Li Xiang
Abstract: Pun is a common rhetorical device in English advertisements. The translation of puns is itself a difficult point, while the translation of puns in advertisements is more complicated. This paper expounds the application skills of pun from the aspects of phonetic pun, semantic pun, grammatical pun and idiom pun. On the basis of considering the double meanings of puns and the style of advertising language, this paper makes a preliminary discussion on the translation of English advertising puns from the aspects of corresponding translation, separate expression, collective translation, emphasis translation and compensation translation.
Keywords: advertising language; Pun; translate
Puns and their translation in English advertisements
Lin & Zhan Jing-Hui
(Foreign Languages Department of Harbin Institute of Technology, Harbin 150090, China)
Abstract: Pun is one of the most common rhetorical devices in advertisements. This paper is about the skills and translation of puns in English advertisements. Puns in advertisements are formed in various ways. The translation of puns is difficult because it has double meanings, and the translation of puns in advertisements is even more difficult because people must remember the double meanings of puns and the style of advertisements.
Keywords: advertising language; Pun; translate
cite
Whether it is a commodity advertisement or a public service advertisement, the creation of advertisement is a comprehensive art, which integrates sociology, aesthetics, psychology, marketing, acoustics, literature and linguistics. This art form of copywriting requires more skills than other forms of writing. It should use the principle of sales promotion to write elegant, popular, vivid and interesting words with special appeal, attract readers' attention in an instant, stimulate their desire to buy, and finally promote their buying behavior. Therefore, the proper use of literary language in advertising copy will make the connotation and influence of advertising language far beyond the advertisement itself. Pun is a common rhetorical device in advertising creation. Pun, as its name implies, is to express the double meaning of one bright and one dark in a specific language environment, which not only attracts attention, but also causes association. Puns are widely used in advertisements because of their rhetorical effects such as conciseness, humor, novelty and novelty, which can highlight the characteristics of advertisements.
1. The Application of Puns in Advertising
As a rhetorical device, puns are ubiquitous in advertisements, including phonetics, vocabulary and syntax. In advertising, in order to increase the attractiveness of advertising, advertisers strive for new ideas, which makes the application skills of puns in advertising more complicated. Clever puns can make the language subtle, humorous and vivid, giving people room for aftertaste and imagination. More common are the following aspects.
1. 1. Homophonic pun
"Homophonic puns are composed of words with similar spelling and pronunciation" 1. Advertisers are very happy to use homophonic puns, because such puns have humorous, playful and funny language style, which can enhance the persuasiveness and appeal of advertisements and leave a deep impression on consumers.
(1) Give your son and heir more sunshine and air. 2
There is plenty of sunshine and fresh air here, all for your future generations.
In this advertisement for bathing beach, the producer skillfully used two pairs of homophonic words, Sun-son and Air-heir, which made the advertising language not only harmonious and pleasant, but also humorous and infectious.
(2) Trust us. More than 5000 ears of experience. three
Trust us. After more than 5,000 ear tests, it has more than 5,000 years of experience.
This is an advertisement for hearing AIDS. Literally, it shows that the product has been tested by many consumers, but a pair of homophonic words ear-years are cleverly embedded between the lines, which fully implies the long history and tried-and-tested excellent quality of the product.
Many advertisements make a fuss about brand names. Puns in brand names can not only increase the interest and humor of advertisements, but more importantly, make brand names attract people's attention, make them easy to remember and increase publicity offensive, thus achieving the purpose of promoting products. Puns in brand names are mostly homophonic.
(3) WEAR-EVER introduced a new concept: cleanability. four
"Eternal" glass stove brings you a brand-new concept: cleanliness.
Here, manufacturers use the ambiguity of their trademark WEAR-EVER to promote their products: on the one hand, WEAR-EVER is their brand name, on the other hand, the word has another meaning: it is both wear forever (reflecting the durability of products) and where (indicating that it is popular everywhere). Advertising promotes its products from many angles, which can arouse customers' desire to buy and has a certain persuasion effect.
1.2. Semantic pun
Semantic pun is a pun formed in a specific environment by using the ambiguity of words or sentences. This kind of pun is also widely used in advertisements, which is similar to homophonic pun.
(4) the label of the result.
Black labels need more respect. six
Wine is a sign of success. Black logo makes you more distinguished.
Semantic puns are also common in brand names. This is an advertisement for whisky. The label has two meanings, one is "logo" and the other is the brand of whisky-black label. Through the use of puns, advertisements remind people that when they succeed, they will drink this wine. At the same time, the brand name is used as a pun, which is convenient for consumers to remember the brand and thus become interested in the goods.
(5) spoil yourself and don't spoil your figure. seven
Eat to your heart's content and don't gain weight.
This is the advertising title of slimming ice cream specially produced for dieters. Puns exist not only in the names of commodity trademarks, but also in the titles. Spoiling yourself is "enjoying yourself"; To spoil one's figure is to "ruin one's figure". This advertisement makes dieters naturally accept the advertisement in a relaxed and humorous tone, which makes them want to buy.
The deal with us is a good deal for you. eight
Doing business with us means that you have made a good deal.
The beauty of this sentence lies in the good use of the three meanings of deal in the sentence, namely, "doing business", "doing business well" and "a lot". A good deal makes a wonderful pun.
1.3. Grammatical Pun
Grammatical pun refers to puns caused by grammatical problems, such as omitting structures and that a word or phrase has more than two grammatical functions.
(7) What kind of beer can be called a real German beer?
This will do. (There is a can of beer next to it) 9
What kind of large beer can be called authentic German goods? This will do.
This is an advertisement for Lager brand light beer. Can in the sentence can be used as both a modal verb and a noun (beverage can). Because of the pun of can, the pun of Lager brand name and the clever use of illustrations beside it, the advertisement has a certain humorous effect and left a deep impression on readers.
Coincidentally, the Coca-Cola Company also made a fuss about the word "can".
(8) No cola can refresh you. 10
Nothing can refresh you like coke.
Can in the sentence can be understood as both the noun "can, listen" and the modal verb "can", and the whole sentence can be understood as coke refresh you like no other (can: tin, drink) can (refresh you). The advertisement of 1 1 is humorous and full of literary interest, which can make the goods printed in the reader's memory for a long time together with this advertisement.
1.4. Idiom or proverb pun
Advertising language is especially good at quoting some familiar idioms or proverbs. Based on people's original social and cultural knowledge, these advertisements form puns with distinctive and unique language forms, which not only enhance the attractiveness of advertisements, but also embody the artistry of advertising language and make advertisements have unforgettable meanings.
You will be crazy about the nuts you got in Nux. 12
You can't put down Knox nuts.
From the literal meaning of the advertisement, go nuts means "buying nuts", but it is also an idiom meaning "crazy, crazy". The use of puns shows that Knox brand nuts are irresistible to people.
(10) A piece of Mars a day allows you to work, rest and play. 13
A piece of Mars chocolate every day makes you work like work and play like entertainment.
This advertisement reminds people of two very familiar idioms: an apple a day keeps the doctor away; All work and no play makes Jack a dull boy. The advertisement not only borrows the idiom pattern in language form, but also quotes the contents of two idioms, so that people can draw a new judgment from the already familiar idioms: Mars brand chocolate can not only make people healthy, but also make people energetic at work and relax at rest.
2. Translation of advertising puns
Advertising language is a refined, implicit, expressive and encouraging language, while pun is a double-meaning expression, which has insurmountable translatability obstacles in language structure and expression. Therefore, the translation of English advertising puns should choose appropriate Chinese expressions according to the content and characteristics of advertisements, which should not only fully take care of the style of the original text, but also convey the information of the original text as much as possible. It is still possible to use dialectical translation methods to translate English advertising puns, minimize the loss of information in translation and enhance the characteristics of advertising language style.
2. 1 Conform to translation
It is generally believed that puns are untranslatable because of their sound, form and meaning. But "some puns are not absolutely untranslatable. Bilingual coupling is possible "14. On the basis of bilingual coupling, the form and content of advertising puns should be taken into account in corresponding translation, which is the highest realm of advertising pun translation.
(1 1) It is easier to remove dust by using stre-e-etch! 15
The word stretch is not only "elongated" as the brand name of dust removal cloth, but also its spelling is cleverly elongated, conveying the original intention of the word "elongated". It is easy for people to think that the dust-proof cloth can prolong the function of human arms, and truly and vividly render the effect of "stretching and pulling, strong dust removal". The repetition of the word "la" in the translation reproduces the stretching effect of the original text and forms a sensory extension. The use of four-character phrases and rhymes conforms to the stylistic features of Chinese advertisements.
2.2 Respectively express meaning
In order to fully express the double meanings of puns in translation, in addition to the overlapping translation method under bilingual coupling, "flexible measures can be taken to peel off the double meanings of puns and split them into two layers to express them". 16
(12) The unique spirit of Canada. 17
In this Canadian wine advertisement, the word spirit is a vivid work, which can be interpreted as both "white wine" and "spirits". In order to keep the double meaning, it can be disassembled and translated into "Canadian wine with unique flavor and unique Canadian spirit" 18.
(13) I'm quite satisfied. 19
(14) requires more. 20
These are two pun patterns set by Moore cigarette in advertising language. They skillfully used the double meaning of the word more: more is an adverb, meaning "more, more"; After capitalization, it becomes a brand name. These two advertisements make it easy to remember the brand of the goods, and at the same time give people the impression that the products are superior to similar products and can satisfy consumers more. Translated as: "Moore cigarettes, I am quite satisfied"; One more, more moles. The meaning of pun is divided into two layers, which are expressed separately in the translation, and the four-word structure is catchy to read.
It is worth pointing out that although this translation method retains the double meaning of pun, it loses the simplicity, humorous charm and interesting meaning of the original text.
2.3 sets of translation methods
Some advertising puns are based on certain cultural background. The spread of English language and culture in China has formed a bridge between bilingual translation. Plagiarism is to apply the inherent pattern of English to Chinese to translate English advertisements.
Everything is fine with a happy ending. 2 1
This advertisement is actually an English idiom, which means "Everyone is happy". But when advertisers use it in cigarette advertisements, ends has a double meaning: the verb "end" and the noun "cigarette end". Applying the translation mode of the original idiom, this cigarette advertisement word can be translated into "cigarette ends are good, cigarettes are good".
(16) Better late than late. 22
This punch line comes from the idiom "Better late than never". Its beauty lies in not only quoting the structure of idioms, but also using the pun meaning of late, which means dead people here. The use of puns has made this traffic public service advertisement have a strong shock. Its translation can be translated as "Better late than never" 23
We are not proud of prejudice. 24
This is a quip used by The Times to promote itself. It originated from Austin's masterpiece Pride and Judgment, and was quoted by the newspaper as an advertisement to flaunt justice and safeguard justice. This advertisement can be translated as: "We are not more conceited than your prejudice". For those who know Pride and Prejudice, the pun meaning of this translation is self-evident.
The advantage of set translation method is that it can convey the cultural connotation of the original advertisement, and at the same time, it can basically ensure the concise and clear language characteristics of the original advertisement. However, the connotation of puns cannot be fully displayed, so the translation loses the humor, wit and wit of the original advertisement.
2.4 Pay attention to translation
Clever puns in advertisements are sometimes "difficult to express in translation, and as a result, formal meaning, homophonic meaning and implied modality have to be sacrificed". In particular, some advertisements contain multiple sets of puns, so we have to pay attention to translation to keep the conceptual meaning.
(18) The driver is safer when the road is dry;
The road is safer when drivers don't drink. 26
This advertisement promoting traffic safety uses the word dry (dry; Don't drink) constitutes a pun, which is very warning to drivers. Translated, the word dry can only have one meaning in the upper and lower sentences: the road is dry and the driver is safe; The driver woke up and the road was safe.
(19) When the wind bites … and you want to bite … then bite a whole nut. 27
The word bite has multiple meanings here: stinging; Food; Take a bite. Its multi-layer meaning makes the feeling brought by all-nutrient nuts to people who are hungry and cold jump out. The translation of this advertising word can express the multiple meanings expressed by the word bite: "When the wind is biting and you want to eat, please chew all-nutrient nuts."
(20) Butrin-the right choice.
Don't emphasize this point, or be conservative in your choice, or be generous in spending money. Come to Butrin's house for a real party.
There is a great party ahead. 29
This is an advertisement made by the travel company for itself by using the competition of political parties. In the advertisement, the Labour Party, the Conservative Party and the Liberal Party are the names of the three political parties, and the Labour Party explained this in detail. Choosing conservatism means "choosing conservatism", and spending generously means "spending lavishly". Party is also a pun, referring to both "political parties" and "parties". The use of several sets of puns in advertisements has left people with the impression that travel companies can be trusted, and it can be said that advertisements have reached a wonderful realm. Unfortunately, however, it is difficult to translate all the beauty of multiple puns like this, so we have to adopt the translation method of preserving the conceptual meaning and sacrificing puns:
"Butrin Tourism Company-your right choice.
Stop chattering,
Do not be conservative, do not hesitate,
Don't spend money recklessly.
Go to Butrin Travel Company and attend a real party.
A big party is waiting for you! "
Focusing on translation is a helpless choice of double or even multiple meanings of advertising puns. After such a choice, the translation only has a double meaning, and there is no pun at all. Most advertising puns are suitable for this translation method. In fact, this emphasis on translation is an example of the obstacle of pun translatability.
2.5 compensation conversion
Most advertising puns can be translated by focusing on translation. However, sometimes after one meaning of a pun is translated, the other meaning is also very important, but it cannot be translated at the same time. At this time, some compensation methods can be used to make up for it. For advertisements, these compensation means mainly refer to the media that carry advertisements, such as TV images, broadcast sounds, newspaper layout design, etc.
(2 1) OIC
This is an advertisement for glasses. Three simple capital letters are shaped like glasses and pronounced "Oh, I see". Advertising not only uses visual language to attract people's attention, but also uses auditory language to express the happiness that glasses bring to customers with poor eyesight. However, it is difficult to give consideration to both vision and hearing in the translation of advertisements, so we can only translate from hearing: "Wow! I saw it. " Visually, the shape of glasses composed of three letters can be compensated by the visual language elements of media and graphics carrying advertisements. This is an important means of compensation for advertisements that rely on the media.
summary
In a word, pun is a very common rhetorical device in advertising style, which not only makes advertising language concise, rich and humorous, but also makes advertising attractive and easy to remember. However, the translation of advertising puns deserves further study. Above, we only discussed several translation modes of advertising puns. In actual translation, in order to achieve the maximum equivalence between the translated text and the original text, we should not only use one or two means at any time, but must dialectically choose the most appropriate means to convey the meaning of the original text from the specific situation.