This website uses cookies to ensure you have the best experience. Learn more

On The Translation Of Puns In English Advertisements

3517 words - 14 pages

AbstractAs an applied language, advertising English has its own linguistic style and features. Its language is original and beautiful and full of connotations. Its sentence structure is succinct. Advertisements, giving the charm of language full play, use the simplest language to express the most complex meanings. The purpose of advertisements is to stimulate people's desire for shopping. Therefore, many kinds of rhetorical devices are used in advertisements to create new meanings. English pun is one of the important figures of speech, and the skillful use of puns makes advertising language vivid and humorous. This paper explores punning and the translation of puns in English advertisements. It deals with various ways to form puns, and the techniques used in translating puns in English advertisements.Key Words: advertising English, advertisement, pun, translation""ContentsAcknowledgementsiAbstractiiii1Introduction12The Characteristics of Puns Used in Advertisements22.1 Homophonic Puns32.2 Semantic Puns42.3 Grammar Puns52.4 Puns Derived from Proverbs or Idioms53Translation Methods of Puns in Advertising English63.1 Compatible Translation73.2 Respective Expression of the Double Meanings83.3 Domestication93.4 Emphasizing translation113.5 Compensation translation134Conclusion14BibliographyOn the Translation of Puns in English AdvertisementsPun is one of the common rhetorical figures in English. 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. The use of English pun can enrich the expression of language and prompt people to appreciate the beauty of language.1IntroductionAdvertising is essentially persuasive communication. Advertisement language has a gigantic persuasive power, and can exert a great effect on society or psychology. Clearly it is closely associated with psychology and society, especially with linguistics. The same is true of advertisement English, which is employed in all kinds of English advertisements and commercials.Advertisement English is part of the English language. The relationship between the two is that between part and whole. They are interconnected and mutually influential. Standard Advertisement English, which has its own distinguishing features and unique rules, is different from literary English, journalistic English or scientific and technological English. In some cases Advertisement English is standard and idiomatic, but in many cases it is nonstandard and informal. Whether it is commodity advertisement or public service advertisement, the creation of advertisements is a comprehensive art. It is the combination of sociology, esthetics, psychology, marketing, acoustic electricity, literature and linguistics. Compared to other kinds of writings, the writing in this art requires more skills. By using marketing principles, this kind of writing should cater for both cultivated and popular taste. Besides, the writing...

Find Another Essay On On the Translation of Puns in English Advertisements

An Analysis of Linguistic Characteristics in English Advertisements

592 words - 2 pages ;特点分析I. Literature ReviewWith the continuous development of economic globalization, the trend of internationalization of advertising is more and more obvious, Advertisement has become an essential part of modern life and is used as a powerful weapon in business nowadays. It is easy for us to understand the advertisements in Chinese, but we maybe misunderstand the advertisements in English because of knowing little about

On the Film Title Translation from English into Chinese from the Cultural Differences Aspect

4664 words - 19 pages translation are not found up to now. There are some writings on this topic in some of the chapters of several books, such as Bao Huinan's Cultural Context and Linguistic Translation, Chen Hongwui's New Practical Translation Book from Chinese to English. Wu Min's article A Brief Analysis of English Film Title Translation probably is the first of its kind concerning film title translation which was published at core journal in 1995. Only two to

Grammar- Translation Method of Teaching English

811 words - 4 pages The basic purpose of teaching the target language through this method is to be able to read literature writen in the target language. This can be reached by learning grammar rules and vocabulary of the target language.The main principles on which the grammar- translation method is based are the following: • Grammar is taught deductively and than practiced through translation excercises. • The primary skills to be developed are reading and

English Translation To The 5th And 6th Song On The Mandrin Singer Jay Chow's 'Fantasy' CD

497 words - 2 pages phrases and yet I'm unable to say themYour heart is there but I can only see it from afarAll these I can achieve but that person is no longer meTrack 6: Shanghai 1945The old New Year's couplet remains on the wallA few words of well wishes can still be spottedThe rice pot in the old home that I have never visitedGrandpa uses calligraphy to write a coupletThe Golden Pothos plant grows over the door which has flower carvingsThe slanting sunset is

Comment and Translation on "Cynewulf and Cyneheard" By Katharina Moczko Essay for the Seminar "Introduction to Old English" at The University of Potsdam, Wintersemester 2003

2074 words - 8 pages or more objects. To ease the understanding of the text I therefore chose to show the original text in the first line, while the translation in the second line mainly follows the word order of Modern English syntax. I also added some words in square brackets [] which I thought necessary or helpful for the comprehension of the sentences.Following each translated passage I will give additional information on important characteristics within the text

The Power of Persuasion in Advertisements

1716 words - 7 pages can properly decipher the underlying messages in commercials from an educated point of view. Time is a very vital key in the demographics in advertising. The first time slot is from six a.m. to ten a.m. This period is targeted to adults getting ready for work, students going to school, parents, and kids. The advertisements generally deal with breakfast foods, toys, clothing, and cars. The targeted age range covers a wide spread. Depending

The Exploitation Of Children In Television Advertisements

4067 words - 16 pages elevated in the presence of children, eye contact,puppets, and rapid pacing (Van Eura 23). Television advertisements target youngeraudiences by using colorful images and rapid movement often in the form of animation(Brady). The advertisements primarily directed towards the childrens' market are for toysand foods (Pediatrics 295). Studies show that children see the images on television as awindow of the world, these images affect their thoughts

The Effect of Advertisements and Commericals on Television

1337 words - 6 pages Advertisements and commercials have been an integral part of American history for many years. Since the invention of the newspaper, people in the United States and lots of other countries have been heavily influenced by advertisements. These ingenious tools are used to make people desire to buy a product or contribute to the success of a product in some way. In more modern history advertisements have been implemented into television and other

English translation to the 8th, 9th, and 10th song on the mandrin singer Jay Chow's 'Eight Dimensions' CD

548 words - 2 pages Track 8: Return to the PastA dimly lit old lamp - time passes by quickly without a word.Loneliness strikes without consideration, without differentiating the good and the badSilence assists the passing of unfamiliarity, quietly watching the beginning of dawnYour shadow slowly loses its balance, sinking into the groundBridge:Darkness is hovering in the air, I can no longer find my directionMaybe love is on the other side of the dream, because

Lost In Translation - Literature and Language of the Caribbean

638 words - 3 pages The Caribbean features literature from English, French, Dutch, Spanish, and also fusions of fragments of those languages forming a dialect or sometimes a new creole language emerges. The experiences of the islands are similar, but not identical. Therefore the women and men had difference experiences and so authors will have different themes in their literature. Some may be more focused on the social aspects of the country, some political, and

Teaching Communication Skills in English through Translation: An Effective Methodology for the Beginners (Engineering Students) from Rural Background

1935 words - 8 pages mutually incomprehensible languages, diversity of religion and cultural practices than India does. This diversity is also reflected in the education system of India. On one hand, we have learners from the best institutes in the country like IITs, IIMs, and ISB.etc and on the other hand we have learners who are in margins. The mode of instruction in higher education is English. English has become lingua franca of the international business

Similar Essays

The Politics Of Language In The English Translation Of Yajnaseni

3102 words - 12 pages their texts may “cumulatively project variant discourses and thus point to different underlying ideologies” (2009:141). Thus the aims and impact of the works of translators take shape in interaction with this world. This paper will investigate not only the role of English in translation, but also the function/impact of English translation of a doubly marginalised text both from the point of view of language and canon on the source

The English Chinese Translation Of Brand Names In Light Of Consumer Psychology

2200 words - 9 pages Abstract: Translation as a way of communication not only transforms languages but also transplants cultural information. Thus, brand name translation as other translation is a form of cross-cultural communication and is influenced by various cultural factors. This paper tries to explore the methods of English-Chinese brand name translation in light of the features of Chinese consumer psychology.Key words: brand names; Chinese consumer psychology

Puns And Jokes Of The Chinese Language

1534 words - 7 pages thirty donkeys (burros) and controlled thirty districts or towns. Puns within the English language can be so distinct and separated: four of the most popular puns are the homophonic puns, the homographic puns, the recursive puns, and the homonymic puns. Homophonic puns are “word pairs which sound alike but are not synonymous… for example, ‘Why do we still have troops in Germany?’‘To keep the Russians in Czech’” (“Pun”); this pun relies on the

An Analysis Of Linguistic Characteristics In English Advertisements

592 words - 2 pages ;特点分析I. Literature ReviewWith the continuous development of economic globalization, the trend of internationalization of advertising is more and more obvious, Advertisement has become an essential part of modern life and is used as a powerful weapon in business nowadays. It is easy for us to understand the advertisements in Chinese, but we maybe misunderstand the advertisements in English because of knowing little about