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1、 Translation of Pun in English Advertisement 摘要：隨著經濟的不斷發(fā)展，廣告的影響力已經逐漸滲透入各個領域。商家們經常運用不同語言技巧來增強廣告的感染力。而雙關語是最常被應用于廣告中的修辭方式，但是如何正確翻譯出雙關語一直都是一個難點，爭對這個問題本文會先介紹雙關語的幾種常見類型，然后結合一定的例子，用以說明雙關語在英語廣告中的應用,并運用適當?shù)姆g策略來翻譯英語廣告中雙關語，旨在盡可能使源語和目標語對等，減少源語信息流失。 關鍵詞：廣告，雙關語翻譯，策略 With the rapid development of market-or

2、iented economy, advertisement has played more and more important role in our daily life. As we all know that the purpose of making advertisements is to attract consumers and arouse their desires for purchasing commodities. If advertisers want to achieve the goal, they should attach importance on the

3、 usage of advertising language(高江玲:2010). English advertisement is a kind of commercial language. In order to make the contents of advertisement vivid and distinctive so as to arouse consumers’ desire of purchasing commodities, advertisers often take use of rhetorical skills. Pun is a rhetorical ski

4、ll which has been frequently used in English advertisement. Pun means in the certain context of language, one kind of words’ form expresses a double meaning and in this way, it does not only draw people’s attention but also prompt their imagination. In English advertisement, the advertisement maker

5、s will think hard to take advantages of pun so as to make their advertisement more outstanding and unique. In general, the forms of pun can be classified into three aspects which are as follows: 1、Homophonic Pun Homophonic pun is made up of words which have same pronunciation or similar spelling b

6、ut have different meanings. It has its own language style of humor and wit, which promotes advertising makers delightedly use to increase persuasion and promotion of advertisement. Example1. Not fairly whit --fairy white(白潔:2003) Fairy white is one kind of washing powder. From its advertisement, w

7、e can see that “fairly whit” and “fairy white” are very similar in pronunciation and form. Although they have very distinct differences in meanings, they stand out this washing power’s function of whitening cloths. In addition, the similar pronunciation and form also make it easy for people to read

8、and remember. 2、Semantic Pun Semantic pun basically takes use of language’s feature of polysemy and expresses its double meaning in the certain context (Leigh, J.H:1994). In English advertisement, many advertising makers deliberately adopt semantic pun’s feature to fuzz up words’ meaning, in which

9、 way, they can make the advertisement full of humor and imagination. Example2. Coke refreshes you like no other can(高江玲:2010). As we all know that the word “can” is not only translated into “be able to” but also into “a kind of container for beverage”. If “can” is translated as “be able to”, the

10、 meaning of the whole sentence is that no other things have the ability to refresh your body than coke. If “can” is translated as “a kind of container for beverage”, the whole sentence has another meaning. That is other drinks can not make people feel relaxed and refreshed as coke does. Although the

11、 two different thinking modes fuzz up meanings, in another sense, they come into a perfect effect. It does not add humor and wit into the words, but also makes a deep impression on consumers, which successfully carves the commodity into people’s minds. 3、Grammatical Pun Grammatical pun often uses

12、ellipsis, words’ double grammatical function to make pun. Compared with other two kinds of pun, this kind of rhetorical skill is much difficult for advertising makers to master if they want to use it in advertisement perfectly. Because it dose not only focus on words’ double meaning, but also needs

13、to pay attention to the grammatical function. Here is a quite successful case. Example3. Less bread. No jam (冷浩波,皮繼偉:2007). Maybe you will regard the slogan as a kind of food advertisement at first sight, since it mentions bread and jam. However, in fact, it is an advertisement related to London’s

14、 underground. Here, bread and jam are two smart puns. In daily life, bread also can refer to money. As for jam, it has double meanings, one of which means food and the other means traffic. If we make the elliptical slogan completely, it will be “Less money. No traffic jam”. It is no wonder that the

15、advertising maker subtly uses a grammatical pun in the slogan and successfully stand out underground’s characteristic. We have to admit that the advertising maker has a special eye on advertising innovation. Learning from the classifications above, I know clearly that in order to design a very a

16、ttractive and outstanding slogan for commodities, many makers often choose to use pun in advertisement. However, pun translation is a difficult point in advertisement in that it has double or multiple meanings in pronunciation, form and syntactic structures. Sometimes, we have difficulty in translat

17、ing a slogan in an appropriate way. Thus, in order to keep source language’ style and catch consumers’ eyes, we should choose some suitable approaches to translate pun. 1、 Fit translation As I stated above that many translators have difficulty in translating pun for this special rhetorical skill

18、will confuse them to appropriately understand words’ meanings. However, if we investigate it with a sensitive insight, we also can catch the regulation in it. By observing English advertisement, I find that not all the puns are difficult to translate, especially when English and Chinese have equiva

19、lent words. We can use fit translation which does not coordinate the form of advertisement but also keep the original content. Example4. From sharp minds, sharp products. 絕頂智慧造就尖端夏普。 The word “sharp” does not only represent the brand name of Japanese mobile phone, but also expresses its original m

20、eaning “精明，智慧”, which promotes people easily to think of this commodity’s high-end quality. Adopting fit translation does not only express sharp’s double meanings but also ingeniously and vividly propagandize the excellent functions of this commodity, and at the same time, it maintains the advertisi

21、ng original style of concision as well. 2、Table-law respectively This translation method means translating the double meanings of pun in separate way. Although this method will break the advertisement’s humorous style in the certain sense, it at lease can express the meaning of slogan completely

22、 and clearly. This kind of translation skill is similar to fit translation. Both of them are regularly used in pun translation. Example5. The Unique Spirit of Canada(趙永冠:2004). 別具風味的加拿大酒，獨特的加拿大精神 In this piece of advertisement, “spirit” is a key word. If we can not figure out its meaning, we will

23、not make out what commodity it refers to. In general, spirit means a kind of mind but from dictionary it also has another explanation which means a strong wine. Translating its double meanings in separate way can keep the language complete and perfectly praise the wine’s unique quality. 3、Focus on

24、translation In addition, to those advertising puns which are impossible for us to coordinate its form and style, we have to sacrifice its form and one meaning for its basic concept. Although this kind of translation may break source language’s unique style, it at least remains advertising marrow.

25、 Example6. Foyled again? Try Dillions (劉明信,馬勇:2004). 又碰壁了？那就來Dillions 書店看看吧。 The word “Foyled” is a name of one bookshop. But in this slogan, the maker is to stand out “Dillions”, another name of bookshop. Thus the original meaning of foyled has to be hidden. Since its pronunciation is similar to

26、“foiled”, we can translate it into “受挫，碰壁”. In this slogan, only when we sacrifice foyled’s original meaning, can we maintain this piece of advertisement’s marrow. To sum up, as a rhetorical skill which has been frequently applied in English advertisement, pun will not only add humor and wit to it

27、, but also easily catch people’s attention to purchase commodities. Therefore, how to properly translate pun has been an important subject. We have to use appropriate translation method to solve respective problem so as to keep the source language equivalent to target language and reduce the losses

28、of information as possible as we can. References [1]Leigh,J.H. The use of figures of Speech in Print Advertisement Headlines [J].Journal of Advertising, 1994. [2]白潔. 雙關修辭格在英語廣告中的運用及其翻譯[J] 哲學社會科學版.2003(2) [3]高江玲. 雙關語在英語廣告中的應用及其翻譯策略[J] 時代教育. 2010(1) [4]劉明信,馬勇. 廣告英語中的雙關修辭及其翻譯對策[J]安陽工學院學報.2006(8). [5]冷浩波,皮繼偉. 雙關語在廣告中的語用分析與翻譯[J] 湖南工業(yè)職業(yè)技術學院學報.2007(1) [6]趙永冠. 英語廣告中的雙關語[J] 欽州師范高等專科學校學報.2003(4)