广告英语的语言特点和翻译技巧 第5页
This sentence satirizes women’s sensitive feeling of others, and poor direction of driving by means of multiple-meaning pun.
A deal with us means a good deal to you.
和我们做买卖意味着您做了一笔好买卖。
The subtlety of this sentence lies in taking advantage of three meanings of the word “deal”: doing business, a good deal, and a large number.
1.2.3.3.2 Pun of homophony
This pun is different from the first pun, and it refers to the pun which is based on the same sound and various meanings. For instance:
They pray for you today and prey on you tomorrow（Cui Gang, 1993:65）.
他们今天为你祈祷，明天就会加害于你。
In this sentence, “pray” and “prey” have the same pronunciation and similar form. We can sense that it is very serious and cautious for people to read such an advertisement, but meanwhile, we will thank for its reminder of someone or something.
Good buy winter! 100% Cotton Knitwear $40 .
This is an advertisement of clothing in winter, which is on sale. Reading the structure，it means a good deal of excellent quality and reasonable price. In fact, the writher makes use of features of homophony pun，thus there are two levels of meaning: The one is the cost-efficient deal, and the other is to say goodbye to cold winter. It really reveals the value of kill two birds with one stone, which gives us a meaningful and vivid picture. Obviously, this English advertisement is implying us that a cold winter will soon go away, and a sunny spring will approach. The company reminds people that an opportunity to get cheap and nice goods should not be ignored, because all the products are on sale.
We take no pride in prejudice.
对于您的偏见，我们没有傲慢。
The English advertisement producers are good at using homophony pun, because this sort of pun is possessed of fun, humor, and interest and other language style, which can strengthen persuasion and infection of advertisements, so that it is easy for consumers to have an unforgettable memory of it. This is an excellent sentence of Thames, and it is originated from Austin’s masterpiece Pride and Prejudice to express their non-partiality or honesty.
1.2.3.3.3 Pun of semantic differences
This is a kind of vigorous pun, because it is very easy to make some mistakes, and people always misunderstand the meaning of advertisements. However, it is because of the ambiguity that readers have more interest in having a try on this sort of advertisement. For example:
A: Can you see a female?
你能会见一位女士吗？
B: Of course, I can see a female as easily as a male. Do you suppose I’m blind?
当然可以看得见，我看女士和男士是一样的容易。难道你认为我是瞎子？
The word “see” in the first sentence means dating, but B misunderstands it as having ability of seeing.
She is too low for a high praise, too brown for a fair praise, and too little for a great praise.
她太矮小，经不起高度的赞扬；皮肤黝黑，经不起白皙的赞扬；个子太瘦小，经不起大的赞扬。
The inner meaning of this sentence is that she has a low social position, and is treated unfairly, without any dignity. Therefore, it is necessary for us to balance the inner relationship of words so as to avoid some mistakes.
1.2.3.无耻悲鄙下流的网"学.网总是抄辣,文^论,文.网
http://www.751com.cn reply; in fact, it provides an intelligent way to deal with the relationship between readers and advertisements. Most importantly, it has a lasting influence. At first, some readers may find it is difficult to grasp the inner meaning, and they will try their best to understand the connotation of the advertisement, so it needs reader’s patience, confidence, and so on. For example:
A: What is the worst kind of fish?
最坏的鱼是什么？
B: Selfish.
自私。
The word “selfish” includes a word of “fish”, and the author puts the language phenomenon into use, with a different way to give answer, and get a satisfactory result,
A: Which is the longest word in English?
最长的英文单词是什么？
B: Smiles, because there is a “mile” between the first letter “s” and the last letter “s”.
微笑，因为有一个“一英里”之间的第一个字母“S”和最后一个字母“S”
It is very humorous for the author to adopt such a kind of way to give answer, and we admire his humor and intelligence.
1.2.3.4 Repetition
Repetition is a major rhetorical strategy for producing emphasis, clarity, amplification, or emotional effect. In the history of rhetoric, relative terms have been developed to name both general and specific sorts of repetition. In some advertisements, the copywriters often use the
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广告英语的语言特点和翻译技巧 第5页下载如图片无法显示或论文不完整，请联系qq752018766
