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1、 Puns in English Advertisements and Their TranslationIntroduction: With the development of social economy, advertisements have deeply gone into every field of our society and have become an indispensable part of our lives. The creation of advertisements is a comprehensive art. The writing of this ki
2、nd of art needs more skills than that of other forms. It should make use of marketing theories to create vivid and interesting words which can be appreciated by both the well-educated and the un-educated. Whats more, it should be able to attract readers attention in a short moment and stimulate thei
3、r purchasing desire, and then bring about their purchasing action. Punning is one of a common skill in advertising creation. Punning is the use of a word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly same sound with
4、different meanings, which can not only appeal to consumers attention but also bring about their imagination. Puns have many rhetorical effects such as concise, funny, humorous, novel, special, etc. Thus, puns are largely employed in advertisements.1 Language Characteristics of English Advertisements
5、1.1 Lexical FeaturesWords in English advertisements are abundant and colorful, and the selection and using of them serve for this ultimate aim-marketing goods. Therefore, they are armed with encouragement and influence. Lexical features can be summarized as followed:Firstly, adjectives and its compa
6、rative and superlative degrees are applied. For example, Famous world-wide gourmet cuisine. Excellent daily specials and mouth watering desserts. Tasters richermellowermore satisfying.Secondly, new words and odd words are created to cause the sense of novelty, to make novelty, oddness and specialty
7、of the products more outstanding, to satisfy consumers minds to pursuing fashion and flaunting humanity. For instance,For twogether, the ultimate all inclusive one price sunkissed holiday. “Twogether” is derived from the sound of together, and that it is translated into two people is more vivid than
8、 that translated into together, which adds more tastes to this advertisement.Thirdly, repetition of words is used. The repetition is a common skill which can achieve the effects of emphasizing and rendering. And such effect is right an effect that advertising language pursuing. Take an advertisement
9、 of SUNSHINE convenient barbecue stand as an example, “easy to use, easy to clean, easy to assemble”.Fourthly, abbreviated and compound words are used to save the length of the advertisement. In advertising writing, length is controlled as short as possible to relegate costs. The use of abbreviation
10、 and compound are common. For example,Where to leave your troubles when you fly JAL. JAL is the abbreviation of Japan Airlines.Fifthly, elegant and common words are both used to make ads colorful. For instance,The home of your dreams awaits you behind this door. Whether your taste be a country manor
11、 estate or a penthouse in the sky, you will find the following pages filled with the worlds most elegant residences. In this ad, “await”, “be”, “manor elegant”, “residence” are all elegant words only used in formal context. Here they respectively take place of those common words- “wait”, “is”, “nice
12、”, “place”.1.2 Syntactical FeaturesFirstly, in order to make advertisement clear and easy to be understood, a great amount of simple and short sentences are used. For instance, Fresh up with seven-up.Secondly, many coordinate sentences are used, so as to make advertisements compact. Besides, the par
13、allel structure of this kind of sentence is impressive. For example,Introducing FITNESS magazine. Its about health, its about exercise, its about your image, your energy and your outlook. Thirdly, a number of elliptical sentences are used to make advertising language concise. For instance,Youll enjo
14、y relaxed sunny days. Warm crystal clear lagoons. Cool green foliage. Waterfalls. Flowers. Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that simply outstanding. From “warm crystal clear lagoons” to “soft evening breezes”, a
15、series of noun phrases takes place of the sentence “Youll enjoy”. It is not only concise and compact, but also bright and powerful.Fourthly, many imperative sentences used in advertisements provide ads with intense encouragement. For example,So come into McDonalds and enjoy big Mac Sandwich Fifthly,
16、 few negative sentences are employed. Even if using the negative sentences, it is to be served as a foil by other products, or to project the specialty of the product. For instance,We would never say the new Audi A4 is the best in its class We dont have to 1.3 Discourse Features1.3.1 Body Copy of an Advertisement In this section we will discuss the body copy a
