Puns in English
英语广告中双关语的运用技巧及翻译 Punning and the Translation of Puns in English Advertisements
Punning and the Translation of Puns in English Advertisements 英语广告中双关语的运用技巧及翻译摘要双关语是英语广告中一种较为常见的修辞手段。
英语广告中的双关语形式多种多样。
双关语的翻译本身就是一个难点；而广告中双关语的翻译则更加复杂，因为除了语意双关之外，还需要考虑到广告本身的风格特点。
本文探讨了一些英语广告中双关语的运用技巧及翻译，从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。
并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、灵活表义法、加注法、直译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。
AbstractPunning is one of the most common rhetorical devices used in advertisement. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. This paper is about the techniques of punning and the translation of puns in English advertisements. It expresses the technique of pun by the ways of homophonic pun, homographic pun, grammatical pun and idiom pun. And this paper has some preliminary discussions in punning of English advertisement through the methods of conjunct translation, nimble translation, replenishment translation, transliteration, compensate translations.[Key Words] advertising language; pun; translationContents1. Introduction (5)2. The Puns in English Advertisements (5)2.1 Homophonic Pun (5)2.1.1 Close Sound Pun (5)2.1.2 The Same Sound Pun (6)2.2 Homographic Pun (7)2.3 Grammatical Pun (9)2.3.1 Puns Created by Different Collocations (9)2.3.2 Puns Created by Different Understandings of the Same Words (9)2.4 Idiomatic Pun (10)3. Translations of Puns in English Advertisements (11)3.1 The conjunct translation (11)3.2Nimble Translation (12)3.3Replenishment Translation (13)3.4Transliteration (14)3.5Compensative Translations (16)4. Conclusion (17)1. IntroductionWhat is advertising? Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or idea by identified sponsors through the various media. [1]p4 Whether it is goods advertisement or public service advertisement, the creation of the advertisement is a comprehensive art. The creation of the advertisement involves sociology, aesthetics, psychology, sound of electricity, literature and linguistics etc. The skills needed in this art are more than other forms of writing. It shows the vivid and interesting characters by the principle of salesmanship. And it has special communication to bring the reader''s attention in a moment, stimulates the desire of buying and facilitates the behavior of buying finally. Therefore, the using of precision and appropriate in advertising literary language will make the influence of advertising language far beyond the advertisement itself. The rhetorical of pun is a common skill, in creating advertisement. The pun, in Italian, “puntiglio” means “a fine point,” hence a verbal quibble, and is most likely the source of the English punctilious. A pun is defined by Webster 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.”[2] As the game of words, pun will leave a deep impression on readers by its readability, wit, and humor. Therefore it is used in the advertisement with a large amount.2. The Puns in English AdvertisementsThere are many kinds of puns exist in English advertisements. In this paper, four mainly types of them are talked. There are homophonic puns, homographic pun, grammatical pun and idiom pun.2.1 Homophonic PunHomophonic means two or more words are of the similar or same sound.Because “There exist no information channels of bilingual conversion at the sound level” [3] the partial sound puns are always seen in the daily life. It concludes close sound pun and the same sound pun.2.1.1 Close Sound PunClose pun means pairs or more of words having the same sound but different meanings.(1) AN ideal marriage is one in which the wife is a treasure and the husband treasury.理想的婚姻—太太是宝贝,而先生是金库.(2) Nowadays, a pair of dice is made a paradise如今，一副股子就可以成为乐园In the two examples above, both the two advertisements successfully convey the satirical tones of the two English sentences. Nevertheless, 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-caroteneFrom A to ZincMore 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 advertis ement 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 PunThe 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 humor ous, makes one thump the table and shout praise.（5）Forget hot tasteOnly Kool, with pure menthol has the taste of extra coolnessCome 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。
Puns in English and which in Chinese
Puns in English and differences from which in ChineseUsing puns is an interesting phenomenon both in spoken English and written English. Chinese like to use puns, too. Puns are like pearls in the shells, they are not easy but need to be found out. Once you found them out by yourself but not by others telling you, you would be very happy and surprised to see their beauty.So, what is a pun? It is the use of a 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 different meanings, so as to produce a humorous effect.From this definition, we can have a brief impression about puns. And now, I will show some examples to help you to have a better understanding about puns.The first example:…Learn some craft when young, that when old you may live without craft.‟趁年轻时学一点手艺，以便在年老时可以不靠行骗为生。
英语专业毕业论文选题参考
英语专业毕业论文可选题目参考一、翻译类毕业论文选题1．Study on Translation of Trade Marks and Culture 商标翻译与文化研究2．The Social and Cultural Factors in Translation Practice 影响翻译实践的社会和文化因素3．On the Translation of English Idioms论英语习语的翻译4．Study on Features and Translation of English Idioms 英语习语翻译特点研究5．The Comparison and Translation of Chinese and English Idioms中英习语翻译与比较6．Study on Loyalty in English-Chinese Translation 中英互译的忠实性研究7．Cultural Equivalence in Translation翻译中的文化对等性研究8．Literature Translation and the Important of it文学翻译与重要性研究9．On the Du Fu’s Poems Translation论杜甫的诗词翻译10．The Analysis of Techniques for Learning a ForeignLanguage Through Translation通过翻译学习外语的技巧分析11．Cultural Differences and Translation in Chinese and English Color words中英颜色词的文化差异及翻译12．An Cultural Perspective on Untranslatability翻译中不可译性的文化阐释13．Cultural Connotation and Translation in Chinese and English Animals浅论翻译中的译者主体性发挥的度14．On Degree of Translator's Subjectivity in Translation 修辞策略在广告英语中的效用探究15．A Probe of the Effect of Rhetorical Devices in English Advertisement16．Error Analysis of the English Translation of the Information about Scenic Spots in Wuhan武汉旅游景点资料的英译错误分析17．Semantic--Transliteration-the Most Favorable Method for Translating Foreign Words intoChinese音意兼译—外来词中译之首选方法18．A Tentative Study on the Cohesion and Coherence in Sun Zhili’s Chinese Translation of Prideand Prejudice浅论《傲慢与偏见》孙致礼中译本的衔接与连贯19．Chinese Translation of Attributive Clauses in English for Science and Technology科技英语中定语从句的汉译20．Film Titles and Their Translation——A cross-cultural perspective从跨文化角度分析电影片名及其翻译21．Translating Expressions on Public Signs from Chinese into English汉语公示语英译22．论文化差异与翻译Cultural differences and translation23．商标名的翻译原则与品牌文化The Translation Principle of Brand Names and Brand Culture24．英文电影片名的翻译策略与翻译方法研究On Translation of English Film Names25．意美、音美、形美--英文商标的汉译Beauty in Sense, Sound and Form--On Translation of English Trademarks into Chinese26．中文商标英译探On the Translation of Trademarks from Chinese into English二、文化类毕业论文选题27．国际商务谈判中的双赢语用策略The Win-Win Pragmatic Strategies in International Business Negotiation28．Grice 的合作原则在国际商务谈判中的应用The Application of Grice’s Cooperation Principle in International Business Negotiation29．An Analysis on Differences between Chinese and Western Ideas on Face中西文化面子观差异对比分析30．Differences between Chinese and Western Role Awareness of Women and the Effects on TheirCareer Development 中西文化中女性角色意识差异及其对职业发展影响31．Cultural Obstacles in English Learning英语学习中文化障碍32．Understand Chinese and English Cultural Differences through the Comparison betweenChinese and western Euphemism从中西委婉语的对比透视中西文化差异33．A Comparison between Chinese and English taboos中英禁忌语比较34．A Comparison between Chinese and Western Cultural Differences from the Aspect of Privacyright从隐私权看中西文化差异35．A Comparison Between Chinese and Western Social Conventions中西社会习俗比较36．Speech Act and its Application言语行为理论及其应用37．A Survey on the Students’ English Autonomous Learning in Hubei University of Economics湖北经济学院英语自主学习现状调查38．A Survey on Bilingual Courses’ Learning in Hubei University of Economics湖北经济学院双语课程学习现状调查39．The Cultural Connotation of English Etymology and the Teaching of English V ocabulary英语词源的文化内涵与词汇教学40．English idioms—A Mirror Reflecting British Culture 英语习语与英国文化反映41．On Values of Chinese from Perspective of Lexicon从词汇角度读中国人的价值观42．On Cultural Differences of Body Language between English and Chinese论中英体态语文化差异43．The Analysis on the Differences of Interpersonal Relationship between Eastern and WesternPeople东西方人际关系要素差异探析44．Approach to Cultural Differences in Sino-U.S. Business Negotiation and its Impacts中美商务谈判中的文化差异及其影响探析45．Asymmetrical Features of Politeness Principle in Cross-cultural Communication跨文化交际中的礼貌原则的非对称性研究46．English and Chinese Euphemisms: A Comparison between Their Cultural Implications从英汉委婉语对比中透析中西文化差异47．On the Cultural Differences of the Etiquette Norms in Chinese and English NonverbalCommunication 中英非语言交际礼俗规范的文化差异研究48．A Comparative Study on the Different Cultural Connotationsof Basic Chinese and EnglishColor Words英汉基本颜色词文化内涵对比研究49．Characteristic and Cultural Differences of the English and Chinese Idioms中英文习语的特点以及文化差异50．Chinese and Western Culture Values in Advertising Language从广告语中看中西方文化观51．The Differences of Family Values between China and American中国和美国家庭观差异52．The Comparison of Chinese and Western Interpersonal Relationships中西人际关系比较53．Cultural Difference Between Chinese and English on Politeness从中英文礼貌用语中看文化差异54．On Face Perception in Cross-cultural Communication 谈跨文化交际中的“面子”观55．The Application of Euphemism in Cross-cultural Communication委婉语在跨文化交际中的应用56．Differences and Similarities between Eastern and Western Cultures in Chinese and EnglishIdioms从英汉习语看东西方文化异同57．A Contrastive Study of Politeness in English and Chinese Cultures中英文化中的礼貌对比研究58．The Study of Pragmatic Failure: From the Perspective of Cultural Differences解析文化差异引起的语用失误59．On the Sexism in Chinese and English from the Cultural Perspective从文化角度论英汉语中的性别歧视60．Approach to Cultural Factors for the Sino-American Business Negotiation中美商务谈判中的文化因素探析61．A contrastive study of apologies in English and Chinese 英汉道歉语的对比研究62．跨文化交际中颜色词的运用Application of colors in intercultural communication63．英汉寒暄语的差异研究Some difference of small talks between Chinese and English 64．不同交际风格中恭维语及其回应的研究Compliment and its response with different communication styles65．英汉动物词汇文化内涵意义对比研究The cultural connotations of animals in Chinese and English 66．英语委婉语的功能与效果研究On functions and effects of euphemism in English67．中外幽默的跨文化对比A intercultural comparison between Chinese and foreign humor 68．英语副语言交际研究A survey on communication of paralanguage三、语言类毕业论文选题69．The function of context in discourse analysis语篇分析中的语境功能研究70．Discourse analysis in the application of teaching English reading语篇分析在英语阅读教学中的运用研究71．An analysis on the feature of English advertisement 英语广告语言特点分析72．Nov-verbal communication and gesture language 非语言交际与身势语研究73．About English euphemism英语委婉语研究74．On Puns in English Advertisements—from the Perspective of Relevance Theory从关联理论看英语广告双关语75．(My) Dialects and its Negative Effect upon English Pronunciation Learning(本人)方言及其对英语语音学习的负面影响76．A Comparative Study of Euphemisms in English and Chinese英汉委婉语对比研究77．A Study of Sexism in the English Language英语语言中的性别歧视研究78．Thematic Theory and Its implications to English Writing 主位理论及其对英语写作的启示79．Research on the Ways of Rejection in English英语拒绝方式研究80．On the Cultural Values in the Advertisements of China and US论中美广告中所反映的文化价值观81．Semantic Evolution of A Word or Phrase from the Perspective of History从历史文化的发展看某个英语词或短语的语义演变82．The Reflection of Social Inequality in American English 社会不平等现象在美国英语中的反映83．Language Features of English Financial Report 英语财经报道的语言特点四、英语教育类毕业论文选题84．Body Language in English Teaching英语教学中的身体语言研究85．The Diversification of English Language Teaching 英语教学多样性研究86．The Present Situation of Bilingual Education in China 中国双语教学现状研究87．Culture and English Teaching文化与英语教学88．Consideration on Bilingual Teaching双语教学的思考89．The English Teaching Based on Multimedia基于多媒体的英语教学90．Cultural Difference and English Teaching文化差异与英语教学91．Cross-cultural Communication and English Teaching 跨文化交际与英语教学92．Some Designs on English Learning in school中学英语教学设计93．The Contrast of Middle School Education between China & West中西方中学教育对比研究94．The Practice of English Class Teaching英语课堂教学实践95．English Classroom Teaching: Teacher-dominant or Student-centered英语课堂教学——教师主宰还是学生中心96．Personality Factors to the Success of Foreign Language Learning个性因素在外语学习中的作用98．The Application of Communicative Approach Techniques in English Learning交际法手段在英语学习中的运用99．On the Reading Strategies of English as a Foreign language 谈英语的阅读策略100．Cultural influence on English Reading论文化背景知识在英语阅读中的作用101．On basic qualities of a successful English teacher 论英语教师的基本素质102．On the principle of adhering to student-centred teaching 论以学生为中心的教学原则103. On the principle of combining restriction and utilization of native language in foreignlanguage teaching 论在外语教学中控制和利用母语的原则104. Applying the Communicative Approach in the middle school English teaching交际法在中学英语教学的运用105. Cultivating students’ reading skills in English text teaching in middle school在中学英语课文教学中培养学生的阅读技巧106. Analysis of Factors Influencing College Student on Autonomous English Learning影响大学生英语自主学习的因素分析107. Evaluation of Autonomous English Learning自主英语学习的质量评估108. Application of Internet and Multi-media in English Teaching网络多媒体在英语教学中的应用109. A Survey Research on Relevance between English vocabulary and reading ability词汇量与英语阅读能力的相关性调查研究110. A Survey of using College English Network Platform 大学英语网络学习平台使用情况调查研究111. The Effect of Conceptual Metaphor Theory on the English V ocabulary Acquisition of ChineseSenior High School Students 概念隐喻理论对中国高中生英语词汇习得的影响112. Negative Transfer of Native Language in Chinese Senior High School Students' EFL Writingand Its Implications to the English Language Teaching中国高中生英语写作中的母语负迁移及其对英语教学的启示113. On Developing Communicative Competence in Teaching English to Chinese High SchoolStudents 论中国中学英语教学中学生交际能力的培养114. An Investigation of V ocabulary Learning Strategies Taken by Chinese Senior High SchoolStudents 中国高中生英语词汇学习策略调查115. An Investigation of the English Learning Motivation of Three-year College Students and ItsImplications for English Language Teaching大专生英语学习动机调查研究及其对英语教学的启示116. A Survey on the Attitude towards Learner Autonomy of Non-English Majors in theUniversity of Economics经济院校非英语专业学生自主学习态度调查研究117. A Survey on the Use of Multimedia Learning CD by College Non-English Majors大学生使用英语多媒体学习光盘现状的调查研究118. On the Role and Functions of Teachers, Teaching Materials and Learners in theMultimedia-aided English Classroom论多媒体辅助英语教学环境下教师、教材和学生的角色与作用119. The Effect on English Listening Comprehension from Pragmatic Interference语用推理对英语听力理解的影响120. On the Cultivating of Learner’s Writing Competence in Teaching Reading论阅读理解教学中学习者写作能力的培养五、英语文学类毕业论文选题121. The Independent Spirit of Hester Brynne in The Scarlet Letter《红字》中海丝特。
英语广告双关语及其翻译开题报告
开题报告:Research ProposalⅠ Title of My Thesis:Puns in English Advertisements and their Translation英语广告双关语及其翻译ⅡSignificance of StudyAdvertisement is an important part of our economy and culture that exerts significant impact on all walks of life. With more attention attracted by international business, most companies would like to reinforce their marketing power by investment of large quantities on advertising in the target country or area. Accordingly, the problem how the classic original version of advertisement could win the hearts of consumers in another country becomes a new studying focus in translation fields. Besides, a great amount of rhetorical skills and devices used in English ads can improve the aesthetic results and persuasive effect of ads, and then puns are more and more largely used in English advertisements.I choose this thesis as my title, because I realize that there is great significance of this study.Firstly, advertisement is a kind of brief and clear art. Studying English ads not only helps us to develop our creation, but also cultivate our thinking and abilities of appreciating and innovating ads. On the other hand, I hope that by this chance, I can get more knowledge of the colorful essence of English, and I can enhance my comprehensive and applying abilities of oral English, and I can widen my English thinking, and I can get a relatively full knowledge of English culture, and I can train my abilities of flexible translation.Secondly, using puns appropriately in advertisements can enhance advertisements’charm, bring about consumers’ imagination and consolidate their memories. Punning is a kind of play on words, which refers to a rhetoric device composed by the similarity in pronunciation and divergence in meaning, so as to produce a humorous effect. Pun is more persuasive in advertising than what has been expected, but it has never been more complete. How it is adopted in advertising to facilitate the linguistic communication and ultimately serve to reach the intended purposes, and cognitively cast influences upon the advertiser’s expression and the audience’s interpretation of the utterances in discourse is still a wonder which is worth making an attempt to have a thorough understanding.Thirdly, the study of punning in advertising may be of practical importance in that it is likely to provide guidelines for advertisers on how to employ advertising puns more forcefully. It leads us to achieve a better understanding of puns in advertising and thus enjoy them.In conclusion, rhetoric, especially punning, is an art of language, and its effect can be exerted only by faithful and vivid translation. Thus, to study translation of puns in English advertisements is of importance.ⅢLiterature ReviewMcQuarrie discussed puns in advertising broadly, as a play or twist within an advertisement’s structure that serves to produce an echo or multiplication of meaning. For example, a recent advertisement shows men’s ties, arranged to form a bouquet, with the headlines: forget me knots. Another example, this for Bucks cigarettes, shows a cigarette pack with a picture of a stag, “Herd of These?”Based on Mcquarrie (Mcquarrie: 1996), the process of constructing a resonant advertisement is straightforward.Tanaka (1994) discusses covert communication in the advertising and the inferential process of puns and metaphors. According to Tanaka, covert communication became one of the strategies the advertiser uses to make the audience “believe something about a product without her trusting in him, or indeed, despite her distrusting him”. Generally speaking, it has two advantages: (a) the audience may get a kind of pleasure out of processing some information; (b) more deeply involved in the process of interpreting, the audience pays more attention to the product advertised and shares a larger part of responsibility in recovering the advertiser’s meaning; accordingly, the advertiser advertiser can avoid taking certain responsibility for issues that are socially loaded. In their own words, “covert communication manipulates trigger to which the human mind is highly susceptible.”Puns, as Tanaka states, are an effective way of attracting the audience’s attention, for it conveys two meanings for the price of one word. It is true that in some cases the initial meaning of the puns is either rejected or just helping to obtain additional contextual effects the speaker intends. By denying initial meaning and creating unexpected consequences, they attract more attention and give the audience more psychological satisfaction. Undoubtedly, Tanaka has noticed the significance of contextual effect and the great role, which cognitive factors play in the advertiser makes in producing an advertisement; it is mostly on that to avoid social responsibility. She pays more attention to the cognitive factors than to the contextual effects, trying to survey the socially loaded aspect of the advertisers’ consideration. Tanaka does not explicitly address the question of how themass-media aspects of advertising affect Sperber and Wilson’s model, based as it is mainly on examples of one-to-one oral, linguistic, synchronic communication taking place in one spot.Working within the tradition of rhetorical analysis, most Chinese scholars focus on expressive effect of advertising puns. They all make use of many examples to illustrate how puns can contribute to advertising communication.Besides making a classification, Chen Changlai (Chen: 1994) concludes that the use of puns is the effort to meet the audience’s psychological needs; aesthetic needs and needs for good luck.Peng jiayu (peng: 1999) regards advertising puns as a form of art and employs a variety of examples to tell people how to enjoy them.Huang lei (huang: 2000) studies puns in Chinese and English advertisements by employing a variety of examples. He adopts a comparative method to investigate into the use and some negative effect of puns in Chinese and English advertising.Xue bing and li yue’s (2000) explore some characteristics peculiar to puns and their function in the context of advertising, with particular stress exerted on the pragmatic and aesthetic perspectives.Concerning puns in advertising language, li ruihe (li: 2001) focuses on the classification and functions and effect of puns. The paper states that advertisers prefer puns because puns contain profound cultural connotations which can activate the audience’s aesthetic enjoyment and desire for the advertised product.Meng lin and Zhan jinhui’s(meng and zhan:2001) paper is about the techniques of puns and the translation of puns in English advertisements. There are various ways to form puns in advertisements. The translation of puns in advertisements is difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind.Articles collected in this field are scattered in magazines concerning rhetorical devices. Since most of them provide only simple generalizations at the superficial level, there will be just brief mentioning and commenting. In general, the research is lacking in a theoretical basis. Nevertheless, it may be helpful and illuminating for researchers who want to conduct further research.ⅣKey PointsIn my paper, the title of my thesis is puns in English advertisements and its translation. Obviously, my key points of this are studying punning and its translating strategies in English advertisements. I will discuss two main points in my paper. The first one is the application of punsin English advertisements. In this point, I will introduce five concepts: homophonic puns, semantic puns, idiomatic puns, grammatical puns, mimetic puns. The other one is the translation of puns in English advertisements. I will bring in five strategies of translating puns in English advertisements: corresponding translation, separating translation, emphasizing translation, and compensating translation.ⅤOutline1 Language Characteristics of English Advertisements1.1 Lexical Features1.2 Syntactical Features1.3 Discourse Features1.3.1 Body Copy of an Advertisement1.3.2 Differences in Body Copies1.4 Rhetorical Features2 A Brief Introduction to Punning2.1 Definition of a Pun2.2 Classification of Puns3 Applications of Puns in English Advertisements3.1 Homophonic Puns3.2 Semantic Puns3.3 Idiomatic Puns3.4 Grammatical Puns3.5 Mimetic Puns4 The Translation of Puns in English Advertisements4.1Corresponding Translation4.2 Separating Translation4.3 Emphasizing Translation4.4 Compensating TranslationⅥBibliography[1] Augarde Tony. The Oxford Guide to Word Game.Oxford: Oxford University Press, 1984,pp.67-98.[2] Chesterman Andrew(ed). Readings in Translation Theory [C]. Helsinki: Oy Finn Lectura Ab,1989, pp54-96.[3] Cook G. The discourse of advertising. London: Routledge, 1992, pp.24-58.[4] Jan de Waard & Eugene A. Nida. From One Language to Another. New York: ThomasNelson Publishers, 1986, pp.89-123.[5] Leech,G. N. English in Advertising [M]. London: Longman.1966, pp.48-114.[6] Nash, W. Rhetoric: The Wit of Persuasion, Oxford: Basil Blackwell. 1989, pp.81-109.[7] Newmark, Peter. A Textbook of Translation. Shanghai: Shanghai Foreign Language andEducation Press, 2001, pp.56-98[8] 陈文伯. “一词两义的翻译”, (中国翻译) 第4期23-25 1994[9] 侯维瑞. 英语语体[M] 上海: 上海外语教育出版社,1999[10] 孟琳. 英语广告中双关语的运用技巧及翻译[J] 中国翻译,2001,(5)[11] 余立三. 英汉修辞比较与翻译[M] 北京商务印书馆1985[12] 张南峰, “Delabastita的双关语翻译理论在英汉翻译中的应用”, <中国翻译> 第1期:30-36,2003[13] 赵静. 广告英语[M] 北京外语教学与研究出版社,1994,10[14] 蒋柳. 英语双关语的认知研究广西大学学报哲学科学版,2007,(z2)[15] 沈晓维. 英语广告双关语的译法探讨科教文汇,2008,(23)ⅦSchedule of Writing2008.6~2008.7: Complete all the preparative work, including proposal for selecting the theme;literature research and translation;2008.8~2008.9: Complete my research proposal and reading-notes.2008.9~2008.10: Complete the first draft;2008.12~2009.1: Complete the second draft;2009.2~2009.3: Complete the final form;2009.3~2009.4: Typing, oral presentation, form filling.。
英语广告双关语的应用
Translation
4. Compensation translation
---OIC 噢，我看nslation （套译法） Sets translation is the way that applies the intrinsic model of English which has been deposited in Chinese to translate English advertisements.
Application and classification of puns
2. Homographic pun
----Spoil yourself and not your figure (Weight-Watcher)
Application and classification of puns
Translation
1. table-law respectively The Unique Spirit of Canada. 别具风味的加拿大酒，独特的加拿大精神 I’m more satisfied. Ask for More 摩尔香烟，我更满意；再来一支，还吸摩尔。
Translation
Application and classification of puns
4. Idiomatic pun（成语相关）
Idiomatic pun refers to that the pun is used on the basis of original society and cultural know ledge of the target group which makes people associate the ads with some idioms and proverbs that they are very familiar with, so as to form a distinctive language style.
英语中双关的例子
英语中双关的例子Here is an essay on the topic of examples of puns in the English language, written in English with a word count exceeding 1000 words, as requested:Puns are a linguistic device that plays on the multiple meanings or pronunciations of words to create a humorous or clever effect. They are a common feature of the English language and can be found in a wide range of contexts, from casual conversation to professional writing and even in the names of businesses and products. Puns can be appreciated for their creativity, wit, and ability to add an element of playfulness to language.One of the most well-known examples of a pun in the English language is the phrase "punny pun." This pun plays on the homophonic relationship between the word "pun" and the prefix "pun-," which means "relating to puns." By using the phrase "punny pun," the speaker is making a pun about puns themselves, creating a clever and self-referential linguistic joke.Another classic example of a pun in English is the phrase "time flies like an arrow; fruit flies like a banana." This pun relies on the dualmeaning of the word "flies" - it can refer to the insect, or it can be a verb meaning to move swiftly. By juxtaposing these two different senses of the word "flies," the speaker creates a humorous and paradoxical statement that plays with the ambiguity of language.Puns can also be found in the names of businesses and products, where they are used to create a memorable and attention-grabbing brand identity. For example, the popular chain of pizza restaurants known as "Pizza Hut" is a pun on the word "hut," which can refer to a small, simple dwelling, and is a play on the idea of a pizza being a type of "hut" or shelter for the food. Similarly, the office supply store "Staples" is a pun on the idea of the store selling staples, or small metal fasteners used to hold papers together.Puns can also be used in more literary contexts, such as in poetry and literature. One famous example is the poem "Slant" by Emily Dickinson, which contains the line "Tell all the truth but tell it slant." This line is a pun on the word "slant," which can refer to both the angle at which something is positioned and the indirect or oblique way in which something is expressed.Another literary example of a pun is the title of Shakespeare's play "Much Ado About Nothing," which plays on the multiple meanings of the word "nothing." In this context, "nothing" can refer to a trivial or insignificant matter, but it can also be a homophone for the word"noting," which means to observe or take note of something. This dual meaning adds depth and complexity to the title, and sets the stage for the play's themes of deception, misunderstanding, and the importance of perception.Puns can also be found in the names of famous people and fictional characters. For example, the name of the famous detective Sherlock Holmes is a pun on the word "Sherlocks," which refers to the act of closely examining or investigating something. Similarly, the name of the character Dr. Seuss, the beloved children's author, is a pun on the word "Dr. Seuss," which sounds like the French phrase "doctor's choice."In addition to their use in literature and branding, puns are also a common feature of everyday language and conversation. For example, the phrase "I'm not coughing, I'm having a coffin" is a pun that plays on the similar pronunciation of the words "coughing" and "coffin." This type of pun can be used to add humor and playfulness to casual interactions, and can help to break the ice or create a sense of camaraderie between speakers.Overall, puns are a rich and diverse feature of the English language, and they demonstrate the creativity and flexibility of language itself. Whether used in literature, advertising, or casual conversation, punscan add depth, humor, and complexity to the way we communicate, and they serve as a testament to the endless possibilities of language.。
英语专业毕业论文可选题目参考
英语专业毕业论文可选题目参考一、翻译类毕业论文选题1．Study on Translation of Trade Marks and Culture商标翻译与文化研究2．The Social and Cultural Factors in Translation Practice影响翻译实践的社会和文化因素3．On the Translation of English Idioms论英语习语的翻译4．Study on Features and Translation of English Idioms英语习语翻译特点研究5．The Comparison and Translation of Chinese and English Idioms中英习语翻译与比较6．Study on Loyalty in English-Chinese Translation中英互译的忠实性研究7．Cultural Equivalence in Translation翻译中的文化对等性研究8．Literature Translation and the Important of it文学翻译与重要性研究9．On the Du Fu’s Poems Translation论杜甫的诗词翻译10．The Analysis of Techniques for Learning a Foreign Language Through Translation通过翻译学习外语的技巧分析11．中英颜色词的文化差异及翻译Cultural Differences and Translation in Chinese and English Color words翻译中不可译性的文化阐释12．An Cultural Perspective on Untranslatability中英动物文化内涵的不同及翻译13．Cultural Connotation and Translation in Chinese and English Animals浅论翻译中的译者主体性发挥的度14．On Degree of Translator's Subjectivity in Translation修辞策略在广告英语中的效用探究15．A Probe of the Effect of Rhetorical Devices in English Advertisement16．Error Analysis of the English Translation of the Information about Scenic Spots in Wuhan武汉旅游景点资料的英译错误分析17．Semantic--Transliteration-the Most Favorable Method for Translating Foreign Words into Chines e音意兼译—外来词中译之首选方法Chinese Translation of Pride 18．A Tentative Study on the Cohesion and Coherence in Sun Zhili’sand Prejudice浅论《傲慢与偏见》孙致礼中译本的衔接与连贯19．Chinese Translation of Attributive Clauses in English for Science and Technology科技英语中定语从句的汉译20．Film Titles and Their Translation——A cross-cultural perspective从跨文化角度分析电影片名及其翻译21．Translating Expressions on Public Signs from Chinese into English汉语公示语英译22．论文化差异与翻译Cultural differences and translation23．商标名的翻译原则与品牌文化The Translation Principle of Brand Names and Brand Culture24．英文电影片名的翻译策略与翻译方法研究On Translation of English Film Names25．意美、音美、形美--英文商标的汉译Beauty in Sense, Sound and Form--On Translation of English Trademarks into Chinese26．中文商标英译探On the Translation of Trademarks from Chinese into English二、文化类毕业论文选题27．国际商务谈判中的双赢语用策略The Win-Win Pragmatic Strategies in International Business Negotiation28．Grice 的合作原则在国际商务谈判中的应用Cooperation Principle in International Business NegotiationThe Application of Grice’s29．中西文化面子观差异对比分析An Analysis on Differences between Chinese and Western Ideas on Face30．中西文化中女性角色意识差异及其对职业发展影响Differences between Chinese and Western Role Awareness of Women and the Effects on Their Ca reer Development31．英语学习中文化障碍Cultural Obstacles in English Learning32．从中西委婉语的对比透视中西文化差异Understand Chinese and English Cultural Differences through the Comparison between Chinese an d western Euphenism33．中英禁忌语比较A Comparison between Chinese and English taboos34．从隐私权看中西文化差异A Comparison between Chinese and Western Cultural Differences from the Aspect of Privacy right 35．中西社会习俗比较A Comparison Between Chinese and Western Social Conventions36．言语行为理论及其应用Speech Act and its Application37．湖北经济学院英语自主学习现状调查English Autonomous Learning in Hubei University of EconomicsA Survey on the Students’ 38．湖北经济学院双语课程学习现状调查A Survey on Bilingual Courses’ Learning in Hubei University of Economics39．1The Cultural Connotation of English Etymology and the Teaching of English Vocabulary英语词源的文化内涵与词汇教学40．English idioms—A Mirror Reflecting British Culture英语习语与英国文化反映41．On Values of Chinese from Perspective of Lexicon从词汇角度读中国人的价值观42．On Cultural Differences of Body Language between English and Chinese论中英体态语文化差异43．The Analysis on the Differences of Interpersonal Relationship between Eastern and Western P eople东西方人际关系要素差异探析44．Approach to Cultural Differences in Sino-U.S. Business Negotiation and its Impacts中美商务谈判中的文化差异及其影响探析45．Asymmetrical Features of Politeness Principle in Cross-cultural Communication跨文化交际中的礼貌原则的非对称性研究46．English and Chinese Euphemisms: A Comparison between Their Cultural Implications从英汉委婉语对比中透析中西文化差异47．On the Cultural Differences of the Etiquette Norms in Chinese and English Nonverbal Commun ication中英非语言交际礼俗规范的文化差异研究48．A Comparative Study on the Different Cultural Connotations of Basic Chinese and English Colo r Words英汉基本颜色词文化内涵对比研究49．Characteristic and Cultural Differences of the English and Chinese Idioms中英文习语的特点以及文化差异50．Chinese and Western Culture Values in Advertising Language从广告语中看中西方文化观51．The Differences of Family Values between China and American中国和美国家庭观差异52．The Comparison of Chinese and Western Interpersonal Relationships中西人际关系比较53．Cultural Difference Between Chinese and English on Politeness从中英文礼貌用语中看文化差异54．谈跨文化交际中的“面子”观On Face Perception in Cross-cultural Communication55．委婉语在跨文化交际中的应用The Application of Euphemism in Cross-cultural Communication56．从英汉习语看东西方文化异同Differences and Similarities between Eastern and Western Cultures in Chinese and English Idioms 57．中英文化中的礼貌对比研究A Contrastive Study of Politeness in English and Chinese Cultures58．解析文化差异引起的语用失误The Study of Pragmatic Failure: From the Perspective of Cultural Differences59．从文化角度论英汉语中的性别歧视On the Sexism in Chinese and English from the Cultural Perspective60．中美商务谈判中的文化因素探析Approach to Cultural Factors for the Sino-American Business Negotiation61．英汉道歉语的对比研究A contrastive study of apologies in English and Chinese62．跨文化交际中颜色词的运用Application of colors in intercultural communication63．英汉寒暄语的差异研究Some difference of small talks between Chinese and English64．不同交际风格中恭维语及其回应的研究Compliment and its response with different communication styles65．英汉动物词汇文化内涵意义对比研究The cultural connotations of animals in Chinese and English66．英语委婉语的功能与效果研究On functions and effects of euphemism in English67．中外幽默的跨文化对比A intercultural comparison between Chinese and foreign humor68．英语副语言交际研究A survey on communication of paralanguage三、语言类毕业论文选题69．语篇分析中的语境功能研究The function of context in discourse analysis70．语篇分析在英语阅读教学中的运用研究Discourse analysis in the application of teaching English reading71．英语广告语言特点分析An analysis on the feature of English advertisement72．非语言交际与身势语研究Nov-verbal communication and gesture language73．英语委婉语研究About English euphemism74．On Puns in English Advertisements—from the Perspective of Relevance Theory 从关联理论看英语广告双关语75．(My) Dialects and its Negative Effect upon English Pronunciation Learning(本人)方言及其对英语语音学习的负面影响76．A Comparative Study of Euphemisms in English and Chinese英汉委婉语对比研究77．A Study of Sexism in the English Language英语语言中的性别歧视研究78．Thematic Theory and Its implications to English Writing主位理论及其对英语写作的启示79．英语拒绝方式研究Research on the Ways of Rejection in English80．论中美广告中所反映的文化价值观On the Cultural Values in the Advertisements of China and US81．从历史文化的发展看某个英语词或短语的语义演变Semantic Evolution of A Word or Phrase from the Perspective of History82．社会不平等现象在美国英语中的反映The Reflection of Social Inequality in American English83．英语财经报道的语言特点Language Features of English Financial Report四、英语教育类毕业论文选题84．Body Language in English Teaching英语教学中的身体语言研究85．The Diversification of English Language Teaching英语教学多样性研究86．The Present Situation of Bilingual Education in China中国双语教学现状研究87．Culture and English Teaching文化与英语教学88．Consideration on Bilingual Teaching双语教学的思考89．The English Teaching Based on Multimedia基于多媒体的英语教学90．Cultural Difference and English Teaching文化差异与英语教学91．Cross-cultural Communication and English Teaching跨文化交际与英语教学92．Some Designs on English Learning in school93．中学英语教学设计The Contrast of Middle School Education between China & West94．中西方中学教育对比研究The Practice of English Class Teaching95．英语课堂教学实践96．English Classroom Teaching: Teacher-dominant or Student-centered英语课堂教学——教师主宰还是学生中心97．Personality Factors to the Success of Foreign Language Learning个性因素在外语学习中的作用98．The Application of Communicative Approach Techniques in English Learning交际法手段在英语学习中的运用99．On the Reading Strategies of English as a Foreign language谈英语的阅读策略100．Cultural influence on English Reading论文化背景知识在英语阅读中的作用101．On basic qualities of a successful English teacher论英语教师的基本素质102．On the principle of adhering to student-centred teaching论以学生为中心的教学原则103. On the principle of combining restriction and utilization of native language in foreign languag e teaching论在外语教学中控制和利用母语的原则104. Applying the Communicative Approach in the middle school English teaching交际法在中学英语教学的运用reading skills in English text teaching in middle school105. Cultivating students’ 在中学英语课文教学中培养学生的阅读技巧106. Analysis of Factors Influencing College Student on Autonomous English Learning影响大学生英语自主学习的因素分析107. Evaluation of Autonomous English Learning自主英语学习的质量评估108. Application of Internet and Multi-media in English Teaching网络多媒体在英语教学中的应用109. A Survey Research on Relevance between English vocabulary and reading ability词汇量与英语阅读能力的相关性调查研究110. A Survey of using College English Network Platform大学英语网络学习平台使用情况调查研究111. The Effect of Conceptual Metaphor Theory on the English Vocabulary Acquisition of Chinese Senior High School Students概念隐喻理论对中国高中生英语词汇习得的影响112. Negative Transfer of Native Language in Chinese Senior High School Students' EFL Writing a nd Its Implications to the English Language Teaching中国高中生英语写作中的母语负迁移及其对英语教学的启示113. On Developing Communicative Competence in Teaching English to Chinese High School Stud ents论中国中学英语教学中学生交际能力的培养114. An Investigation of Vocabulary Learning Strategies Taken by Chinese Senior High School Stu dents中国高中生英语词汇学习策略调查115. An Investigation of the English Learning Motivation of Three-year College Students and Its I mplications for English Language Teaching大专生英语学习动机调查研究及其对英语教学的启示116. 经济院校非英语专业学生自主学习态度调查研究A Survey on the Attitude towards Learner Autonomy of Non-English Majors in the University of Ec onomics117. 大学生使用英语多媒体学习光盘现状的调查研究A Survey on the Use of Multimedia Learning CD by College Non-English Majors118. 论多媒体辅助英语教学环境下教师、教材和学生的角色与作用On the Role and Functions of Teachers, Teaching Materials and Learners in the Multimedia-aided English Classroom119. 语用推理对英语听力理解的影响The Effect on English Listening Comprehension from Pragmatic Interference120. 论阅读理解教学中学习者写作能力的培养Writing Competence in Teaching ReadingOn the Culti vating of Learner’s五、英语文学类毕业论文选题121. The Independent Spirit of Hester Brynne in The Scarlet Letter《红字》中海丝特。
论英文广告中双关语的翻译
摘要广告英语作为一种应用语言，有着自己独特的语言特点和风格。
广告英语用词优美，句法简洁却内涵丰富，修辞变化多端，耐人寻味，以最简单的语言表达最复杂的意义，语言的魅力在广告中得以充分的展示。
广告旨在于打动人心，激发人们的购买欲，一字一句都需要充分发挥它的魅力和产品所要表达的商业目的。
因此，广告商挖空心思地追求新的创意，在广告中运用丰富的双关语。
巧妙的双关能使语言含蓄、幽默、生动、机智，起到旁敲侧击、借题发挥的作用，能很好的突出广告的特点，因而在广告中得到大量应用。
本文从同音双关、谐音双关、一词异义双关、一词多义双关几个方面对双关语在英语广告中的运用作了阐述；同时也运用契合译法、分别表义法、套译法、侧重翻译法和补偿法等对英语广告双关语的翻译作了些探讨。
关键词：英语广告；双关语；翻译技巧ABSTRACTAs an applied language, advertising English has its own specific language style and features. With appealing dictions, succinct sentence structures, rich connotation and varied use of rhetoric devices, advertisements surprisingly give full play to the charm of language, using the simplest language to express the most complex meanings. Advertisements aim to stimulate people’s desire for shopping. Therefore, manufacturers wrack their brains to be creative with the use of rich puns. The artful use of such rhetorical devices makes advertisements connotative, humorous, vivid and witty—impressive in a roundabout way. Thus pun becomes widely and frequently used to achieve purposed effects of advertisements. This article aims to elaborate on the various forms of puns such as homophonic pun, paronomasia, antalaclasis and syllepsis, and to probe into some common techniques of translating English puns in advertisements such as fit translation, semantic translation, sets translation, priority translation, and compensation translation.Keywords：English advertisements; pun; translation techniquesContents1．Introduction of pun (1)1.1 The definition and features of pun (1)1.2Classification of pun (2)2. Function of puns in English advertisement (3)2.1 Rhetoric function (3)2.2 Pragmatic function (4)3. Translation of puns in English advertisement (4)3.1The importance of pun translation in English advertisement (4)3.2Delabastita's theory for translating puns (5)3.2.1The comment on Delabastita's method for translating puns (5)3.2.2 Translation methods of puns on basis of Delabastita's theory (6)3.3 Translating techniques of puns in English advertisement (7)3.3.1 Fit translation(契合译法) (7)3.3.2 Semantic difference（分别表义法） (8)3.3.3 Sets translation(套译法) (9)3.3.4 Priority translation(侧重译法) (9)3.3.5 Compensation translation（补偿译法） (10)4．Conclusion (11)Acknowledgements .................................................................错误！未定义书签。
商务英语专业毕业论文选题参考范围
商务英语专业毕业论文选题参考范围商务英语专业毕业论文选题参考范围无论是在学习还是在工作中，大家或多或少都会接触过论文吧，论文的类型很多，包括学年论文、毕业论文、学位论文、科技论文、成果论文等。
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文化对比类1、中西方餐饮文化对比2、跨文化交际与中西文化冲突3、中西方餐桌礼仪差异4、了解中西方不同礼仪在外贸业务中的意义5、中英文在生活中的差异6、文化差异与英汉习语的翻译7、论语境在翻译中的重要性8、英语听说读写四种技能的关系9、方言对英语发音的影响10、英语词汇中的外来语单词11、美国英语的特色12、中外文学作品比较13、报刊英语中标点、缩略语的应用14、背诵在英语中的作用15、英语与美语的差异16、中西饮食文化的比较17、中西文化中礼仪在外贸业务中的比较18、中美商务谈判中恭维语及恭维应答的比较分析19、商务英语信函中词汇特征的分析其他1、礼仪在商务英语谈判中的作用2、商务英语函电在对外贸易中的作用3、商务合同中英语词汇的作用4、商务英语在中国加入 WTO 后的新发展和新趋势5、商务英语函电写作和作用6、商务谈判的成功因素7、中美商务谈判中恭维语及恭维应答的比较分析8、商务英语信函的词汇特征分析9、英汉习语中的明喻、暗喻和借代10、英汉习语对比及反映的东西方文化异同11、英语商标的文化内涵与汉译12、商务谈判中英语的重要性13、礼仪在商务谈判中的重要性14、还盘信中的写作技巧15、商务谈判中成功的要素16、商务函电的写作及用词特点17、入世商务英语写作的措施研究18、外贸单证在出口业务中的地位和作用19、对背信用证和可转让信用证的对比分析20、外贸单证在缮制过程中的要点毕业论文选题参考（1）以下为论文选题范围参考：1）外贸及其相关领域；2）商务英语语言研究与商务英语教学研究；3）商务英语翻译研究；4）市场营销研究；5）国际商务交际研究（2）以下为商务英语专业的参考选题，仅供参考：1） The Influence of Cultural Elements on the Translation of the idioms in Commercial English 试论文化因素对经贸领域中习语翻译的影响2） Commercial English： its characteristics and translation 经贸英语的特点与翻译3）The Characteristics of Business Contract Wording in English &； its Translation 英语经贸契约的用词特点与翻译4）On the Usage and Translation of Prepositions and Prepositional Phrases in Business Contracts in English 英语经贸契约介词和介词短语的用法及翻译5）Understanding and Translation of the Divisional Phenomena in English Economic Contracts 英语经贸契约分隔现象的理解与翻译6）Lexical Features of Business Contract English and Its Translation 经贸合同英语词法特征及其翻译7）Characteristics and Distinctive English Translation of Words in Business Contracts 商务合同英语用词特点及翻译的`特色标记8） The Characteristics and the Present Situation of Foreign trade English Translation 对外经贸翻译的特点与现状9） On the Translation of Commercial Advertisement 谈商业广告的翻译10）On the Role of Social Context in Business English Translation 浅议经贸英语翻译中语境因素的作用11）On the Criteria of Translating English in to Foreign—oriented Economy and Trade Affairs 试论经贸英语翻译的标准12）Translation Characteristics of Economy and Trade English 经贸英语的翻译特点13）Understanding and Translation of the Divisional Phenomena in English Economic Contracts 英语经贸契约分隔现象的理解与翻译14） On Abbreviations in Business English谈经贸英语中的缩略语现象15）On the Strategies of the Mistranslation in Business English 论经贸英语误译的对策16） Multi—angle Views On Business English Translation 经贸翻译的多视角17） A Classification & Translation of Words Denoting Major Positions in Business English 经贸英语中主要职务用词的分类与翻译18）The Classification and Translation of the Business English Terms with the Reference of "Money"经贸英语中含有"钱款"意义词汇的分类及翻译19） A Brief analysis on the Characteristics of Business English Vocabulary 浅议经贸英语词汇的特点20） Word Diction in Economy and Trade Translation 经贸翻译的词义选择21）On the Multi—discipline of the Economic English Vocabulary 论经济英语语汇的多学科性22） On the Features of Business English Letters 浅谈外经贸英语信函的写作特点23） Adjusting the Tone in International Business English 经贸英语缓和口吻表达方法探究24） The Stylistic Features of the Contract English 协议、合同英语的文体特点25） On Translation of English Advertisement 广告英语的翻译26）Advertisement English Translation in Cross—cultural Background 跨文化背景中的广告英语翻译27） On Modifiers of Nouns in English for Foreign Economy & Trade 略谈外经贸英语中的名词修饰语28）On Translation of the Dates，Amount and Numbers（Figures） in the Economic & Trade Contracts 经贸契约中日期、金额和数字的翻译29） Translating Strategy of Modern Business English 现代商务英语翻译策略30） The New Trend of Economy & Trade English after Chinas Entry into WTO经贸英语在中国加入WTO后的新趋势31）Knowledge of Formulaic Expressions in Foreign Economic and Trade Contracts for the Study of Legal English 了解涉外经贸合同套语扫除法律英语学习障碍32）The Principle of Faithfulness in C—E Business Translation 关于英汉经贸翻译的"信"33） Methods and Principles of Trade Mark Translation 商标翻译的方法及应遵循的基本原则34） The Language Characteristics and Translation Strategy of English Advertisements 广告英语语言特点及其翻译策略35） A Study of the Characteristics of Sentences in International Economic Trade Contracts in English 试谈英文国际经济贸易合同的句法特点36）How to Correctly Understand & Translate the Compound Words Formed from Here—， There— and Where—in Economic & Trade Contracts 如何正确理解和翻译经贸契约中Here， There—和 Where 构成的复合词37） he Life of the Translation of the Literature of Economy and Trade—— Accuracy in the Translation 经贸文体翻译之生命——准确性38） On the Rhetoric Character and Translating Method of Advertising English 浅析广告英语的修辞特点和翻译方法39） On Metaphors in Business English and Translation 商务英语中的隐喻及其翻译40）On "Faithfulness" and "Innovation" in Foreign TradeEnglish Translation 外贸英语翻译的"忠实"与"变通"41）The Strategies of Domestication and Dissimilation on Advertising English Translation 广告英语翻译的"归化"和""异化"策略42） Cross—cultural and Cross—linguistic Factors in English Advertisement Translation 英语广告翻译中的跨文化、跨语言因素43）Nominalization application in business English letter writing and its translation 名词化结构在商务英语信函中的应用和翻译44） On the Art of Rhetoric and Translation Approaches in Advertising English 论广告英语的修辞艺术和翻译方法45） The Negative and Active Function of Fuzzy Language in Business Writing 论模糊语言在经贸英语写作中的作用46）The Application of PP （Polite Principle）in Business English Communication47）CP（Cooperative Principle）and Business English Interpretation48）On the Cliché Expressions in Business English 商务英语中陈词腐语探析49）Hypotaxis and Parataxis in the Context of English to Chinese Translation of Business Literature 商务英语翻译中形合义合分析50） On the Preciseness of Business English Contracts 论商务英文合同语言严谨性51）How to Achieve Consideration in Business Correspondence 实现商务函电中“consideration”的手段52） A Research into the Legalese in Applied Business Literature 商务英语应用文中的法制性语言研究53）On the Balance between Conversational English and Old—fashioned English “conversational English” 与“old—fashioned English”的恰当使用54）Features of Foreign Trade English and its Translation Model 外贸英语的特点与翻译模式55）An Analysis of the Rhetorical Devices used in English Business Advertisements 商务英语广告语言修辞探析56） On the Translation of Trademarks 商务英语商标翻译技巧57） Business English Abbreviations and their Functions商务英文缩略语构成及功能58） On the Application of the Politeness Principle in Foreign Trade Correspondence“礼貌”在函电中的恰当使用59）Principles of Translating Economic Literature of Enterprises from Chinese to English 企业外宣资料汉英翻译原则60）English—Chinese Translation of Trademarks：Its Principles and Strategies 英语商标的汉译原则及策略61） The Puns in English and Chinese Advertisements and the Translation of Them 英汉广告中的双关语及其英汉互译62）The Pragmatic Analysis and Translation Strategies of Long Sentences in English Business Contracts 英语商务合同长句的语用分析及翻译策略63）Influence of Cultural differences on the Chinese—English Translation of Business Writing 文化差异对商务汉英翻译的影响64） On Equivalence of Cultural Message in the International Business English Translation 国际商务英语翻译中的文化信息等值研究。
英语广告中双关语的运用技巧翻译
英语广告中双关语的运用技巧翻译1. 引言1.1 什么是双关语A pun is a form of wordplay that exploits multiple meanings of a word or uses similar-sounding words to create humor or a play on words. It is a clever and often humorous way of using language to convey a message or provoke thought. Puns can be found in various forms of communication, including advertising, where they are used to grab the attention of the audience and make a product or service more memorable.1.2 双关语在英语广告中的重要性Double entendres play a crucial role in English advertising, serving as a powerful tool to capture the attention of the audience and leave a lasting impression. These clever language devices allow advertisers to convey multiple meanings within a single phrase or sentence, adding layers of complexity and depth to their messages.2. 正文2.1 双关语的定义和特点Double entendre, a literary device that involves a word or phrase that has two different meanings or interpretations, is commonly used in English advertising to create a sense of wit and humor. This technique allows advertisers to capture the attention of consumers and make their messages more memorable.2.2 英语广告中双关语的优势Another advantage of using puns in English advertising is their ability to create a positive association with the brand. A well-placed pun can convey a sense of creativity and playfulness, which can reflect positively on the brand's image. Puns can also help in creating a unique identity for the brand, setting it apart from competitors and making it more memorable to consumers.2.3 双关语的运用技巧Double entendre is a clever linguistic device often used in English advertising to add humor, create intrigue, and engage the audience. Here are some key techniques for effectively using double entendre in English advertisements:2.4 双关语的翻译挑战Secondly, cultural references and wordplay that are familiar and effective in one culture may not have the same impact inanother. Translators need to be aware of cultural differences and audience expectations to ensure that the humor in the puns is not lost in translation.2.5 如何有效地翻译英语广告中的双关语Effective Translation of Pun in English AdvertisementsTranslating puns in English advertisements can be a challenging task, as it requires careful consideration of both the literal and figurative meanings of the words involved. Here are some tips on how to effectively translate puns in English advertisements:3. 结论3.1 双关语在英语广告中的重要性不容忽视In English advertising, the use of puns is essential and cannot be overlooked. Puns not only grab the attention of the audience but also make the advertisement more memorable and engaging. They add a touch of humor and creativity to the message being conveyed, making it more appealing to the target market.3.2 翻译双关语需谨慎处理，保持原意和幽默感Translating puns requires careful handling to ensure that the original meaning and humor are preserved. It is crucial for translators to fully understand the cultural context and linguistic nuances of both languages in order to effectively convey the double meanings present in puns. Additionally, translators must possess a creative mindset and a good sense of humor to successfully recreate the wit and cleverness that are characteristic of puns.。
论英语广告中的双关修辞和翻译
information recipients----the advertisement receivers. Thirdly, “communication” has been
newspapers, TV, radios, etc. that can make the information reach the information
recipie Advertising
Generally speaking, a full print advertisement is composed of two parts: the verbal
“paid” reflects the fact that the space or time for advertisements generally must be
exchanged with money. Secondly, the “non-personal” indicates that advertisements involve
translator approaches the translation of puns from the perspective of Relevance Theory.
Many scholars have carried out researches on the translation of puns from different
With China's opening up to the outside world, especially after China's entry into the World
双关语
Content Abstract (ⅰ)摘要 (ⅱ)I. Foreword.................................................................................................................. (1)II. Introduction (1)A. Definition of puns (1)B. The features of puns (2)C. The function of puns (3)III. The Types of Puns in English Advertisements (4)A. The use of homophonic puns (4)B. The use of semantic puns (5)C. The use of grammatical puns (6)D. The use of idiomatic puns (7)Ⅳ. The Translation of Puns (7)A. The criteria of translating puns (8)B. The difficulties of translating puns (8)1. The language-related difficulties........ .. (8)2. The culture-related difficulties (9)C. The techniques of translating puns (10)Ⅴ.The Translation Methods of Puns in Advertising (10)A. The translation method of agreement (11)B. Rendering both meanings (11)C. Equivalence translation (11)D. Compensation translation (12)Ⅵ.The Relationship between the Understanding of Puns in English Advertisements and English Stud y (12)A. Enlarging English learners’ knowledge (13)B. Arousing English learners’ interest (13)Ⅶ.Summary (14)Bibliography (15)Acknowledgement (16)Rhetoric Function of Puns (17)Translation of Rhetoric Function of Puns. (21)AbstractAs a figure of speech, English puns have been widely used in daily conversations, stories, novels, advertisements, plays, poems, jokes, riddles, etc. with the purpose of producing a humorous, jocular or sarcastic effect, and making a passage lively and impressive. What‘s more, Punning is one of the most common rhetorical devices used in English advertisements. It‘s essentially a device to make advertisements more humorous and attract addressees‘ attention. This thesis introduces English puns briefly, which includes the features and the function of punning in English advertisements, and discusses the types of punning in English advertisements. Then it deals with the translation of puns in English advertisements, including the criteria, the difficulties and the techniques of translation, and further provides some methods to translate better. The thesis hopes English learners can use puns to enhance their motivation and efficiency in their English study.Key W ords: Pun; Types; Translation; English Learning摘要英语双关语作为一种修辞手段，长期以来被广泛地应用在日常会话、故事、小说、广告、戏剧、诗歌、笑话、谜语等文体中，用来制造幽默、诙谐、讽刺的效果，使语言变得生动、活泼、有力。
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双关语（pun）是英语中一种常见的修辞手法。
该修辞格巧妙地利用词的谐音、词的多义或歧义等，在同一句话里同时表达不同的意义，以形成语言生动活泼、幽默诙谐或嘲弄讥讽的修辞效果，使人读来忍俊不禁。
英语中双关语的构成需要两个基本条件，即双重情境和多义词或同音异义词。
其构成方式主要有四种：一、同音异义双关（谐音双关）1. Seven days without water makes one weak. 七天不进水，人就会虚弱。
weak和week是同音异义词。
因此这句话听起来可以理解为：Seven days without water makes one week.2. On Sunday they pray for you and on Monday they prey on you. 星期日他们为你祈祷，星期一他们对你掠夺。
该句巧借pray(祈祷)和prey(掠夺)谐音构成双关，讽刺了西方一些人貌似虔诚信教，实则掠夺他人的丑恶灵魂。
3. You earn your living and you urn your dead. 人们谋求生计，火化死者。
earn与urn(火化)同音异义，用在一起显得俏皮，别有趣味。
二、同词异义双关（多义词双关）1. A: What's the longest sentence in the world? 世上最长的句子是什么？B: Prison for life. 无期徒刑。
sentence既有“句子”的意思，也有“刑期”的含义。
2. A: You missed school yesterday, didn't you?B: So, not a bit.A本来是问Ｂ“你昨天缺课了，是吗？”而Ｂ故意把它理解为“你昨天想念学校了，是吗？”答非所问，巧妙地化解了尴尬局面。
3. Women have a wonderful sense of right and wrong, but little sense of right and left. 女性对善恶感觉惊人，而对左右感觉麻木。
该句借用同词异义双关讽刺女性方向感差，开车左右不分。
三、语意歧解双关1. Customer: Waiter, will the pancakes be long? 煎饼还是要等很久吗？Waiter: No, sir. Round.不，先生，是圆的。
顾客使用的long指的是时间的漫长，而服务员把它曲解为（形状的）“长形”，趣味由此而生。
2. A: Can you see a female? 你能会见一位女士吗？B: Of course, I can see a female as easily as a male. Do you suppose I'm blind? 当然可以（看得见），我看女士和看男士是一样的容易。
难道你认为我是个瞎子？第一句话中的see本意是“约见，会见”之意，而Ｂ把它歧解为“能看见(have the ability of seeing)”。
四、延伸双关指巧妙运用某些语言现象（构词、发音等），展开联想、临场发挥、适当篡改、适度引申，从而达到某种幽默风趣的效果。
1. A: What is the worst kind of fish? 最坏的鱼是什么？B: Selfish.自私。
单词selfish(自私)碰巧含有一个fish。
作者巧妙运用这一语言现象，答非所问，歪打正着，却意味深远、发人深思、风趣隽永。
2. A: Which is the longest word in English? 英语中最长的单词是哪一个？B: Smiles, because there is a “mile” between the first letter “s” and the last letter “s”.是smiles，因为从第一个字母s到最后一个字母s,中间相隔一英里（mile）。
作者把smiles( 微笑)拆分成s-mile-s，趣味由此则生。
所谓“双关”,是指在一定的语境中,为了有效、含蓄、幽默地表达思想和情感以及提高语言的表达效果,人们有意识地让同一话语具有两种不同的思想、概念、情感等。
不同语义的暗示之所以可能是因为某些词与词之间在音、形、义方面存在着一定的类同现象。
这种类同现象的存在使得人们能够自然地关涉词语的表层信息和它暗指的深层语义。
在英语修辞中,利用语言文字上的同音、同形、同义的关系使一句话关涉到两件事的修辞称为“一语双关”。
在Oxford English Dictionary 中,其定义为:“The use of a word in such a way as to suggest two or more meanings or different association , or the use of two or more words of the same or nearly the same sound with different meanings , so as to produce a humorous effect . ”(用一个词去暗示两种或两种以上的意义或引起不同的联想,或者用两个或两个以上发音相同或相近而意义不同的词,以产生一种幽默效果。
) 双关有一个显著特点就是语言的含蓄性。
说话者话语中真正要表达的意思没有直接表露,而是隐藏在其话语的表面意思之后,暗含的意思才是说话者所要表达的真实意思。
一旦这种真实意思被读者领会,便会让人感到余味无穷,引人思考,从而增强语言的感染力。
把“双关”修辞格运用到习语中不仅能使语言更加幽默和风趣,而且还能起到一箭双雕的效果。
一般说来, “双关”修辞有两种形式:一种是语义双关,即利用英语中一词多义的现象,使其具有两种不同的意义从而产生的双关;另一种是谐音双关,即利用同音或近音异形异义词构成的双关。
下面,我们就从这两个方面来看看“双关”修辞在英语习语中的运用。
一、语义双关语义双关是利用英语中一词多义的现象,将同音同形异义词或词组放在特定的上下文中,使其同时表达两种不同的意义从而达到一语双关的效果。
英语素以习语而闻名于世。
英语习语言简意赅,表达简捷洗练,语言生动活泼,具有浓郁的生活气息和修辞色彩。
而一词多义现象引起的语义双关在英语习语中的运用不仅使习语语言更加丰富多彩,而且使习语更具有生命力。
例如:1)“I send you some suggestion. Have you carried out any of my ideas ?”“The office boy did. He c arried out your ideas with his waste - paper basket . ”(“我叫人把一纸建议送交了你们,你们是否采纳了其中的某些建议呢?”“办公室的仆童干了。
他把你的意见书装进废纸篓里拿出去了。
”)“carry out”是由一个双关词组构成的习语,它既有“执行,采纳”之意;又有“把?运出去”的意思。
这一习语通过一词多义的语言手段来制造意思上的歧义,使听话人的理解与说话人的原义产生距离,从而达到意想不到的幽默效果。
2)“What d id the telephone girl say to you when she broke the engagement ?”“She said :… Ring off . ‟”(“电话女郎在切断电话时跟你说什么了?”“她说:…把戒指拿下来。
‟”)这是由两个双关词组构成的两个习语。
brokethe engagement 意为“解除婚姻”;或“电话打完后切断电话”。
Ring off 的意思是“把戒指拿下来”;或“挂断电话”。
这两个习语同样也是利用一词多义的现象来引起歧义,让听话人听了不由得会心一笑。
3) He never offers to buy any wine , but he always takes the lion‟s share when a bot tle is opened.(他从不主动买酒,但每次打开一瓶酒,他总是喝得最多。
)“the lion‟s share”是由一个双关词组构成的习语,本义为“狮子的那一份”,这里是比喻义,意为“最大的那一份”。
这句话把一个吝啬、小气但又贪得无厌的形象栩栩如生地呈现在大家的面前。
4) ———What weather do mice most dislike ?———When it‟s raining cat s and dogs.“cat s and dogs”这一习语主要用来指下雨。
根据北欧神话,猫对天气有很大影响。
“猫尾巴藏大风”是一句水手习语,据说驾暴风雨的女巫总是化作猫形。
狗和狼都是风的信号,都是暴风雨之神奥丁的随从。
因此猫可看作是暴雨的象征,狗是伴随暴雨的强风的象征。
这一习语恰到好处地被安排在句中,字面意思就成了“猫狗从天而降”。
那么老鼠自然是最不喜欢了。
从上述例子我们可以看出,习语中的语义双关巧妙地运用了词的多义性,使它在一定的语境里同时具有两种语义,即一语双关,给听读者留下深刻的印象,达到意想不到的幽默效果。
二、谐音双关谐音双关是将两个语义本无联系的同音或近音异形异义词,天衣无缝地安排在句子中,使之产生语义上的双关(叶富莲,1994) 。
它是人们常用来表达幽默的语言形式。
虽然谐音双关在习语中的运用没有词义双关那么普遍,但它也具有自己的特色,为习语语言增添了不少色彩。
例如:1) Then there was the man in the restaurant .“You are not eating your fish ,”the wait ress saidto the man.“Anything wrong with it ?”“Long time no sea [ si : ] ,”the man replied.Long time no see 是朋友之间见面时的问候语,意为“好久不见”。
在这则小幽默中,这位男士利用sea 与see 的读音相同构成谐音双关,既巧妙地回答了女侍者的问题,“Long time no sea”即这条鱼离开大海很久了,已经不新鲜了;又含蓄地指责了这家饭店对顾客不负责的态度。
2) You earn your living and you urn your dead.(谋生即筑墓。
)此句是一个利用earn 和urn 两个词在发音上的完全相同而构成的谐音双关。
发话者利用谐音法把这两个词组合在一起,使句子富有哲理,发人深思。
综上所述,英语习语利用谐音双关的同音异义词使句子产生语义上的双关,不但语意含蓄,而且产生幽默和讽刺的效果,从而丰富了习语的语言表达形式。