punningandthetranslationofpunsinenglishadvertisements英语广告中双关语的运用技巧及翻译

punningandthetranslationofpunsinenglishadvertisements英语广告中双关语的运用技巧及翻译内容摘要：

advertisement realizes the pun meaning by the word of “double”. The first double is an adverb, decorates “delicious”。 the latter is a verb, “pleasure” is an object, this word game plays quite appropriately. (12)The offspring of spring 8 泉水的后代。 In this advertisement, the meanings of “spring” not only refer to the season but also the water we drink. “The offspring of spring” not only means the PIERRER mineral water the indispensable thing in the spring and the summer, it also means that the water seepage the descendant. Our ancestor drinks the water seepage。 certainly everybody of us is the water seepage descendant, why not pay great attention to the water seepage, and why not to choose PIERRER? Idiomatic Pun Idioms are fixed phrases, and generally speaking they are stable. However, nothing is absolute and sometimes they could be altered to meet the need of munication. In rhetoric, idioms can be changed through replacement, expansion, omission and hyperbaton. [13] Three examples are provided: (13) On the advertisement of a swimming pool where people can have sunbath: “We leave no stern intoned”.(Leave no stone unturned) (14) On the advertisement of Italian wine:” One swallow makes a summer.”(One swallow doesn’t make a summer.) (15)A pany is known by the man it keeps.(A man is known by the pany he keeps) In the first instance, “ stone ” and “ unturned ” in the original idiom are replaced by “ stern( 臀部 ) ” and “ intoned ” [ as a verb, “ tone ” means “ to improve the strength and firmness of your skin or muscles ”。 here “ intoned ” is coined by the writer and means “ not to be basked by the sun( 未被太阳晒到 )] ： in the second, “ doesn ’ t ” is omitted and in the third the places of “ A(the man ” and “ the(A) pany ” are exchanged through hyperbaton. The first two examples alter the idioms in order to help sale certain service (sunbath) and goods (wine) and create the effect of humor。 as for the third, it is another piece of wisdom refitted from the original one. When translating these three sentences into Chinese, the translators could just put them like: 一个提供日光浴的游泳池广告上写着：“我们保证您的每一寸肌肤都能享受到阳光的温暖”；一种意大利酒的广告上写着：“只需一日，清凉一夏”；“ 知其员工，就知其公司。 ” Obviously, none of the three translations could convey the multiflavor of the original sentences. The first two Chinese sentences could just function as advertisements but lose the humorous effect created by the“idiomalteration” puns, 9 and the third one cannot reflect its relationship with the original idiom either. In some senses, the puns created through the alteration of idioms of a certain language is totally a problem of culture, and cultural difference may be the greatest difficulty that has to be conquered in translating, which means the impossibility of recreate the humorous effect of such English puns in Chinese. Unless method ten is used, that is, necessary explanation is given。 the puns created by the altered idioms cannot be understood by the Chinese reader. 3. Translations of Puns in English Advertisements Punning is one of the most utilized rhetoric devices in advertising English. In order to produce a dynamic equivalent translation or a munication, we need first to identify the pun in the original language and try to turn it into the target language that interpret both the superficial meaning and the meaning hidden in the pun. Sometimes it’s hard to use only one phrase or sentence to include the double meanings of the original pun in the target language. So it is better to spill the translation into two semantic sections to retain the whole meaning of the advertisement in the source language. The conjunct translation It is believed that the pun is made of sound shape and meanings which form the translating barrier, so the pun always cannot translate. But “the translation of some puns is not absolutely. It is possible for bilingual coincidence”. [14] The conjunct translation, which both includes the advertisement pun form and the content base on the bilingual coincidence foundation, is the highest state of advertisement pun. (16) What pleasure it gives to own the Bosom Friend in one’s lifetime! 人生得一《知音》足矣。 This is the advertisement of Bosom Friend (a name of magazine) is a trademark pun, it not only points to the bosom friend and wants the bosom friend, but also subscribes the Bosom Friend magazine. Translating the text inside “Bosom Friend” capital letter counteracts the italic, delivering the information of the original text pletely, reserving a pun characteristic of the original text。 (17) Easier dusting by a streeetch![15] 10 拉拉拉长，除尘力强。 As a brand name of the cloth of clear dust, “streeetch” 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, bee 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. Nimble 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。