, can it will to achieve unexpected effect. “ Which lager claim be truly German.This can. ” It is an advertisement for Lager beer. “ Can” is a modal verb. But in the advertisement, a can of beer beside it reminds people “ can” has another meaningtin. Also “ refers to the name of beer. Wi
39、th the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply.The Coca-cola company also uses “ can” to do their advertisement.“ Coke refreshes you like no other can. ” Just like last example, “ can ” has double meanings, so the sentence can be understand l
40、ike that Coke refreshes you like no other can； tin, drink can refresh you. It implies their product is the best one. Ofcourse, people like to buy the best one. 1. 2. 5 Pun on Illustration and Words A lot of advertisement associates with illustrations and words to achieve better effect, especially on
41、 TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances: “ 50% OFF.”
42、It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts
43、 50%. The illustration and words are vivid, and attract the passers-byattention more easily. “ Stop at two. ” 6 / 21 名师归纳总结 - - - - - - -第 6 页,共 21 页精选学习资料 - - - - - - - - - 个人资料整理 仅限学习使用It is the title of an public service advertising PSA which the Population and Community Development Association P
44、CDA of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a “ V” letter with his forefinger and middle finger. The gesture “ V” means victory. So people also can understand that it is a victory to have only one child.
45、 This picture is famous, so people will remember it easily. To achieve the success of their country, people may more like to control the population. SixE2yXPq5 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询问 QQ 253771735 2 The pragmatic function of pun in advertisement Pun has a lot of advantages such as conci
46、seness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive. 2.1 Wit and humor6ewMyirQFL Pun, the game of word, produces wit and humor effect to attract the audiencesattention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising