廣告英語中雙關(guān)語的語用功能外文翻譯-其他專業(yè)(編輯修改稿)
2025-02-24 11:07 本頁面
【文章內(nèi)容簡(jiǎn)介】 res of speech are frequently and widely used as an important characteristic of advertising English in creating advertisements, among which pun is loved deeply. The rhetorical of pun is a mon skill in creating advertisement. Webster defined pun as “the use of 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”. As a game of words, pun leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristics—information function, demand creation function, persuasive function, get action function, and goodwill establishment function. So pun is very popular in advertisement. This article will focus on analyzing the pragmatic function of puns to illustrate how puns achieve advertising effects and the translatability of pun in advertising English. II. The Application of Puns in Advertising English A. Definition of pun Looking at the same issue from different perspectives, we may often e up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways. In this paper, I will adapt a clear one form Oxford English Dictionary, in which pun is defined 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 to produce a humorous effect.” 9 B. Types of Puns in Advertising English As a rhetorical device, the application of puns in advertising English reflects its unique features mainly in pronunciation, words and sentence structures. The present author holds that puns are usually used in the following four ways. 1. Homonymic puns Homonymic puns, mainly based on the use of homophones, are quite popular in all languages. In modern English, there are a lot of words of similar forms but absolutely different meanings sharing the similar pronunciation, which to some certain extent causes a sense of humor. Examples: More sun and air for your son and heir. 我們 這里有充足的陽光，清新的空氣，這對(duì)您的兒子 ——您事業(yè)和財(cái)產(chǎn)的繼承人大有裨益。 In an impressive way, this sentence makes customers be aware of the great significance of living in a clean environment and keeping a good health. Without any doubt, it is a success, for smart using of two groups of words with similar sounds and forms, . sun and son。 air “and heir, which makes the advertisement easy to read and remember for customers. 2. Homographic puns Homographic puns, which takes effects under the certain situation where multimeaning words are used, correspondents to the application of homonymic puns. Examples: Money doesn39。t grow on trees, but blossoms at our branches. 錢不能長(zhǎng)在樹上，在我們 “行 ”就能。 This is an advertisement of Lloyd Bank in Great Britain, in which the word branch has more than one single meaning. Trees in the front part can be understood as branches, and the further meaning of which is branches of banks. Readers of this advertisement are expected to believe that to deposit one39。s money in Lloyd Bank means to enjoy an increment of his money. It is obvious that homographic puns contribute a lot in adding a sense of humor in advertising. 3. Semantic puns The application of semantic puns in advertising English is much more flexible than the above ones, in which attention is attached to the overall meaning of the sentence. Besides, it makes the advertisement meaningful and thoughtprovoking. 10 Examples: Spoil yourself and not your figure. 盡情大吃，不增體重。 This is an advertisement for WeightWatcher icecream whi
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