英國市場營銷專業assignment代寫需求部分節選
07-24, 2014
隨著社會經濟的發展,廣告已經通過日常生活的各個領域,成為人們生活中最重要的部分之一。商業廣告或非盈利廣告正在全面的藝術化。它包含聲音語言、圖片、音樂、顏色和其他藝術形式。廣告通常是贊助商通過各種媒體支付和有說服力的自然產品,并且確定產品的服務思想。廣告的目的是吸引消費者的注意力和激發他們的消費欲望。而我們廣告學的目的是如何使廣告讓人印象深刻。選擇用詞也許是最重要的。實現上述問題,需要不同種類的廣告英語中經常使用一系列方法。在廣告中有許多修辭手法等特性相似,比喻、擬人、夸張、重復、對比和雙關語。然而,所有這些特性中只有雙關語被廣泛使用,深受人們喜愛。它在人們心中留下了機智和幽默的印象。有多種方法,形成雙關語，而英語語言本身是不同的,一個詞通常有很多種的意思。因此雙關語在廣告的翻譯中更加困難,因為你必須保持一個雙關語的雙重含義及廣告的風格。
Introduction引言
1. The Definition and Current Situation of Scenery Method風景的定義和現狀的方法
1.1 The Definition of Advertisement
It is hard to find a famous definition of advertising. Advertising has been described as a mode of communication designed with the attempt to convince people to begin or increase the use of a product or service. [1] One definition of advertising is: “advertising is the nonperson communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” [2] As we know Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Advertising is divided into economic advertising and non-economic advertising. In recent year, economic advertising developing so fast. It is also called Commercial advertising, for the purpose of profit in advertisement. Usually it is in the important means of communicating information between producers, operators and consumers. The main purpose is to expand economic benefits.
1.2 The Definition of Pun
For the pun, there are a lot of explain. The Oxford English Dictionary’s definition 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.” Webster’s Third New International Dictionary’s definitions “The humorous of a word in such a way as to suggest different meanings or applications or of words having the same or nearly the same sound but different meanings: a play on words. Pun just as its name implies “A play on words, either on different senses of the same word or on the similar sense or sound of different words.” For example, TIME is ready to make time for you.[3] “make time” can mean “find enough time to do something.” Also mean that “move or travel quickly.” Another “Great Reflections” “Now, get a mirror-deep shine that’s a great reflection on you.” The advertising is the car of DuPont. The shiny car will cause clear mirror like you character as a responsible person who takes good care of his/her car. A pun is a rhetorical device that people use the polysemous or homonymous relation of a language to make a word, a sentence to involve two things of meanings. There are various types of pun, such as homophonic pun, paranomsain pun, antanaclasis pun, sylleptic pun and asteismus pun.
1.3 Current Situation on Pun in Advertising
Along with the global economy development and the trend of economic globalization, the circulations of commodities have become increasingly frequent. Each country tries to fight for the World Market and scramble to sell their products. And “Therefore advertising becomes popular use to attract public attention to something, importing direction by use of a kind of means” Advertising is the simplest language to express the most complex meanings. The purpose of advertising is to impress people, and a pun is perfectly outstanding advertising characteristic, Masterly pun can make the language implicative, humor, lively, witty, plays the role of beat about the bush, make the use of a subject to elaborate one’s own ideas, perfectly outstanding advertising characteristic, Thus in advertising gets massive applications. Anyhow, advertising as a promotion means, in order to let the customer can remember this commodity. Pun is both to attract audience attention purpose, and can accurately convey information; we can reap an unusual advertising effectiveness.#p#分頁標題#e#
2. Types of Pun雙關語的種類
Pun is a phrase with a double meaning what people say, one is literally namely itself implications, another is the illocutionary. From the meaning of pun we can be roughly divided into homophonic pun and meaning pun. Homophonic pun refers to the spelling similar, similar sounds or of close words which constitute the pun. Meaning pun refers to the meaning of words in a particular circumstance under the pun constitutes. So we can put a pun into homophonic pun, paranomsain pun, antanaclasis pun, sylleptic pun and asteismus pun.
2.1 Homophonic Pun
Homophonic means using sound the same or sound close condition to make the words or sentences semantic pun. It is one of the commonly used gimmicks in advertisements. Because “There exist no information channels of bilingual conversion at the sound level” [4] sometimes we can seen the biased sound puns in the daily life. It concludes close sound pun and the same sound pun.
A. Flour Company of Pills burg had such advertising: Everybody kneads (needs) it. Kneads and needs are happened to for a sound. As the Flour features of use need to knead, and clever site out - flour everyone needs. So the infectious is easy to attract customers.
B. As the developing golf is no longer a rich man’s sport; there are many poor players. In this sentence “Poor” is a homographic word, bearing two meanings “not rich” and “not good at something”. The Chinese translation conveys only one meaning of the sentence, and the real meaning that the people intends to express in the second clause is not conveyed. As it is known that the Chinese language is a completely analytical language and words are formed mainly through amalgamation. In terms of amalgamation we mean putting two or more characters so as to make the words precise in meaning.
C. Homographic pun is also seen in the brand of goods.
For example: The label of achievements. Black Label commands more respects. The example is an advertisement of whiskey, “label” has two meanings, one is “sign”, and another is the brand of wine-“Black Label”. This advertisement make s the people associate with drinking this brand wine when they to give outstanding service and is famous by the means of pun. The same, it can help consumers to remember the brand conveniently, and then let them interested in whiskey .
2.2 Paranomsain Pun
Just as its name implies, paranomsain refers to two or more different words, though with different forms and different sounds but with similar pronunciation. It constitutes a pun.
A. Trust us. Over 5000 ears of experience. Believe us is correct.
Crystallization of the experience of the 5000 ears. This is a selling advertising of hearing AIDS, Using ear and year almost sounds consist of pun, In the show while the best-selling products. That it has a long history, many paranomsain puns, skillful combine the product brand name, thus improving the product well-knowingness and reputation.#p#分頁標題#e#
B. WEAR- EVER introduces a new concept in glass ovenware : CLEANABILITY.
Here's producers on one hand is recommended product name (WEAR-EVER), and introduce the performance of product is strong and durable (wear forever), on the other hand explains its popularity (Welcome people everywhere /wherever).
2.3 Antanaclasis Pun
Use the multi-meanings of words in a certain context; it will originally say his righteous word is used to say the righteousness to make the two senses connected up.
A. Bring China home.
This is an advertisement of ceramics factories in Shanghai 2010 Expo, in this sentence we can know that two meanings. Take the wonderful China home, and bring the fine ceramic to home. In English china has two means: China and china. One is for country, another for ceramic.
B. We must all hang together, or assuredly we shall all hang separately. (Benjamin Franklin)
The first word “hang” and “together” makes a n idiom, mean to “Solidarity”, the last “hang” is the mean of “strangle”. Same, different meaning literally, take concerted action, dramatic language, concise and comprehensive.
C. Learn some craft when young, that when old you may live without craft.
The first word “craft” is meaning of workmanship, another is the legerdemain, shape agree with different, Two meanings interconnected, interest is very thick.
2.4 Sylleptic Pun （一詞多義雙關）
Sylleptic pun is also called polysemy pun. Someone translated the sylleptic as “give consideration to two or more things”, and this is completely different with what we are going to talk about “ polysemy pun”. The pun and antanaclasis are similar, the only difference in sylleptic pun is the word only appears once but may make many meanings. And the scholars pointed out that “using sylleptic pun is more interesting, cleverer than antanaclasis pun”.
A. Ask for More. I’m more satisfied.
We can translate the sentence for “More cigarettes you get more”. There are two meanings of More, One is the word itself “more”, so someone translate it to “again and again, suck the cigarettes more”; second is the cigarette’s brand “More”. Therefore in the process of translating, only making it separate, to achieve the result of sylleptic pun.
B. An ambassador is an honest man who lies abroad for the good of his country
“Lies” translate to “tell a lie” or “live”. Sylleptic pun have a humors sense .
C. The unique spirit of Canada：We Bottled It. [5]#p#分頁標題#e#
Right to the finish, its Canadian spirit stands out from the ordinary. What keeps the favor coming? Super lightness. Super taste. If that’s where you’d like to head, set your course for Lord Calvert Canadian.
2.5 Asteismus Pun（歧解雙關）
Asteismus pun is a type of pun, but different with pun. Pun is often the speaker are subjective to implies the pun, and Asteismus pun is often the speaker are unwittingly, easy cause misunderstand.
A. Customer: Waiter, will the pancakes be long?
Waiter: No, sir. It is round.
The word “long” customer refers to time cost so long, but the attendant to it misconstrued as (shape) “long shape”
B. Customer: Have you got any chicken’s legs?
Waiter: No, sir, I always walk this way!
The dialogue with the attendant showed misunderstandings among customers. Customers want to eat chicken leg, asked the waiter if it have this dish. Waiter misunderstood for customer laughed at him like the chicken legs, so countered: “I have always been such walking.”
3. The Function of Pun 雙關語的功能
3.1 Appreciation of the Beauty in Pun
3.2 Humor
3.3 Persuasion of Pun
4. The Translation Methods of Pun in Advertising在廣告雙關語的翻譯方法
4.1 Literal translation
4.2 Free translation
5. Conclusion結論
Advertisement is an effective way for the companies to promote their products. To increase the market among the severe competition, it is important to create out a wonderful advertisement to show their products, and figures of speech is an effective way to achieve the purpose. In a word, the pun is a very common method in English advertisement. It not only makes the advertisement language succinct, vivid and humor, but also let the people pay more attention to the advertisement and remember it easily. It is a good way to use puns in advertisement language if advertisements want to gain good influence. It will be helpful with the primitive advertisement product propaganda if we understand the feature of pun in advertisement language and transmit inter-language effect. The methods discussed in the paper are some of possible strategies in the translation of pun of advertisement. Among the figures, pun is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful. Thus it is the most widely and frequently used approach in English advertisement. Pun in English advertisement has many styles. Such Homophonic Pun, Paranomsain Pun, Antanaclasis, Sylleptic Pun and Asteismus Pun as Only after handle these pun's classification properly, we will more appreciate pun's attractiveness. And in most of English advertisements pun can result in the effect of humor, wit, beauty and economy and these effects always give people great impressions. Thus after understanding these pragmatic analysis, pun would be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.
In the actual translation, it must accord to the concrete condition and then use other effect method to express the text’s meaning. It will help people to study Chinese advertisement through the analysis of English advertisement. And the successful translation of example also helps translation enterprise have a further development. On one hand, puns violate the Cooperative Principles. On another hand, puns obey the Relevance Theory. Therefore, a conclusion can be drawn that pun does not interfere with the communication of both sides. It makes the advertising language novel, unique, concise, and colorful, and attracts consumers’ eyes. However, this paper also has some deficiencies because the theories are not very comprehensive. It only briefly discusses several theories just including Theory of Pun, Cooperative Principle and Relevance Theory. The best results of ads depend on the specific situations in practical application. The advertisers should link and further study the various theories, then choose the most appropriate means to convey the original meaning of advertisement.#p#分頁標題#e#
References文獻
[1] By Fidel Prida, Home Business Dollars
[2] Bovee, 1992, p. 7
[3] 宋宏，廣告英語閱讀與欣賞。國防工業出版社，2006
[4] 梁婷，冬地從. 英白廣告適用腳冊[M]. 敗皆：東北財經大學出版, 2003
[5] 李中行，廣告英語。1987，P133
[6] 張愛平. 雙關語的作用及其翻譯[J]. 漳州師范學報, 1995, 3 P89</P< p>]
Introduction引言
With the development of social economy, advertising has been used by every field of daily life, become one of the most important parts in people's life. Commercial or non-profit advertising is a comprehensive art. It contains the sound language, pictures, music, color, and other art forms. Advertising is usually pay and persuasive natural products, service the idea of determining sponsors through various media. The purpose of advertising is to attract consumers' attention and stimulate their desire to consume. The purpose of advertising is to make impressive advertisement. Choose words or phases may is perhaps the most important. Realize the value, different kinds of frequently used method in advertising English. In advertising, there are many rhetorical features such as similar, metaphor, personification, hyperbole, repetition, contrast and pun. However, all of these features, pun is widely used and loved by people. It must leave a deep impression in the minds of the people of readability, wit and humor. Compaction is one of the most common rhetorical devices used in advertisements. There are various ways to form puns in advertising. The English language itself is different, the meaning of a word is usually doubles. Puns in advertisement translation is more difficult, because you have to keep the double meanings of a pun and the style of advertising. This article is about the function of the use of puns and translation of puns in advertising English. It expresses the puns function the way beautiful, humorous or stire and persuade. Use the word polysemy or with spelling words make the word use witty phenomenon. Advertising English sometimes use puns, make the product sounds more interesting and attractive, give the customer a daydream. For example, I'm more satisfied! And some airlines, for example, English advertising: "a long reach better." "Stretch" the meaning of "the first time." The second said "or a continuous process." His AD shows flight, a good and harmonious environment. Different linguists hold different opinions advertisement pun. Advertisement pun, generally speaking, there are five types: homophonic puns, paranomsain puns, antanaclasis puns, asteismusand and usage of pun. Then after classifying function changes and derivatives are analyzed. In addition, the analysis of puns in advertisement translation is very necessary. There are three methods of translation: literal translation, free translation and literal translation. According to different situations, different puns require different methods. Advertisement pun jobs has many advantages, such as memory and attention value and persuasive, humorous and witty effect. A good advertisement often leads to success of the business, and getting an unexpected result. Advertising plays an important role in providing product information, information dissemination, stimulate the purchasing power. #p#分頁標題#e#
1. The Definition and Current Situation of Scenery Method風景的定義和現狀的方法
It is hard to find a famous definition of advertising. Advertising has been described as a mode of communication designed with the attempt to convince people to begin or increase the use of a product or service. [1] One definition of advertising is: “advertising is the nonperson communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” [2] As we know Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Advertising is divided into economic advertising and non-economic advertising. In recent year, economic advertising developing so fast. It is also called Commercial advertising, for the purpose of profit in advertisement. Usually it is in the important means of communicating information between producers, operators and consumers. The main purpose is to expand economic benefits.
1.2 The Definition of Pun
For the pun, there are a lot of explain. The Oxford English Dictionary’s definition 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.” Webster’s Third New International Dictionary’s definitions “The humorous of a word in such a way as to suggest different meanings or applications or of words having the same or nearly the same sound but different meanings: a play on words. Pun just as its name implies “A play on words, either on different senses of the same word or on the similar sense or sound of different words.” For example, TIME is ready to make time for you.[3] “make time” can mean “find enough time to do something.” Also mean that “move or travel quickly.” Another “Great Reflections” “Now, get a mirror-deep shine that’s a great reflection on you.” The advertising is the car of DuPont. The shiny car will cause clear mirror like you character as a responsible person who takes good care of his/her car. A pun is a rhetorical device that people use the polysemous or homonymous relation of a language to make a word, a sentence to involve two things of meanings. There are various types of pun, such as homophonic pun, paranomsain pun, antanaclasis pun, sylleptic pun and asteismus pun.
1.3 Current Situation on Pun in Advertising
Along with the global economy development and the trend of economic globalization, the circulations of commodities have become increasingly frequent. Each country tries to fight for the World Market and scramble to sell their products. And “Therefore advertising becomes popular use to attract public attention to something, importing direction by use of a kind of means” Advertising is the simplest language to express the most complex meanings. The purpose of advertising is to impress people, and a pun is perfectly outstanding advertising characteristic, Masterly pun can make the language implicative, humor, lively, witty, plays the role of beat about the bush, make the use of a subject to elaborate one’s own ideas, perfectly outstanding advertising characteristic, Thus in advertising gets massive applications. Anyhow, advertising as a promotion means, in order to let the customer can remember this commodity. Pun is both to attract audience attention purpose, and can accurately convey information; we can reap an unusual advertising effectiveness.#p#分頁標題#e#
2. Types of Pun雙關語的種類
Pun is a phrase with a double meaning what people say, one is literally namely itself implications, another is the illocutionary. From the meaning of pun we can be roughly divided into homophonic pun and meaning pun. Homophonic pun refers to the spelling similar, similar sounds or of close words which constitute the pun. Meaning pun refers to the meaning of words in a particular circumstance under the pun constitutes. So we can put a pun into homophonic pun, paranomsain pun, antanaclasis pun, sylleptic pun and asteismus pun.
2.1 Homophonic Pun
Homophonic means using sound the same or sound close condition to make the words or sentences semantic pun. It is one of the commonly used gimmicks in advertisements. Because “There exist no information channels of bilingual conversion at the sound level” [4] sometimes we can seen the biased sound puns in the daily life. It concludes close sound pun and the same sound pun.
A. Flour Company of Pills burg had such advertising: Everybody kneads (needs) it. Kneads and needs are happened to for a sound. As the Flour features of use need to knead, and clever site out - flour everyone needs. So the infectious is easy to attract customers.
B. As the developing golf is no longer a rich man’s sport; there are many poor players. In this sentence “Poor” is a homographic word, bearing two meanings “not rich” and “not good at something”. The Chinese translation conveys only one meaning of the sentence, and the real meaning that the people intends to express in the second clause is not conveyed. As it is known that the Chinese language is a completely analytical language and words are formed mainly through amalgamation. In terms of amalgamation we mean putting two or more characters so as to make the words precise in meaning.
C. Homographic pun is also seen in the brand of goods.
For example: The label of achievements. Black Label commands more respects. The example is an advertisement of whiskey, “label” has two meanings, one is “sign”, and another is the brand of wine-“Black Label”. This advertisement make s the people associate with drinking this brand wine when they to give outstanding service and is famous by the means of pun. The same, it can help consumers to remember the brand conveniently, and then let them interested in whiskey .
2.2 Paranomsain Pun
Just as its name implies, paranomsain refers to two or more different words, though with different forms and different sounds but with similar pronunciation. It constitutes a pun.
A. Trust us. Over 5000 ears of experience. Believe us is correct.
Crystallization of the experience of the 5000 ears. This is a selling advertising of hearing AIDS, Using ear and year almost sounds consist of pun, In the show while the best-selling products. That it has a long history, many paranomsain puns, skillful combine the product brand name, thus improving the product well-knowingness and reputation.#p#分頁標題#e#
B. WEAR- EVER introduces a new concept in glass ovenware : CLEANABILITY.
Here's producers on one hand is recommended product name (WEAR-EVER), and introduce the performance of product is strong and durable (wear forever), on the other hand explains its popularity (Welcome people everywhere /wherever).
2.3 Antanaclasis Pun
Use the multi-meanings of words in a certain context; it will originally say his righteous word is used to say the righteousness to make the two senses connected up.
A. Bring China home.
This is an advertisement of ceramics factories in Shanghai 2010 Expo, in this sentence we can know that two meanings. Take the wonderful China home, and bring the fine ceramic to home. In English china has two means: China and china. One is for country, another for ceramic.
B. We must all hang together, or assuredly we shall all hang separately. (Benjamin Franklin)
The first word “hang” and “together” makes a n idiom, mean to “Solidarity”, the last “hang” is the mean of “strangle”. Same, different meaning literally, take concerted action, dramatic language, concise and comprehensive.
C. Learn some craft when young, that when old you may live without craft.
The first word “craft” is meaning of workmanship, another is the legerdemain, shape agree with different, Two meanings interconnected, interest is very thick.
2.4 Sylleptic Pun （一詞多義雙關）
Sylleptic pun is also called polysemy pun. Someone translated the sylleptic as “give consideration to two or more things”, and this is completely different with what we are going to talk about “ polysemy pun”. The pun and antanaclasis are similar, the only difference in sylleptic pun is the word only appears once but may make many meanings. And the scholars pointed out that “using sylleptic pun is more interesting, cleverer than antanaclasis pun”.
A. Ask for More. I’m more satisfied.
We can translate the sentence for “More cigarettes you get more”. There are two meanings of More, One is the word itself “more”, so someone translate it to “again and again, suck the cigarettes more”; second is the cigarette’s brand “More”. Therefore in the process of translating, only making it separate, to achieve the result of sylleptic pun.
B. An ambassador is an honest man who lies abroad for the good of his country
“Lies” translate to “tell a lie” or “live”. Sylleptic pun have a humors sense .
C. The unique spirit of Canada：We Bottled It. [5]#p#分頁標題#e#
Right to the finish, its Canadian spirit stands out from the ordinary. What keeps the favor coming? Super lightness. Super taste. If that’s where you’d like to head, set your course for Lord Calvert Canadian.
2.5 Asteismus Pun（歧解雙關）
Asteismus pun is a type of pun, but different with pun. Pun is often the speaker are subjective to implies the pun, and Asteismus pun is often the speaker are unwittingly, easy cause misunderstand.
A. Customer: Waiter, will the pancakes be long?
Waiter: No, sir. It is round.
The word “long” customer refers to time cost so long, but the attendant to it misconstrued as (shape) “long shape”
B. Customer: Have you got any chicken’s legs?
Waiter: No, sir, I always walk this way!
The dialogue with the attendant showed misunderstandings among customers. Customers want to eat chicken leg, asked the waiter if it have this dish. Waiter misunderstood for customer laughed at him like the chicken legs, so countered: “I have always been such walking.”
3. The Function of Pun 雙關語的功能
3.2 Humor
3.3 Persuasion of Pun
4. The Translation Methods of Pun in Advertising在廣告雙關語的翻譯方法
4.2 Free translation
5. Conclusion結論
Advertisement is an effective way for the companies to promote their products. To increase the market among the severe competition, it is important to create out a wonderful advertisement to show their products, and figures of speech is an effective way to achieve the purpose. In a word, the pun is a very common method in English advertisement. It not only makes the advertisement language succinct, vivid and humor, but also let the people pay more attention to the advertisement and remember it easily. It is a good way to use puns in advertisement language if advertisements want to gain good influence. It will be helpful with the primitive advertisement product propaganda if we understand the feature of pun in advertisement language and transmit inter-language effect. The methods discussed in the paper are some of possible strategies in the translation of pun of advertisement. Among the figures, pun is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful. Thus it is the most widely and frequently used approach in English advertisement. Pun in English advertisement has many styles. Such Homophonic Pun, Paranomsain Pun, Antanaclasis, Sylleptic Pun and Asteismus Pun as Only after handle these pun's classification properly, we will more appreciate pun's attractiveness. And in most of English advertisements pun can result in the effect of humor, wit, beauty and economy and these effects always give people great impressions. Thus after understanding these pragmatic analysis, pun would be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.
In the actual translation, it must accord to the concrete condition and then use other effect method to express the text’s meaning. It will help people to study Chinese advertisement through the analysis of English advertisement. And the successful translation of example also helps translation enterprise have a further development. On one hand, puns violate the Cooperative Principles. On another hand, puns obey the Relevance Theory. Therefore, a conclusion can be drawn that pun does not interfere with the communication of both sides. It makes the advertising language novel, unique, concise, and colorful, and attracts consumers’ eyes. However, this paper also has some deficiencies because the theories are not very comprehensive. It only briefly discusses several theories just including Theory of Pun, Cooperative Principle and Relevance Theory. The best results of ads depend on the specific situations in practical application. The advertisers should link and further study the various theories, then choose the most appropriate means to convey the original meaning of advertisement.#p#分頁標題#e#
References文獻
[1] By Fidel Prida, Home Business Dollars
[2] Bovee, 1992, p. 7
[3] 宋宏，廣告英語閱讀與欣賞。國防工業出版社，2006
[4] 梁婷，冬地從. 英白廣告適用腳冊[M]. 敗皆：東北財經大學出版, 2003
[5] 李中行，廣告英語。1987，P133
[6] 張愛平. 雙關語的作用及其翻譯[J]. 漳州師范學報, 1995, 3 P89</P< p>]
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