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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. 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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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