英语广告中双关语的运用技巧及翻译 [2]
论文作者:江里锟论文属性:短文 essay登出时间:2009-04-02编辑:黄丽樱点击率:34407
论文字数:5016论文编号:org200904021841573246语种:中文 Chinese地区:中国价格:免费论文
关键词:advertising languagepuntranslation广告语言双关语翻译
theless, neither“宝贝,金库”nor“股子,乐园”reflect the partial tones of “treasure, treasury” and “pair of dice, paradise”. It just put one layer of the double meaning into Chinese and the pun affect disappears without any trail.
(3) Centrum with beta-carotene
From A to Zinc
More Complete [4] P15
富含胡萝卜的珍多美,
从A到锌,应有尽有,
营养更全,口味更新!
This is one of food advertisement named centum. “From A to Zinc” harmonics with the English phrase “From A to the Z”, the latter meaning refers “comprehensively, complete”. The pun here wants to explain this kind of food nutrition rich in prominent, all contains from Vitamin A (namely carrot element) to the zinc element, has the extreme power of persuasion..
2.1.2 The Same Sound Pun
The same sound pun means the words have the same sound but have different meanings.
(4) Have a nice trip, buy-buy![5]
祝君旅途愉快,拜拜/快买!
“Buy-buy” is a varied spelling, and it unison with “bye-bye”. Airport store says goodbye to the passenger, the purpose is that reminds everybody to buy a present or other thing to bring with just before leaving. “Buy-Buy”! Forms in one's mind ingeniously, humorous to be humorous, makes one thump the table and shout praise.
(5)Forget hot taste
Only Kool, with pure menthol has the taste of extra coolness
Come up to Kool.[6]P49
忘掉辛辣的感觉,
只有“酷”牌,纯正的薄荷口味给你特别清凉的酷酷感觉,
想酷你就来!
This is one of the cigarette advertisements, in sentence “kool” is a unison pun, it both refer to cigarette and the cool feeling. In order to prominent product out of the ordinary cool characteristic, the advertisement maker fabricats word “kool” to take the cigarette’s name, using the “cool” unison, and the “hot” in first sentence also further strengthened this “cool” meaning, contrasts the Kool sign cigarette by the consumers to the “cool” feeling in the mouth.
(6) Foyled again? Try Dillon.[7]
又失望了?那就来Dillon书店看看吧。
This is advertisement of the bookstore whose name calls “Dillion”, While “Foyle” is London’s another bookstore’s name. The advertisement maker intends to add on “d”, then causes union with the “foiled”, the meaning of it is “suffers setbacks” or “get obstructed”, expands the books which cannot be find by the readers themselves need. Therefore, this advertisement is actually said to the reader: If you have any books can not to find in the “Foyle” bookstore, welcome to the “Dillon” bookstore, the pun meaning here gives a challenge to the opponent and let he feels stress.
2.2 Homographic Pun
Homographic is one of important means to create puns. Easily know from its name, homographic pun is a pun created by the homographic of a word. [8] For instance:
(7) Golf is no longer a rich man’s sport; there are many poor players.
“Poor”is a homographic word, bearing two meanings-“not rich” and “not good at something”. The Chinese translation conveys just one meaning of the sentence, and the real meaning that the speaker or the writer intends to express in the second clause is not conveyed-“有很多人的技术都很差.”
From the data above we can see method “e” and “j” are mostly used in dealing with the homographic puns. Why? This problem needs to be analyzed through the different semantic capacity of Chinese and English words.
As it is known that the Chinese language is a completely analytical language and words are formed mainly through amalgamation. In terms of amalgamation we mean putting two or more characters so as to make the words precise in meaning.
Homographic pun is also seen in the brand of goods. For example:
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