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If you want the definition and usage of the word look at -noun, contemporary usage, parody is a form of satire that imitates another work of art in order to ridicule it. It can also be used to poke affectionate fun at the work in question. Parody exists in all art media, including literature, music, and cinema. Cultural movements can also be parodied. Such works are also sometimes colloquially referred to as spoofs.Contents * 1 Western origin * 2 Use in classical music * 3 English term * 4 Alternate meaning * 5 Film parodying film * 6 Copyright issues * 7 See also * 8 Examples o 8.1 Historical examples o 8.2 Contemporary examplesWestern originIn ancient Greek literature, a parody was a type of poem that imitated another poem's style. Indeed, the Greek roots of the word parody are par- ("beside" or "subsidiary") and -ody ("song", as in ode). Thus, the original Greek meant, roughly, "mock poem".Roman writers explained parody as an imitation of one poet by another for humorous effect. In French Neo-classical literature, "parody" was also a type of poem where one work imitates the style of another for humorous effect.Use in classical musicIn reference to 15th- to 18th-century music, "parody" means a reworking of one kind of composition into another - for example, a motet into a keyboard work; Girolamo Cavazzoni, Antonio de Cabezón, and Alonso Mudarra all created keyboard parodies of Josquin motets. More commonly, a parody mass (missa parodia) used extensive quotation from other vocal works such as motets; Victoria, Palestrina, Lassus, and other notable composers of the 16th century used this technique, also called marichu chollu. Song parodies can be filled with mishearings known as mondegreens.English termThe first usage of the word parody in English cited in the Oxford English Dictionary is in Ben Jonson, in Every Man in His Humour in 1598: "A Parodie, a parodie! to make it absurder than it was." The next notable citation comes from John Dryden in 1693, who also appended an explanation, suggesting that the word was not in common use. In his "Preface to the Satires", he says: "We may find, that they were Satryrique Poems, full of Parodies; that is, of Verses patch'd up from great Poets, and turn'd into another Sence than their Author intended them."Dryden's definition is therefore a departure from previous usage (as he implies satire), and Dryden adapts what was still a foreign term (parody) to apply to a recent literary subgenre that had no name: the mock-heroic.In "MacFlecknoe", Dryden created an entire poem designed to ridicule by parody. Dryden imitates Virgil's Aeneid, but the poem is about Thomas Shadwell, a minor dramatist. The implicit contrast between the heroic style from Virgil and the poor quality of the hero, Shadwell, makes Shadwell seem even worse. When dressed in Aeneas's clothes, Shadwell looks all the more ridiculous.Other parodies of the Restoration and early 18th century were similar to Dryden's: they employed an imitation of something serious and revered to ridicule a low or foolish person or habit. This is generally referred to as the mock-heroic, a genre generally credited to Samuel Butler and his poem Hudibras. When conscious, the contrast of very serious or exalted style with very frivolous or worthless subject is parody. When the combination is unconscious, it is bathos (derived from Alexander Pope's parody of Longinus, "Peri Bathos").Jonathan Swift is the first English author to apply the word parody to narrative prose, and it is perhaps because of a misunderstanding of Swift's own definition of parody that the term has since come to refer to any stylistic imitation that is intended to belittle. In "The Apology for the &c.", which is one of the prefaces to his A Tale of a Tub, Swift says that a parody is the imitation of an author one wishes to expose. In essence, this makes parody very little different from mockery and burlesque, and, given Swift's attention to language, it is likely that he knew this. In fact, Swift's definition of parody might well be a parody of Dryden's presumed habit of explaining the obvious or using loan words.After Jonathan Swift, the term parody was used almost exclusively to refer to mockery, particularly in narrative.The word spoof finds its origin in a game involving trickery and nonsense. The game was invented by Arthur Roberts, an English comedian.Alternate meaningIn the older sense of the word, parody can occur when whole elements of one work are lifted out of their context and reused. Pastiche is a form of parody, and parody can also occur when characters or settings belonging to one work are used in a humorous way in another, such as the transformation of minor characters Rosencrantz and Guildenstern from Shakespeare's drama Hamlet into the principal characters in a comedic perspective on the same events in the play (and film) Rosencrantz and Guildenstern Are Dead.In Flann O'Brien's novel At Swim-Two-Birds, for example, mad King Sweeney, Finn MacCool, a pookah, and an assortment of cowboys all assemble in an inn in Dublin: the mixture of mythic characters, characters from genre fiction, and a quotidian setting combine for a humor that is not directed at any of the characters or their authors. This combination of established and identifiable characters in a new setting is not the same as the post-modernist habit of using historical characters in fiction out of context to provide a metaphoric element. However, in the postmodern sensibility, blank parody is common where an artist takes the skeletal form of another art work and places it in a new context with new content.Film parodying filmSome genre film theorists see parody as a natural development in the life cycle of any genre, especially in film. Western movies, for example, after the classic stage defined the conventions of the genre, underwent a parody stage, in which those same conventions were lampooned. Because audiences had seen these classic Westerns, they had expectations for any new Westerns, and when these expectations were inverted, the audience laughed.Sometimes the reputation of a parody outlasts the reputation of what is being parodied. A notable case is the novel Shamela by Henry Fielding (1742), which was a parody of the gloomy epistolary novel Pamela, or Virtue Rewarded (1740) by Samuel Richardson. Many of Lewis Carroll's parodies, such as "You Are Old, Father William", are much better known than the originals. For example, Don Quixote, which mocks the traditional knight errant tales, is much more well-known than the novel that inspired it, Amadis de Gaula (although Amadis is mentioned in the book).A subset of parody is self-parody in which artists satirize themselves (such as in Ricky Gervais's Extras) or their work (such as Antonio Banderas's Puss in Boots in Shrek 2), or an artist or genre repeats elements of earlier works to the point that originality is lost.One good example of film parody can be found in the line of "Scary Movie" films. The films poke fun at familiar elements from recent horror and other mainstream movies. (For example, Scary Movie 3 incorporates the storylines of The Ring and Signs.)Copyright issuesAlthough a parody can be considered a derivative work under United States Copyright Law it can be protected under the fair use of 17 USC § 107. In 2001, the Federal Court of Appeals, 11th District in Suntrust v. Houghton Mifflin upheld the right of Alice Randall to publish a parody of Gone with the Wind called The Wind Done Gone, which told the same story from the point of view of Scarlett O'Hara's slaves, who were glad to be rid of her.See also the Supreme Court of the United States case Campbell v. Acuff-Rose Music, Inc. regarding the song Oh, Pretty Woman.See also * Literary technique * Parody advertisement * Parody music * Parody religion * Parody scienceExamplesHistorical examples * Sir Thopas in Canterbury Tales, by Geoffrey Chaucer * Don Quixote by Miguel Cervantes * Beware the Cat by William Baldwin * The Knight of the Burning Pestle by Francis Beaumont and John Fletcher * Dragon of Wantley, an anonymous 17th century ballad * Hudibras by Samuel Butler * "MacFlecknoe", by John Dryden * A Tale of a Tub by Jonathan Swift * The Rape of the Lock by Alexander Pope * Namby Pamby by Henry Carey * Gulliver's Travels by Jonathan Swift * The Dunciad by Alexander Pope * The Memoirs of Martinus Scribblerus by John Gay, Alexander Pope, John Arbuthnot, Earl of Oxford, et al. * Rasselas, Prince of Abbysinia by Samuel Johnson * Mozart's A Musical Joke (Ein musikalischer Spaß), K.522 (1787) - parody of incompetent contemporaries of Mozart, as assumed by some theorists * Sartor Resartus by Thomas Carlysle * Ways and Means, or The aged, aged man, by Lewis Carrol. Much of Alice in Wonderland and Through the Looking Glass is parodic of Victorian schooling.[edit]Contemporary examples * Airplane! - gag based parody of disaster films and air travel * Army Of Darkness - the third part of the Evil Dead trilogy, which parodies numerous horror films, including Evil Dead itself. * Ask a Ninja - a series of online comedy videos about the image of ninjas in popular culture. * Austin Powers series - parodies of spy films, especially the James Bond series, and a broad range of popular culture. * Barry Trotter - parodies of Harry Potter books. * Blazing Saddles - a movie by director Mel Brooks, parodying American westerns * The Boomer Bible - a book by R. F. Laird, which parodies contemporary society and mores. * Bored of the Rings - a parody of The Lord of the Rings * The Complete Works of William Shakespeare (Abridged) – a parody of all of the plays of William Shakespeare. * Chappelle's Show - A sketch comedy series that parodies music videos, celebrities, advertisements, Internet, and famous movies. * Clubbo Records - a record label and related website parodying various popular music genres * The Colbert Report - a parody of pundit programs, particularly The O'Reilly Factor. * The Daily Show - A popular fake news show on Comedy Central hosted by Jon Stewart * Drawn Together - parodies the various genres of animation, along with TV reality shows. * Flat Earth Society - An organization that claims the Earth is flat. * Futurama - parodies film & contempory culture Star Trek, Willy Wonka and the Chocolate Factory, Microsoft, Puppy Chow, Y2K, Buck Rodgers, and others. * French & Saunders - a comedy series which has featured parodies of several major hit films (including Titanic (1997), Misery, Braveheart, Thelma and Louise, Lord of the Rings) * Genesis' song Jesus He Knows Me had a parody video of TV Evangelists * Hot Shots - An outrageous war film parody. * Kung Fu Hustle - a movie by Steven Chow parodying Chinese wuxia films, as well as gangster films in general * Lazy Sunday - a music video parodying hardcore rap and The Chronicles of Narnia film * The Legion of Net.Heroes - a Usenet shared universe that parodies the Superhero genre, the Comic Book industry, and the Internet. * MAD Magazine - parody of practically everything in American popular culture * The Misprint - similar to The Onion, parodies politics in India * Moral Orel - parody of Davey and Goliath * Chris Morris's The Day Today and Brass Eye - parodies of high paced self-important genre of TV news programmes * Muddle Earth, a book loosely based on and a parody of LOTR * Not Another Teen Movie, a movie that parodies teen flicks such as She's All That, American Pie, The Breakfast Club, Bring It On and various others. * The Onion - parody of newspaper and magazine journalism * Parodius - parody of the side-scrolling video game Gradius as well as other Konami franchises * Perfect Hair Forever- an anime parody on adult swim. * Radio Active - BBC parody of poorly funded rural local commercial radio * The Rerun Show - television series that parodies classic episodes of old shows * Ripping Yarns - television tales penned by Michael Palin and Terry Jones to parody heroic stories/comics aimed at British boys during the 1920-1960 (?) period * Rutland Weekend Television - Eric Idle inspired parody of low grade commercial television * The Rutles - parody of The Beatles * Scary Movie (Quadrilogy) - Parodies of horror movies such as Scream, I Know What You Did Last Summer, The Exorcist, The Haunting, Signs, The Ring, etc. * Scream a sly parody of the slasher horror genre, so subtle that in fact most people took it to be the real thing and it spawned numerous parodies of its own. * Second City Television - parody of North American network television programming. * Many episodes of South Park, especially in recent seasons. One example is The Church of Scientology Episode - * Soap - Soap-Opera Parody * Spaceballs - Mel Brooks-directed parody of space opera, such as Star Wars and Star Trek * The Sunday Format - BBC radio parody of vacuous lifestyle journalism * This Is Spinal Tap, a spoof of the heavy metal music business, by Rob Reiner * Triumph, the Insult Comic Dog- often makes fun of Musicians, Actors,and anything else in pop culture. * Uncyclopedia - An online parody of Wikipedia. * University of Psychogenic Fugue - A parody college course catalog for a fictional American University. * "Weird Al" Yankovic's, Tom Lehrer's, Cletus T. Judd's, and Allan Sherman's innumerable song parodiessource:

英语广告修辞手法

263 评论(8)

亲爱的小慧慧

写英语广告词的技巧

在一些英语广告中,广告词都很有意思。下面我为大家整理了写英语广告词的技巧,希望能帮到大家!

(1) are you going grey too early? (你的乌发是否过早白了?)

(2) who does your hair? i do it myself. (谁为你理发?我都是自己做。)

(3) have you driven a ford lately? (你最近开过福待牌的车吗?)

(4) wouldn’t you really rather have a buick? (难道你不愿拥有一辆brick车吗?)

这些广告开头用疑问句,希望引起读者的思考与共鸣。

巧用祈使句

祈使句本身含有请求、号召人们做某事的意思,能有效地迎合消费者心理,实现广告的目的,因此,祈使句在广告中被巧妙及时的大量采用。如:

(1) give your clients the full picture of hong kong. (恭请浏览香港全貌)

祈使句本身有请求之意,用在此处,妙笔生辉。

(2) have a little fruit after dinner. (饭后请吃点水果。)

这一则果汁饮料广告,以提议的方式,委婉地鼓励读者购买其产品。

(3) let you in a world of wonder: pictorial of science. (让你生活在一个奇异的世界里:pictorial of science)

这是《科学画报》pictorial of science的.广告。寥寥数语使万千世界呈现在你的眼前,读来令人神往。

(4) get the feeling. (身临其境。)

这是《运动画报》sports illustrated的广告,口语化极强,仅仅三个词组成的祈使句却很富有感染力,引人入胜。

(5) give your hair a touch of spring. (给你的头发一缕春色。)

这无疑是一种护发剂的广告。spring 既指颜色又指头发的弹性。一语双关,读来令人神往。

广告英语的修辞

广告英语的修辞是基于词、句功能上的一种表达技巧,修辞手段的使用往往决定着广告的创意与效果。广告英语的修辞特点主要有如下几种。

(一) 比喻(figure of speech)

比喻能使广告语言生动形象,增强读者的形象思维。如:

(1) the born leader. (天生的领导者)

此句暗示产品生来居领导地位,当然是优秀产品。

(2) what’s on your arm should be as beautiful as who’s on it. (带在你手臂上的东西应该和你手臂上的人儿一样美。)

citizen 手表广告,运用明喻修词方式,形象生动。

(3) what it’s like to be small but good. (麻雀虽小,肝胆俱全。)

言下之意是“旅馆虽小,服务周到。

(二) 拟人(personification)

把物写成人,使之有生命力、个性和情感。如:

(1) it’s for your lifetime.(你人生的伴侣。)

将手表写成人,且与你朝夕相伴,仿佛是你的情人。

(2) time will tell. (时间是会作证的。)

时间都会出来作证,说明该产品经久耐用,经得起时间的考验。

(3) flowers by interflow speak from the heart. (鲜花是发自内心的表达。)

用拟人的修辞法,衬托了鲜花勃勃生机,使花具有了人情味。

315 评论(10)

魅影幽兰

分析英文广告中的双关语现象及其翻译策略

双关语是英语广告中一种较为常见的修辞手段。双关语的翻译本身就是一个难点,而广告中双关语的翻译则更加复杂。下面我搜集整理了浅析英文广告中的双关语现象及其翻译策略,欢迎大家阅读!

一、双关语现象在英文广告中的运用及主要类型

广告在我们的社会生活中占着重要的地位,它有着树立企业形象、促进营销增加交易等重要功能,广告语言也常以简短有力、简洁易懂为句法特点,然而优秀的广告离不开出色的修辞运用,为了达到提高销量的目的,广告商们必须在广告语言上下工夫,能够出色的运用双关这一特殊的修辞格,无疑能为广告添光加彩,下面就是三种不同的类型:

(一)语音双关

语音双关又称“谐音双关”。语音双关是指借助发音相同或相近的词而构成的双关形式。这类双关具有幽默风趣、滑稽俏皮的语言特点, 可增强广告的感染力和说服力。例如:goodbuy winter! 100%cotton knitwear $40.这是一则冬季服装减价销售的广告,广告设计者利用goodbye与goodbuy的谐音双关,不仅暗示消费者这是一桩不错的买卖,似乎又告诉消费者寒冷的冬日即将过去,温暖的春天正在向你招手,这难道不是在提示消费者不要错过了最佳的购买时机吗?其中的语音双关正可谓一箭双雕。

(二)语义双关

语义双关是指利用一词多义在特定环境下而形成的双关,这种双关现象在字面上只有一个词语,而实际上却同时关顾着两种不同的意思,在广告中对该词的不同理解可使句子产生不同的含义,这种现象在广告中非常常见。例如:spoil yourself and not your figure.这是某冰淇淋品牌的广告,该广告spoil oneself为“令某人享受”的意思, 而spoil one’s figure意为“破坏体形”。可翻译为:尽情地吃吧,不会影响你的体形。这样,即使是减肥者也会按捺不住而去买这种冰激凌吧!

(三)语法双关

语法双关是指通过省略结构、词语或词组的双重或多重语法功能造成的双关。这双关常使用一词多义的词语。例如:coke refreshes you like no other can.译文:没有什么可以像可乐那样令您神清气爽。广告语中的“can”有情态动词和名词两种词性。作为名词,can有瓶装饮料的意思;作为情态动词,句子本身就是一个省略句,完整的形式是:coke refreshes you like no other can refresh you.这则广告令诙谐有趣,令人过目不忘。

二、广告中的双关语翻译策略

(一)侧重译法

双关语由于其涵盖的意义不同,译者的理解不同,当然翻译出来也就不一样,但为了达到原文与译文最大程度的对等,译者常常会侧重表达与原文相近的意思,从而保留广告中最需要传递给消费者的信息。当然有时这样的翻译就失去了原文的趣味,比较平淡。下面我们举一个简单的例子:he drive is safer when the road is dry.the road is safer when the drive is dry.译文:路面干燥,司机安全;司机清醒,道路安全。这是一则道路安全警示语,dry的意思有多种。在翻译时,我们根据对原文的理解,分别采取不同的意思来翻译。其中,第一个dry的意思是“干燥”,第二个dry的意思是“清醒的”。

(二)分别表义法

分别表义译法是指在翻译双关语时,由于在目的语中无法找到对应的双关语,可变通地把原双关语的两层意思拆分为两个词或语句来表达的翻译手法。这种方法能较好地表述出双关语的双重含义,但译语不如原广告简洁.例如:i’m more satisfied. ask for more. 这是摩尔香烟的经典广告。设计者非常巧妙地使用more一词的双重意义,more作副词来讲,表示“更多”;大写后的more变成了名词,既是品牌名称“摩尔”。 译文分别为:“摩尔香烟,我更满意”;“再来一支,还吸摩尔”。这样的翻译都给人留下了深刻的印象,四字结构的翻译也更符合汉语的表达,是广告翻译中的佳作。

(三)套译法

套译法就是指套用英语在汉语中的固有模式对英语广告进行翻译。当然一定的文化背景是翻译的基础,这样英语语言和文化的传播便显得十分重要了。套译法的特点在于它能传递广告原文的文化内涵,并能基本保证原文简洁的语言特征,但双关的意义往往得不到体现。《泰晤士报》宣传报就巧妙地运用了套译法,其广告语:we take no pride in prejudice.它引用了j.奥斯汀的著作《傲慢与偏见》的书名,巧妙地把人们已有的知识同广告语联系起来,不仅达到了宣传的效果,也十分幽默,立刻给人一种公平公正的感觉。

(四)补偿译法

补偿译法是指当译者译出双关语的一层意思后,对于没有表达出来的另一层意思来通过其他手段来进行补偿。最常用的补偿手段是通过大众媒体来达到目的。值得指出的是,在科技发达的当代世界,运用电视等媒体也会产生出人意料的效果。一则眼镜广告就成功地运用了这一方法,其广告语是:oic。译文为是:哦,我看到了!这是一则眼镜广告,三个大写字母简洁有力,读音为“oh, i see.”在视觉上,该广告吸引了人们的注意力,在听觉上,也让视力不佳的顾客感到一丝安慰,表达了顾客当带上眼镜那一刻的惊喜感。然而该广告的翻译很难兼顾到视觉和听觉,最好译为:哦,我看到了!再通过其他的辅助媒体,如影像等来补偿译文无法传达的另一层信息。

广告双关语的类型

作为一种修辞手段,双关语在广告中比较常用,它存在于语音、词汇、句法等各个语言层面。在广告中,广告制作者为了增加广告的吸引力,挖空心思地追求新的创意,使得双关语在广告中的运用技巧更加纷繁复杂。巧妙的双关能使语言含蓄、幽默、生动、给人以回味和想象的余地。较为常见的如下:

1.谐音双关

谐音双关是用拼写相似,发音相同或相近的词构成的。广告制作者非常乐于使用谐音双关,因为此类双关具有风趣、幽默、俏皮、滑稽的语言风格,能增强广告的说服力和感染力,从而给消费者留下深刻的印象。

(1)Goodbuy

Winter!

100%Cotton Knitwear $40

这是一则冬季服装削价出售的广告。从字面上看,是指物美价廉的一桩划算的好买卖。但当读者把Goodbuy 与 winter 连起来读的`时候,才懂得该广告暗藏玄机,妙语双关。它似乎在向人们昭示:寒冷的冬天即将过去,明媚的春天就要到来(Goodbye winter!)。本公司在进行换季大甩卖,提醒人们这是购买物美价廉商品的最好时机,千万不要错过。作者利用Goodbuy 和Goodbye 谐音这一特点,使同一发音暗含两层意思:一是指划算的好买卖;二是向(寒冷的冬天)道别。一箭双雕,旨意深远,耐人寻味。

(2)Trust us. Over 5000 ears of experience.

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。

这是一则助听器推销广告。从字面看,它说明了该产品已经接受了众多消费者的考验,但字里行间巧妙地嵌入一对谐音字ears-years,充分暗示了该产品悠久的历史,久经考验的上乘质量。

许多广告都在商品品牌的名称上做文章。品牌名称中的双关语不仅能增加广告的趣味性和幽默感,更重要的是使品牌名称更能吸引人们的注意力,便于记忆,增加宣传攻势力度,以此达到宣传产品的目的。品牌名称中的双关语大多采用谐音的方法。

(3)WEAR-EVER introduces a new concept in glass oven ware: CLEANABILITY.

译文:“恒久”玻璃炉具带给你一个全新概念:洁净。

这里生产商利用其商标WEAR-EVER一词多义的特点,大力推销其产品:一方面WEAR-EVER为其品牌名称,另一方面该词又另有含义:既为wear forever(体现产品结实耐用),又为wherever(说明到处受人欢迎)。该广告从多角度推销其产品,能够激起顾客的购买欲望,具有一定的劝说作用。

2.语义双关

语义双关是利用词语或句子的多义性在特定环境下形成的双关。这种双关在广告中运用得也非常广泛,它与谐音双关有异曲同工之妙。

(4)Money doesn’t grow on the trees. But it blossoms at our branches.

这是Lioyd Bank(英国劳埃德银行)所做的户外广告。广告字面意思是:树上是长不出钱来的,但它会在我们的树枝上开花结果。这则广告里的branch这个词有两层含义,第一层含义是字面意思,即树枝;而更深一层含义是指该银行的各个支行。该广告蕴含的意思则是:如果你把钱存到劳埃德银行,你的钱就会不断增值。就像枝头上的蓓蕾一样年年不断的绽放、开花、结出累累硕果,永不枯竭。

(5)Spoil yourself and not your figure.

译文:尽情大吃,不增体重。

这是Weight-Watcher冰淇淋的广告标题,这种冰淇淋是专为节食者生产的。双关不仅存在于商品商标名称中,标题中的spoil也是双关所在。spoil oneself意为“尽兴”;而spoil one’s figure则意为“破坏了体形”。这则广告通过一语双关,使减肥者在轻松幽默的语气中很自然地接受该广告,并能使其产生购买欲望。

(6)A deal with us means a good deal to you.

译文:和我们做买卖意味着您做了一笔好买卖。

该句的妙处在于很好地利用了句中deal的三种含义,“做买卖”、“一笔好买卖”和“许多”。a good deal构成一个绝妙的双关。

3.语法双关

语法双关是指由于语法方面的问题产生的双关,如省略结构、某词或词组具有两种以上语能等。

(7)Which lager can claim to be truly German? This can.(旁边画有一罐啤酒)

译文:哪种大罐啤酒可称得上是地道的德国货?这罐。

这是一则Lager牌淡啤酒的广告。句中的can既可作情态动词,又可作名词(饮料罐)。由于can一语双关,加上Lager的品牌名称双关,以及旁边插图的妙用,使广告产生了一定的幽默效果,给读者以深刻的印象。

无独有偶,可口可乐公司也在can字上做文章。

(8)Coke refreshes you like no other can.

译文:没有什么能像可乐那样令您神清气爽。

句中can既可理解为名词“罐,听”,又可看成是情态动词“能”,全句可理解为Coke refreshes you like no other (can: tin, drink) can (refresh you)。这则广告诙谐机智,富于文字情趣,能使商品连同这一广告词一起久久印在读者记忆里。

4.成语或俗语双关

广告语言特别善于引用一些人们耳熟能详的成语或俗语。这些广告以人们原有的社会、文化知识为基础,以鲜明、独特的语言形式形成双关,既增强了广告的吸引力,又体现了广告语言的艺术性,更使广告具有令人回味的弦外之音。

(9)Try our sweet corn. You’ll smile from ear to ear.

译文:尝尝我们的甜玉米,包你乐得合不拢嘴。

这是推销甜玉米的商业广告,ear具有“穗”和“耳朵”双层含义。成语from ear to ear一语双关,既表示了因满意而乐得合不拢嘴,又表示因喜欢而吃了一穗又一穗。广告词中的双关语构思巧妙,新颖别致、令人难忘,收到了极好的宣传效果。

(10)You’ll go nuts for the nuts you get in Nux.

译文:纳克斯坚果让你爱不释口。

从广告的字面意义看,to go nuts是“去买坚果”,但它同时还是一句成语,意为“疯狂、发疯”。双关语的运用表明了纳克斯牌坚果对人们的吸引力是无以抗拒的。

(11)A Mars a day keeps you work, rest and play.

译文:一天一块玛斯巧克力,让您工作像工作,娱乐像娱乐。

这则广告让人们联想起两条非常熟悉的成语:An apple a day keeps the doctors away和All work and no play makes Jack a dull boy。该广告不仅在语言形式上借用了成语的模式,同时还引用了两条成语的内容,让人们从久已熟知的成语中得出一个新的判断:玛斯牌巧克力不仅能使人们健康,而且让人们工作时精力充沛,休息时放松自如。

广告双关语的翻译

广告语言是一种精炼、含蓄、富有表现力和鼓动性的语言,而双关又是双重意义的表达,在语言结构和表达上存在着难以逾越的可译性障碍。因此,英语广告双关的翻译应根据广告的内容和特点,选用适当的汉语表达方式,既要充分照顾到原文的语体风格,又要尽量传达出原文的信息。采用辩证的翻译方法,尽可能减少双关语在翻译中信息量的流失,增强广告语体特征。

1.分别表义法

若要把双关语的双层意义完整地表述于译文中,可采取变通手法将双关语义剥开,拆成两层来表达。

(12) The Unique Spirit of Canada.

在这则加拿大酒广告中,spirit一词是传神之作,它既可作“烈性酒”解,又可作“精神”解。为了保留双重意义,可将双重语义拆开,译为"别具风味的加拿大酒,独特的加拿大精神"。

(13) I’m More satisfied.

(14) Ask for More.

这是摩尔香烟在广告语中树立的两个双关典范。它们巧妙地使用more一词的双重意义:more是一个副词,表示“更加,更多”;大写之后,变成了品牌名称。这两则广告使人们轻松记住了商品的品牌,同时又给人留下了一个印象:该产品优于同类产品,能更使消费者满意。译文分别为:“摩尔香烟,我更满意”;“再来一支,还吸摩尔”。双关语义被拆成两层,在译文中分别表述,而且四字结构,读来朗朗上口。

值得指出的是,这种翻译方法虽然保留了双关语的双重含义,但原文那种凝炼,诙谐的韵味和一词两义的妙趣却丧失了。

2.套译法

有些广告双关语的产生是建立在一定的文化背景之上的。英语语言、文化在汉语中的传播形成了双语翻译之间的桥梁。套译法就是套用英语在汉语中已经沉积下来的固有模式,对英语广告进行翻译。

(15)All is well that ends well.

这则广告实际是一条英语成语,意思是“结局好,全都好”。但广告制作者把它用于香烟广告中,ends就具有了双重意义:动词“结束”和名词“香烟蒂”。这句香烟广告词可以套用原来成语的翻译模式,译成“烟蒂好,烟就好”。

(16)We take no pride in prejudice.

这是《泰晤士报》为自己做广告时用的一句妙语,它源于奥斯汀的一部传世名著“Pride and Prejudice”,报社援引该书名作广告,以标榜自己不偏不倚,主持公道。这则广告可译为:“对于您的偏见,我们没有傲慢”。对于知道《傲慢与偏见》这部作品的人来说,这种译法的双关内含便不言自明了。

套译法的长处在于它能传递广告原文的文化内涵,同时又基本能保证原文简洁、凝炼的语言特征,但双关的内涵往往不能得到充分展示,所以译文也就失去了原文风趣、机智、幽默的色彩。

3.侧重译法

广告中别具匠心的双关表现手法有时难以表述于译文中,结果只好牺牲形式意义、谐音寓义及暗含情态,尤其是有些广告含有多组双关和一语多关,只好采取侧重译法,守住概念意义。

(17)The driver is safer when the road is dry; The road is safer when the driver is dry.

这则宣传交通安全的广告运用了dry一词的两重词义(干燥的;没饮酒的)构成双关,对司机很有警示作用。翻译时,dry一词的两重意义在上、下句中只能各取一意:路面干燥,司机安全;司机清醒,道路安全。

(18)When the wind has a bite…and you feel like a bite…then bite on a whole Nut.

bite一词在这里有多层意思:刺痛;食物;咬。它的多层含义使全营养坚果给饥寒交迫的人们带来的感受跃然而出。这句广告词的翻译可分别把bite一词表达的多重意义表述出来:“当寒风刺骨而您又想吃点儿什么的时候,请嚼嚼全营养坚果”。

侧重译法是对广告双关的双重乃至多重意义的一种无可奈何的取舍。经过这种取舍后,双关的双重意义在译文中只剩下一层,所以也就没有双关可言了。大多数的广告双关语都适合这种翻译方法,事实上,这种侧重译法正是双关语具有可译性障碍的例证。

4.补偿译法

大多数的广告双关语都能通过侧重译法译出。但是有时双关语的一层意义译出后,另外一层意义也很重要,但却无法同时译出,这时,可采用一些补偿手段加以弥补。对于广告来说,这些补偿手段主要指承载广告的媒体,如电视的图像、广播的声音及报纸的版式设计等。

(19)OIC

这是一则眼镜广告,三个简洁的大写字母形状像眼镜,读音为“oh, I see”。该广告既利用视觉语言来吸引人们的注意力,又利用听觉语言表现此眼镜给视力不佳的顾客带来的欣喜之情。然而,该广告的翻译很难同时兼顾到视觉和听觉,只能从听觉上译为:“哇!我看见了”。视觉上三个字母形成的眼镜形状却可以通过承载广告的媒体,利用图形这一视觉语言要素来弥补。对于依靠媒体而存在的广告来说,这不失为一种重要的补偿手段。

广告人在创造广告口号时,为了使它产生预期效力,必须严格依据一些基本广告策略,采用适当的修辞方法。双关语是广告文体中十分常用的修辞手法,它不仅能使广告语言简炼、丰富、诙谐,而且能使广告引人注意,便于记忆。但对于广告双关语的翻译问题,本文只简单讨论了几种模式,在实际翻译中,要真正做到译文和原文最大限度等值,必须从具体情况出发,辩证地选择最合适的手段来传达原文的意义。

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福嘟嘟的脸

中文定义:仿拟是按照已有的语言表达形式,临时造出新的语言形式的一种辞格。

英文定义:Parody is a figure of speech that temporarily creates new linguistic forms according to existing linguistic expressions.

用法:仿拟所模仿的一般为固定词语或短语,也可以扩大到句子、段落、篇章,甚至语体、风格。模仿的对象是固定短语,如成语、熟语等,固定短语从构成成分上来说大于词,但其作用相当于一个词,这类仿拟,也以归人仿词为宜。

扩展资料

仿拟(parody) 可用在许多地方,但广告无疑是一块可以大事发挥仿拟的肥沃土地。广告为了争夺潜在顾客,常常借助仿拟修辞格。在广告中,仿拟可以分为"仿词","仿语"和"仿句"。

《大学英语》中就有许多仿拟辞格(Parody),如:To Lie or Not To Lie,that is a question。它仿拟的是莎士比亚名著哈姆雷特的名句:To be or not to be,that is a question。

参考资料来源:百度百科——仿拟

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