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OnTranslationofPuninEnglishAdsfromthePerspectiveofConceptualIntegrationTheory从概念整合角度分析英语广告中双关语的翻译ZhaoShuyiSupervisor：Prof．SunChuangkunSubmittedtoSchoolofForeignLanguagesandLiteratureofShandongUniversityInPartialFulfillmentoftheRequirementsFortheDegreeofMasterofArtsJinan，ChinaSeptember,2013 原创性声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的科研成果。对本文的研究作出重要贡献的个人和集体，均已在文中以明确方式标明。本声明的法律责任由本人承担。论文作者签名：二硅盖睢日期：—卫皿#丝关于学位论文使用授权的声明本人完全了解山东大学有关保留、使用学位论文的规定，同意学校保留或向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅；本人授权山东大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或其他复制手段保存论文和汇编本学位论文。(保密论文在解密后应遵守此规定)论文作者签名：赵鳋监号师签名： 山东大学硕士学位论文暑鲁量——■■■—■■—量皇曼曼蔓量置曼曩I量量置皇■—■—■量■●——■—置|霸量奠■■曩奠蔓■—■—■置量暑量■●■—皇鼍曼■■舅皇■■皇曼目录中文摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯i英文摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ii引言⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯1第一章文献综述⋯⋯⋯⋯⋯UQOglg⋯⋯⋯⋯⋯⋯⋯⋯⋯I00100⋯⋯⋯⋯⋯⋯61．1广告双关语翻译的国内外研究现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯61．2关于广告双关语翻译研究的成果及存在问题⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯9第二章双关语及其在广告中的应用⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ll2．1双关语的定义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ll2．2双关语的分类及其在广告中的应用⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯132．2．1谐音双关⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯132．2．2语义双关⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯142．2．3语法双关⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯142．2．4仿拟双关⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯142．3双关语的功能⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯152．3．1审美功能⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯152．3．2幽默与讽刺功能⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯162．3．3劝说功能⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯16第三章概念整合理论综述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯183．1概念整合理论的起源⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯183．I．I心智空间理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯193．1．2概念隐喻理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯203．2概念整合⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯213．2．1概念整合的网络结构模型⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯223．2．2概念整合的基本要素⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯253．2．3概念整合的最优化原则⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯253．3双关语和概念整合理论的关系⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯27 山东大学硕士学位论文3．3．1双关语的本质特征⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯inlmlio⋯⋯⋯⋯⋯⋯⋯273．3．1．1双重语境⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯273．3．1．2语义分离⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯283．3．2双关语和概念整合理论的内在联系⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯29第四章英语广告中双关语翻译的认知分析及其翻译策略⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯324．1英语广告中的双关语的应用⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯324．1．1英语广告的定义及其特点⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯334．1．2英语广告中的双关语的应用⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯344．1．3英语广告中使用双关语的原因⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯354．2英语广告中双关语翻译的概念整合认知分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯374．2．1谐音双关语翻译的认知分析⋯⋯⋯⋯⋯⋯⋯JQll4·⋯⋯⋯⋯⋯⋯·⋯·-374．2．2语义双关语翻译的认知分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯404．2．3语法双关语翻译的认知分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯434．2．4仿拟双关语翻译的认知分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯464．3英语广告中双关语的翻译策略⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯494．3．1保留译法⋯⋯⋯⋯⋯⋯QOQIQgIIN18006110⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯514．3．2套译法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯524．3．3重构译法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯544．3．4补偿译法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯554．3．5省略译法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯57结论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯59参考文献⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯61致{射⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯63攻读学位期间发表的学术论文目录⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯64 山东大学硕士学位论文CONTENTSAbstractinChinese．⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．⋯⋯⋯⋯．．1AbstractinEnglish⋯⋯⋯⋯．⋯．．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯．⋯⋯⋯⋯．iiIntroduction⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯．．1Chapter1LiteratureReview．．⋯⋯⋯⋯．⋯⋯．⋯⋯．⋯⋯．⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯·．61．1DomesticandOverseasResearchesonTranslationsofPunsinAdvertisements⋯⋯61．2AchievementsandExistingProblemsofStudiesonTranslationsofPunsinAdvertisements⋯⋯．．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．．．．⋯．⋯⋯．．⋯．．⋯⋯⋯⋯．⋯⋯⋯⋯．．9Chapter2PunandItsUseinAdvertisements⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯．⋯⋯⋯⋯·112．1DefinitionofPun⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯112．2ClassificationofPunandTheirUsesintheAdvertisements⋯⋯⋯⋯⋯⋯⋯⋯132．2．1HomophonicPun⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯。⋯⋯⋯⋯．⋯⋯．⋯··132．2．2HomographicPun⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯142．2。3GrammaticalPun⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯142．2．4PunonParody⋯⋯．⋯⋯⋯⋯⋯．．⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯．．142．3FunctionsofPun⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯152．3．1AestheticFunction⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯152．3．2HumorousandSarcasticFunction⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯162．3．3Pe：rsuasiveFunction⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯16Chapter3AnOverviewofConceptualIntegrationTheory．．．．．．．．．．．．．．．．．．．⋯．．．．．·．·183．1OriginofConceptualIntegrationTheory⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯183．1．1MentalSpaceTheory⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯．．193．1．2ConceptualMetaphorTheory⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯203．2ConceptualIntegration⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯213．2．1TheNetworkModelofConceptualIntegration⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯223．2．2TheBasicElementsofConceptualIntegration⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯．．253．2．3OptimalityPrinciplesofConceptualIntegration⋯．⋯⋯⋯⋯⋯．．⋯⋯⋯⋯25 山东大学硕士学位论文3．3TheConnectionbetweenPunandConceptualIntegrationTheory⋯⋯⋯⋯⋯⋯273．3．1EssentialFeaturesofPun⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯273．3．1．1DoubleContext⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯273．3．I．2SemanticSeparation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯283．3．2TheInnerLinkbetweenPunandConceptualIntegrationTheory⋯⋯⋯⋯⋯29Chapter4ACognitiveAnalysisofPunTranslationsinAdvertisementsandItsTranslationStrategies⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯324．1PuninEnglishAdvertisements⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯324．1．1DefinitionandFeaturesofEnglishAdvertisements⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯334．1．2TheAdoptionofPuninEnglishAdvenisemems⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯344．1．3TheReasonsfortheAdoptionofPuninEnglishAdvertisements⋯⋯⋯⋯⋯354．2ConceptualIntegrationAnalysisoftheTranslationofPunsinEnglishAdvertisements⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯．．374．2．1TranslationofHomophomcPun⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯374．2．2TranslationofHomographicPun⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯404．2．3TranslationofGrammaticalPun⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯．．434．2．4TranslationofPunonParody⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯464．3TranslationStrategiesofPunsAdoptedinEnglishAdvertisements．．．。．。．．．．．。．．．494．3．1Retention．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．!；14．3．2Imitation．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．⋯⋯⋯．．．．．⋯．．⋯．．．．5：14．3．3Recasting⋯⋯⋯⋯．⋯⋯．⋯⋯⋯．⋯⋯⋯⋯．⋯⋯⋯⋯⋯．⋯⋯．⋯⋯⋯⋯52I4．3．4Compensation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯554．3．5Omission⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯57Conclusion⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯．⋯⋯．59Bibliography⋯⋯⋯⋯．⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯61Acknowledgements⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯63ContentsofPublishedAcademicPapers⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯64 山东大学硕士学位论文摘要随着改革开放的深化和中外文化间的频繁交流，英语广告逐渐在中国广告市场中占据重要地位。英语广告中双关语的应用在一定程度上增加了英语广告的魅力。广告双关语是一种特殊的修辞言语，只有在很好地理解它的基础上才能很好地利用它为广告服务。为了使广告译文保留原有魅力，需要考虑源语的语言特征、语境、文化背景等，并采取适当的翻译方法再现英语广告的魅力。概念整合理论，也叫概念合成理论，是对言语交际过程中各心理空间相互映射并产生互动作用的系统性阐述，其宗旨就是试图揭示言语意义实时构建背后的那座认知冰山。作为认知语言学的重要组成部分，概念整合理论主要关注言语意义现时的生成和解读问题，它被视为一种普遍的言语认知机制，对日常生活中的各种语言现象具有强大的解释力。利用概念整合理论指导英语广告中双关语的翻译能更好地实现广告设计者的意图，从而达到促销产品的目的。本文的主体分为四个部分，首先第一章文献综述部分对英语广告双关语的国内外研究现状以及对广告双关语研究的成果和存在的问题作了介绍；第二章扼要阐释了双关语的定义、功能及在英语广告中的应用，并将双关语分成谐音双关、语义双关、语法双关及仿拟双关。接着第三章重点分析了概念整合理论的起源、概念整合网络、概念整合的基本要素、概念整合的优化原则以及它与双关语生成的内在联系。第四章，全文最重要的部分，借助概念整合理论重点阐述了英语广告中的谐音双关、语义双关、语法双关及仿拟双关的认知过程。在此基础上，作者也总结了英语广告中双关语的五种翻译策略：保留译法、套译法、重构法、补偿译法和省略译法。本文从概念整合理论的角度分析英语广告中双关语的翻译，解释了对于英语广告中双关语翻译的认知过程，充分肯定了概念整合理论在指导双关广告语翻译上的实用性和广泛性。关键词：英语广告；双关；概念整合理论：翻译策略 山东大学硕士学位论文ABSTRACTWiththedeepeningofreformandopening·up，alongwiththefrequentexchangesbetweenChineseandforeignculture，EnglishadvertisinghasgraduallybeentakingitsvitalplaceinChineseadvertisingindustry．Moreover,theapplicationofpunsinEnglishadvertisementsenhancesthecharmofEnglishadvertising．Puninadvertising．aLsaspecialstyle，Canbeusedtoserveadvertisingonlywhenitisunderstoodwell．InordertomaketheadvertisementsretaintheoriginalcharminChinesetranslation，weneedtoconsidertheirownlanguagefeatures，contextualneeds，culturalbackgroundandSOon，andthenadopttheappropriatetranslationmethodstoreproducethecharmofEnglishadvertisements．Theconceptualintegrationtheory,alsocalledconceptualblendingtheory,isasystematicelaborationaboutthemutualmappingandinteractionofvariousmentalspacesintheprocessofspeechcommunication,whichaimstorevealon—linemeaningconstructionbehindthecognitiveiceberg．Asavitalpartofcognitivelinguistics，conceptualintegrationtheoryhasconcentratedontheon—lineconstructionandinterpretationofmeaning．ItCanbeseen嬲ageneralspeechcognitivemechanism。whichhasstrongexplanatoryforceforvariouskindsoflanguagephenomenaexistinginourdailylife．UsingtheconceptualintegrationtheorytoguidethetranslationofpuninEnglishadvertisementscanbetterrealizetheadvertisers’intentionandachievethepurposeofadvertisementsforsalespromotion．Thethesisisdividedintofourchapters．ChapterOneisliteraturereview,whichgivesanintroductiontotheoverseaSanddomesticresearchesontranslationsofpunsinadvertising，pointingouttheachievementsandexiaingproblemsofstudyonpunsandpuntranslationinEnglishadvertising．InChapterTwotheauthorwillprovideanoverviewofpun，makingabriefintroductiontothedefinitionofpun，elaboratingitsvariousfunctionsandapplicationofpunsinEnglishadvertisements，classifyingpunsinEnglishadvertisementsandfocusingonhomophonicpuns，homographicpuns，grammaticalpunandpunsonparody．Then，inChapterThree，theauthorwillconcentrateontheanalysisof 山东大学硕士学位论文conceptualintegrationtheory,includingitstheoreticalorigins，thenetworkmodelofconceptualintegration，thebasicelementsofconceptualintegration，optimalityprinciplesofconccptualintegrationandtheconnectionbetweenconceptualintegrationtheoryandtheproductionofpun．ChapterFour,themostsignificantpartofthethesis，hasfocusedonthecognitiveanalysisonfourkindsofpunsinEnglishadveaising．Onthefoundationofanalyzingthesecommonly-usedpunsinEnglishadvertising，theauthorwillsummarizefivetranslationstrategiesofpunsinEnglishadvertisements--retention,imitation,recasting，compensationandomission．ThispapermainlyanalyzesthetranslationsofpunsinEnglishadvertisementsfromtheperspectiveofconceptualintegrationtheory,whichhelpstoexplainthecognitiveprocessontranslationsofpunsinEnglishadvertisements，fullyaffwmingthepracticabilityanduniversalityofconceptualintegrationtheoryontheguidancetothetranslationsofpunsinEnglishadvertising．Keywords：Englishadvertisements；pun；conceptualintegrationtheory；translationstrategieslU 山东大学硕士学位论文IntroductionAlongwimtherapiddevelopmentofglobaleconomicintegration,China’seconomyhascontacted谢t11theinternationaleconomyunderthebackgroundofreformandopeninguppolicy．InordertoexplorewaysforChineseproductstotaptheinternationalmarketandwinintheinternationalcompetition，advertisement，asameanstoextendcommoditymarket,hastosetupagoodimagetoattractcustomers’attentionandstimulatetheirpurchasingdesire．Withthedeepeningofinternationalcommunication，internationaladvertisementhasbeenplayingamoreandmoresignificantcommercialrole．ThesignificanceofEnglishadvertisingtranslationtocross—culturalcommunicationisnowdrawingmoreofourconcernthaneverbefore．Onlysuccessfuladvertisingtranslationscallhelpanenterprisemarchintotheinternationalmarketandenjoypopularsupport,becausetheycanfirmlyseizethemindofconsumersthroughsuccessfulpromotionofproductsandservice．Asaresult,advertisingtranslation,asacross—linguisticandcross-culturalcommunication，hastotakefullyintoconsiderationthelinguistichabits，culturaldepositsofproductsalestargets，SOitisquitecrucialtobefamiliarwiththelanguagefeaturesandtranslationstrategiesofadvertisements．Actually，thepreviousresearchesmadebyscholarsandlinguistshaveattachedgreatimportancetostudyonpunfromthepragmaticorrhetoricperspective，butthestudiesseldominvolvetheunderstandingofthepuninadvertisementfromthecognitiveperspective，SOtheauthorintendstoapplyconceptualintegrationtheorytobetterinterpretthetranslationofpuninadvertisements．0．1ResearchBackgroundActually，thecreationofadvertisementhasinvolvedsuchfieldsaslinguistics，aesthetics，psychology，andliterature．Tocreateapieceofsuccessfuladvertisement，one 山东大学硕士学位论文needslotsofskillsquitedifferentfromotherformsofwriting．Advertisementsalecharacteristicsoflivelyandinterestinglanguagestopromoteproductsandservices．Advertising，asauniquecommunication，hasgottobeeye-catching，stimulatestheconsumers’purchasingdesireandpersuadesthemtotakeimmediateactionsinbuying．Therefore．theappropriateadopfionofrhetoricdeviceswhicharecommonlyusedinliterarylanguagewillmakeagreatdifferencetoadvertisinglanguage．Therhetoricofpunisacommonskill，increatingadvertisement．Althoughresearcheshavebeendoneinthisfield，manyproblemsstillexistinpracticallife．Forexample，intheEnglishtextbookNewPracticalEnglish，thereisaunitwhichmainlytalksaboutbrandsandadvertisements，asfortheadsloganof"Nike”⋯-”Justdoit!”，the”Teacher'sManual”translatesitinto”动手吧!”，whichisveryordinaryandalittledull．AsurfingontheInternet(e．g．Googleengine)mayfindabetterone，suchas：”只管去做!”Fromthisexample，weCallseethatitisnecessarytogointothissubject，becausethereamtoomanyversionsoftranslationaboutEnglishadvertisementsandhowtochoosethemostappropriateonehasbecomeasignificantfactorforthesuccessofEnglishadvertisements．TheConceptualIntegrationTheory,regardingmentalspaceasabasicunit，isacognitiveprocessbasedonvariousmentalactivitiessuchasanalogy,recursion，mentalmodeling，conceptualpackage，andframing．Itinclinestoestablishfourabstractspaces：genericspace，inputspaceIorsourcementalspace，inputspaceIIortargetmentalspace，andblendingspace．Justasthenamesuggests，mputspaceIandinputspaceIIaimtoprovideinputfortheblendingspace．Genericspacealsotendstoofferinputtotheproductionoftheblendingspace，butitisaselectivespaceconstructedabovetwoinputspacesthroughanalogycognition,reflectingthecommonabstractstructurefromthetwoinputspaces．Theblendingspaceistoundertakeallbackground，structureandcognitivemodelknowledgeofrelateddomaininthetwoinputspaces，soastoreachanewlevelofcognition．PunsemployedinEnglishadvertisingoftenmakeuseoftwoormoredifferentwordswithsimilarmeaningstoproducehumorouseffect．However,duetotheuniqueculturalconnotationanddoublemeaningsofpun,theEnglishreaderscanonlygenerateappropriateassociationsthroughcorrectcognitionsoastounderstandthedeepmeaningof， 山东大学硕士学位论文advertisement．Asaresult，intheprocessofadvertisingtranslation，wecanmakeapropercognitiveanalysisthroughtheconceptualintegrationtheorytounderstandthepurposeofusingpun,andthencreateasuccessfultranslationwhichCallbeeasilyacceptedbyreaders．0．2ResearchObjectiveAsiswell-knowntous，advertisementistopublicizesalesorservices，aimingtomakeadeepimpressionontargetreaderstoal'ousetheirpurchasingdesire．ItcanbeclearlynoticedthatwiththedeepeningofourreformandopeningtOtheoutsideandtherapidadvancementofOureconomy,Englishadvertisingwillinevitablyincorporateintovariousaspectsofourdailylife．Englishadvertisingtranslationneedtoaccord、航tllthenormsofthetargetlanguage，conformtotheculturalnormsofthetargetlanguageandcatertoaestheticpsychologyofcustomers．JustgeRingtothesemanticequivalencebetweenthesourcelanguageandthetargetlanguagecannotpreciselyconveytheimplicitinformationtoforeignconsumers．Instead，toensureasuccessfulcommunicationandavoidmisunderstandings，translatorsofadvertisementsneedtoadoptappropriateformstoreproducethepragmaticmeaningandimplicationoftheSOurCetextintranslatedversionsonthebasisofunderstandingthesourcetextfromtheperspectiveofthetargetlanguageaswellasthereceptorsofadvertisements．Perfectadvertisingtranslationshouldke印thelanguageexpressioninaccordance、斩nlthewriter'sintention。thethoughtcontentsofthesourcetextandreaders’perlocutionaryactinbotllthesourcetextandthetranslation．Intheprocessofadvertisingtranslation,manyproblemswillOCCur,oneofwhichwillbethe扛anslationofpuninadvertisements．BysystematicallyanalyzingandconcludingtheclassificationofpunsinEnglishadvertisements，thepapergivesfivefeasibletranslationstrategies，tolaythetheoreticalfoundationforthefuturetranslationofEnglishadvertising．Ontheonehand,theanalysisandsummaryofthethesiswillgivesomeguidancetotheadvertisingtextplanningoftheenterprisestoacertainextent，especiallythelargestate-ownedenterprises．inordertocatchup、Ⅳitllinternationaltrend,theyhavetocreateresonant,unique，conciseandclearChineseandEnglishadvertisingslogan，therefore，studiesonpunsinEnglishadvertisinghavebeenverynecessaryandarecrucial3 山乐大学坝士掌位论文forthesalespromotionofproducts．Ontheotherhand，inthestudyofinternationalbusinessEnglish,researchingEnglishadvertisingistheessentialaspect．Moreover,studyingpunsadoptedinEnglishadvertisementisagoodstarttolearnaboutadvertisementbecauseitisnotonlyoneofthepromotingactivitiesofacompany,butalsoreflectsthecultureandbusinessconceptsofthecompanyfromoneside．Byintegratingtheorieswithtranslationpractice，thisthesisaimstoprovideguidancetotranslatorsintheirfuturestudyonthetranslationofpuninadvertisementsandmeanwhiletofacilitatethesales．promotionininternationalmarkets．0．3BasicFrameworkoftheThesisThepaperbasicallyincludesfourparts．ChapterOneisliteraturereview,andtheninChapterTwotheauthormakesabriefintroductiontopunanditsuseinadvertising，includingthedefinition，classificationandfunctionofpuns．InChapterThree，theauthorgivesasnapoftheoreticalframework--conceptualintegrationtheory,includingtheoriginofconceptualintegration：mentalspacetheoryandconceptualmetaphortheory,thenetworkmodelofconceptualintegration，thebasicelementsofconceptualintegrationanditsoptimalprinciples．Whatismore，ChapterThreealsodiscussestherelationshipbetweenthepuninEnglishadvertisementsandconceptualintegrationtheory．ChapterFourmainlydeals谢ththeanalysisonpuninEnglishadvertisementsbyvirtueofconceptualintegrationtheory．Inthischapter,fourkindsofpunscommonly-usedinEnglishadvertisingareexplainedindetails、砘tllconcreteexamples．respectivelyreferringtohomophonicpun，homographicpun，grammaticalpunandpunonparody．Inaddition，themainreasonswhypunsemergeinEnglishadvertisinghavealsobeendemonstratedinthischapter．Onthebasisofstudyingandresearchingintodifferentkindsofpuns，theauthormakesaconcreteanalysisoffivetranslationsstrategiesintranslatingpunsappliedinadvertisingtranslation-·一retention,imitation，recasting，compensation，andomission．Thischapteristhepartwhichmaycontributetothepracticaltranslation．Itiselaboratedmainlythroughtheanalysisofexamplesandthecomparisonbetweendifferentversionsoftranslations．Bythecomparisonandanalysis，itissupposedtofindouttheadvantagesand4 山东大学硕士学位论文disadvantagesofeachkindoftranslationstrategyandgivethesuggestionsoccasionally．Atlast，theauthorattemptstopointoutthatthefivestrategiescannotbecopieddogmaticallyintranslationpracticebecausetheadvertisementswemeetareofawidevarietiesandmuchmorecomplicated．Ⅵ恤【thetranslatorsreallyshoulddoistousetheirbrainandwisdomonthebasisofthestrategiestomakethetranslationloyaltotheoriginalaswellasartisticandvivid，SOastoachievethefinaltargetofgivingpublicitytosomeproductsandgeneratepopularitywithinthepublic．5 山东大学硕士学位论文Chapter1LiteratureReviewAsmoreandmoreforeigncommoditieshavebeenintroducedintoChina,internationaladvertisementshaveoccupiedadecisivepositionintheprocessofestablishingagoodimageforbothsides’products，SOthemodemwoddandeconomicdevelopmentappealtoefficientandexactinternationaladvertisementtranslationtomeetthedemandsofconsumersandtobetterpromotetheproducts．1．1DomesticandOverseasResearchesonTranslationsofPunsinAdvertisementsInternationaladvertisement，asamethodofmarketingandsalespromotion,virtuallyaffectspeople’Slifestyleandconsumptionhabits，whichCanbealsoseenasaproductofmutualcollisionandfusionofdifferentculturesintheprocessofcross—culturalcommunication．Asaresult,culturalfactorshaveexertedasignificantinfluenceoneitherEnglishorChineseadvertisements．ThespecialfeaturesofbothEnglishandChineselanguagesaredeterminedbydifferentpatternsofadvertisingcomponentsandstrategiestoagreatextent．Itisvitalfortranslatorstotakeculturalelementsintoconsiderationintranslatinginternationaladvertisements，especiallyintranslatingEnglishadvertisements．Asiswell—knowntoall，thepurposeofadvertisementistopromoteproductsandhencetomotivatetheconsumers’desiretobuy．Sinceadvertisementhasattachedmoreimportancetotheeffect，thestandardofadvertisingtranslationshouldconformtotheequivalenceprincipleonthebasisoffunctionalequivalence．Inotherwords，itisthetranslator'sresponsibilitytobringthesubjectiveinitiativetocreateappropriateadvertisementsintherecreationprocessoftranslation,strivingforthebesteffectofpromotingproductsandattractingconsBnlers．Besides，thepurposeandfunctionofadvertisinglanguagehavealsodeterminedthefactthatadvertisingtranslationshouldimplementthecustomer-centricstrategyoftargetlanguage，cateringtotheirpleasureinordertopersuadethemtobuytheproductsorservices．Asaresult，theapplicationofpun6 山东大学硕士学位论文inadvertisinghasbecomeaveryeffectivewaytorealizethepurposeofpromotingtheproductssuccessfully．Thetranslationofpuninadvertisinghasalwaysbeenaheadacheinrecentyearsinthefieldof缸anslmion，andsomescholarsevenmaintainpunisuntranslatable．Forthepastdecade，translatorsandscholarshavedonenumerousresearchesaboutthetranslationofpunundertheguidanceofvarioustheoriessuchasFunctionalEquivalenceTheory,SkoposTheory,RelevanceTheory,AdaptationTheory,Delabastita’STheoryofPunTranslation，etc．Actually,lotsofacademicachievementshavemadeinthestudyonthetranslationofpuns．CuiGang(崔刚)，aprofessoranddoctoralsupervisorofTsinghuaUniversity,mentionedtheterm‘equivoque’inhisbookofAdvertisingEnglish，the“equivoque’’meansusingitssamepronunciationofthestemanditsdifferentmeaningtomakesomephrasesandsentenceswithdoublemeaningsinparticularcircumstances(崔刚，1993：46)．Equivoquesuseitsdifferentmeanings，identicalpronunciation，differentformstoconstitute‘argot’，whichmeans‘homographicpun’．Astothetranslationofequivoques，sincetheinterlingualtranspositioncanbecorrespondedonlyinsemanticstructurelevels，itresultsinthelossofmeaningoftheequivoques(刘宓庆2003：110)．ButChangNamFung(张南峰)arguesthatifwejudgearealtranslationbyfullypreservingtheoriginalpun’Sstructureandliteralmeaning，thetranslatabilityofpunwillbequitelowintermsofEnglish—Chinesetranslation；butifwearguethatpuncannotbetranslatedintothesamepun，thenthetranslatabilitywillbeprettyhigh．Ifweconsiderwhatthemostimportantthingistokeeptheoriginalrhetoricaleffectanditsstructure，insteadoftheoriginalpun’Sresultanddoublemeanings；thatistosay,wedonotneednecessarilytoconstructpunsinthecompletelyequivalentplace，evenwecanchangethecontexttocontainthepunsintranslatedtextstosomeextenLthenwecanfigureoutmultiplesolution(张南峰：2004：30．36)．Besides，in2008，LiGuoqing(李国庆)onceexploredthetranslationstrategiesofpunintheinterpersonalfunctionorientedadvertisementbasedonthetheoreticframeworkofHalliday’Sfunctionalgrammar,whosestudyhasgreatreferencevalueforthetranslationofpuninadvertising．Hearguedthattheevaluationcriteriontojudgetheadvertisingtranslationshouldfocusonthelevelofculturalcontext7 山东大学硕士学位论文becauseoftheuniquegenreandpurposeofadvertising．ThetranslationCanbecalledagoodtranslationaslongasitOanrealizetheequivalenceatthelevelofculturalcontextwiththesanlecontextualeffect．In2009，ChenYi(陈谊)，XiaoQian(肖倩)andChenJi(陈霁)discussedthetranslationofpuninadvertisingonthebasisofSkoposTheory．ChenYiheldthatthetranslationofpuninadvertisinghastoconsiderthedemandoftargetreadersandtheadvertisingeffectinthetargetlanguage，fullyexertingtranslator’Ssubjectiveinitiativeandcreativitytoenablethesourcetexttoadapttothetargetlanguageandthustorealizethepersuasivefunctionofpuninadvertising．However，botllXiaoQianandChertJiprobedintothetranslationstrategiesofpuninadvertisingfromthelevelsofinvolvingculturaldifferencesornot．Lateron，WangY'mg(t瑛)madeasystematicresearchintothetranslationofpuninadvertisingundertheguidanceofDelabastita’STheoryofPunTranslationandputforwardfourtranslationmethods．Inaddition,YaoJun(姚俊)publishedanarticlecalledACognitiveApproachtothePuninAdvertisinginJournalofSichuanInternationalStudiesUniversityin2004，wheresheprobedintotheconstructingandperceivingprocessesofpunsinadvertisementsinthelightofconceptualblendingtheory,andanalyzedpuns’specialcognitivefunction．LuYing(陆颖)oncepublishedanarticlenamed锄theCognitiveInterpretationofAdvert括ementPuninJournalofHefeiUniversityofTechnology(SocialSciencesEdition)in2008inwhichsheexplorestheconstructingprocessofpun、衍tlltheaidofconceptualblendingtheoryandfinallyprovesthatconceptualblendingtheoryhaspowerfulexplanatoryforceuponadvertisementpun．YangZhenlong(杨振龙)everwroteanarticlecalledA&砷ofPunsinAdvertisementsfromtheCognitivePerspectivepublishedinOverseasEnglishin2011，wherehetriestomakeananalysisofpunsbyvirtueofrelevantcognitiveframeworklikeprominenceview,figure／groundtheoryandconceptualblendingtheoryonthebasisofcognitiveelaborationofpunsinEnglishadvertisements．WhetherthecommercialadsisSuccessornotcanbedecidedbyAIDMApsychologicaleffect(attention，interest，desire，memory,action)，whichmeansthatagoodcommercialadvertisementshouldsuccessfullycapturetheeye，stimulateinterest，arousedesiretoconsume，promoteconsumptionandbeeasytoremember．Thus，theserequirementshavedecidedsomebasiclinguisticfeaturesofEnglishadvertising．WithR 山东大学硕士学位论文mgardtolanguageinEnglishadvertisements，theuseofpositive锄ectives，shortVerbs，skilledandextensiveuseofpersonalpronounandcompoundwordsCanmakeadvertisingstriking，seizetheattentionofconsumers．Inthesentence，itisinclinedtouseshortwordsorphraseinsteadofwholesentence．Moreover,imperativesentenceisprimarilytakenintoconsiderationthoughlongoneisputtousesometimes．Overall，asapracticalregister,advertisementisparticularandinnovativeinwording,syntaxandrhetoricmode，and‘pun’isSOpopularinEnglishadvertisements．BylookinguptheOxfordEnglishDictionary，“Pun”isoriginallyusedbyJohnDrydenasearlyas2000yearsago．anditisoncementionedinAristotle’SRhetoric．Delabastita,awell-knownBelgiumscholarwhostudiespunformanyyearsandisthecontributortothetheoryofpuntranslation，editedtwovolumesonthetranslationofwordplay：WordplayandTranslation(1996)andTraductio．"EssaysonPunningandTranslation(1997)．Thesebooksplayanimportantroleinthestudyofpuntranslation．Heclassifiedpunintofourcategories：homonymy,homophony,homographyandparonymy．Later,hedividedeachcategoryofpunintoverticalpunandlevelpun．Theformmeanstwodifferentmeaningsappearsimultaneously,whilethelattermeanstwodifferentmeaningsappearseparately．ItisobviousthatDelab锋tita’STheoryofPunTranslationhasfacilitatedthetranslationofpun,helpingustoprobeintotranslationviewandliteraryviewofacertaintranslatororacertainculture．Asamatteroffact．Delabastita’Sclassificationaboutpunshasnotpossessedstrongparticularityoflanguage，whichmeanshistheorycallnotonlyapplytothetranslationbetweenEnglishandthelanguagesofEurope，butCanalsoapplytothetranslationbetweenEnglishandChinese．1．2AchievementsandExistingProblemsofStudiesonTranslationsofPunsinAdvertisementsThetranslationofadvertisinglanguageandthepunsinadvertisementshavebeenalwaysthefocusofmanyscholarsasmoreandmorecompaniesopenbusinesstotheoutsideworldintheprocessofglobalization．Asaresult,atranslatorshouldtransmitthesameandeffectivepurposesofadvertisementstoconsumersofdifferentlanguagesas9 山东大学硕士学位论文much舔possibleintranslatingpunsappliedinEnglishadvertisements．Ontheotherhand，atranslatorhastoavoidgeneratingtoomanydifficultiesinthecourseofhisreaders’cognitivereasoning．Inrecentyears，thetranslationresearchershavedevelopednewideasintheresearchoftranslationofpunsinadvertising，shiftingtheirfocusfromthetranslationstrategiesandmethodssimplyfromtheperspectiveofpromotionpurposeandfeaturesofcommercialadvertisementstothetranslationphenomenononthebasisofinstructivetranslationtheories．Intermsoftheresearchapplication,itgoeswithoutsayingthatthedirectivefunctionofdomesticresearchachievementsonthetranslationpracticeofpuninadvertisingwillbemoreexplicit．Theresearcheswilltllmtoconstructdomestictheoreticalframeworkforthetranslationofpuninadvertisinginsteadofcompletelyusingwesterntheoriesforreference．Manydomesticscholarshavedoneresearchesanddiscussionsonpuntranslationtheoriesandskills，andthenputforwardmanyrelevantskills．Translatorsneedtochooseappropriateexpressionsaccordingtothecharacteristicsoftheadvertisements，theyhavetomakesuretheyhavetransmittedtheo矗giIlalinformationandkepttheoriginalstyleinspiteoflosingmuchpuninformationintranslation．Mostscholarsinclinetoadoptsimilartheoreticalframewo出suchasfunctionalequivalencetheory,skopostheoryandadaptationtheorytostudyonthetranslationofpuninadvertising，whichcannotavoidtheimitationorrepetitionofpreviousstudies．Therefore，domesticscholarsneedtobemorecreativeanddiversifiedinresearchmethodology．10 山东大学硕士学位论文Chapter2PunandItsUseinAdvertisementsInthisageofglobalization,advertisementshavefounditswayintoallwalksoflife，prevailinginalmosteverywherewi廿1theincreasinglyfrequentcommercialcommunicationsbetweenChinaandforeigncountries．Actually,theadvertisingbusiness，aSanewtideincommercialwarandagoldenkeytoopentheCOlLSulners’wallet,isnowburgeoningatahighspeedinOurcounLry,makinganimmeaSurablecontributiontopromotesalesofgoods，facilitatepeople。Slivesandinakeoureconomyprosperous．Consequently,advertisinglanguageisincreaSinglyreceivingfavorinpeople’Seyesduetoitsuniquecharms，playingavitalpartinadvertisingpromotion．ToensuretheinternationalmarketplaceofproductsmadeinChinaandtointroducemoreforeigncommoditiesintoChina,itisindispensabletolearnhowtoappreciate，produceandspreadEnglishadvertisements．2。1DefinitionofPunderivesfromLatinanditsoriginalmeaningistousedifferentnamestorefertothesamething．WiththegradualemergenceofEnglishadvertisingintheadvertisingindustry,asarhetoricdevice．punisplayingadecisiverole．Theso-calledpunreferstotheuseofallexpressiontoexpresstwodifferentorevenoppositemeaningsinaspecificlanguageenvironment；usuallyth．emeaningwhichisnotexpresseddirectlyisexactlytheadvertisement’Sintention．tlBistraAlexievahaSeverpointedoutthat“Punsresultnotonlyfromtheconfrontationoftwo(ormore)differentmeaningsofanidenticalorsimilarstringoflettersorsounds，butalsofromtheclashbetweentwo(ormore)domainsofhumanknowledgeandexperience”(Alexieva,1997：138)．HenriBergsondefinedapunasasentenceorutteranceinwhich”twodifferentsetsofideaSareexpressed，andwealeconfronted谢也onlyoneseriesofwords”．(W'tkipedia)Whenlookingupindifferentdictionaries，definitionsofpunCanbeseenaSfollows：1I 山东大学硬士学位论文TheuscofawordinsuchawayastoSUggesttwoormoremeaningsordifferentassociations,ortheUSeoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,SOastoproduceahumorouseffect．Aplay011words,sometimesondifferentsenscsofthesamewordorsometimesonthesimilarorthesamesoundofdifferentwords．Alsocalledparonomasia．americanHeritageDictionaryoftheEnglDhLanguage)Theuseofaword,orofwordswhichanformedorsoundedMike,insuchawayastojuxtapose．connecLorbringouttwoorraoreofthepossmleapplicationsofthewordorwords,usuallyinahumorousway；aplayonwords．Auseofwordsthathavemorethanonemeaning，orwordsthathavethesamesoundbutdifferentmeanings，sothatwhatyousayhastwodifferentmeaningsandmakespeoplelaugh．Thehumoroususeofawordinsuchawayastosuggestdifferentmeaningsorapplicationofwordshavingthesameornearlythesamesoundbutdifferentmeanings：aplayonwords．fWebster≥ThirdNewInternationalDictionary)TheuseofwordsorphrasestOexploitambiguitiesandinnuendoesintheirmeaning,usuallyforhumorouseffect；aplayonwords．Aplayonwords．Generallyapuntakesawordthatisquiteunderstandableincontextandreplacesitwithahomonym(same。soundingword)tOcroateanentirelynewmeaning,orreplacesawordwithasimilar-soundingonetothesameeffect．Thedefinitionsmentionedabovealmostshareoneobvioussimilarity：punisaplayonwordswithdifferentmeanings．Itisherebycertifiedthatpunisakindofinterestingwordgame，expressingdifferentmeaningsinasamesentencebyflexiblyusingthehomophone，polysemyandambiguityofwordstoformlivelyandvividlanguages，andproducearhetoricaleffectofhumor．Puniscommonlyusedinadvertisementsatthelevelsofpronunciation,vocabularyandsyntax．etc．TheadoptionofpunCannotonlyincreasethefunandsenseofhumorof12 山东大学硕士学位论文advertisement,butmoreimportantly,canalsoenhancetheadvertisingappealtostepupthepublicityeffortsSOthatitwillbeabletosucceedinpromotingproducts．Pun，asallexcellentlanguageskill，hasshowngreatoriginalityinusingtheconnectionofhomophoneandsemanticstoenhancethehumoroflanguageandstrengthenadvertisingeffect．Punisarhetoricdevicewhichisinclinedtomakecertainwordsorsentencesinspeciallanguageenvironmentconstituteadoublemeaningbyvirtueofthephoneticandsemanticconditions，whichcarldrawattentionaswellasgiverisetoassociation．Becauseitsrealmeaningattractsreaders，theapplicationofPuninEnglishadvertisementsbecomesmoreandmorepopular．PunCallmaketheadvertisinglanguagemorehumomusandvivid，whichfacilitatesattractingthe、vould——Deconsumer'sattentionandhencetomotivatetheirpurchasingdesire．2．2ClassificationofPunandTheirUsesintheAdvertisementsInabroadsense，thepuncanberoughlysplitintotwobasiccategories：paronomasiaandantalaclasis．Actually,paronomasiaincludeshomophonicpun,howeveritespeciallyreferstotwowordswithdifferentmeaningsbutsimilarinpronunciation．Justthesameashomophonicpuns，paronomasiaalsohastheeffectofleavingthereadershumorousimpression．However,antalaclasismeansthatonewordhasbeenusedfortwiceormorethantwicewithdifferentmeanings．Inanarrowseuse，thepunCanfallintothefollowingcommoncategories：homophonicpun，homographicpun，grammaticalpunandpunonparody．2．2·IHomophonicPunHomophonicpunreferstothepunoftwowordswiththesa／llepronunciationbutdifferentspellingsandmeanings．Intermsofpronunciation，usingpunprovidesthereaderswithwittyandhumorousimpressionandthenenablesadvertisingtoattractthereaders’attentionandrealizethepurposeofsalespromotion．Forexample，“Everybodykneads(needs)it．”Thisisafunadforaflourcompany,makinguseofthesamepronunciationof“needs’’and‘‘kneads'’，toexpressthefeatureofflourthatitneeds13 山东大学硕士学位论文kneadingwhenpeopleuseit,meanwhileitmeansflourisneededbymillionsofpeople．SOpeoplewillthinkofthisbrandnaturallywhentheywanttobuyflour．2．2．2HomographicPunHomographicpunisusingthefeatureofpolysemyandputtingavarietyofmeaningsofawordinanadvertisementtomaketheadmoresubtleandthought-provoking．Themaincharacteristicofthiskindofadvertisementsisthatthereisusuallyanotherrealanddeepmeaningbehindtheliteralmeaning．Forexample：“Moneydoesnotgrowontrees．Butitblossomsatourbranches．”ThisiSanadforabank，thebeautyoftheadvertisementistheuseof”branches”，“branch”means“树枝，分支”inChinese，hereitrepresentstheBankbranch,itnotonlyhasafigurativemeaning，butalsoshowsthatthebankcanbringbenefits，topeople，andthencallonpeopletosavetheirmoneyatthebankSOthattheyCanobtaingreaterprofits．2．2．3GrammafiealPunGrammaticalpunmainlylingersOVergrammartomaketheadvertisementsstimulatemoreinterest．Therearemanywaystoformthispun,suchastheuseofellipticalstructure，wordsorphraseswithtwoormoregrammaticalfunctionsandSOon．ThiskindofpunisverycommoninEnglishadvertising．Forexample：“Cokerefreshesyoulikenoothercan．’’Thisisanadvertisementfor‘‘Coke'’，thewonderofthepunisshownbytheword”Can”，asamodalverb，itmeans“beableto”(能够，可以inChinese)，atthesametime，asanoun，itmeansthevesseltofiUwiththeCoke(听，罐)，suchawi蚵andhumoroususagegivesthereadersaknowingsmile，absolutely,theyneverforgetthebrand“Coke”．2．2．4PunOilParodyPunonparodymeansbuildingthepuninalladvertisementbymeansofimitatingtheexistingidiomsorproverbs．Thisformisalsoknownasidiomaticpun．Inthecurrentculturalbackground,punonparodychangestheidiomsorsayingswell—knowntopeopleintoanothermorewittyandhumorousstyleandappliesthemintotheadvertising，which14 山东大学硕士学位论文notonlyembodiestheartofadvertising，andmakesthereadersfeelthechattnofpuninEnglishadvertisements，butalsoarousesthereaders’echoestoadsintheirhearts，reachingtheultimategoalofpublicity．Forexample：‘‘Wherethereisaway,thereisaToyota．”ThisistheadforToyotacars，itisclevertoimitatethemodeoftheEnglishproverb：”Wherethereisawill，thereisaway”becauseitattractsthereader’Sattentionimmediately,consumerswilltllinkofthisadvertisement硒longaStheythinkoftheproverb．Withthisad，Toyotahasbecomeawidelyknownbrand．Whatismore，thisadalsoimpliestheexcellentqualityofToyotacars，toreadbetweenthelines，theconsunlersmaygettoknowthatnomatterhowbumpyandroughtheroadis，Toyotamoveseasily．2．3FunctionsofPunLanguage，asatoolofinterpersonalcommunication，isalsoatoolofimaginarythinking．Byvirtueofimaginarylanguage，wecanproduceabrightpicture谢t11vividimages．Ifthelanguageisthevehicleofthought,thentherhetoricistheartoflanguageexpression，theadornmentoflanguage．Bymeansofappropriaterhetoricaldevices，wecanmakeourthough，tsvividandconcreteandcontributetotheestablishmentofeffectivecommunicationwithaddressees．2．3．1AesthericFunctionThepunWaSoriginallyaninterestingwordgameoffolkwisdom．whoseexplanationshappentomentiontheexpressionof”playonword”fortwotimesinLongmanDictionaryofContemporaryEnglishandWebster'sNewWormDictionary．Therealbeautyofthiswordgameconsistsinitshumorandspiritualconveyance，Itsconciseandsimplelanguagehasdrawnthereaders’attentionsuccessfully．Dailylanguagetheadvertisementdesignerwonderfullynsescallfacilitatetoadvertisetheproducts，arousetheconsumers’interestanddesire，thenurgethemtotakeimmediateaction．ThebeautifulwritingsofpunCanhelppeopletoexperienceaprocessfrombarelyunderstandingtode印thoughtsandfinallytoshowunderstandingsmile．Thereaderscannotonlydiscoverthewriter’Sgoodintention，butmoreimportantlycanexploretherigorousfeatureofpuninhumor,andthespiritofthe15 山东大学硕士学位论文peasantsindownplaying，whichwillleavethemalastingimpression．Whattheadoptionofpunhasleftonreadersisthespiritualintoxicationandmoralpleasure，whichisalsoitsprimaryfunctionasarhetoricaldevice-actuallyreferstotheaestheticfunction．23．2HumorousandSarcasticFunctionThelanguageisal【i11dofsystemtakingthepronunciationasoutercoveringofthematerial，thevocabularyasthebuildingmaterialandthegrammarasthes缸uctIlrecondition．Language，asaspecialsocialphenomenon，hasthefeatureofnationalitywhichemergesandadvancesalongwiththeemergenceanddevelopmentofsociety．Theolderanationis，thcmoreflexibleitslanguagewillbe．Humorhasbeenanindispensablelanguagerhetoricstyle．Similarly,humorouslanguageshavebecomeanecessaryspiceoflifeandfusionagenttosatisfyandenrichpeople’Sspirituallife．Englishpunsarethemainvehiclesofhumor,m地humorouslanguageswithintriguingimplicationsalittledifficulttounderstandandenablereaderstothinkwhilereadingSOastoachievecomiceffect．Thereasonwhypunhasalreadybeenpeople’Sbestchoicetoachievetheeffectofhumororsatireisbecauseofitsuniquefeaturesofsellingthedummyandkillingtwobirdswithonestone．Inpractice，themeaningofonewordVariesindifferentcontextsanditsexactmeaningreliesonthecontextitattachedto．Differentfromfunnyorjokes，humorisareflectionofintelligence，aridiculousformappealingtoreasonandrichinmeanings．Generallyspeaking，humorouslanguagesareoftenrepresentedthroughoralorwrittenformwithimplicitnessandtendtomakejokestoachievehumorouse艉ct、ⅣitlltheaidofSOmespecificlanguageapproaches．2．3．3PersuasiveFunctionTheformsandfeaturesofpunhavedetermineditsgreatadvantagethanotherformsofrhetoricalexpressionsindrawingreaders’attentiontocatchtheireyes，andattentionisjustthemostvitalandprimarygoalforthecreationofadvertisements．Actually,pun，especiallyantalaclasis，canbeabletosatisfytheprincipleofconcisenessandstrength．Whenevaluatingthequalityofapieceofadvertisement，thefollowingfivefeatureshavetobetakenintoaccount：informationvalue，attentionvalue，interestvalue，aestheticvalue16 山东大学硕士学位论文andmemoryvalue．Itcanbeeasilyseenthattheinformationvalueisthemostfundamentalfunctionofadvertisements，becausethebasicfunctionofadvertisementistotellconsumerstheinformationaboutproductsandpersuadethemtotakebuyingaction．Attentionvaluereferstothevaluetocatchtheconsumers’eyeballsandkeeptheirfocusontheproducts．Interestvaluemeansthattheadvertisinglanguagecanarouseconsulners’interestandaleinspiredtoopentheireyes．AestheticvalueindicatesthattheadvertisinglanguagecallarouseaspecialaestheticfeelinginCOllsumers)heart．Thecombinationoffn'stfourvaluesCanhelptorealizethelastmemo巧value。Actually,allthesevaluesaimtoreachacommongoal，whichistosuccessfullypersuadeconsumerstobuythecommodities．Thelanguageemployedinpunisoftenconcise，leavingathinkingandimaginationspacetointerestreaders．Sincethepunusuallyneedsaquitelongtimetobetastedandfelt，itCankeepconsumers’attentionforawhile．Onceunderstoodbythem，theywillbefilled、Ⅳi廿lpleasureandsatisfactionandthustoremembertheadvertisementwithnodifficulty．17 山东大学硕士学位论文Chapter3AnOverviewofConceptualIntegrationTheoryTheConceptualIntegrationtheory,alsonamedConceptualBlendingTheory,isageneraltheoryincognitivelinguisticsdevelopedbyGillesFauconnierandMarkTurnerinthe1980sonthebasisofmentalspacetheory．ConceptualIntegrationTheoryintroducestoUSthebackstagecognitionofhumanlanguageuse．Inthetheory,weseefourmentalspaces：twoinputspaces，onegeneticspaceandoneblendingspace，whichincludetheprocessofsegmenting，mapping，structureprojection，anddynamicmentalsimulation．TheestabfishmentofConceptualIntegrationTheoryisbasedonthefollowingtheoreticalbackgrounds：Oneisstructuremappingandmetaphoricalprojection，playingakeyroleinmeaningconstruction．TheotheriShuman’Sabilityofmentalsimulmion．Fauconnieral'guesthat“inourmodel，theinputstructures，geneticstructures，andblendstructuresinthenetworkarementalspaces．Mentalspacesareverypartialassembliescontainingelements，andstructuredbyframesandcognitivemodels．’’(Fauconnier,1998：137)Accordingtothistheory,elementsandvitalrelationsfromdiversescenariosare”blended”inasubconsciousprocessknownasConceptualIntegration，whichisassumedtobeubiquitoustoeverydaythoughtandlanguage．3．1OriginofConceptualIntegrationTheoryInConceptualIntegrationTheory,human’SabilityofmentalsimulationCanhelpUStOexplaintheblendingspaceandthentooperateinmentalspacesprobablywithoutrealworldreference．Actually,Fauconnierhasmadesustainedeffortstoexplorethesecretwhichisdeeplyhiddenintheonlineconstructionofnaturallanguagemeanings．Inpasttwodecades，behaspublishedorcollaboratedwithothersmanyrelatedpapersandmonographs．HepublishedRolesandConnectingPathsin1986，andthenpublishedtwoarticlescalledDomainsandConnectionsandInvisibleMeaningin1990．Moreover,hecollaborated、析tllTurnerConceptualProjectionandMiddleSpacesandBlendingasACentralProcessofGrammarrespectivelyin1994and1996．AllthesepapersandlR 山东大学硕士学位论文monographshaveconcentratedonthatthegenerationofmentalspacesandtheirinnerinteraction、衍meachothercallhelptoproducethesynthesisofmentalspacesandthustorealizeonlineconstructionofnaturallanguagemeaning．TheseresearchachievementsaremostlyrepresentedinMappingsinThoughtandLanguagepublishedin1997，wherehesystematicallyputforwardtheConceptualIntegrationTheoryandmadeelaborations，exertingafar-reachinginfluenceinacademicfield．Moreimportantly,hehasoutlinedthefourmentalspaces--theconstructionmodeloftheinteractionofnaturallanguagemeaning．Themodelmainlyaimstorevealtheonlinemeaningconstruction．ofnaturallanguageandthemappingprocessamongvariousmentalspaces．Hehasproposedthatmappingamongvariousmentalspacesisthecoreofsuchcognitiveabilitiesashuman’Suniqueproductionmeaning，migrationmeaningandprocessingmeaning．Itisnotedthatthelanguagestructureandusecanprovidebasisforthemutualmappingamongpotentialmentaldomains，whiledominantlanguageisjustthetipofacognitiveiceberginconstructingimplicitmeaning．Themeaningconstructioncallbeseenasacomplexmentalprocess，pushingforward岱wethinkandtalk．3．1．1MentalSpaceTheory，Theconceptualintegrationmeanstheblendingofmentalspaces，andtheConceptualIntegrationTheoryhaSbeendevelopedonthebaSisoftheachievementsofMentalSpaceTheory．AccordingtoFaucormierandTurner：‘‘Mentalspacesaresmallpacketsconstructedwhenwethinkandtalk，forthepurposesoflocalcomprehensionandaction⋯【They]operateinworkingmemorybutarebuiltuppartlybyactivatingstructuresavailablefromlong—termmemory．”(TheWayWeThink,2002：40，102】Fauconnier(1997：11)alsopointsoutthatmentalspaceisalocalstructure，expandingaswethinkandtalk，whichhasenabledthefinesegmentationofourwordsandknowledgestructuretobecomepossible．IIlfact，mentalspacereferstothementalspacedomain，atemporaryonlinedynamicconceptbuiltintheprocessofspeechcommunication．Thementalspacecansetupaseriesofconcepts，suchastime，belief,wish,possibility,virtuality,positionandrealityandSOon．Actually,mentalspacesarebeingconstructedcontinuouslyinpeople’Smindswhentheythinkandtalk．whoseestablishmentwillberestrictedbythegl'alllmar,contextand19 山累大字坝士学位论文culture．Accordingly,theconceptualintegrationtheoryisasystematicelaborationofthemutualmappingandinteractionofvariousmentalspacesinspeechcommunication，aimingtorevealthecognitiveicebergbehindon-lineconstructionoflanguagemeanings．AlthoughMentalSpaceTheoryhasdemonstratedtheprocessofproductionandunderstandingofnaturallanguagemeanings，itisnotclearinconcretementalworkingprocedures，whichonlyrestongeneraltheoreticalframework．Inbrief,MentalSpaceTheoryhaspavedthewayforConceptualIntegrationTheory,andConceptualIntegrationTheoryhasmadegreatprogressinon-linemeaningconstructionanddynamicmeaningencodingincontrasttoMentalSpaceTheory．3．1．2ConceptualMetaphorTheoryTheConceptualIntegrationTheoryderivesfromtheConceptualMetaphorTheorydevelopedbyLakoffandJohnsoninl980，whichholdsthatthemetaphorisakindofstructuremappingfromsourcedomaintotargetdomain．Fauconnierhasnoticedthatmetaphoristheresetofcross—spacemappingasweconstructmentalspacescontinuouslyintheprocessofthinkingandtalking．InhisbookMentalSpace，heconcentratesonseveralconcretesituationswhereintheonlineconstructionofnaturallanguagemeaning，mentalspacescanbeestablished，signifiedandidentifiedthroughallkindsoflanguageforms．Healsopointsoutthattheunderstandingaboutrelatedlanguageorganizationcanleadustotheexplorationofspacedomainswhicharejustestablishedwhenwetalkandlistenbyvirtueofvarioussemanticelements，roles，strategiesandrelations．Besides，healsofurtherproposes(Fauconnier1985：1·2)thatthesespacedomainsarementalspacescorrelatingwitheachother,andmentalspacesareneitherorganicpartsoflanguageitselfnorthatofgrammar,butlanguagecannotexistwithoutmentalspaces．Onthecontrary,languagehasplayedavitalroleinconstructingmentalspaces，becauseitcarlbuildupthelinkamongdifferentmentalspacesanditssemanticelements．Lakoff,asoneofthefoundersofcognitivelinguistics，hisconceptualmetaphortheoryhaslaidasolidfoundationforthedevelopmentofcognitivelinguistics．Hearguesthatmetaphorhascommonlyexistedinourdailylife，notonlyinlanguage，butalsoin0111"thoughtsandbehaviors．Thegeneralconceptualsystemourthoughtandbehavior'n 山东大学硕士学位论文havereliedonismetaphoricalinfundamentalrespect．Itiswidelyacceptedthatmetaphor,asamodeofthinkingandmetaphoricalconceptsystem，hasbeenconsideredtobeuniversal，systematicandconceptual．InLakoff'sview,metaphoristhemainmethodforhumanstounderstandabstractconceptionsandtothinkabstractly．Humanscarlunderstandthoseabstractconceptionslackofinternalstructuresthroughconcreteconceptions、析tllclearstructuresbymeansofmetaphor．Structurally,metaphorattemptstomapthefamiliarframeworkeasytounderstandinthesourcedomainintotheunfamiliartargetdomaindifficulttounderstand．Lakoffholdsthatmetaphorisnotonlyalanguageproblem，butalsothatofthinkingjudgmentandreasoning．Languageistakenasthesecondplace，whilethemapping，aregularpartoftheconceptsystemistakenasthefirst．Generallyspeaking，metaphor,asameansofcognitionandamodeofthinking，haspossessedthefollowingfeatures．Tobeginwith，metaphoricalconceptsaresystematic，whichhavereflectedtheregularityofhuman’Scognition．Besides，metaphoricalconceptS眦intemal，deeplyrestrictingthewayofverbalexpression．Therefore，metaphoricalconceptcallonlybeseenintheprocessofconceptualization,itselfmaynotnecessarilybedirectverbalexpression．Inaddition,mostnewmetaphorsaI．ejusttheextensionofconventionalmetaphorswitllthesamefeaturesofthelatter,-whichmeanstheyarealsoconventionalconcepts，restrictedbythesameprinciple．Lastbutnotleast，somemetaphoricalconceptshavethefeatureofuniversality．3．2ConceptualIntegrationGillesFauconnierandMarkTurnerarguethat‘‘‘conceptualintegration--likeframingorcategorization--isabasiccognitiveoperationthatoperatesuniformlyatdifferentlevelsofabstractionandundersuperficiallydivergentcontextualcircumstances”(ConceptualIntegrationNetworks，FaucormierandTurner1998：4)．Itisacognitiveoperationmoderelatedtolinguisticphenomenon．aseriesofcognitiveactivitieswhichintegrateswithframeworksfromdifferentcognitivedomains．Besides，itCancausefreshmeaningandglobalperspectivebeneficialformemoryandmanagementofavarietyofmeanings．21 山东大学硕士学位论文Theauthorwillattachgreatimportancetotheoptimalityprinciples，thebasicelementsandthenetworkmodelofconceptualintegrationinthispart．3．2．1TheNetworkModelofConceptualIntegrationnlekeyprocessofthenetworkmodelisconceptualintegration．Torealizelocalpurposesofthoughtandaction，thenetworkmodelinvolveson—line，dynamicalcognitiveworkwherepeopledotoconstitutemeaning．Actually,thereexistvariouskindsofnetworkmodelslikeone—sidednetworks，two-sidednetworks，single—framingnetworks，framenetworks，etc．FauconnierandTurnerpointoutin1998thatthenetworkmodelproducedbyconceptualintegrationisnotseparatewithoutanyrelations．Onthecontrary,differenttypesofnetworkmodelCanmakeupacontinuum．Oneendofthecontinuumissimplenetwork，whiletheotherendofitmaybetypicalmetaphors，counterfactualsandSOon．ThestructureintheblendCanbealmosttotallydevelopedthroughthecompositionofinputstructure．Input2Figurel：Cross-spaceMappingInFigureI，thecirclesareusedtorefertotwomentalspaces．Pointsinthecirclesareusedtorepresentelementsininputspaces．ThesolidlinerepresentsCROSS—spacemapping，alinktoestablishtheinwardandoutward，thesurfaceandessence，concreteandabstractofmentalspace．Thecross—spacemappingCanprovidethecommonabstractstructureandorganizationoftwoinputspacesforthegenericspace．Conceptualintegrationisakindofcommoncognitivenatureofhumans，aprocessfromlanguageitselftotwoinputmentalspaces，thenmakesuseofsimilarfeaturesoftwoinputspacesmappingtothegenericspace．Then，thedifferentbackgroundmeaningsoftwoinputspaceswillbeselectivelyprojectedbybraintotheblending’’ 山东大学硕士学位论文spacetoadjustandproducenewintegrativemeanings．Input1GenericSpaceFigure2：GeneticSpaceInput2InFigure2，丽tlltheexpansionofconceptualprojection，ageneticspacesisconstructedbytheabstractstructuresandorganizationscontainedintwoinputs．Inanymomentofreconstruction，thepropertiesofgeneticspacecanalsoprojectintothecounterpartsofinputspaces，andofferinpnttotheblend．Thegeneticspacehasreflectedthecommonschemastructureofinputs，whichcallsetupcounterpartrelationwiththeinputspacesbymeansofmatchingtheconceptualmanipulationinchargeofrecognizingcross—spacecounterpartsintheinputs．Thebrokenlinescarl．beusedforshowingrelationsbetweentheinputspacesandthegeneticspace。Input1Figure3：BlendInput2 山东大学硕士学位论文InFigure3，itindicatestheme唱ingprocessoftheblend．Actually,theblendingspaceisthefourthspaceontowhichispartiallyprojectedbyinputsIandIIbasedontheschemastructureandthentheeme唱entstructurecanbeproducedinthisvirtualspace．FauconnierandTurner(2002)proposethattheblendingprocessfromtwoinputspacestotheblendhasbeenfulfilledbythecompressionofkeyrelationssuchastime，space，representation，change，value／role，analogy,causalrelatiom，etc．Thesekeyrelationshaveconnected、)l，iththecounterpartsininputspacestosetuptheirrelationship、丽mouterspace．Bymeansofcompressingtheouterspacerelations，theblendCanformtheinnerspacerelations，whichreferstothecorrespondingrelationsinamentalspace．Inreality,theblendhasdevelopedtheconnectionofcorrespondingelementsbetweendifferentinputspaces，managingtointegratesimplerelatedeventsintocomplicatedevents．Anotheruniquefeatureoftheblendistheproductionofeme唱entstructure．Fauconnierarguesthattheeme玛emstructureisadynaIIlicstructureofthewholeintegrationnetwork，insteadofthestructureoftheblenditself．InputlGenericSpaceFigure4：ACompleteConceptualIntegrationNetworkInput2Infigure4，thefourmentalspaceslinkwithoneanotherthroughtheprojectionchaintoproduceanintegralconceptualintegrationnetwork．TheintegrationnetworkCancompressthedispersiveconceptualstructuresimooperablehuman—scaledscenarioofthe24 山东大掌坝士字位论文blendwhichiseasytounderstandandmaster．nleintegrationnetworkhastwofeatures：oneisthegenerationofemergentstructure，andtheotheroneistheemergentstructureintheblendismuchsimplerthanthestructureininputspaces．Therefore，theadvantageofconceptualintegrationderivesfromthesimplestructureandtheconnectionofallthesementalspacesinthewholeintegrationnetwork．3．2．2TheBasicElementsofConceptualIntegrationConceptualintegrationattemptstoproducethethirdspace--genericspacebythemeansofcross-spacepartialmappingsbetweentwoinputmentalspaces．TheelementsfrominputspacesCanonlybeselectivelyprojectedtotheblend，whichareneededforlocalunderstanding．Duetoselectiveprojection，variouslanguageuserscanbeabletogeneratedistinctblendfromthesameinputs．InFauconnlerandTurner’Sview,themappingprocessfromtheinputspacesintotheblendingspaceincludessuchprocessesascomposition,completion,andelaboration．Intheblendingspace，throughthreeoperationsofcomposition,completionandelaboration,itgeneratestheemergentstructureoffictivemotion．Tostartwith，composition，asthefwstprocess，touchesuponthattheelementsfromseparateinputsareselectivelyprojectedintotheblendinwhichthey’areformedthroughcreatingnewrelations．What’Smore，completionwillintroduceadditionalstrucRlreStotheblendingspace，involvingtheschemainduction．Itisamatchingprocessbetweentheprojecfionoftheinputspacestructureandtheinformationinthelong-termmemorystructure．Unconsciously,theblendrecruitsvariousranges．ofbackgroundconceptualstructureandknowledge．Furthermore，elaborationproducestheblendbymeansofimaginativementalsimulationinthelightofprinciplesaswellaslogicintheblend，whichinvolvesaprocessofcognitiveoperationintheblendaccordingtOtheemergentlogic．3．2．3OptimalityPrinciplesofConceptualIntegrationFauconnierandTurnermaintainthattheconceptualintegrationhastoconformtoaseriesofoptimalityprinciplesSOastogetrationalblendingspace．Theauthorwillmakea 山东丈字坝士学位论文briefintroductiontothesefiveoptimalityprinciplesonebyone．Undertheconstraintsoftheseprinciples，integrationcanplaythemosteffectiverole．However,conceptualintegrationisselectiveforthesatisfactionoftheseprinciples，whichoftenmakesconflictwithanotherdifferentprinciplewhenmeetingthedemandofoneprinciple．Assuminganexplanationscopeofintegration,theexplanationeasytobeacceptedwillbetheonewhichcomplieswiththesefiveprinciplestoamaximumextent．Thefirstoneisintegration：Theblendingspacemustcontainatightlyintegratedscenewhichcanbeoperatedasaunit．Thesecondoneisweb：operatingtheblendingspaceasaunitmustkeeptheappropriatewebconnectionsbetweentheblendingspaceandtheinputspaces．Moregenerally，thecloserelationshipbetweentheblendandinputspaceshastobemaintained．Thethirdoneistopology：asforanyelementofinputspaceandanyelementinthatspaceprojectedintotheblendingspace，itisoptimaltosetuptherelationsoftheelementintheblendtomatchtherelationsofitscounterpart．Inotherwords，theelementsintheblendingspaceshouldestablishtheSRITIerelationshipwiththecorrespondingelementsininputspace．Thefourthoneisunpacking：Theblendingspacealonehastoenabletheunderstandertounpacktheblend∞astoreconstructtheinputspaces，thecross-spacemapping，thegenericspace，andthenetworkofconnectionsbetweenallthesespaces．Thelastoneisgoodreason：allthingsbeingequal，ifanelementoccursintheblendingspace，therewillbegoodreasonfortheappearanceofthiselement．Thegoodreasonwillinvolverelevantconnectionstootherspacesandhavetomanipulaterelevantfunctionsintheprocessofrunningtheblendingspace．Actually，thesefiveoptimalityprinciplescarlbeseenasapowerfulmechanismtobuildupconceptualstructuresinnaturallanguage．Thismechanismcanenableavarietyofconceptualstructurestomovesurmountingthementalspaces．Wecanintegratetheconceptsandhencetoestablishrationalnetworkofconceptualintegrationinthelightoftheseprinciples．26 山东大学硕士学位论文3．3TheConnectionbetweenPunandConceptualIntegrationTheoryInfact，therealizationofadvertisingcharmdependsonpeople’Scognitiveactivities，becauseitsdeepmeaningneedstobeexploredbycognitivesubjects．ConceptualIntegrationTheoryhasofferedanecessarymeansforthecognitionandunderstandingofadvertisinglanguage．Asiswell·knowntoall，ConceptualIntegrationTheoryhasrepresentedageneralhumancognitiveactivitywithpowerfulexplanationforcognitivediscursion．TheconceptwhichpuninadvertisinghastriedtoexpressistheemergentstructureconstructedaftertheconceptualIntegration．Justaswhatwehavementionedabove，doublecontextistheoneofthemostvitalconditionsofexistenceofpun．Doublecontextanditsconceptualcontentsrespectivelyrepresenttwodifferentmentalinputslinkedbythecommonschemastructure，andthencreateablendingspacethroughconceptualmapping．AfterIntegrationthecontentsofthesetwomentalinputs，theemergentstructureisproduced．3．3．1EssentialFeaturesofPunInordertomakeapieceofadvertisementstandoutinnumerousadvertisements，advertisershaveusedmanyrhetoricaldevices，suchascontrast，metaphor,parallelismandSOon．However,intheserhetoricaldevices，puncallcausereaderstothink,tostimulatethereaderstobeinterestedinpurchasing，andatthesametime，itCallimplicitlyexpresstheadvertisingdesigner’Sinnerthoughtsmost．Punislikeapersonwitlldualpersonality,whoonlyappearsinpublicwithonesidewhiletheinnersideneedsotherstoexplore．Thisrhetoricismoreimplicitandeuphemistic，fullofwisdomthanrhetoricskills，itgivesabundantemotiontothe’goodswithoutfeelings,makestheseriousproblemsbecomewittyandhumorous，andtherefore，theEnglishadvertisementswiththeuseofpunarefavoredbytheconsumers．3．3．1．1DoubleContextAccordingtotheopinionofArchibaldA．Hill，aprofessorintheUniversityofTexasatAustinintheUnitedStates，punhasthreeconditionsofestablishment：doublecontext,thehinge，whichmeanspolysemyorhomophones，andtrigger，whichreferstothekey 山东大学硕士学位论文wordsofpromotingtheuseofpun．11坨oneofthemostimportantconditionsofestablishmentofpunisthepresenceofdoublecontext，ifadoublecontextcannotexistindependently,itcannotbecalledapun；apunhasaconversionprocessbetweendoublecontext，andifonecontextinthedoublecontextfailstotransformintotheother,itcannotbecalledpun，theconversionmediainthisprocessiswhatHillhaspointedout-一hinge，whichactuallyreferstothepunitself．Forexample，“TrustUS．Over5000earsofexperience．”(HearingAidAd)Byusingthesamepronunciationof“ear'’and‘"year'’，theadvertisementretainsthedoublecontext．Onecontextindicatesthatalotofpeopleareusingthehearingaid；theothercontextisthatthehearingaidhasalongmstoⅨAndtakeaCanadianwineadvertisementasanothercaseinpoint：”TheuniquespiritofCanada．”Inthisslogan，”spirit”isavividdescription，ithastwomeanings：”thespirituousliquor'’and‘'thespiritualsoul”，whichmakesthisadhasdoublecontext：oneisthattheCanadianwinehasspecialflavor,theotherimpliesthatthewineshowstheuniquespiritofCanada．3．3．1．2SemantieSeparationInEnglishadvertisIng，punexistsatdifferentaspectssuchassyntax，semanticsandSOon,whichcontributestothebeautyofalladvertisementwhenthereadersenjoyit．Itiswidelyacceptedthattheemphasisofutterancemeaningofpunhasoftenbeenlaidontheambiguity,whetherhomophomcpunsorhomographicpuns．Thespeechsounds，theconnotationofwordsandthegrammarCanallleadtoequivocalsentences．ThepunuponawordorasentenceiSoftenusedtoachievetheeffectsofhumor,satire．etc．Whatthespeakermainlyintendstoexpressliesintheambiguity,insteadoftheidenticalpart．Inthenormalsituation，weshouldtrytoavoidambiguitywhenwetalk，butitvaluestheambiguitywhenweusepun．Besides，thepunCanhelpachievetherhetoricaleffectofsimplicityandconciseness，humorandwit，noveltyandchic，whichCanunderlinethefeaturesofadvertisements，hencepunsalecommonlyappliedinadvertising．Greatconcentrationislaidontheuseofpuninadvertisingnotonlytoenhancetheexpressiveeffectbutalsotorealizeitsfunctionofpersuasivenessanditsaimtopromotesalesofproductsorservices．OnetypeofpunsistomakeuseofthewordwhichhasthesameorsimilarpronunciationbutdifferentmeaninginsteadofwhattheauthorintendedtOexpress，itis2R 山东大学硕士学位论文namedphonicpun．Becauseitishumorousandwitry,thispuncanenhancethepublicappeals，andleaveadeepimpressiontotheconsumers．Forexample，‘'The‘in’ideainbusinesstravel⋯一HiltonInns．”Chinesemeaning：“宾至如归——希尔顿旅馆”．ThisistheadvertisementofHiltonHotel，“in'’means‘'themostfashionable，thetrendiest'’，itishomophonic、vitlltheword“inn'’andtellstheconsumerthatHiltonHotelisthemostfashionablechoice．Inaddition,italsoimpliedthatguestswillfeelathomebecause‘"in’’meansbeingathomeaswell．Infact，theadvertisementwantstotellyouthatifyouliveinthehotel，youwillfeelthebestservice；itseemsthatyouareatyourownhome．Atthesametimetheadpointsoutthename‘‘Hilton”，achievingthefunctionofpublicity．Theothertypeistousethepolysemyofawordtoformpunincertaincircumstances，whichiscalledsemanticpun．Literally,itismerelyaword，butasamatteroffact，ithasthemultiplemeaningstomakeanimplicit，euphemisticandthought—provokingcontext，whichenhancestheeffectsoflanguageexpression．Asthesewordshavemultiplemeanings，readersneedtounderstanditsmeaningaccordingtothespecificlinguisticbackground．3．3．2TheInnerLinkbetweenPunandConceptualIntegrationTheoryInrecentyears，thestudyOIlthepuninadvertisingmainlyfocusesonitsstructuralform，pragmaticfunction，aestheticfunction，rarelyinvolvingtheprocessofunderstandingandperceivingofpuninadvertisements．Thispartwillpaymoreattentiontohowtheadvertisersmakeuseofcognitivepatterntoflexiblyapplypuninadvertisementsbyvirtueofconceptualintegrationtheorytopresentthedynamiccognitiveprocessofreaders’mentalactivitiesinunderstandingpuninadvertisementsSOastorepresentthevividness，readabilityandappealofadvertisinglanguage．111eseeminglysimplewordgame—advertisementpun，hasinVolvedtheadvertisementcreators’andreaders’complicatedthinkingactivityininformationprocessingreasoning，etc．111eadvertisersmakefulluseofthecognitivemodeloffolkculturetomaketheadvertisinglanguageeasytounderstandandenjoypopuLarsupport．Meanwhile，theapplicationofpuninadvertisingCall．maketheadvertisinglanguagefullofhumorandwit、砘吐luniquenovelty．Pun，asaproductplannedbydominantlanguage，belongstomarkeddiscourse．nlespokesmaninclinestobuilduptwomentalspacesbymeansofhomophonesorsimilarity29 山东大学硕士学位论文informs，theninducesthelistenerstoactivatealljunctionsinbotllmentalspacesthroughostension，andthesejunctionsrefertothecomponents，roles，strategies，relationsofvariousassociations，etc．Whenthesetwomentalspacesappearinlistener’Sbrain，hewilldohisutmosttomakehisblendingspacearrangementoverlap、航tllmostofthatarrangementofspokesman，andthenjudgehowmuchthestructureofhisblendingspacemayoverlapwiththatofspokesman．Ifmostofthemoverlap、丽tlleachother,itwillindicatethatthelistenerhasunderstoodthespokesman’Sdoublemeaningsandhencetorealizesuccessfulcommunication．Pun，asacommonlanguagephenomenoninEnglishandChinese，hasbeenusuallyappliedinEnglishadvertisementssinceitsdoublecontextCallgeneratedoublemeanings．Inreality,doublecontextcallfallintodominantandrecessivecontextsaccordingtothefunctionofpun．Thedominantcontextmeansthecontextrequiredforunderstandingthesurfacemeaningofliteralsentences，alsocalledlinguisticcontext．Onthecontrary,recessivecontextmeansthecommonknowledgeneededforunderstandingthedeepmeaningofsentences，alsonamedextra-linguisticcontext(严敏芬，2002：28)．Intermsofpuninadvertisements，thedominantcontextreferstothecontexttoproducetheliteralmeaningofadvertisinglanguage，whichinvolvessomebasicbackgroundinformationwithoutdirectlogicalconnectionwiththeadvertisementitself．However,recessivecontextreferstothecontextaimingtoexpressthedeepmeaningofsentenceandrepresenttheadvertisingintentionofads．Bymeansoftheconceptualintegrationnetworkdiagramtopartition,theconceptualcontentswhichtheadvertisingpunwithdoublecontexthasinvolvedrespectivelyrepresenttheinputspaceIandinputspaceII．Thesetwoinputspacessharesomeabstractstructuresingenericspacethroughthemutualmappingandconnection，andwhatconcepttheymanagetoexpressistheemergentstructurebuiltaftertheintegration．Forexample，“Spoilyourselfandnotyourfigure．”(anadforabrandicecream)，“spoiloneself’mesns“尽兴”，while“spoilone’Sfigure”means“破坏了体形”，whichreferstothatafterspoilingyourselftoenjoythedeliciousfood，youdon’tneedtogainweightandyouCanstillkeepslimandattractive．111epunof“spoil'’haslinkedthesetwodifferentcontextstogetherandmadesensethroughitsphoneticandsemanticconditions，thustoensuretheCO·existenceofdoublecontext．Thefollowingisanadofadepartmentstore，”AdealwithUSmeansagooddealto1n 山东大学硕士学位论文you．”Theadvantageofthissentenceisthatitmakesgooduseofthreemeaningsoftheword”deal”：”todobusiness”，”agoodtrade”and”alot”，andthethreemeaningsmakesthewordformafantasticpun．Notonlydoesthisadtelltheconsumersthatitwillbringyoualotofpracticalbenefitifyoubuyhere，butitalsoimpliesthatitisagoodtradeifyoudobusinesswithus．Theadmakesitclearbetweenthelines；itiSawisechoicefortheconsumerstobuyhere．Themultiplemeaningsofthephrase”agooddeal”conflatedtheadvertisement’Sspecialintentionsingeniously．Thismaybeauniquethought!Hereisanotherexample，”Abetterstretchforthelongs仃etch．”(AnAirlineAd)。Thefirst”s衄tch”means”tospreadyourbody”．thesecond”stretch”means”acontinuousperiodoftime”，theadmeans‘"toprovidebetterroomforpassengerswhotravellongtimetostretchthemselvesout．’’Two”stretches”areconsistent，SOthatconsumerscanfeelcomfortablewhentheyhearthem．Takinganotheroneforexample，”TryOursweetcom．You'llsmilefromeartoear”(SweetCornAd)．Theword”ear”alsomeansthecomcobwhilethephrase”fromeartoear”indicatesthatsomeone’Slipspartedinadelightedsmile．Therefore，theadmakesuseofthepun”ear”toexpressdoublemeanings：”youwilleatanearofCOrnandanotheragainaSsoonaSyoutaste，behappyand幽fromeartoear．31 山东大学硬士学位论文Chapter4ACognitiveAnalysisofPunTranslationsinAdvertisementsandItsTranslationStrategiesThecreationofadvertisingpunisanadvertisingideathattheadvertisersusetheintersectionoftheconsumers’psychologyandtherhetoricaldeviceofpuntoformasystematiccognitionofconceptualintegration，aimingtostrengthentheinfluenceofadvertising．Ononehand，thepuninadvertisementinclinestoborrowthefamiliarwords，two-partallegoricalsayings，idiomsorsentencepatterns，etc．SOastoletthecognitionmodeloffoll(cultureplayarole，whichCanhelptopromotethecognitionoftargetlanguage，extractthesefamiliarstoredconceptfromlong-termmemorytoarousereadersoraudiences’corlsensus．Ontheotherhand，theformofpuniseitherdifferentfromtheexpressionofstoredconceptwithoutthesamelanguageform，orhasnodirectlogicconnection、析Ⅱltheadvertisingcontextwhichseemsalittleweird．Thisdifferenceorweirdnesswillmotivatethetargetofcognitiontoexplorethereasons，andtoseekfortherealintentionofadvertisers4．1PuninEnglishAdvertisementsWiththeincreasingprogressofglobaleconomy,thedemandforenterprisecomingfrommarketandconsumerhasbecomemoreandmorecomprehensive．Therefore，inordertosurviveinthefiercecompetition，constantmarketingstrategieshavebeenintroducedbymostenterprises，whiletheadvertisementhasbeenoneofthemosteffectiveanddirectwayIntheerawhenadvertisementsisSOpervasive，tohighlighttheirownslogansandrevealthebrand，theenterprisescontinuetopushoutnewuniqueadvertisingclaim，and‘pun’isoneofthebest．Inreality,whatthepunhasattractedreadersmostishumorandwit．ApunoftenhasahumorousfunctionintheapplicationofEnglishadvertising，leavingreadersadeepimpressionandmakingthemlaughafterreadingit．PunWasakindofwordgame32 山东大学硕士学位论文originally,whichcarlchangeaseriousproblemintowittytopicinahumorousway．Nowadays，itaimstostimulatetheconsulTlerstoproduceastrongbuyingdesirethrougharousingtheirresonance．Inaddition，theapplicationofpuncallalsodrawthereader’SattentionsandcausethemtosinkintodeepthoughtsbecausepunsinEnglishadvertisementsareextraordinary,andwhatapunreallywantstoexpressisnotjustwhatitmeansliterally,SOitcanenablethereaderstoreadbetweenthelinesandtoexplorethedeepmeaning，what’Smoreimportant，thereadersCanevenimprovetheirintelligenceduringtheprocessofsearchingtheanswer,whichisalsoexactlythetruevaluetoapplyapunintotheEnglishadvertisements．4．1．1DefinitionandFeatuFeSofEnglishAdvertisementsTheword”advertise”derivesfromtheLatinword”advertere”．whichmeans”drawingattention”．AmericanMarketingAssociationhaseverdefined”advertising”罄follows：Advertisingisthestructuredandcomposednon-personalcommunicationofinformation，usuallypaidforandusuallypersuasiveinnature，aboutproducts(goodsorservicesorideas)byidentifiedsponsorsthroughthevariousmedia．(Arens，2002：7)Accordingtothisdefinition，advertisementshouldpossessinformativefunctionofconveyinginformation，appellativefunctionofinducingcustomerstomakeanexpectedreactionafterreceivingtheinformation，aestheticsensefunctionofbeautifyingtheproductsandexpressivefunction．Advertisement，asacompetitivecommercialbehavior,aimstowinoverconsunlers．Commercialadvertisementisakindofmeanswhichintroducesproductstopotentialconsumers，stimulatingtheirinterestinacertainproductandpersuadingthemtobuy．Advertisinglanguage，asan．applicationlanguage，itsspecialutilityhasgraduallyevolvedfromthegeneralEnglish“oinformalspecialEnglish，andoneofitsfeaturesistoattractpeople’Sattentioninamomenttoleaveadeepimpressionofthesignificanceofproductsonthereaderswithalong，persistentfinish．Onthewhole，theadvertisinglanguageshouldbefeaturedwithpopularity,simplicity,accuracy,andnovelty．Tostartwith．theadvertisementshouldbeheadline-grabbingSOastoattractwould-beconsumers’attention，becausesuccessfuladvertisementsdependnotonlyonstrikingandforcefulvisualimage，butalsoneedtheattractiveandpersuasivelanguagetorendenWhile33 山东大学硕士学位论文thevividandattractivelanguageisbasedonnovel，originalandcharmingwording，especiallyintheappropriatechoiceofnouns，verbsandadjectives．Asaresult，theadvertisinglanguageshouldbecreativeanduniqueinexpressiononthebasisoftheaestheticpsychology．Besides，advertisinglanguage，asanexpressiveandevocativelanguage，oughttobefeatured而也refinementandpreciseness．Asiswell-knowntoall，ourmodemsocietyisinundated、jlri也variouskindsofadvertisementsSOthatmanyofthemwouldbeneglectedexceptforthosewhichareeasytoberemembered．Thusadvertisementoughttobeproducedbymeansofstrikingagoodbalancebetweenitsexpressionformandtheactualexperienceoftheconsum．CTSSOthattheyareabletounderstanditandhencetorememberiteasily．What'smore，thelanguageusedinadvertisementsshouldbesimpleandconcise．Itisgenerallyacknowledgedthatthelongeratextis，themoredifficultitwillbefortargetreaderstounderstandandremember．Theadvertisinglanguageshouldbepopularandcommonlyusedindailylife，insteadofbeingambiguous，whichisquiteeasytoarousepeople’sresonance．Asadvertisementiscustomer-targeted，intendingtoconveytheinformationtoconsumerstostimulatetheirpurchasinginaction,conciselanguageCanbemoreeye-catchingandbetterconformtoaestheticpsychologyofconsumers．Tosumup，notonlyisadvertisementanecessarymethodforthecompaniestointroducehiscommoditytothepublicandhencetopromotesalesofproductsorservice，butalsoasignificantbridgetoestablishacloserelationshipbetweenconsumersandproducers．Onlybyusingconcise，exact,originalandcreativelanguage，Cantheadvertisementmanagetoattractcustomerstoconcernabouttheadvertisedcommodity．4．1．2TheAdoptionofPuninEnglishAdvertisementsItisgenerallyacknowledgedthatadvertisementsoftenemployarichmixtureoflanguagestoattractconsumersbymeansofquotingfromclassicsorancientworkstocreateafamiliarandrefreshingfeeling．Inordertoincreasetheappealoflanguageandrealizethepromotionfunctionofadvertisements，advertisinglanguagehaspaidmoreattentiontotherhetoricdevices，andpunsareoftenemployedinadvertisinginan34 山东大学碘士学位论文ingeniousway,whichCallbeseenasoneofthemostcommonlyadoptedone．Viewedfromthefeaturesofadvertising，tousetheleastamountofwordstoexpressthemeaningtothefullestandconveythemostcompleteinformationhasbeenthestartingpointofadvertisers．Thepunscallexpressthecreationintentionofadvertisementwithgreatsimplicityandconcisenessandrendertheadvertisinglanguagetobenovelaswellasattractivewithjustafewparagraphs．Therefore，theembeddedfeaturesofpunandthedemandsofsuccessfuladvertisementCanharmonize、Ⅳi吐loneanother．Forexample．‘'Fromsharpminds，comeSharpproducts．”Wearenotfamiliarwiththebrand“sharp’，，butwhyitimpressedtheconsulTlersomuch，thisadvertisementplaysakeyroleundoubtedly,inthefirsthalfoftheadvertisingsentence，“sharp”means“sensitive’，，and“smart”inthesecondhalfsentence，“Sharp”impliesthebrandnaiTleofaproduct．TheadvertisementmakesthereadersunderstandSharp’Sgoodquality,atthesametime，thenameengravesonthereaders’mindsachievingave巧goodeffectofpublicity．’ThefeaturesofpunconformtotheKISSprincipleinadvertisingcreation，whichmeanskeepingitshortandsweet，Viewedfromtheusingeffectofpun,itischaracteristicsofhumor,hidingtheconnotativemeaninginrelaxedexpression,makingtheinsipidlanguagevividandlively、谛ithgreatcharm．Besides，theidiomsandproverbsborrowedintopunsarehighlycontag]ohs，whichcanhelppeopletorelievetheirresistantemotiontoadvertisementsandshortenthedistancebetweentheconsulnersandproducts．Foranotherexample，‘'Nobusinesstoosmall，noproblemtoobig．’’ThisisalladvertisementforIBMCompany,thesentencepattem“no⋯no⋯’’isacommononeinEnglish,hereitpatternsaftertheproverb”rio+pains，nogains．“，whichmakesthecompany’Smanagementphilosophyvividandclear：earnestandresponsibleattitudeandservicetoeverycustomer．Sohowcouldonerefusetodobusiness、析tllthecompanyafterreadingsuchaslogan?4．1．3TheReasonsfortheAdoptionofPuninEnglishAdvertisementsWiththedevelopment’Ofsociety,especiallythecomingofcommodityeconomysociety,thecompetitionamongthemanufacturershasbeenfiercerandfiercer．Englishadvertising，asastrategywhichcanpromotethemanufacturers’productsandenhancetheircompetitiveability,attractstheenterprises’extensiveattention．ThereexistsSOmany1气 山东大学硕士学位论文●■置—量量置—|墨■■—量量|曹罾皇——■|——|量舅嘲I■———●—■■曼量|曼罾量量—目量—置!曼皇曼曼罾皇皇量鲁皇量曼量——■●■●_advertisementsanddifferenttypesofpublicityallovertheworld,underthisbackground，ordinaryadvertisementshavealreadybeeninallawkwardposition．Inordertocapturethere埘ertsheartinaflash，stimulatethecoiLsumers’purchasingdesire，advertisingdesignersneedmoreskillsandmoresubtlerhetoricmethodstomaketheadvertisementsvividandinterestingwhiletheycannotseemtoolong，insteadofusingtheordinaryEnglishsentencepattems．Inthiscase，theapplicationofpunsinEnglishadvertisementsemergeswiththedevelopmentofthetimes．Theadvertisements、析t11punsliketheshinybambooafteraspringrain，it’Stheapplicationofpunthatmakestheadvertisingreachanewpeal(．Infact，therearemanyreasonsfortheadoptionofpuninadvertisements．Firstofall，itCansuccessfullydemonstratespecialnoveltyandoverflowwitllthecopywriter'sextraordinaryimagination．Moreover,theapplicationofpunsinadvertisementsCanrenderadvertisinglanguagetobevividandconcise，orhighlyrhythmicalandpowerfulononehand,andfocusontheuniquefeaturesandfunctionsofthecommoditiesorservicesbeingpromotedontheotherhand，hencetobettercreatetheirattractiveimagestocontributealottotheSuccessofadvertisements．Moreimportantly,theapplicationofpunscantriggertheconsumerstothinkandarousetheirrelatedimaginationSOastoattracttheaudience’Sattention，realizingthepurposeofconveyingadvertisementinformationandspreadingadvertisementsefficiently．Inaddition,thesenseofhumorandwitreflectedinpunshasincreasedthefunofadvertisementandbetterpromotedthepublicizedproductsorservices．Tosumup，theapplicationofapunmakesEnglishadvertisementmoreimplicitSOthatthereaderswillnotfeeltooabrupt．Atthesametime，punsareusuallyworththinkingoverandoveragain．Theimplicitmetaphoricalmeaningsofapungivereadersanaestheticappreciationandmakereadersenjoythebeauty，satisfypeople’Scuriositytoanewproduct；whatisworthmentioningmostisthatitcanleaveoutmanyredundantandtediouslanguagebyusingpuns，maketheadvertisementsmoresimpleSOastoattractthereader’Sintere对s． 山东大学硕士学位论文4．2ConceptualIntegrationAnalysisoftheTranslationofPunsinEnglishAdvertisementsThebeautyinlanguagemainlyshowsinsuchaspectsassound，formandmeaning，andalloftheseaspectscanbediscoveredinpun．Therefore，theapplicationofpunsinadvertisementsiSconducivefortheconsumerstounderstandandmemorizetheadvertisements，SOastorealizethepurposeofenhancingthereputationoftheadvertisedproductsorservice．SincepunisacommonrhetoricaldeviceinbothChineseandEnglish,thetranslatorswillhavetroubleininterpretingthepuninadvertisementsandthusailtorealizecompleteformalequivalencebecauseofthedifferencesinlanguage，cultureandthinkingmode．Intheprocessofpuntransition，thelowdegreeofcoincidenceinpronunciationandmeaningbetweensourcetextandtargettexthasledtothedifficultyofeffectivesemanticcommunicationandthereserveofpunforms．Besides，asacross-culturalcommunication，thetranslationofpuninadvertisementsmainlyaimstopromoteproductsandattractconsumers．WhetherthereadersCallunderstandtheadvertisememornothasplayedavitalpartinthefulfillmentofitspurpose．Asaresult，theconceptualintegrationtheory，whichCanprovideasoundtheoreticalsupportfortheunderstandingofadvertisinglanguage，CanbeemployedtotheprocessofpuntranslationinEnglishadvertisements．Inthispart，theauthorwillmakeeveryefforttoelaboratethetranslationofvariouskindsofpunssuchashomophonicpun，homographicpun，grammaticalpunandpunonparodyadoptedinEnglishadvertisementsw，ithintheframeworkofconceptualintegrationtheory．4．2．1TranslationofHomophonicPunHomophonicpunrefers．tothepunoftwowordswithidenticalpronunciationbutdifferentspellingsandmeanings，whichincludesclosesoundpunandthesamesoundpun．Closesoundpunreferstopairsormoreofwords埘也thesanlesoundbutdifferentmeanings．ThesamesoundpunreferstothewordswiththesameSoundbutdifferentmeanings．37 山东大学硕士学位论文蔓暑—■■—量■皇■——■——■皇曹皇————■舅■皇■■—曩■——————■■■■■■■■■■■■■量量皇皇■置量置量皇曼量薯曼皇蔓量曼鼍量墨曼TheauthorwillmakeadetailedanalysisonthetranslationofhomophonicpuninEnglishadvertisementswithintheframeworkofconceptualintegrationtheorythroughseveralexamples．E．glTrustUS．Over5000earsofexperience．译文：相信我们吧。历经5000多只耳朵的检验，有着5000多年的经验。Thisisapieceofhearingaidadvertisement丽mtheembeddingofaphonogram(ear-year)betweenthelines．Theword“ear'’means“耳朵”initsliteralmeaning，whichindicatesthattheproducthasstoodthetestofmanyconsumers．Thesourcementalspaceandtargetmentalspaceconstructedinourmentalspacerespectivelyreferto‘'ear'’and‘year'’，thenthewordsof‘"trust’’and“experience”enterintothegenericspaceinthecognitiveprocess，theimplicitmeaning“ye盯’producedthroughthehomophonicpunsmayindicateadifferentmeaning．Accordingly,aftertheselectiveprojectionandconceptualintegrationofthedominantmeaning“ear'’andtheimplicitmeaning‘‘year'’，theyformdoublemeaningandthustogettheemergentstructure：thiskindofhearingaidhasalonghistoryofwithhighquality,whichhasproventhroughpracticaltestsofmanyconsumers．Byusingthesalnepronunciationof"car'’and“year'’，theadvertisementretainsthedoublecontext．Onecontextindicatesthatalotofpeopleareusingthehearingaid；theothercontextisthatthehearingaidhasalonghistory．Thetranslationhassuccessfullysplit锄Englishexpression‘‘over5000earsofexperience”intotwodifferentlevelsofChinesemeanings．Actually,byusingthesamepronunciationof“ear'’and‘‘year'’，theadvertisementretainsthedoublecontext．Onecontextindicatesthatthehearingaidhasbeenprovenbytheearsofmanycustomers；theothercontextisthattheproductisofsuperiorqualitywithalonghistory．ThistranslationhascompletelyexpressedtheexternalandinternalmeaningsofthisEnglishadvertisement，keepingfaithfultotheSOUrCetextonthewhole．However,lookingattheChinesetranslationforthefirsttime．thereaderswillbeconfusedaboutwhattheadvertisementisabout．That’Stosay,itisquitedifficultforreaderstoguesstheproductadvertised． 山东大学硕士学位论文E．92OIC译文：哇，我看见了!Thisisanadvertisementforglasses州monlythreewordsOIC，expressingthatthequalityoftheglassesisreliable，whichcanmakethereadersfullofpraise．However,ifmerelyinthelightofthepronunciation，thethreelettersreadlike”Oh，Isee!”andtranslateitinto“噢，我看见了!”Actually,iftheconsumercarefullyobservestheconstitutionofthisadvertisement，theywilldiscoverthesethreelettersthemselvesjustlooklikeapairofglasses，whichcancatchtheconsumers’visualattention．Meanwhile，thetranslatorCanexpresssomeone’Ssurpriseandexcitementwhocarlseeclearlythroughthevoicewitllemotionaswell，whichistogettheconsumers’attentionfromtheauditoryperspective．Whenthewould—beconsumersreadthename，itspronunciationmakeshimcapableofconstructingtwoinputspaces，oneisthesourcementalspace“OIC”andanotheroneisthetargetmentalspace“oh．Isee．”Whilethegeneticspaceincludesacommonstructurebetweenthesetwoinputs"thesamepronunciation．Throughtheprocessofcross—spacemapping，thecustomerwillunderstandthenalne“OIC’’byvirtueofactualcontextthroughprojectingitintotheemergentstructure：aslong豁thepersonwitllpooreyesightwearstheglassesmadebyOICCompany，theywillbeabletoseetheworldclearly．Byattractingpeople’SattentionandmotivatingtheirdesiretopurchasetheproducLtheadvertisememCanmeetthedemandofcommoditydealersintheend．Whenitcomestothetranslation，wecalleasilyimplyit’SanadvertisementforglaSses．Thetranslation“哇，我看见了”hasdirectlyexpressedthatafterusingthisproduct，theconsumerswillbesurprisedandexcitedtoseeclearlyeverything．Whenobservingtheslogancarefully,thethreelettersarejustliketheabbreviationofasentence”Oh，Isee[”，andtheconstitutionofthesethreeletterslooklikeapairofglaSses，successfullyachievingtheeffectofpuninbompronunciationandwritingform．Thiskindoftranslationisverysimple,conciseandclearlyindicatestheusageofproduct，whichconformstoAIDMApsychologicaleffect(attention，interest,desire,memory,action)，SOitCansuccessfullycaptureconsumers’attention，stimulatetheirinterest，andarousetheirdesiretotakeimmediateaction．39 山东大学硕士学位论文4．2．2TranslationofHomographicPunHomograpMcpuninclinestomakeuseofthefeatureofpolysemyandputavarietyofmeaningsofawordinalladvertisementtomaketheadvertisementmoresubtleandthought-provoking．Actually，homographicpunformsdoublemeaninginspecificcontextbymeansofpolySemousword，whichisliterallyonlyaword，butinfactconcerns丽Ⅱ1twodifferentmeanings．Themaincharacteristicofthiskindofadvertisementisthatthereusuallyexistsanotherde印meaningbehindtheliteralmeaning．Theadvertiserwishesthatuponreadingtheadvertisement，peopleCallrelatetodifferentkindsofmeaningsfromthepolysemouswordandhencetoachieveanunexpectedeffect．TheauthorwillmakeastudyindetailonthetranslationofhomographicpuninEnglishadvertisementsfromtheperspectiveofconceptualintegrationtheorywithseveralexamples．E．91spoilyourselfandnotyourfigure．译文：尽情享受，永保体型。It’SapieceofadvertisementcreatedforWeightWatchericecreamofweight-lose．Theword‘‘spoil”hasusedtherhetoricdeviceofpun,constitutingtwomentalinputspaces．“spoiloneself’means“尽兴”，while“spoilone’Sfigure”means“破坏了体型”，whichreferstothatafterspoilingyourselftoenjoythedeliciousfood，youdon’tneedtogainweightandyouCanstillkeepslimandattractive．Sincethisisapieceoficecreamadvertisement，thegenericspaceexistingintheconceptualfrarneworkofcognitiveprocessiSrelatedtoicecream．Actually,withtheaidoftheconceptualintegrationtheory,peoplecallconstructtwoinputspaces：onesourcementalspaceis‘‘spoilyourselftoeattheiceCream”andtheothertargetmentalspaceis‘'don’tworryaboutspoilingyourfigure”．Moreover,someoftheinputsCanbeintegratedintotheblendandafterintegratingsomerelevantconcepts，peoplewillbeabletoobtainallemergentstructure：customersCanspoilthemselvestoenjoythetasteofWeightWatchericecreanlononehandanddon’tneedtoputonweightontheotherhand．Instead,theyCanstillkeepslimintheprocessofenjoyingdeliciousicecrealll．4n 山东大学硕士学位论文Thepunof‘‘spoil”haslinkedthesetwodifferentcontextstogetherandmadesensethroughitsphoneticandsemanticconditions，thustoensuretheco-existenceofdoublecontextandenablethedieterstobewillingtoaccepttheadvertisinginsucharelaxingandhumorousatmosphere．Theword‘‘spoil”Canbeusedtomodify“oneself’aswellas“one’Sfigure”，whichCallberespectivelyrenderedinto“尽兴”and‘1玻坏体型”，implyingthiskindoficecreamcannotonlymeetyourtasteenjoyment，butalsoCanenabletokeepslimandbeautiful．Asaresult,thistranslationcanseizec011suiners’psychology,especiallythosefemaleconsumerswholovetoeaticecream,butafraidofgainingweight．Moreover,thefour-wordstructureinsymmetricalformalsoconformstothefeaturesofadvertisinglanguage：accuracy,concisenessandplacement．Thiskindoftranslationhassuccessfullyexpressedthedoublemeaningsoftheword“spoil”，whichCanbettercatchtheconsunlel"s’eyesandstimulatetheirdesiretopurchase．E．g2Afteryougetmarried，kissyourwifeinplaceswhereshe’sneverbeenkissedbefore．译文：婚后，在你妻子从没被吻过的地方吻她。111isisadvertisementfortravelagency．晰tllthehelpofthetheoreticalframeworkofconceptualintegrationtheory,weCarl．easilyfindoutthatthisadvertisementisahomographicpunintermsoflexicology．Theword‘'places’’oftheslogancanberenderedinto“地方”，andthetranslationofthewholesloganhasmanagedtokeepthedoublemeaningsoftheoriginaladvertisementandattractconsumers’attentionsuccessfully．Peoplemayconstructtwoinputspaceswhenencounteringtheadvertisement：oneSOurCementalspaceis“afteryougetmarried，kissyourwifewhereyouhaveneverkissedbefore”，theothertargetmentalspaceis“afteryougetmarried，pleasetakeyourwifetoplaceswhereshehasneverbeenbeforeandthenkissher'’．Thecommonconceptualstructurebetweenthetwoinputspaceshasbeencontainedingenefcspace：theword‘‘places’’hastwodifferentmeanings，whichCanbothrefertothebodypartsofone’Swife，andrefertoplacenames．Fromtheprocessofcross-spacemapping，peoplewillunderstandthereal41 山东大学硕士学位论文meaningoftheadvertisement‘'Afteryougetmarried，kissyourwifeinplaceswhereshe’Sneverbeenkissedbefore．”incombinationwithactualconteXtthroughprojectingittotheeme玛entstructure：afteryougetmarried，kissyourwifewhereyouhaveneverkissedbefore。andtakeyour谢佗toplaceswhereshehasneverbeenbeforeandthenkissher．FromtheEnglishslogan，weCalleasilyfindthatit’Sahomographicpunandtheword‘'places’’啪refertodifferentmeanings：oneistoindicatesomepartsofbody,andtheotheroneistoindicatetraveldestinations．ThespecialfeatureoftheChinesetranslationistoreservethedoublemeaningsofpuninadirectandsimpleway,leavingconsunlersa诵derangeofimaginaryspace．“Tokissyour117l哇feinplaceswhereshe’Sneverbeenkissedbefore”canshowyourdeeplovetoherononehand，andCankeepyourlovealivebycreatingmorecommonmemoriesbelongingtoyouontheotherhand．Fromitsliteralmeaning,it’Sverydifficultforpeopletorealizethatthisisasloganfortravelagency．Afterscanningthewholesentence，theword‘'places’’willinevitablycatchpeople’Sattentionandprovoketheirde印thoughts．Overall，thisChinesetranslationisfaithfultotheoriginalinformationwithnaturalstyle，whichcanrealizetheadvertisingintentionsuccessfullyandattractconsumers’attention．E．93LovetheChunghwa．译文：爱我中华!Thisisanadvertisememforcigarette．Theclassicslogan“lovetheChunghwacigarette”isthebrilliantinterpretationforthewholeadvertisement．Actually，wecanmakeuseofconceptualintegrationtheorytoelaboratethecognitiveinterpretingprocessofitstranslation．Whenreadingthisadvertisement，twoinputspaceswillbeconstructedinpeople’Sminds：onesourcementalspacerefersto“loveourcountry—thePeople’SRepublicofChina”，andtheothertargetmentalspacerefersto‘‘lovetheChunghwacigarettemadebyShanghaicigarettefactory'’．Aftertheinputs’selectiveprojectionintotheblendandintegratingtherelevantconcepts，peoplewillgetanemergentstructure：thebrandof“Chunghwa'’cigarette埘ⅡlllighqualityhasbeenoneoftheoutstandingrepresentativesamongOurChinesecigarettebrands．Lovingthe“Chunghwa'’cigaretteisto4’ 山东大学硕士学位论文loveourcountry-China．Throughthecognitiveanalysisofconceptualintegrationtheory，readerscanclearlycomprehendtherelevantmentalmechanismandthecognitiveprocessofnewmeaningconstruction，SOthattheadvertisingmeaningthatadvertisertendstoexpressCanbenaturallyandeasilyunderstoodbyreaders．Infact，thisadvertisementcontainstwokindsofpuns：homographicpunandpunonparody．Ononehand，theword“Chunghwa'’canrefertobotllthePeople'sRepublicofChinaandChunghwacigarette．Ontheotherhand，thesloganof“lovetheChunghwa'’hasconvertedaveryfamiliarpatrioticlanguageintoapieceofadvertisement．Theflexibleconnectionof‘‘China'’with,"statetobacco’’and‘'patriotism’’hasnotonlysuccessfullyexpressedthemeaningof“lovetheChunghwacigarette”，butmoreimportantlycanalsoavoidthelimitationofthetobaccoadvertisingSOastodirectlypushouttheChinesebrandadvertisementfeatured、Ⅳiththenatureofpublicbenefit．Asiswell-knowntoUS．“LoveformyChina”isaveryfamousfomsongsungbySongZuying(afamousfolksongsingerinChina)．TheingeniousconnectionbetweenafamiliarsongandanewcigarettesloganCanbeeasiertOarousetheconsumers’resonance．WhenconsumersreadtheChinesesloganforthefirsttime，theywillfeelthatbuyingthiscigarettec孤notonlymeettheirdemand，butcallalsoshowtheirpatriotismtoOlll"country．Ⅵ7lIat’Smore．theatmosphericsloganhasprovidedbroadimaginationSpaceforChnnghwa’ssubsequentdevelopmentofmanylargepublic-relationsactivities．Nodoubtthatthistranslationisquitesuccessfulandingenious．4．2．3TranslationofGrammaticaIPunGrammaticalpunmainlylingersovergranlillartomaketheadvertisementsgeneratemoreinterest．Therearern．觚ywaystoformthispun，suchastheuseofellipticalstructure，wordsorphraseswithtwoormoregrammaticalfunctionsandSOon．Thesegrammaticalfunctionscanmakethecustomersgetavisualizationoftheconcretecontextsintheirmindsthroughtheprocessofcross-spacemappings，thusenablingtheaftertasteofthesloganmorelivelyandenduring．码eauthorwillmakeaconcreteelaborationuponthetranslationofgrammaticalpuninEnglishadvertisementsfromtheperspectiveofconceptualintegrationtheorythroughseveralexamples．43 山东大学硕士学位论文E．g．1Cokerefreshesyoulikenoothercan．译文：没有什么能像可乐那样令您神清气爽．ThisisapieceofadvertisementcreatedforCokeCola·-averyfamousdrinkpopularwiththepublic．Byvirtueofthetheoreticalframeworkofconceptualintegrationtheory,peoplecanconstructtwoinputspaceswhenreadingthisadvertisement，oneofwhichistheinputspaceI(alsocalledsourcementalspace)“cokecanrefreshpeople”andtheotheristheinputspaceII(alsocalledtargetmentalspace)“otherdrinkscannotrefreshpeoplelikecoke'’．Thecommonconceptualstructurebetweenthetwoinputshasbeencontainedinthegenericspace：theword“Call”hastwogrammaticalfunctions，whichisusedasamodalverbmeaning‘'beableto”(能够，可以inChinese)，andanounmeaningthevesseltofiUwiththeCoke(罐；听inchinese)，suchawittyandhumorous1．1sagegivesthereadersaknowingsmile．Absolutely,peoplewillneverforgetthebrand“Coke’’becauseoftheingeniousandcreativedesignmadebytheadvertiser．Throughtheprocessofcross-spacemapping，theconsumerwillbeabletounderstandthemeaningoftheadvertisement“Cokerefreshesyoulikenoothercarl'’incombinationwithactualcontextthroughprojectingittotheemergentstructure：peoplewillgetrefreshedwhendrinkingcoke，andwhattheadvertiserhassoldtothecustomerisofqualityassurance．Thusthisadvertisementcanactivatethecorrespondingcognitivemodelsincustomers’minds：acanofCokeColawillbeabletomakeyourefreshedandotherdrinkscannotachievethesRmeeffectlikecoke．Thetranslationof“可口”hasimpliedtwomeanings：oneisthebrandnanleofthe血nl【-可口可乐，theothermeaningreferstothegoodtasteofthis“11l【，whichhasunparalleledadvantagescomparedwithotherdrinks．Theword“can'’alsohasdoublemeanings：oneisability；theotheristhecontainerofCoke．Asaresult，“likenootherCan”notonlyreferstothatnootherdrinksCanrefreshyoulikeCoke，butalsoreferstonootherdrinkscanbeabletorefreshyou．TheChinesesloganmakesuseofliteraltranslmion，expressingthemeaninginadirectandsimpleway．Themeritofthistranslationistosuccessfullyhighlighttheuniquefeatureofthedrinkwhichcanrefreshyoutothegreatestextent．Afterdrinkingit，youcallgetridofworriesandtirednesstofullyenjoyitsgoodtaste．However，word-to·wordtransitionseemstobealittlesti伍withoutanyflexiblechanges．Inthelightofthefeaturesofadvertisinglanguage，thewould·beconsumers44 山东大学硕士学位论文inclinetoaccepttheChineseslogan、衍msymmetricalandparallelstI．ucnlre．whichCanbetterconformtoChinesepeople’Slanguagehabitandconventions．Therefore，Iprefertochoosethetranslationlikethis“清爽可口，独一无二”。E．g．2Lessbread．Nojam．译文：乘伦敦地铁，省钱、不堵车。ThisistheadvertisementforLondonsubway．Lookingatthisadvertisement，peoplewillconstructtwoinputspaces，oneofwhichisthesourcementalspace“Lessmoney．Notrafficjam．”andtheotheristhetargetmentalspace‘'thesloganoftheLondonsubway”．Peoplewillgetanemergentstructureaftertheinputs’selectiveprojectionintotheblendandintegratingtherelevantconcepts：whentakingLondonsubway,peopleCansavelotsofmoneyandtimewithouttra伍cjam，whichCanbemoreconvenientandmuchcheaper．Theadvertisementusesgrammaticalpunaswellashomographicpuntonlakeittobevividandunforgettable；nowonderpeopleareamazedattheingeniousadvertisingdesign．Byusingtheellipticalsentencepattern,itlooksconciseandcompactintermsofstylisticeffectandalsoseemstoberhythmicwhentheconsumersreadit．Onthesurface,itmaybedifficultforconsumerstoassociatethissloganwithLondonsubway,becausetheliteralmeaningsof“bread'’and‘'jam,’justrefertotwodifferentfoodscommonlyappearedonEnglishmen’StablesandbothofthemhaveplayedavitalroleinEnglishmen’Sdailylife．Howeverherethesetwowordsareaplayonwords．“bread'’canbeunderstoodas“money’’inspokenEnglish．and?jam”Canbeusedtoindicate‘乜瓶cj跗1'’．Ifwecomplementtheellipticalsentence,thesloganwillincreasethissentence：Lessmoney．Notrafficjam．Therefore，theadvertisementissupposedtoexpressthefactthatLondonsubwaycostslessmoneywithoutworryingabouttrafficjam．TheSUCCESSofthetranslationliesinconnectingfoodwithmeansoftransportationinaflexiblewayandbothofthesetwostablefoodshaveothermeaningsrelatedtotheproduct．SuchaningeniousassociationCanbetterpublicizethemeritsofLondonsubway．ItcanbeeasilyseenthattheChinesesloganusesfreetranslationtoexpresstwobigfeaturesofLondonsubway：economicalandfree—flowing，makingtheconsumersbesuddenlyenlightened．However,theChinesetranslationfailsto．45 山系大学硕士学位论文highlighttheconcisenessofadvertisinglanguage．Personallyspeaking，usingsymmetricalstnlcturetotranslatethesloganmayproduceabettere仃bctofpublicityandmaybeeasierforconsumerstoremember．Therefore，Iprefertotranslateitinto“乘伦敦地铁，经济又畅通”。4·2·4TranslationofPunonParodyisapieceofwriting，music，牡tiIlg，etc．thatdeliberatelycopiesthestyleofsomebody／somethinginordertobeamusing．Punonparodyistointactlyapplythepreviousknownexpressions，proverbs，four-wordphrases，mottos，idioms，etc．intothedesignofadvertisingslogantogivepeopleafamiliarfeeling．However,theadvertisersoftendeviatefromitsfixedmodeonpurpose，replacingapartoftheoriginalcomponentsandblendingintotheiruniquelanguagestoachieveasensationaleffect，hencetoletpeoplemakeajudgmentagain．Theeffectsofthiskindofpunconsistinelicitingnewartisticconception,andenhancingwritingexpressionaswellasappealwithvisuallanguage．ThechangesCannotonlymanagetocatchcustomers’attention,butalsohaveapersuasiveinfluenceonthemassessoastorealizetheintentionofadvertisers．Let’Slookatsometypicalexamplesasfollows．E．91．AMarsadayhelpsyouwork．rest,andplay．译文：一天一块玛氏巧克力，让您工作像工作，娱乐像娱乐。TllisisanadvertisementforMarschocolatecompany．Whenreadingthisadvertisement．peopleCall’thelpassociatingtheslogan、杭廿ltwoidioms：‘'Anappleadaykeepsthedoctoraway”and“AllworkandnoplaymakesJackadullboy'’．Iftakingintofullconsiderationofthemeaningsofthetwoidioms，peoplecanclearlydiscovertheaimofthisadvertisement--totellpeoplethateatingachocolatemadebyMarsCompanyadaywillenableyoutogetlivelyandsmartinsteadofbeingadullbey,andtokeepthedoctorawayaswell，whichmeanskeepinghealthy．Whenreadingthisadvertisement，peoplewillconstructtwoinputspaces，oneofwhichisthesourcementalspace‘蚀eoriginaltwoidioms”．andtheotheristhetarget46 山东大学颂士学位论文mentalspace‘'thesloganofMarschocolatecompany'’．Peoplewillgetanemergentstructureaftersomeoftheinputsprojectionintotheblendandintegratingtherelevantconcepts：wheneatingthechocolatesfromMarsCompany,theycallbecomelively,intelligentandkeepfit．TheMarschocolatemaynotonlyhelpyouworkwithgreatenergyandenthusiasm,butalsohelpyourestwitheaseofmindSOastokeephealthy．ItCallbeclearlyseenthattheadvertisershasdesignedtheslogancreativelywithenoughconsiderationSOastoattractcustomers’attentionandpromotetheirdesiretotakepurchasingaction．AsfortheChinese：slogan,thecombinationsofliteraltranslationintheformerpartandfreetranslationinthelatterparthavebeenflexiblyadoptedhere，whichhassuccessfullyavoidedrigidnessandstiffness．Itreadsquitesmoothandnatural，SOtheChineseconsumershaveno．troubleinappreciatingtheslogan，justlikereadingapieceofworkwritteninnativelanguage．Inreality,thisEnglishsloganhaslinkedtwoidiomstogether,givingconsumersafamiliarfeelingandleavingthemadeepimpression．ItsliteralmeaningisthateatingMarschocolatecanmakeyouwork，restandplaywithgreatenthusiasm．SuchakindofChinesetranslationimpliesthataMarseachdaycallrepleflishyourenergySOastoletyoudevoteyourselftoyourwork，entertainmentandrest．However,thistranslmionisalittlelongandcomplex．abettertranslationshouldbe“一天一块玛氏，让您工作、娱乐两不误”。E．g．2Notallcal'sarecreatedequal．译文：并非所有汽车都有相同的品质。ThisisanadvertisementforMitsubishiMotors．It’Sobviousthatthesloganhasimitatedthefirstsentence．inAmericanDeclarationofIndependenceandanyonewhoknowsaboutAmericanhistorywillinevitablytllinkofthewell-knownsentence‘'thatallmenarccreatedequal”wriRenbyThomasJefferson．PresidentAbrahamLincolnalsoquotedthissentenceinhisGettysburgspeech，becausethissentence，asaclassicpoliticalsayingwithworldinfluence，isimbibedwithintensiveAlrlericanculturalfeatures．Byvirtueofconceptualintegrationtheory,wecanmakeananalysisofitstranslationfromthe47 山东大学硕士学位论文cognitiveperspective．Whenlookingattheslogan，peoplewillbeabletoconstructtwoinputspacesintheirminds，oneofwhichissourcementalspace“allmenarecreatedequal’?，andtheotheristargetmentalspace“notallerrsRrecreatedequal”．Peoplewillgetanemergentstructureaftertheinputs’selectiveprojectionintotheblendandintegratingtherelevantconcepts：theMitsubishicarsaremadewitllgoodqualityandexcellentfunction，whicharemuchbetterthanotherkindsofmotors埘munparalleledadvantagesandtheyareyourbestchoice．ThisChinesetranslationhasadoptedfreetranslation，aimingtostressthesuperiorqualityandoutstandingfeatureofMitsubishiMotors．FromtheliteralmeaningofEnglishslogan，itmeansthatallthecarsaledifferentandnotallcarsarecreatedequal．However,ifthesloganistranslatedbyword-to-word，itwillpuzzleconsumers．TheyhavenoideawhattheproduceraimstoexpressorwhatisthedifferenceofMitsubishiMotorsbetweenothermotors．Actually,theadvertiserisquitesmartinchanging“men'’oforiginalsentence“allmenarecreatedequal’’into“errs”successfullytohighlightthepurposeofadvertisement．Besides，theadvertiserhasmanagedtochangeaffirmativeintonegativesentence，highlightingthegreatdifferenceofMitsubishiMotors，whichmaybeeasierforconsumerstoformacontrastinthoughtanddeepenimpression．Withtheaidofculturalinformation,theslogancancreateafeelingofintimacyforAmericansandhencetostimulatetheirpurchasingdesire．TheadoptionofpunonparodyinthisadvertisementhasbeenoneofthemostsignificantreasonsforitssuccessinopeningAmericanmarket．E．93Wherethereisaway,thereisaToyota．译文：车到山前必有路，有路必有丰田车。TllisistheadvertisementforToyotacars．itisadvisabletoimitatethemodeofafamousEnglishproverb：”wherethereisawill，thereisaway”，becauseitcanattractthereader’Sattentionimmediately,consumerswillthinkofthisadvertisementaslongastheythinkofthefamiliarproverb．Duetothiscreativeslogan，Toyotahasbecomeawell—knownbrand．Ⅵmat’Smore．theconsumerscandiscovertheimpliedmeaningofthesloganafterreadingbetweenthelines：theexcellentqualityofToyotacars．4R 山东大学硕：E学位论文Wecanmakeananalysisofitstranslationfromthecognitiveperspectivewithintheframeworkofconceptualintegrationtheory．Lookingattheslogan，twoinputspaceswillbeinevitablyconstructedinpeople’Sminds，oneofwhichisthesourcementalspace“wherethereisawill，thereisaway”，whichmeansthatnothingisimpossibletoawillingmind；andtheotheristhetargetmentalspace“wherethereisaway,thereisaToyota'’．Aftertheinputs’selectiveprojectionintotheblendandintegratingtherelevantconcepts、Ⅳithirrelevantconceptsremainingintwoinputspaces．peoplewillgetanemergentstructure：theToyotacarsaremanufacturedwithhi曲qualityandexcellentperformance，whichhasunparalleledadvantagesoverothersimilarproducts．Howeverbumpyandroughtheroadmaybe，ToyotaCanmoveeasilyandsmoothlyThisChinesetranslationhascombinedliteraltranslationandfreetranslationinaflexibleway,whichcannotonlykeepfaithfultotheoriginaltext,butalsoaccordwiththecreativityandeye-catchingofadvertisinglanguage．Fromitsliteralmeaning，itmeans“有路必有丰田车”．addingthefirstpart“车到山前必有路”toformasymmetricalstructureSOastobetterattractconsumers"attention．ItCanbeeasilyseenthatthisEnglishsloganhasimitatedthestructureofawell—knownproverb”wherethereisawill，thereisaway”，successfullyassociatingafamiliarproverbwithanothernewsloganSOastoarouseconsumers’resonance．OneofthemostobviousfeaturesoftheChinesetranslationistoadopttheparallelstructure,indicatingthepopularityandconsumers’preferenceforToyotacars．Onthewhole，it’Sasuccessfultranslation．However,onlyfromthepo越ofconcisenessandmemoryofadvertisinglanguage，thetranslationof“有路的地方就有丰田”maybettersatisfythedemand．4．3TranslationStrategiesofPunsAdoptedinEnglishAdvertisementsPuninEnglishadvertisingisusedwidely,andbothofitsfunctionandclassificationhavebeendiscussedindetailsabove．Thenhowtoke印theadvertising’Sownstyleandhighlightthefeatureabouthumor,wit，concisenessandnoveltywithoutchangingtheoriginalmoralwhentranslatingthemintoChinesehasbeenthehotissuecurrently．AsfortheEnglishadvertising，itstranslationpurposeandprincipleisquitedifferentfromthe49 山东大学硕士学位论文commonEnglishtranslations，therefore，itisunabletomeettheirrequirementsifsomeoneusecommonEnglishtranslationmethodstotranslateEnglishadvertising，meanwhile，betweenliteraltranslationandfreetranslation，whichoneCanbeloyaltotheoriginalstyleofEnglishadvertisementsalsocausedthetranslators’arguments．Inordertomaintaintheoriginalflavor,itisbettertoadoptdialecticaltranslationmethodsSOthattheadvertisementstranslatedwillneitherbelongnormissthepo缸．Itisworthwhiletopayattentiontothedifferentexpressionsunderthedifferentculturalbackground，neverdistorttheoriginalmeaningofadvertising．SinceitisthetranslationoftheEnglishadvertisingintoChinese．thenitshouldbeinaccordance、析tllChineseculturalbackgroundandbesuitableforChineseaestheticstandardandthevalues，whicharealsocalled”themoderateprinciple”．Thispapersummarizesthefollowingkindsoftranslationstrategiesthroughdataanalysis．Throughoutthepreviousresearchesintothetranslationofpuns，manyscholarsandtranslatorshaveproposedtheirideasabouthowtotranslatepunsinaproperway．However,theauthortentativelyputsforwardfivepotentialstrategiesfortranslationofpunsinEnglishadvertisements，includingretention,imitation,recasting，compensationandomission．Thesefivestrategies，adoptedonthebasisoftheprincipleoffunctionalequivalence，havesomemerits．Tobeginwith,theyhavebeencommonlyappliedintranslationpracticeandthuslaidasolidfoundation．Besides，thesestrategieshavecoveredmanymethodsproposedbyotherscholars．Inaddition，apieceofsuccessfuladvenisememisfeatured、Ⅳitllmarketingcapacity,attentionvalue，memoryvalue，expressingfunction，andaestheticfunction,whichcanmotivateconsunlers’desiretobuy．Sothetranslationofpuninadvertisementshastoconsidertheadvertisingintentionandpaymoreattentiontorealizethefunctionofadvertisinglanguageinsteadoffaithfulnessinmeaning．Whatoughtt0beindicatedisthateachofthesestrategiesisn’tnecessarilyadoptedbyitself,andinsomecasestwoormorestrategiesmaybeadoptedtogetherinadvertisingtranslationaccordingtodifferentsituations．HowevegwhatkindofstrategiesthetranslatormaychoosereliesonwhetherfunctionalequivalenceCanberealizedornot，whichmeanstheselectionoftranslationstrategieshastobeconsistent、珩mtheprincipleoffunctionalequivalence．Thesefivestrategieswillbeexpoundedindetailinthischapter．气n 山东大学硕士学位论文4．3．1RetentionSomepunsinEnglishadvertisementsstillkeeptheformofpunsafterbeingtranslatedintoChinese，thereisnoneedtoaddanynotes，soundorpicturesasallexplanation,andretentionisoneoftheeffectivewaystorepresentthestrengthoftheoriginal，whichiseasybutwillnotchangetheintentionofadvertisement．Butitshouldbeadoptedontheconditionthatthereisalargedegreeofoverlapinboththesourcelanguageandthetargetlanguageintermsoflinguisticfeaturesandthecognitiveenvironmentofthesourcelanguageandthetargetlanguagereadersonthesubjecttobetranslated，SOthatbydoingSOitneithercausesclashinthetargetlanguageculturenormisleadthereaderwhenhe／sheprocessesit．Asaresult，theoriginalandthetranslatedcloselyresembleeachother,andifpossiblehavethesameeffectsonthereader．Itisnecessarytomarkthewordswhicharepunsinquotationmarks．Inthisway,theadvertisementswillbomattractthereaders’attentionandgivetheconsumersenoughroomtothink．Whilethereadersareappreciatingtheadvertising’Sintentionbythemselves，theimagesoftheseadvertisementsvividlyemblazonsintheirmiJld．．Forinstance，‘'AnAppleforeverybodykeepsworriesaway．”TranslationA：电脑选苹果，烦恼远离我。TranslationB：天天有“苹果”，烦恼远离我。Inthisadvertisementofacomputer,theword‘‘apple’’hastwomeanings：onereferstothefruit“apple”andtheotherrefersto‘Hecomputerbrand”．Atfirstsight，thereaderknowsthattheadvertisementcomesfromthesaying‘'Anappleadaykeepsadoctoraway'’，whichisoftenrenderedinto“一日一苹果，医生远离我”．InTranslationA，thepunintheoriginaladvertisementisnotpreservedandhencethesenseofhumorconveyedbyitgetslost．Besides，theexpression“电脑选苹果”soundstoodirectwhereas“TranslationB”effectivelypreservestheoriginalinformationofpun，i．e．thetwolayersofmeaningintheoriginalarebothconveyed．Besides，italsoretainstheformoftheoriginal．Intermsofmeaning，‘'havingallapplehelpsonegethisworkdone’’and“havinganapplemakesoneefficient'’canalsobederivedfromit，therefore“TranslationB”iSabettertranslation，whichcanproducethesimilarresponseonthetargetlanguagesreadersasitcanonthe气l 山乐大字缺士学位论文曩量■量奠蔓皇置|曹皇—■墨|■I——■薯——■—量|■皇曼皇皇■■■■■●—圈——■■鼍—■—■皇皇皇|罾皇皇皇量喜曼皇皇量量蔓置罾量置詈量量置量詈量皇sourcelanguagereaders．·Foranotherexample，“HaveaPepsiday!’’TranslationA：百事可乐每一天!TranslationB：天天喝百事，活力每一天。ThisisanadvertisementforPepsiCola,composingapairofhomographicpuns．Theword“Pepsi”Canrefertobomthebrandnameandastatefilledwithenergyandvigor．Throughtheuseofpun，theadvertisementinclinestoconveyamessagetoconsunlersthatafterdrinkingsuchkindofPepsiCola,peoplecanbequitevigorousandenthusiastic．Onlybyassociatingthesetwomeaningsinadynamicway,CanthetranslatorsuccessfullyexpresstheexplicitandimplicitmeaningsofthesloganSOastorealizetheadvertisingintention．IntranslationA，takingintoaccountofthecurrentsituationof“Pepsi”ColainChinathatPepsiColaisverywell—knowninChinaandpopularwiththeChinesepeople．Sometimesallordinarypersonevendirectlyuse“百事可乐”toexpresshishopeofPepsiCola(greatjoys)埘也everything．Inthistranslatedversion,thepunintheoriginalsloganhasbeenmaintainedandrenderedintopuninChineseinacreativeway．Byusingthemethodofretention,theoriginalstyleandtastecallbecompletelyretainedwithomanyloss．Besides，thismethodhastranslatedapunintocorrespondingChinesepun，whichCanbeeasierforreaderstounderstandandrememberandhencetopromoteproductsales．WhileintranslationB，althoughtheformofsymmetryaccordwiththeaestheticpreferenceoftheChinesepeople，itcannotwellconformtothefeaturesofconcisenessandsimplicityofadvertisinglanguage．What’Smore，thistranslationwilleasilyleadtothelossinflavoroftheoriginaladvertisement．Asaresult,aftercomparingthesetwotranslations，thefirstoneisbetter．4．3．2ImitationnepunonidiomsorcommonsayingsinEnglishadvertisementswasmentionedabove，whichisproducedonthebasisofacertainculturalbackgroundwithsimilarfixedmodeinthetargetlanguage．Asaresult,thetranslationofEnglishidiomsandthelanguageculturehavesetupabridgefortlletranslationofthiskindofEnglishadvertisingpuns．We52 cancomparethemwiththeoriginalidiomsandmakethetranslationcorrespondtothecommonChineseversionoftheidioms，thatistosay,borrowingtheexistedChinesetranslationmodeoftheidioms．Themeritsofimitationlieinthatnotonlycallitconveytheculturalconnotationoforiginaladvertisement,butitCallalsoerlsurethelanguagefeaturesofsimplicityandconciseness．Unfortunately,itcannotfullydemonstratetheimpliedmeaningofpun．Forexample：‘'Alliswellthatendswell．”TranslationA：结局好，全都好。TranslationB：烟蒂好，烟就好。Thisisanadvertisementforcigarettes，thissloganitselfis蛆Englishidiom，andSOitwillgivetheconsglners’familiarityandstrikearesponsivechordintheirhearts．ThebeautyofthisadvertisementiStheword“ends”，meaning“结束”asaverband“烟蒂’kanouninChinese，theoriginalidiomadoptsthemeaning'‘结束’’，henceitcallbetranslatedas”结局好，全都好”．However，thistranslationhasonlyexpresseditsliteralmeaning，failingtoclearlyindicate+it'sacigaretteslogan，whichwillbeverydifficultforreaderstounderstandthedeepmeaningoftheslogan．Whilein虹anslationB，byimitatingthemodeofthetranslmion，theword“结局”issubstitutedby“烟蒂”as铋advertisingpublicityfortheircigarettes．SoitCangoeslike“烟蒂好，烟就好”，showingwhattheadvertisementwantstoexpressmoreeffectivelyinaveryintuitiveway．ThiskindoftranslationbetterpromotetheadvertisedproductSOastomotivateconsuiners’desketopurchase．Foranotherexample：“Betterlatethanthelate．’’Thisisapublicserviceadvertisementfordrivers．Itiswrittenafterthemanneroftheidiom“BetterlatethanneveL”Thekeywordis“late”，itsordinary．meaninginChineseis”迟到的”，howeverthereisanothermeaningofthisword，whichequalsto“deceased(P,故的，已逝的)’"asanadjective，SO"thelate’’inthesentencereferstothepersonwhohaspassedaway,thewholesentenceCanfollowthetranslationpatternoftheoriginalidiom“晚了总比不做好’'andbeexpressedas”晚了总比完了好”．Inthistranslation，“晚(wan)”and”完(w磊n)”arehomonyms，SOthetranslationhasthesameeffect、析tlltheEnglishoriginal．Itmakespeoplerealizethe气3 山东大学硕士学位论文humorousandwittylanguagestyleaswellastheimportanceofsafedriving，receivingabettereffectofwarning．Sothecorlsunlerscangetenoughcontextualeffectswithoutmakingtoomanyefforts，andfunctionalequivalenceisachieved．Theadvantagesofthisstrategyconsistinthatitcanconveytheculturalconnotationofsourcetextandfundamentallyensuretheconcisenessandsimplicityofadvertisinglanguages．However，inmostothercases，thiskindoftranslationstrategyareweakbecausethefeatureandcharmofpunscannotbefullyshownintheChinesetranslation，itisnotasinterestingandflexibleasthematchingEnglishadvertising，moreover,itisalsorestrainedbythecognitiveenvironmentoftheChinesepeople．4．3．3RecastingThebeautyofapunliesinexpressingtwoormorethantwomeaningsthroughjustonesentence；evensomeEnglishadvertisingaretoconveytwooppositemeanings．Apparently,ithasbecomeaproblemintranslation：howtoexpressthemultiplemeaningswithouttediousness，wherethetranslatorsoftenhighlightandargue．Inordertoretainitsoriginalmeaning，whynottryrecastingthedifferentmeaningsaftersplittingthehomographicpunsintotwoparts?Forexample，“There’Sneverbeenabettertime．’’Thisisanadvertisementcreatedforawatch，whichissupposedtoexpressthatpeoplewiththiswatchwillhaveamoreaccuratetimeaswellasahappierlife．BothofthetwomeaningsthattheEnglishadvertisementwantstoexpresscannotbeignoredwhentranslatingit，inthatcase，onlyinthewayofsplittingthetwomeaningofthepun‘'time’’probablycanthepresentationbeclear．Sothetranslationmaygolikethis：“从来没有如此准确的时间，从来没有如此美妙的时光”，whichhasmadeuseofrepetitiontodrawthereaders’attentionandemphasizedthesuperiorityofthebrand．Foranotherexample：“AskforMore．’’Thisisanotherclassicadvertisementforcigarette‘'More'’，whichincludesnotonlythenameofthecigarettes，butalsoexpressesthatpeoplewanttoaskformore．Moreisanadverb，meaning“更加，更多”．Whileaftercapitalizingthefirstletterof“more”，ithasbecomeabrandnalTle．Theuseof“more’’call 山东大学硕士学位论文enablereaderstomemorizethissloganveryeasily．Thesetwomeaningsneedtobeexpressed，SO，ifweusethephrase、)l，imfourcharacterstotranslateit，itwillresultinafascinatingeffect．Onlybyusingtherecastingmethod，Calltheadvertisementrealizetheeffectofpunuponaword．Ithaseverbeentranslatedinto“再来一支，还吸摩尔”，SOthetwosemanticmeaningshavebeensplitintotwolayersinthetranslation．Theeye-catchingadvertisingsloganwithmusicalaccompanimentwiltleaveade印impressiononconsumers：thisproductisbetterthanothersimilarproductswithhighquality,whichcarlmeetconsumers’demandandcatertotheirappeal。However,whathavetobepointedoutisthatthiskindoftranslationtendstobelongandlackofthefeatureaboutbriefness，andthustolosetheartisticflavoroftheoriginal．Takeanotheroneforinstance，‘'TheUniqueSpiritofCanada．’’译文：独一无二的加拿大酒，独一无二的加拿大精神。ThisisanadvertisementforCanadianwhiskey．Iftwomeaningscontainedinthispunhavetobecompletelyexpressedinthetranslation,inadditiontoadoptingthemethodofagreementontheoccasionofbilingualcoupling，wecanalsouseflexibletranslmionandturnto．splitthedoublesemanticmeaningsintotwolayerstoexpress．InthiskindofadvertisemenL‘'spidt”，asaveryvividword，canrefertoboth“liquor'’and‘"theessemialnatureo．fapersonororganization'’．However，itisimpossibleforatranslatortofindawordinChinesetoreservethesetwomeanings．Thereisnodenyingthattheadvertiserwantstoconveybo也oftheseexplanationsthroughtheslogan．sinceonemeaningindicatesthewhiskey’Suniquequalityandtastesuperioroverothers，whiletheotheroneactsasacomplementtothe．1iquor,expressingthatitreflectsthefeaturesandspiritofCanada．Actually，thisadvertise．mentwillleavetheconsumersanimpressionthatthiskindofproductisuniquewithgoodquality．Inordertopreserveitsdoublemeaning，wecansplitthesetwomeaningsandrenderthesloganinto“独一无二的加拿大酒，独一无二的加拿大精神”．4．3．4Compensationmeansthatthetranslatorusessomeotherdevicessuchassound，animation，pictures，etc．tomakeupforthelossofEnglishadvertising’Sconnotation，55 山东大学硕士学位论文emotionalforceorstylisticeffect，however,itshouldbeonthebasisthatthesedevicesmustbeidenticallyrelatedtothetargettextreaders，thatistosay,itcangeneratesufficientaffmnativecontextualeffectsSOthatthereaderswouldnotspendtimeontheunnecessaryprocessingeffort．Let’Slookatsomeexamplesasfollows．Forexample，“OIC”，intheadvertisementforglasses，ifmerelyinaccordance丽t11thepronunciation,thethreelettersreadlike”Oh，Isee!”andtranslateitinto“哇，我看见了!’'Althoughitshowedabitsurprisingemotion．theadvertisement’Soriginalcharmwaslostcompletely．Besides，thistranslationseemstobeunromantic，notconducivetoattractconsumers．However,ifthetranslatorgointoitcarefullytheadvertisementconstitutedbythreelettersitselflookslikeapairofglasses，whichCangrabtheconsumersattentionfromvision，andmeanwhilethetranslatorcanexpressthesurpriseandexcitementaboutsomeonewhoconseeclearlythroughthevoice丽nlemotionaswell，thisistogettheconsun3ers’attentionfromtheauditoryaspect．Inaddition，“Isee”hasconnectedthebrandwitllthequalityofproductinaflexibleway．Byresortingontheaudio—visualcombination,theimpliciteffectoftbepuninthisadvertisementwillbecompensatedperfectly．Therefore，thebettertranslationofthisadCanbeaccomplished、Ⅳitllthecompensationofvisualandaudioperformance，forexample，ainRrffwoiiiRnwhoWasshort—sightedandthensuddenlywearstheglassesshouting“OIC，哇，我看见了!”with趾excitingintonation；atthesametime，thetranslatoralsoCalldesignthethreeEnglishleRersintotheshapeofapairofglasses．Believingthatwiththeaidofthiscompensation,thebrand“OIC’’willgiveadeepimpressionontheChineseconsumers．Forotherexample，“MoretimeforTime．’’TranslationA：有时间就看《时代》杂志。TranslationB：想要争取时间吗?阅读时代杂志吧!ThisisanadvertisementforTimemagazine．”MoretimeforTime”，justfourwordsbutcontainsthemeaningabouttimeandwhatthemagazine‘'Time'’meRrls，meanwhileembodiesthesimplificationandthought-provokingcharacteristicofpuns．Thebestofthepuninthisadvertisementrests、Ⅳimthedifferentmeaningswhenthewordof‘'time”hasappearedtwice．Thefirst‘'time’’means“aperiodoftimethatonecanarrange’’whilethesecondreferstothenameofthemagazine，whenwetranslatetheadvertisement，itishard气6 山东大学硕士学位论文tofindaChinesewordwhichissimilarto‘‘l?ime”andbomhavethedoublemeaningsintheoriginal，sothepunintheoriginalcannotberetainedinthetargettext．Althoughthecharmofpunintheoriginalcannotbeembodiedinthetranslation，theadvertisinglanguageshouldbeasdistinctiveastheoriginal，andthetranslatorhastotaketheadvantageofotherdevicestocompensatethelossinordertoachievethegoal．AsforTranslationA，itisanarrativesentenceandappearstobeflatanddull，whileinTranslationB，thetranslatorusearhetoricalquestiontostrengthentheexpressiveeffectandmakethesentencelivenup．_Usually,arhetoricalquestionmayinspirethereaders’curiosityandraisetheirattention；‘‘compels’’themtoexplorethe‘'truth'’ofamatter,whatismore，thepaRernofarhetoricalquestionoftengivesthereadersapsychologicalhintthattheanswertoitistrue．Therefore，TranslationBreallytakesthepositiveeffectofpublicizingTimeMagazine．Takeanotheroneforexample，‘‘Moresunandairforyoursonandyourheir．’’译文：这里有充足的阳光，清新的空气，一切为了您的子孙后代。Thisisanadvertisementcreatedforbeachresort．Theadvertisersusetwogroupsofhomophonicpuninthissentence⋯“sun’’and“son'’，“air’’and“heir’’，increasingthereadabilityofthisadvertisement，whichcannotonlybeeasytomovetheheartofthebelovedparents，‘butcanalsocatertothecustomer'spsychology，so邪toattractmorevisitors。111euseofhomophonicpunmakestheadvertisementmoreinterestingandalsoshowstheadvantageofthebeach．Theadvertiseraimstoattractmorepeopletotaketheirsonstoenjoyamplesunlightandbreathefreshairintheresortso嬲tokeephealthy．Suchpunsmakeadvertisingeye-catching，andleaveadeepimpressionforreaderswhiletheyarefeelingfunnytOreadtheadvertisement．mtranslationof“这里有充足的阳光，清新的空气，一切为了您的子孙后代”hascomplementedsomeinformationonthebasisofthesourceslogan．4．3．50missionOmission，whichisalsocalleddeletion，maybethelaststrategythatthetranslationscanresortto．Inmostcases，thetranslatorshadbettertransferthepuninthesourcetextimothetargettext，however,sometimestheuniquetechniqueofexpressionaboutpunsin57 山乐大字坝士字位论文Englishadvertisingisdifficulttobepresentedintranslation，atthistime，theformalsense，amessageconveyedbyhomophonyandimpliedmoodetc．havetobeomitted；particularlytherearemanypunswhichcontainseveralmeaningsinanadvertisement，underthiscircumstance，thetranslatorhavetoadoptomissiontokeeptheadvertiser’Sintention．Forexample，“Cokerefreshesyoulikenoothercan．’’TranslationA：没有什么能够像可乐那样令您神清气爽。TranslationB：清新可口，别无所求。Thisadvertisementcreatedforthedrink“Coke”whichmentionedaboveusestheword“Can'’asapuntomakeitdifferent．Theadvertisetwantstoconveytotheconsumersthat‘'thereisnootherCan(tinordrink)canmakeyouasrefreshedasthisone．’’WhentranslatingtheadvertisementintoChinese，itislikelyforthetranslatortochoosethetransitionstrategiessuchasrecasting，compensationoromissionforitisimpossibletofindacounterpartofmepun“Can'’inChinese，SOTranslationAusesrecastingtorelativelyconveywhattheoriginalintendstoexpressaccurately,butregretfully,asanadvertisingslogan,itappearstobeabitplainandclumsywiththeresultthattheCOnsUlTIers’memorywillscattertothewindafterreadingitandwillhaveminimalimpactonthepurchasingtrend．ComparedwithTranslationA，TranslationBUSeSfour-characterphrasestomakethetranslationoftheadvertisementnewandneatSOthatitCanreadcomfortableandrhythmical．HoweveLtogetthestylisticeffect，thetranslatorisrestrainedandhastoomitthepunintheoriginal，orelse，thetargettextwillbelongandlessappealing．Inaddition，“别无所求”givesprominencetothemainideaoftheoriginal，whichimpliesthemeaningabout‘"thisisyouridealsoftdrink，youwillnotseekforothers”，repairingtheomissionwiththeexcellentcontextualeffect．Asaresult，translationBbetterconformstotheprincipleoffunctionalequivalencetorealizethefunctionofadvertisinglanguage．Fromwhatwehaveanalyzedbefore，wecaneasilyfindthatsomepunsintheEnglishadvertisementmayberetainedintheChinesetranslation，butothersmaynot．Whatwehavetorealizeisthatsuchrelevantstrategiesasimitationandcompensationoughttobeemployedtocompensatefort11elossofmeaning，stylisticeffect，orexpressiveforceSOastoenablethetranslationtobeequivalentcompared、析ⅡltheoriginaltextinrelevantaspectsandfunctionalequivalenceCanberealizedinsuchakindofway． 山东大学硕士学位论文ConclusionNowadays，thecommercialeconomyisgrowingfast，豁themostvisualandeffectivepromotionmethod，advertisingisadvancingwitheachpaSsingday．Theadvertiserstrytheirbesttomaketheiradvertisementsstandoutamongamassofcompetitors．Althoughtherearevariousformsofadvertisementsinnowadays’society,theapplicationofadvertisinglanguageisoneofthemainfactorsofwhethertheadvertiserscanrealizetheirpurposes．TheSO-calledrhetoricaldeviceisusingtheappropriatewordsorsentencesinpropercontexttoimprovetheeffectofexpression．Pun，whichisanimportantandcommonlyusedrhetoricalmethodinEnglishadvertising，shouldbeundoubtedlyvaluedandstudiedwhenprocessingtranslationwork．BycollectingandanalyzingmuchdataaboutpuninEnglishadvertising，theessentialcharacteristicsandfunctionsofpuninEnglishadvertisementsareelaboratedinthispaper．Basedontheanalysisofthemainformsofpunsinadvertisementssuchashomophonicpun，homographicpun,grammaticalpunandpunonparody,thisthesisproposedfivetranslationstrategies；which,containsretention，imitation,recasting，compensationandomission．Whathavetobepointedoutisthatnomatterwhichstrategythetranslatorwantstouse，thepragmaticfunctionofpunshouldbeattachedgreatimportanceto，otherwise，thefinaleffectandmarketobjectivesofEnglishadvertisementswillbelost,nottospeakofmeetingtheadvertisers’requirementtomakeabreakthroughamongtoday’snumerousadvertisements．Fromtheexampleswehavestudiedanddiscussedabove，wecanseethatsomepunsintheoriginalCOIlbetranslatedliterally,someCanbepreservedbutneedcreationorrecaSting，somewillbemorevividandimpressive砸tllthehelpofotherdevices，whileotherpunscannotberetainedbecauseofthelanguagerestriction，differenceonculturalbackgroundetc．However,nomatterwhatstrategyisadopted，itmustbesuitablefortheChinesereaders’cognitiveenvironmentandabilityandbeabletoretrievethelossofconnotation，emotionalforceandstylisticeffect．Certainly,intermsofthesetranslation 山东大学硕士学位论文strategies，thetranslatorneedstoanalyzethecertaincontextandculturalbackgroundofanadvertisement，andthenchoosethebesttranslationskillSOthattheintentionoftheoriginalwillbeconveyedeffectively,vividlyandpleasingly．Fromthecognitiveperspective，theauthorhasmadeadetailedanalysisonsomeexamplesofpunsadoptedinEnglishadvei'tisementsinthelightofconceptualintegrationtheory．Theconceptwhichpunsinadvertisementstriestoexpressistheemergentstructureconstructedaftertheconceptualintegration．Theseeminglysimplewordgame⋯-advertisingpun,hasinvolvedtheadvertisingcreators’andreaders’complicatedthinkingactivities：thedoublecontextsofpunrespectivelyrepresenttwodifferentinputmentalspaceslinkedbythecommonschemastructure，andthentheblendingspacethroughconceptualmappingCanbecreated．Aftertheconcreteaswellascomplicatedintegratingprocessintheblendingspace，theemergentstructurewhichalsoreferstotheintentionoftheadvertisingpunisproduced．Byvirtueofconceptualintegrationtheorythedynamiccognitiveprocessofreader’smentalactivitieswhenpeopleunderstandpunsinadvertisementscallbeanalyzed，thuswegettoknowhowtheadvertisersmakeuseofpeople’Scognitivepatterntoapplypuninadvertisementsflexiblyandatthesametimelayasolidfoundationforprobingintothetranslationsofadvertisingpuns．Itcallbeeasilyseenthat‘'pun'’isaspecialformoflanguageexpression,whichcansuccessfullyattractconsumers’attentionandmotivatetheirpurchasingdesire．Besides，wecandiscoverthattheconceptualintegrationtheoryisnotonlypowerfulinelaboratingpunsinZnglishadvertisements，butalsopersuasiveinofferingUSapracticalframeworktoexpoundonothercorrelativelanguagephenomenaexistingin0111"everydaylife，andthUStopromotetheprosperityoflanguagestudy． 山东大学硕士学位论文Bibliography【l】Delabastita，Dirk．(eds．)-Wordpl缈andTranslation【M】．Manchester：St．JeromePublishing，1996．【2】Delabastita，Dirk．(eds．)．Traductio：EssaysonPunningandTranslation[M]．Manchester：St．JeromePublishing，1997．【3】Alexieva,Bistra．“ThereMustBeSomeSysteminthisMadness：MemphoLPolysemy,andWordplayinaCognitiveLinguisticFramework”【A】．InDelabastita，Dirk．(eds．)Traductio：EssaysonPunningandTranslation[M]．Manchester：St．JeromePublishing，1997．【4】DuJuan。“OntheDictionCharacteristicsofEnglishNewspaperAdvertisement”[J】．JournalofLanZhouUniversity(socialsciences)，2000：236．【5]Fauconnier,GMappingsinThoughtandLanguage[M]．Cambridge：CambridgeUniversityPress，1997．[6]FauconnierGMentalSpaces[M]．Massachusetts：TheMITPress，1985．【7]FauconnierGTurnerM．“ConceptualIntegrationNetworks”[J1．CognitiveScience．1998，22(2)：133-187．【8】】FauconnierGTurnerM．TheWayWeThink[M]．NewYork：BasicBooksPress，2003．【9]Leech，GN．TheLanguageinAdvertising[M]．London：Longman，1996．【lO]OxfordAdvancedLearner分English--ChineseDictionary[M]．OxfordUniverSityPress，1997：1202．【l1]Redfem，Walter．Puns[M]．Oxford：BasilBlackwellLimited，1984．【12]Snell-Homby,Mary．Translation&龇抛p—爿门IntegratedApproach[M]．Shanghai：ShanghaiForeignLanguageEducationPress，2001．【13]Torben,V．TheLanguageofAdvertising[M]．Oxford：BlackwellPublishers，1985．【14】崔刚．广告英语【M】．北京：北京理工大学出版社，1993．【15】刘宓庆．翻译教学：实务与理论[M]．北京：中国对外翻译出版公司，2003．61 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山东大学硕士学位论文ACKNoWLEDGEM吣NTS1wouldliketoexpressmygratitudetoallthosewhohelpedmeduringthewritingofthisthesis．Igratefullyacknowledgethehelpofmysupervisor,Mr．SunChangkun，whohasofferedmevaluablesuggestiomintheacademicstudies．Inthepreparationofthethesis，hehasspentmuchtimereadingthrougheachdraftandprovidedmewithinspiringadvice．Withouthispatieminstruction，insightfmcriticismandexpertguidance，thecompletionofthisthesisWouldnothavebeenpossible．IalsooweaspecialdebtofgratitudetoalltheprofessorsinSchoolofForeignLanguagesandLiteratureofShandongUniversity,fromthosedevotedteachingandenlighteninglecturesIhavebenefitedalotandacademicallypreparedforthethesis．Lastmythankswouldgotomybelovedfamilyfortheirlovingconsiderationsandgreatconfidenceinmeallthroughtheseyears．Ialsoowemysinceregratitudetomyfriendswhogavemetheirhelpandtimeinlisteningtomeandhelpingmeworkoutmyproblemsduring山edifficultcourseofthethesis． 山东大学硕士学位论文攻读学位期间发表的学术论文目录1．“FaithfulnessinTranslation”《中国电力教育》杂志增刊2008年第2辑国际刊号ISSN1007．0079国内刊号CN11／3776／G42008年6月20日14．16页第一作者(独著)2．《突破传统教学，打造特色课堂⋯中外合作办学的启示》《中国电力教育》杂志正刊2010年第7期国际刊号ISsN1007-0079国内刊号CNll／3776／G42010年3月1日208．21l页第一作者(独著)3．《谈诚信理论在外语教学科研中的应用》《中国电力教育》杂志正刊2010年第32期国际刊号ISSN1007．0079国内刊号CN11／3776／G42010年11月10日180．182页第一作者(独著)4．《魅力无穷的西方神话一从古希腊罗马神话中学习扩充英语词汇》《知识．力量》杂志学术版《教育理论与教学研究》2012年2月(上)总第162期国际刊号ISSN1618．2616国内刊号CN65．1085／Z2012年2月107．109页第一作者(独著)5．《对中外合作办学学校之学生管理的思考》《中国电力教育》杂志正刊2012年第4期国际刊号ISSN1007．0079国内刊号CN11／3776／G42012年4月1日133．134页第一作者(独著) 学位论文评阅及答辩情况表专业技术总体评价姓名是否硕导所在单位职务※论王本隶教援墨。山东，矽荔大学受妨文评缸傻谭翻教授是山东大学襄船阅入孙盹址飘教螋显-厶东犬簪芨纺专业技术姓名是否硬导所在单位职务主席王梳葛搜是止东j『．移彦大季起龟聋鼬教授是山衰穴孛答辩孙腹皿品{J毅授是幽泵犬草委员委主ll也编毅授是止衰埘会成马丈敖援是曲东大学员答辩委员会对论I文的总体评价※B．艮谚答辩秘书用甬艄矗答辩日期Ⅵp．f『．诈备注※优秀为。^-：良好为“B”：合格为。C”：不合格为“D”．
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