英语广告中双关语的运用技巧及翻译 [5]
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:34313
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
on of the original text completely, reserving a pun characteristic of the original text。
(17) easier dusting by a stre-e-etch![15]
拉拉拉长,除尘力强。
As a brand name of the cloth of clear dust, “stre-e-etch” outside, it puts together to write to return the quilt to make longer fancifully, imply that phrase original meaning is “extension”. Let the person feel divide the cloth of dust easily and can prolong the function of the hand arm, realistic but image an effect for exaggerating dividing by the cloth of dust. Translated the emergence emersion of the text inside” pull” word the original text inside a result that is made longer, become the extension on the felling, and four word spaces match the language characteristic of the Chinese language advertisement with the usage of the terminal vowel.
3.2Nimble Translation
In the process of translation, it is impossible that the translation is conducted strictly according to the sentence of original text and dictionary explanation. A big discrimination exists in Chinese and English cultural background and grammar structure. [16]P21 Therefore, it needs nimble translation by through the context. Nimble translation is an essential method in the translation of advertisement pun. Because there has the difference between the culture and custom language expression, in order to make appropriate translation, it is a better way to use the nimble translation in English advertisement pun rhetoric translation.
(18)Better late than the late.
慢行回家,快行回老家
This advertisement is imitating the pattern of the idiom “Better late than never.” And it take advantage of “late” with the pun function, “late” can under standing as “迟到”(be late for) while “the late” is refer to “已故的,不存在的”(dead). Some one translates it as “迟到总比丧命好”,though the translation of this sentence is correct, it sounds not talking the traffic safety notice, and also haven’t reserved the pun meanings. Here uses the translation although has discrepancies slightly with the original text wording meaning, it keep the faithful original text basic meaning and retained the original text humour.
(19)The driver is safer when the road is dry;
The road is safer when the driver is dry.
道路不沾水,司机更安全;
司机不沾酒,道路更安全。
This transportation advertisement highlighted “road, driver, safer, dry” these four words, two sentences neat are symmetrical, is the typical anti
thesis sentence, moreover, “dry” is also a semantics double meaning. The “dry” in first sentence refers does not have the water, the road surface is dry, and in the second sentence should be refers to the driver not to drink wine. Here use the nimble translation’s method to translate 2 “dry” as “does not get wet” and “does not moisten the liquor”, retained the primitive antithesis sentence form.
(20)A deal with us means a good deal to you. [17]
同我们做买卖,是你回报丰厚的好买卖。
“A good deal” has the dual meaning in English: a good business and many advantages, here are two Chinese for manifest the speech advertisement translation and keep the original text’s pun meaning.
(21)Ask for more.
摩尔香烟,多而不厌。
“Ask for more” has double meaning, “More” not only refers to the brand of the cigarette, when buy the cigarette you must indicate this brand; and at the same time it also has “want have. more” meanings. In translation process, this kind of effect which has double meaning only realizes by nimble translation.
3.3Replenishment Translation
(22)When cannot find the appropriate Chinese expression technique double meaning to ma
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