廣告英語中雙關(guān)語的語用功能外文翻譯

1、<p>　　畢業(yè)設(shè)計(jì)(論文)外文資料</p><p><b>　　翻譯</b></p><p>　　題 目: 廣告英語中雙關(guān)語的語用功能 </p><p>　　院系名稱：新聞與傳播學(xué)院專業(yè)班級：廣告0902班 </p><p>　　學(xué)

2、生姓名： 王子?jì)?學(xué) 號： 200948310226 </p><p>　　指導(dǎo)教師： 郭穎 教師職稱： 講師 </p><p>　　附 件： 1.外文資料翻譯譯文；2.外文原文。 </p><p>　　附件1：外文資料翻譯譯文</p><p>　　廣

3、告英語中雙關(guān)語的語用功能</p><p>　　摘 要: 廣告英語的獨(dú)特性在于其新穎、靈活的語言及其形式的多樣化。除了在詞匯和句法方面別具一格外，修辭手法也被廣泛地運(yùn)用來潤色廣告語言。雙關(guān)，一種集幽默與智慧于一身的言簡意賅的語言表達(dá)形式，深受廣告商的喜愛,以提高廣告語言的魅力。本文中，作者首先列舉了四種廣泛應(yīng)用于廣告英語中的雙關(guān)，即諧音雙關(guān)、詞義雙關(guān)、語義雙關(guān)和習(xí)慣雙關(guān)。然后，從語用學(xué)角度論述了雙關(guān)語在廣告英語中

4、是如何通過實(shí)現(xiàn)廣告的各種語用功能來達(dá)到廣告的效果。最后，通過分析雙關(guān)語的可譯性，試探性地提出了廣告英語中雙關(guān)語的五中翻譯策略：保留、再造、補(bǔ)償、解釋說明以及省略。每個(gè)策略并不總是單獨(dú)使用的,譯者在翻譯過程中根據(jù)譯文的最佳關(guān)聯(lián)原則,有時(shí)可依情形選擇一種或者多種策略融合。</p><p>　　關(guān)鍵詞：廣告；雙關(guān)語；語用功能；翻譯</p><p><b>　　一、介紹</b>

5、;</p><p>　　廣告信息所支付的非個(gè)人通信信息和產(chǎn)品信息通常是有說服力的，發(fā)起人通過各種媒體確定服務(wù)或理念。在現(xiàn)代，人們發(fā)現(xiàn)自己周圍每天存在各種廣告。面對如此多的廣告，如何使廣告給人印象深刻的是廣告的主要目的.為了加強(qiáng)廣告的訴求，廣告既注重顏色和畫面布局，也注重短語的選擇，使廣告更具美麗和吸引力。無論是對于產(chǎn)品廣告或公益廣告，廣告的創(chuàng)作都是一種綜合性的藝術(shù)。這一藝術(shù)比其他形式的寫作需要更多技能。它通過銷售

6、原則顯示了生動、有趣的人物。廣告人開始意識到廣告語言的使用精度對廣告語的影響遠(yuǎn)遠(yuǎn)超過廣告本身。調(diào)查發(fā)現(xiàn)，在廣告語言運(yùn)用的各種修辭中，雙關(guān)是最受人們歡迎的一種修辭手法。</p><p>　　在創(chuàng)意廣告中，雙關(guān)是一種常用的修辭技能。韋伯斯特這樣定義雙關(guān)語:這種語言方式能夠?qū)蓚€(gè)或多個(gè)不同關(guān)系、近音不同義或近義的詞語組合在一起產(chǎn)生詼諧幽默的效果。它可以用來這樣定義廣告特征，傳達(dá)信息、創(chuàng)意需求、勸說功能、采取行動、商譽(yù)建

7、立功能。所以，在廣告里雙關(guān)非常受歡迎。本文著重分析了雙關(guān)語的語用功能，以此來說明雙關(guān)語如何實(shí)現(xiàn)廣告效果。 </p><p>　　二、雙關(guān)語在廣告英語中的運(yùn)用</p><p><b>　　雙關(guān)的定義</b></p><p>　　在討論過后，我們可以對同一問題從不同的角度進(jìn)行解釋。并且，毫無疑問，雙關(guān)可以有這么多種定義方法。在這個(gè)文本里我將從牛津詞

8、典里得出一種明確的解釋。一句幽默或聽起來語音相似的詞語的使用形成，一個(gè)詞語或者多個(gè)同音不同義的詞語的組合適用會產(chǎn)生幽默的效果，這樣可以發(fā)揮兩個(gè)或多個(gè)可能的應(yīng)用效果；還可以解釋為一種文字游戲產(chǎn)生的幽默效果。</p><p>　　B、廣告英語中雙關(guān)語的類型</p><p>　　作為一種修辭手段，雙關(guān)語在廣告英語中的發(fā)音特點(diǎn)主要體現(xiàn)在其獨(dú)特的應(yīng)用，單詞和句子結(jié)構(gòu)。本文作者認(rèn)為雙關(guān)語通常被用在以下

9、四個(gè)方面。</p><p><b>　　諧音雙關(guān)</b></p><p>　　諧音雙關(guān)語，主要基于同音詞的使用，在所有的語言都是很受歡迎的。在現(xiàn)代英語中，有很多類似的形式的話，但絕對不同的意義共享相似的發(fā)音，這在一定程度上導(dǎo)致的幽默感。</p><p>　　例如: More sun and air for your son and heir.&

10、lt;/p><p>　　我們這里有充足的陽光，清新的空氣，這對您的兒子——您事業(yè)和財(cái)產(chǎn)的繼承人 大有裨益 </p><p>　　一個(gè)令人印象深刻的方式，這句話讓客戶意識到生活在一個(gè)干凈的環(huán)境，保持良好的健康的重要意義。毫無疑問，這是一個(gè)成功的，智能的兩組相似的聲音和形式的用詞，例如："sun" and "son";

11、"air “and "heir"，這樣使得廣告易于閱讀和記住客戶。</p><p><b>　　語義雙關(guān)</b></p><p>　　語義雙關(guān)，借助語音或語義的聯(lián)系,使語句在一定情況下相互影響。</p><p><b>　　例如:</b></p><p>　　Money

12、 doesn't grow on trees, but blossoms at our branches.</p><p>　　錢不能長在樹上，在我們“行”就能。 </p><p>　　這是一個(gè)在英國勞埃德銀行的廣告，其中的一句話“分支”有超過一個(gè)單一的意義。“樹”的前面部分可以理解為“分支”，并進(jìn)一步含義是“部門銀行”。這則廣告的讀者會認(rèn)為，在勞埃德銀行的存款方式享受他的錢的增量

13、。很明顯，語義雙關(guān)貢獻(xiàn)很多廣告中添加幽默感。</p><p><b>　　3、語義雙關(guān)語</b></p><p>　　廣告英語中的語義雙關(guān)語的應(yīng)用比上面的更靈活，它重視的是句子的整體含義。此 外，它使廣告很耐人尋味。</p><p><b>　　例如:</b></p><p>　　Spoil yo

14、urself and not your figure. 盡情大吃，不增體重。</p><p>　　這是專門為那些正在節(jié)食減肥者的冰激凌廣告。有雙關(guān)語不僅在品牌名稱，但在好的口號?！皩檺圩约骸钡囊馑际恰跋硎茏约骸保欢霸闾Ｒ粓D”讓人變胖的意義。這則廣告的成功在于對那些想要保持健康的幽默方式的正確使用語義雙關(guān)語的心理活動的充分利用。</p><p><b>　　地道的雙關(guān)語</

15、b></p><p>　　地道的雙關(guān)語在廣告英語中的靈活應(yīng)用是充滿了困難，深深植根于當(dāng)?shù)匚幕闹某烧Z和短語的使用。此外，地道的雙關(guān)語在廣告英語中的應(yīng)用，在一定程度上，可以理解為藝術(shù)手段。</p><p>　　例如: An Apple everybody keeps worries away.</p><p>　　聽起來和一句名言很像“"An ap

16、ple a day keeps the doctor away".它深深扎根在人們的腦海里，“蘋果”不僅是一個(gè)品牌電腦，而且益于身體健康。從這個(gè)廣告來看，很明顯，企業(yè)要想告訴他們的客戶，他們的產(chǎn)品是一個(gè)令人印象深刻的方式對人的健康沒有危害。 </p><p>　　三、從語用角度分析廣告英語中雙關(guān)語的功能</p><p>　　為了更好的理解廣告和雙關(guān)，我將解釋雙關(guān)語在語用方面如何實(shí)

17、現(xiàn)廣告的主要功能。為了給這個(gè)問題一個(gè)更具體的研究，我選擇了十個(gè)廣告雙關(guān)語的不同形式的文本，包括一本書，一篇論文，一篇文章在中國和國外的一篇文章，以確保我的數(shù)據(jù)的變化。</p><p><b>　　傳達(dá)信息</b></p><p>　　廣告應(yīng)包含有效，對商品或服務(wù)的真實(shí)信息，因此消費(fèi)者需要時(shí)可以自己去了解信息。</p><p>　　一般來說，運(yùn)用

18、了這一功能，廣告也應(yīng)該很容易理解。然而，按照雙關(guān)的定義，他們有一個(gè)以上的意義，或者他們是發(fā)音相同涵義不同。對于語義雙關(guān)來說，抓住他們的主要意思并不是容易的。比如：Less bread, No jam. — London Underground 。</p><p>　　“Bread” 意思是“money” 在英語俚語里， “jam” 指的是“traffic jam.” 意思是，在倫敦沒有交通堵塞可以幫助人們減少費(fèi)用

19、消耗。如果人們不知道“bread” and “jam”的含義會混淆人們對廣告的理解。根據(jù)保羅格萊斯的合作原則，雙關(guān)語在廣告中運(yùn)用違反語言方式準(zhǔn)則：避免晦澀的表達(dá)；避免歧義。（戴煒棟何兆熊，92，2002：）一旦違背這種交流就不是一種自然交流而是一種非常規(guī)交流。明顯，這是廣告主正在追求的一種效果，因?yàn)樵谏鐣钪?，人們通常會記住不同尋常的東西而不是很普通的東西。從這個(gè)角度來看，雙關(guān)語使廣告更有創(chuàng)意，以便吸引人們對這些信息產(chǎn)生更多的注意。

20、例如“bread” and “jam” 就很容易吸引人們的注意，特別是對于那些剛放學(xué)或剛從擁擠的大城市中下班的人們。</p><p><b>　　B、創(chuàng)意需求</b></p><p>　　當(dāng)?shù)谝粋€(gè)功能奏效時(shí)就需要?jiǎng)?chuàng)意了，再加上一個(gè)雙關(guān)就更有吸引力了。例如：</p><p>　　There’s no present like the time.

21、— Zenith watch </p><p>　　在這則廣告中，“present”有著時(shí)間和禮物雙重含義，意味著“真利時(shí)”是最好的禮物和最精準(zhǔn)的時(shí)間雙重含義（王志偉，2007）。在人們獲得信息后，他們會發(fā)現(xiàn)這款手表是吸引人的而且能作為最好的禮物送給朋友和愛人，刺激了他們的購買欲望。消費(fèi)者就算理解十個(gè)廣告也會明白廣告里運(yùn)用雙關(guān)帶來的創(chuàng)意。</p><p><b>　　C、勸說功能

22、</b></p><p>　　廣告將提供的人誰有興趣在他們的消費(fèi)有說服力的理由。這些原因會造成的雙關(guān)的幽默效果的印象。</p><p>　　例如：Spoil yourself and not your figure. — Weigh-Watcher Ice-cream</p><p>　　在這里，“寵愛自己”的意思是“享受自己的內(nèi)心世界”（王艷喜2004

23、）。在這里，溺愛自己的手指意味著傷害自己的手指，例如增加體重，而不是通過溺愛手指來保持苗條。這種品牌的雪糕不但美味而且有利于身體健康。它說服并刺激消費(fèi)者的內(nèi)心和唇舌。根據(jù)塞爾的言語行為的分類，這樣有說服力的雙關(guān)語的屬于，這是“說話人試圖讓聽話人做某事”。（戴煒棟何兆熊，90，2002）因此，雙關(guān)在勸說功能中發(fā)揮著很重要的作用。</p><p><b>　　D、采取行動</b></p&g

24、t;<p>　　被說服之后，消費(fèi)者就會購買商品或享受服務(wù)。雙關(guān)會刺激人們?yōu)榱藵M足欲望而采取行動。注意以下廣告：What on earth is going on…? Time will tell. — Time magazine</p><p>　　“Time”在這里不僅僅指的是時(shí)間而且指的是雜志《時(shí)代周刊》。雙關(guān)解決了這樣一個(gè)問題，隨著時(shí)間推移世界上發(fā)生了什么，《時(shí)代周刊》會溫和的直接的告訴你。

25、人們只有買了這個(gè)雜志才會知道《時(shí)代周刊》里是什么。</p><p><b>　　E、商譽(yù)建立功能</b></p><p>　　雙關(guān)也促成了一個(gè)公司價(jià)值和內(nèi)涵的實(shí)現(xiàn)。</p><p>　　From Sharp minds come Sharp products. — Sharp Company</p><p>　　What

26、’s afoot in the world of fashion? — Mansfield Shoes</p><p>　　在第一個(gè)例子中，夏普公司通過雙關(guān)建立了夏普的印象。第二個(gè)例子中“be afoot” 指的是正在進(jìn)行的和行動起來雙重含義，向我們展示了曼斯菲爾德鞋的流行時(shí)尚。如果夏普產(chǎn)品和曼斯菲爾德鞋都是好的，雙關(guān)建立的商譽(yù)會被加強(qiáng)并且獲得更好的發(fā)展。</p><p>　　綜上所述，在

27、廣告英語中，雙關(guān)語是一種最常用的修辭手段。它可以使產(chǎn)品更具競爭力和盈利能力。在當(dāng)今社會，更好地利用廣告將幫助公司贏得更多的消費(fèi)者。主要有四個(gè)雙關(guān)語在廣告英語中的應(yīng)用，即，語音雙關(guān)，語義雙關(guān)，語義雙關(guān)和成語雙關(guān)語。雙關(guān)語在廣告中可以導(dǎo)致信息功能，創(chuàng)造需求的功能，有說服力的功能，讓行動功能，和商譽(yù)建立功能。只有充分了解其應(yīng)用程序，功能，和可譯性的語用分析，才能使廣告更加幽默，具有競爭力和盈利性。亨德森：如何實(shí)現(xiàn)的雙關(guān)語的研究在實(shí)現(xiàn)廣告的某些

28、功能方面將是有益的廣告效果。在實(shí)際翻譯中，必須根據(jù)具體情況，然后使用其他有效的方法來表示文本的意義。這將有助于人們通過廣告英語的分析研究中國廣告。</p><p>　　來源：尤金A奈達(dá).《語言與文化語境翻譯》[M].。上海：上海外語教育出版社，2001 582</p><p><b>　　附件2：外文原文</b></p><p>　　The P

29、ragmatic Function of Puns and Its</p><p>　　Translation in Advertising English</p><p>　　Abstract: Advertising English is characterized by its originality, flexibility of language usage and the di

30、versity 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. Pun, a concise way to

31、express humor and wit, is particularly favored by advertisers to enhance the appeal of language. In this thesis, firstly, the author lists four kinds of puns frequently used</p><p>　　Key words: Advertisement

32、; Pun; Pragmatic Function; Translation</p><p>　　I. Introduction</p><p>　　What is advertising? Advertising is the non-personal communication of information usually paid for and usually persuasive

33、 in nature about products, services or idea by identified sponsors through the various media. In modern age, people find themselves surrounded by various advertisements each day. Facing so many advertisements, how to mak

34、e the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, advertisers pay much attention not o</p><p>　　The rhetorical of pun is a common skil

35、l in creating advertisement. Webster defined pun 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 d

36、ifferent meanings, so as to produce a humorous effect”. As a game of words, pun leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristics—infor

37、mation function, deman</p><p>　　II. The Application of Puns in Advertising English</p><p>　　A. Definition of pun </p><p>　　Looking at the same issue from different perspectives, we

38、may often come up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways. In this paper, I will adapt a clear one form Oxford English Dictionary, in which pu

39、n is defined 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 to produce a hu

40、mo</p><p>　　B. Types of Puns in Advertising English</p><p>　　As a rhetorical device, the application of puns in advertising English reflects its unique features mainly in pronunciation, words an

41、d sentence structures. The present author holds that puns are usually used in the following four ways. </p><p>　　1. Homonymic puns</p><p>　　Homonymic puns, mainly based on the use of homophones,

42、 are quite popular in all languages. In modern English, there are a lot of words of similar forms but absolutely different meanings sharing the similar pronunciation, which to some certain extent causes a sense of humor.

43、 </p><p>　　Examples: More sun and air for your son and heir.</p><p>　　我們這里有充足的陽光，清新的空氣，這對您的兒子——您事業(yè)和財(cái)產(chǎn)的繼承人---------大有裨益。 </p><p>　　In an impressive way, this sentence makes custom

44、ers be aware of the great significance of living in a clean environment and keeping a good health. Without any doubt, it is a success, for smart using of two groups of words with similar sounds and forms, i.e. "sun&

45、quot; and "son"; "air “and "heir", which makes the advertisement easy to read and remember for customers.</p><p>　　2. Homographic puns</p><p>　　Homographic puns, which t

46、akes effects under the certain situation where multi-meaning words are used, correspondents to the application of homonymic puns.</p><p><b>　　Examples:</b></p><p>　　Money doesn't

47、 grow on trees, but blossoms at our branches.</p><p>　　錢不能長在樹上，在我們“行”就能。 </p><p>　　This is an advertisement of Lloyd Bank in Great Britain, in which the word "branch" has more than one

48、 single meaning. "Trees" in the front part can be understood as "branches", and the further meaning of which is "branches of banks". Readers of this advertisement are expected to believe tha

49、t to deposit one's money in Lloyd Bank means to enjoy an increment of his money. It is obvious that homographic puns contribute a lot in adding a sense of humor in advertising.</p><p>　　3. Semantic puns&

50、lt;/p><p>　　The application of semantic puns in advertising English is much more flexible than the above ones, in which attention is attached to the overall meaning of the sentence. Besides, it makes the advert

51、isement meaningful and thought-provoking.</p><p><b>　　Examples:</b></p><p>　　Spoil yourself and not your figure. 盡情大吃，不增體重。</p><p>　　This is an advertisement for "W

52、eight-Watcher" ice-cream which is produced specially for ones on diet. There are puns not only in the brand name but in the slogan of the good. "Spoil oneself" means "enjoy oneself"; while "

53、spoil one's figure" has the meaning of making someone getting fatter. The success of this advertisement lies in the full use of the psychological activity of those who want to keep fit in a humorous way by prope

54、r use of the semantic puns. </p><p>　　4. Idiomatic puns</p><p>　　The flexible application of idiomatic puns in advertising English is full of difficulties for which are deeply rooted in the loca

55、l culture by the use of famous idioms and phrases. Besides, the application of idiomatic pun in advertising English, to some extent, can be understood as a means of arts.</p><p>　　Examples: An Apple everybod

56、y keeps worries away.</p><p>　　When read, this slogan can be easily associated with a popular saying, "An apple a day keeps the doctor away". It is deeply rooted in people's mind that "App

57、le" is not only the brand name of a computer, but what keeps people fit. Judging from this advertisement, it is obvious that the enterprise wants to tell their customers that their products are no harm to people'

58、;s health in an impressive way. </p><p>　　III. The Analysis to the Functions of Puns in Advertising English from Pragmatic Perspectives</p><p>　　With a better understand of puns and functions of

59、 advertisement, I will give an analysis of how puns achieve major functions of advertisement in pragmatic ways. In order to give a more specific study of this question, I have chosen ten advertisements form different tex

60、ts about puns, including a book, a dissertation, an article in China and an article in foreign country, to make sure the variety of my data. </p><p>　　A. Information Function</p><p>　　An adverti

61、sement should contain effective, true information about commodity or service, so consumers can learn if such things are needed for themselves. Generally, in realizing this function, an advertisement should be easy to und

62、erstand. However, as the definition of puns, they have more than one meaning or they are different words that sound the same. It’s not easy to catch all their implicit meanings, especially the homographic puns. For examp

63、le:</p><p>　　Less bread, No jam. — London Underground </p><p>　　“Bread” means “money” in slang English and “jam” can refer to “traffic jam.” So it means there is no traffic jam in London undergr

64、ound which could help travelers cost less money in traffic fee. If people do not realize the implicit meaning of “bread” and “jam”, the confusion of their rhetorical effects may get in the way of our understanding of the

65、 advertising. According to Paul Grice’s Cooperative Principle, puns in advertisement violate the maxim of manner: avoid obscurity of expression; avoid</p><p>　　B. Demand Creation Function</p><p>

66、;　　When the first function works, the demand creation function gets a chance. When people enter the context of puns, they will soon find their attractiveness. For example:</p><p>　　There’s no present like th

67、e time. — Zenith watch </p><p>　　In this advertisement, “present” means both the present time and gift, “implying that the Zenith watch makes the best present and is the most accurate in telling the present

68、time.” (Wang Zhiwei, 2007) After people get this information, they will find this watch is attractive and is really a good gift for their friends and beloved people, which may raise their desire to buy one. All the puns

69、in ten advertisements have obvious demand creation functions once they are understood by consumers.</p><p>　　C. Persuasive Function</p><p>　　Advertisement will provide persuasive reasons of cons

70、uming for people who are interested in them. Such reasons will be impressed by the humorous effect created by puns. For instance:</p><p>　　Spoil yourself and not your figure. — Weigh-Watcher Ice-cream</p&

71、gt;<p>　　Here, “spoil yourself” means “enjoy oneself to one’s heart’s content.”(Wang Yanxi, 2004) At the same time, “spoil one’s figure” means do harm to one’s figure, such as gaining weight. Not to spoil figure i

72、s to keep fit. The pun persuades people that this brand of ice-cream is not only delicious but also healthy. It’s persuasive and stimulating both consumers’ heart and palate. According to Searle’s classification of speec

73、h acts, such persuasive puns belong to, which are “attempts by speaker to ge</p><p>　　D. Get-action Function</p><p>　　After being persuaded, the consumers will buy the commodity or enjoy the ser

74、vice. Puns will promote people to get action in order to satisfy their desire of consuming. Let’s pay attention to the following advertisement:</p><p>　　What on earth is going on…? Time will tell. — Time ma

75、gazine</p><p>　　“Time” here both refers to the real time and the magazine Time. Pun solves the question in this advertisement. That is, time will tell people what happen and Time magazine will provide you su

76、ch news more continently and directly. Only people buy this magazine, can they now what Time is about. </p><p>　　E. Goodwill Establishment Function</p><p>　　Puns also promote the view of value a

77、nd connotation of a company, a brand. e.g.</p><p>　　From Sharp minds come Sharp products. — Sharp Company</p><p>　　What’s afoot in the world of fashion? — Mansfield Shoes</p><p>　　I

78、n the first example, Sharp Company establishes a sharp image by puns. In the second example, “be afoot” both means “happening” and “be on foot.” This pun shows us that Mansfield Shoes is fashionable. If the Sharp product

79、s and Mansfield shoes are really good, their commercial images created by puns will established and get good development.</p><p>　　To sum up, pun is one of the most utilized rhetoric devices in advertising E

80、nglish. It can make products more competitive and profitable. In today’s society, a better use of advertising will help a company a lot in winning more consumers. There are mainly four kinds of puns applied in advertisin

81、g English, that is, homonymic puns, homographic puns, semantic puns and idiomatic puns. Pun in advertisement can result in information function, demand creation function, persuasive function, get action f</p><