第一篇：英汉广告中的双关语及其互译
英语专业全英原创毕业论文，是近期写作，公布的题目可以用于免费参考（贡献者ID 有提示）
最新英语专业全英原创毕业论文，都是近期写作
论海明威《一天的等待》的冰山原则写作风格
边缘人群的孤独与无奈——对《夜访吸血鬼》中路易斯的研究 彼得潘－－孩子和成人共同的童话 浅析“苹果”广告中的文化因素 《女勇士》中的华裔女性形象浅析
相同的追求，不同的命运——《红楼梦》中的林黛玉和《傲慢与偏见》中的伊丽莎白比较 汉英习语中的文化差异及翻译
《查特莱夫人的情人》中肉体与灵魂的平衡 论中美广告中所反映的文化价值观差异 礼貌原则在商务英语中的运用
论建构主义理论指导下英语口语教学方法 英语电影片名的汉译研究 汉语叠词翻译的对等研究
汉译英语足球新闻中修辞手法的策略 论色彩在《红字》中的运用与艺术效果 从《蜘蛛侠》系列看美国的英雄主义
用合作原则分析莎士比亚《李尔王》中的会话含义 从《爱玛》看简•奥斯丁的女性主义意识 浅议模糊语在商务英语中的运用 英汉恭维语及其应答对比研究 “词块”理论及应用前景探微
正面解读《名利场》中的蓓基-夏泼 英语汉源借词研究
诗歌《飞鸟集》的意象评析 广告英语及其翻译 论麦琪的悲剧
An Analysis of Communicative Language Teaching Method in Teaching Spoken English in China 文化差异对英语阅读的影响
When Chinese Tradition Meets Western Culture: Comparison between Qi Xi and Valentine’s Day 论《紫颜色》中黑人妇女的反抗
从《小公主》看童话对于当今的现实意义 《儿子与情人》中扭曲的爱 论反语的语用功能
增译法在商务英语汉译中的应用
海斯特—《红字》中一位具有反叛精神的女英雄
The Rose in the “Heights”—An Analysis on Catherine’s Personality in Wuthering Heights 从谈判风格看中美文化差异
从功能翻译理论看企业简介汉英翻译
灰姑娘文学形象在西方文化中的发展和演变研究 论《傲慢与偏见》中的妇女地位问题
路易斯——现实世界在非现实世界的投影——解读《夜访吸血鬼》的现代性 Scarlett O'Hara and Feminism 英语专业全英原创毕业论文，是近期写作，公布的题目可以用于免费参考（贡献者ID 有提示）
《觉醒》与《欢乐之家》中的女性形象和女权思想之比较 男权制度下的悲剧——论《德伯家的苔丝》 浅析企业更名
Exploring The Matrix: Hacker Metaphysics A Comparison of the English Color Terms On Alice Walker’s Womanism in The Color Purple 矛盾修辞法的认知语用分析
《老人与海》和《热爱生命》的生态比较
附带学习和有意识学习对英语词汇习得效果的比较研究 从文化角度浅析中美两国幽默的特点 广告英语中双关语的翻译
《名利场》中男性与女性形象解析 《时间中的孩子》成长主题分析
海明威短篇小说的叙述艺术－－以《一个明亮干净的地方》为例 浅析当今网络英语交流中的缩略语 从中西方节日看中西文化差异
A Contrastive Study on Language Features of Chinese and English Proverbs 目的论视角下的公司简介汉英翻译
The Influence of The New Policy of Export Tax Rebates 解读艾丽斯•沃克《紫色》中的家庭
The Word Use and Translation of English News Roberta’s Role in An American Tragedy 论《远离尘嚣》中女主人公的悲剧原因 消极商务信函写作策略
初中英语读写技能综合教学模式研究 英语抽象名词和物质名词的数概念分析
从“绯闻女孩”与“我的青春谁做主”中浅析中美青年婚姻爱情观的异同 小说《飘》中瑞德巴特勒的人物性格分析
研究交替传译中的笔记特征以及它对翻译准确度的影响 《夏日鸟笼》的女性主义解读
从文化语境角度分析英汉禁忌语的异同
The Application of TBLT in English Reading Classes of Junior High School 初中生英语听力理解的障碍因素及对策 An Eco-analysis of The Yearling 合作原则在商务谈判中的运用 礼貌策略在国际商务谈判中的运用
美国犹太文化与传统犹太文化的冲突——浅析《再见吧，哥伦布》 从小说人物分析简•奥斯汀的情感智慧
场独立和场依存对不同主题阅读材料的影响研究
托马斯•哈代《无名的裘德》中的书信研究 初中英语合作学习
《了不起的盖茨比》中女性人物性格分析 主语显著和话题显著—英汉语对比分析 英语专业全英原创毕业论文，是近期写作，公布的题目可以用于免费参考（贡献者ID 有提示）
《爱玛》中的女权思想解读
幽默元素在英语电影和电视剧中的翻译 从目的论看《红楼梦》中“狗”习语的翻译 文化背景知识在英语教学中的作用
问题类型对TEM阅读成绩影响的实证研究
On the Influence of the Female Characters On Pip in Great Expectations 高中生英语学习成败归因现状调查及对策 “合作学习”策略在英语教学中的应用 西方电影片名翻译的功能目的论分析 中美文化视阈中的商务谈判风格
Personality that Matters: A Psychological Analysis of the Misunderstanding between Elizabeth and Darcy 汉语喜剧小品中的模因现象研究
英语口语教学中的不足之处以及改善方法 英语电影片名翻译策略研究 商务信函的写作原则与技巧
An Analysis of Harmonious Coexistence Between Nature and Civilization in Wuthering Heights From the Perspective of Eco-criticism 谁在说话？—— 论作者-叙述者和译者-叙述者在原本和译本中的叙述声音的不同处理 汉英招呼语的对比研究
汉语对英语语法学习的负迁移 英汉味觉隐喻的对比研究 论英语词汇学习策略
论《睡谷传奇》中的幽默元素
《罗密欧与朱丽叶》和《哈姆雷特》中的双关鉴赏
Three Discriminations to Little Black American Girls in The Bluest Eye 英汉委婉语的文化对比研究——以“死亡”委婉语为例 分析福尔摩斯的性格特征 论性别歧视
李清照词英译研究
《纯真年代》中社会与个人的碰撞 英汉委婉语比较研究
商标名的英译汉目的论研究——以洗护用品为例 中外大学校训对比研究
从唯美主义角度解读王尔德的《快乐王子》 文化差异对中美商务谈判的影响 《宠儿》中黑人母亲角色的解读
八十年代以来汉语中英语外来语及翻译 英语专业学生语音学习中的问题
伍尔夫的《达罗卫夫人》中的意识流和象征主义手法分析 英语动物习语的研究及翻译 从传统消费观念看中美文化差异
现代叙事艺术与海明威的《永别了武器》
Translation of Gududeqiu from the Perspective of Qian Zhongshu’s Realm of Sublimation 英语专业全英原创毕业论文，是近期写作，公布的题目可以用于免费参考（贡献者ID 有提示）
《红字》中珠儿与《雷雨》中周萍之比较 论《金色笔记》的多元主题
A Comparative Study of Sino-US Courtesy 《夜莺颂》的翻译技巧探究
从美学角度分析英文电影《阿凡达》的汉语翻译 简奥斯汀作品中的讽刺和说教主义
中学英语教学到大学英语教学衔接问题研究 《威尼斯商人》中鲍西亚形象浅析 《喜福会》中的中美文化差异
《飞屋环游记》的人物设置特色分析 从《简爱》看电影对名著的改编 On Human Nature in Frankenstein 英语新闻标题中的修辞及其翻译
悖论式的唯美主义－－论王尔德的《道连•格雷的画像》 任务型教学法在高中英语阅读教学中的应用
What to Love and Hate －－－－on “The Adventures of Huckleberry Finn” 礼貌策略的英汉对比研究—以《傲慢与偏见》及其译本为例 简析《卡斯特桥市长》中亨查德的悲剧命运 《恋爱中的女人》人物及其人物关系的象征分析 《达洛维夫人》死亡意识解读
从《喜福会》中透视文化的冲突与融合 从文化差异的角度论文学译者的翻译技巧 小学英语教学中的体态语应用
《夜色温柔》男主人公迪克的精神变化研究 《紫色》中“家”的解读 论口译的原则与技巧
《灿烂千阳》中女性人物的忍耐，斗争和重生
How to Avoid Chinglish on English Writing of Senior High School Students 英国文化中的非语言交际的研究
哈代在《德伯家的苔丝》中体现的男权思维和女性意识
A Study of the Characters and Their Influence on the Hero of The Catcher in the Rye 论英汉翻译过程
从文化视角看部分英汉习语的异同
二语习得理论及其对小学英语教学的影响
一个典型的拜伦式英雄——论《呼啸山庄》中的希斯克利夫 运用弗洛伊德人格理论解读《吸血鬼日记》中的吸血鬼形象
A Reflection upon American Heroism Based on Reviews of Hollywood Movies 论伊恩•麦克尤恩作品《赎罪》中的道德观 浅析美国慈善捐赠的文化动因
A Comparative Analysis of Jane Eyre’s Chinese Renditions in Different Periods 可口可乐产品推销中的中国元素分析 新闻新词的文化内涵与翻译 浅探篮球文化的理论构建
Purity and Doom: on Thomas Hardy’s Tess’s of the d’Urbervilles 英语专业全英原创毕业论文，是近期写作，公布的题目可以用于免费参考（贡献者ID 有提示）
《名利场》中女性命运对比
修辞学角度下的女性商品广告的语言分析
显现的被动•隐现的自我——《看不见的人》中被动语态的身份建构功能研究 英语写作中干扰因素的分析
“家有儿女”VS“成长的烦恼”——对比研究中西方家庭教育 中外酒文化差异分析
主位推进模式在语篇翻译中的应用
A Research on Frances Burnett’s “Fauntleroy” Writing Style Psychological Analysis of Stuttering in The King’s Speech 浅析中西饮食文化的差异
从《老人与海》中看海明威的人生哲学 高中英语听力课中的文化教学
从跨文化角度看导游词翻译的词汇空缺现象 英语中常用修辞格
中国文化特色词的英译——以《阿Q正传》的两个译本为例 浅析《德伯家的苔丝》中的苔丝悲剧的成因 日用品广告语言中中西方价值观差异比较研究 网络环境下小组合作学习模式研究 《动物农庄》的极权主义的研究 《苔丝》中的女性与自然
《嘉莉妹妹》中女性自我意识探析 英汉广告中的双关语及其互译 《芭芭拉少校》中的现实主义 英语中的汉语外来词
埃德加•爱伦•坡恐怖小说的哥特式特征分析 试析托妮·莫里森《宠儿》中的魔幻现实主义 论文化软实力的提升对中国在国际社会中的影响力 从归化异化角度浅析《三字经》两个英译版本
第二篇：英汉词汇互译
英汉词汇互译的若干方法
(一)准确理解词义
1.根据上下文辨词义。
2.论褒贬，即要注意同义词之间有不同的语体色彩、使用范围及程度。
任何语言都有语体之分，有高雅的、通俗的、粗野 的，还有俚语、公文用语及术语等。文学作品中，作家通过不同的语体来刻画人物的性格特征，更是常用的方法。翻译时，必须审其雅俗，量其轻重，这样，才能恰如其分地表达原文的精神。
(1)词义有轻重的不同
例如表示“打破”的词
break是最一般的用语，意思是经打击或施加压力而破碎。
crack是出现了裂缝，但还没有变成碎片。
crush是从外面用力往内或从上往下而压碎。
demolish是破坏、铲平或削平(如土堆、建筑物、城堡等)。
destroy是完全摧毁，使之无法复原。
shatter是突然使一物体粉碎。
smash旧指由于突如其来的一阵暴力带一声响而彻底粉碎。
又如表示“闪光”的词
shine照耀；指光的稳定发射。
glitter闪光；指光的不稳定发射。
glare耀眼；表示光的最强度。
sparkle闪烁；指发射微细的光度。
(2)词义有范围大小和侧重面的不同
在一定上下文中，在agriculture，farming，cultivation，agronomy四个词中：griculture指农业科学、农业技术、整个农业生产过程，所包含的范围最广。farming指农业的实践。cultivation指农业物的栽培过程。agronomy指把科学原理运用到农业耕作中去的实践。
又如在empty，vacant，hollow这组同义词中，它们各自有不同的形容对象和强调的内容：
empty可以用来形容house，room，cup，box，stomach，head，words等词，表示“空的，一无所有。”
vacant可以用来形容position，room，house，seat等词表示“没有人占用的，空缺的。”hollow可以和tree，voice，sound，cheeks等词连用，表示“空洞的，虚的，不实的，下陷的。”
(3)词义有感情色彩(如憎恶、蔑视、讽刺、诅咒、尊敬、亲昵等等)和语体色彩(如庄严、高雅、古朴、俚语、方言词语、公文用语、委婉词等等)的不同。如“死”就有许多委婉的说法：
to expire 逝世
to pass away 与世长辞
to close(end)one's day 寿终
to breathe one's last 断气
to go west 归西天
to pay the debt of nature 了结尘缘
to depart to the world of shadows 命归黄泉
to give up the ghost 见阎王
to kick the bucket蹬腿You can kick everything but you can not kick the bucket.to kick up one's heels 蹬腿
又如“怀孕”也有许多委婉的说法：
She is having a baby.She is expecting.She is in the family way.She is knitting little booties.She is in a delicate condition.She is in an interesting condition.又如“警察”：
policeman 正式用语
cop 美国口语
bobby 英国口语
nab 美国俚语
3.看搭配。任何一种语言，在长期使用的过程中，会形成一种固定的词组或常见的搭配。这些比较固定的说法，有时可以译成另一种语言，有时则不行。翻译时，必须注意英汉两种语言中词的不同搭配。
以kill为例：
He killed the man.他杀死了那个人。
He killed his chances of success.他断送了成功的机会。
He killed the motion when it came from the committe e.他否决了委员会提出来的动议。
He killed three bottles of whisky in a week.他一周内喝光了三瓶威士忌。
kill the peace 扼杀和平
kill the promise 取消诺言
kill a marriage 解除婚约
还要注意英汉定语与名词的搭配不同：
heavy crops 丰收
heavy news 令人悲痛的消息
heavy road 泥泞的路
heavy sea 波涛汹涌的海洋
heavy heart 忧伤的心
heavy reader 沉闷冗长的读物
又如：
a broken man 一个绝望的人
a broken soldier 一个残废军人
a broken promise 背弃的诺言
a broken spirit 消沉的意志
broken money 零钱
国际著名品牌趣译
许多国际著名品牌源于很平凡的名字，译为中文必须有巧思。
如果把营销比喻成一场战役，那么成功的品牌名称就像一面不倒的军旗。国际品牌在全球范围内营销，必然要跨越种种文化障碍，如语言差异、消费习惯差异、宗教差异等。把品牌译为中文必须有巧思。
由于西方国家的文化比较相似，所以某一个国家的品牌比较容易为其他国家所接受。中华文化与西方文化差异较大，因此，国外品牌要打入华人市场，必须慎重考虑命名问题。商品经济现象的复杂，使西方品牌名称的翻译超越了语言学概念，而上升到文化心理和市场重新定位层面。
麦当劳：蕴含多层意义，比如麦当劳，英文名称是“McDonald’s”，它是店主人名字的所有格形成。西方人习惯以姓氏给公司命名，像爱迪生公司、华尔特·迪斯尼公司、福特公司。但是华人通常喜欢以喜庆、兴隆、吉祥、新颖的词汇给店铺命名，如“百盛”、“天润发”、“好来顺”、“全聚德”、“喜来登”。McDonald是个小人物，他比不上爱迪生，人家是世界闻名的大科学家，也不如迪斯尼，因为迪斯尼成了“卡通世界”的代名词，所以如果老老实实地把“McDonald’s”译成“麦克唐纳的店”，就过于平淡，而“麦当劳”就非常成功：
一，大致保留了原发音；
二，体现了食品店的性质；
三，蕴涵着“要吃麦就应当劳动”的教育意义；
四，风格既“中”又“洋”，符合华人的口味。
可口可乐：绝妙之译，众所周知，“可口可乐”就是“CocaCola”，但是却很少有人追问一句：那是什么意思？原来Coca和Cola是两种植物的名字，音译为古柯树和可乐树，古柯树的叶子和可乐树的籽是该饮品的原材料，古柯叶里面含有古柯碱，也叫可卡因（有时用做局总麻醉药，尤其用于眼睛、鼻子或喉咙，还因其兴奋性和刺激性而广泛用做毒品）。这样枯燥乏味甚至有点可怕的名字居然被翻译成“可口可乐”，真是CocaCola公司的化腐朽为神奇。“可口可乐”译名的成功之处在于：
一，保留了原文押头韵的响亮发音；
二，完全抛弃了原文的意思，而是从喝饮料的感受和好处上打攻心战，手段高明；
三，这种饮品的味道并非人人喜欢，很多人甚至觉得它像中药，但它却自称“可口”，而且喝了以后还让人开心。善于进行自我表扬，讨好大众。
上述两例是保留原品牌名称发音，而改变原意的成功范例。其他如中国译为“奔驰”，新马译为“马赛地”的名牌汽车，原文“MercedesBenz”是该汽车公司老板爱女的名字，译为“奔驰”是删除了复杂的Mercedes，简洁而响亮。
“Ikea”译为“宜家”是高招，再如“Ikea”家具品牌，即便在瑞典也很少有人知道它的意思，是聪明的中译者赋予它“宜家”这美好的含义。实际上，Ikea是该品牌的创始人IngvarKamprad和他的农场名Elmtaryd及村庄名Agunnaryd的词首字母组合。
有的品牌名称只进行音译，如“麦斯威尔”咖啡，仅仅是“Maxwell”的发音而已。由于它的诉求对象是白领阶层，尤其是“外向型”白领，因此这个名字是成功的。但如果想让广大华人买账，就不如“雀巢”。在雀巢咖啡刚进入中国大陆时，听村里的农民议论：“雀巢”咖啡就是“鸟窝”咖啡。即使没文化的人也对它产生兴趣，可见名称的戏剧性效果非常有利于提高品牌的知名度。
名牌手机“诺基亚”，芬兰文原名“Nokia”，是厂子所在小镇的名字，很显然，译文比原文更富有高科技感，好像还有点“承诺亚洲”的味道。
“福士伟根”跟希特勒有关，有的品牌名称只进行意译。如“福士伟根”（中国称“大众汽车”），德文原名“Volkswagen”，Vokls的意思是人民大众，Wagen是汽车。
关于“福士伟根”，还有一段鲜为人知的来历：19世纪二三十年代，汽车非常昂贵，只属于少数富人。希特勒上台后，宣称要为全体劳动大众制造汽车，汽车的牌子就叫“Volkswagen”，他号召人们每月省下一些钱，建立“汽车存款”，若干年后家家有汽车。可是不久战争爆发，汽车厂忙着造战争机器去了。然而战后大众汽车的品牌名称却保留了下来。
还有一类是以简称进行跨国界统一传播，比如慕尼黑的一家汽车厂，德文全称是BayerischeMotorenWerke（拜耶里奇飞机引擎生产厂），简称为BMW，后来它不仅生产飞机发动机，还扩展到越野车、摩托单车、高级轿车。现在没有人关心BMW到底是什么意思，BMW三个字母围绕的蓝白徽标，已成为成功和信誉的标志。其中文名称“宝马”是多么浪漫、简洁、贴切。
再如，Minnesota Mining and Manufacturing Company（明尼苏达矿业及制造公司），就是我们熟知的3M公司。西方人对品牌名称的要求比较单纯：一，简单易记；二不重复；三，在别国语言里不会产生误解，对宗教信仰不要有侮辱性含义。为安全起见，有些厂家就干脆造一个新词，如康柏公司“Compaq”（美国电脑生产商）来源于Compact（电脑术语，意思是密集的、压紧的），把词尾变成q，就构成一个新词，它很容易使人联想到源词，使公司的行业特征非常明显。
感冒症状表达法
1.I've got a cold./ I've got a bad cold.我感冒了。/ 我感冒很严重。
2.I've got a runny nose./ My nose is running.我流鼻水。
3.I've got a sore throat.我喉咙痛。
4.I've been coughing day and night.我早晚都在咳嗽。
5.I can't stop sneezing.我打喷嚏打个不停。
6.I've got a temperature./ I'm running a high fever.我发烧了。/ 我发高烧。
7.I've got a very bad headache./ This headache is killing me.我头很痛。/我头快痛死了。
8.I feel sore and ache all over.我觉得全身酸痛。
9.I feel like I'm dying.我觉得我好象要死了一样。
10.I feel dizzy./ My head is swimming.我头晕。/ 我头昏脑胀的。
关于[缘]的表达
缘分 predestined relationship
缘 reason;cause;sake, relationship, edge;fringe, climb
血缘 blood relationship
人缘 relations with people
姻缘 predestined marriage
前世因缘 predestination
天赐良缘 a godsent marriage;a good marriage arranged in Heaven
天缘巧合 a luck coincidence
喜结良缘 tie the nuptial knot
缔结姻缘 form marital tie
聊得投缘 talk congenially
有缘结识某人 be lucky to get acquainted with sb.无缘结识某人 have no opportunity to get acquainted with sb.
第三篇：英汉拟声词互译.
英文拟声词与翻译
试看译例：
1.风萧萧，雨萧萧，马萧萧。
The wind whistled, the rain pattered and the horse neighed.2.Thunder began to rumble.雷声开始隆隆地响。3.The cart rumbled past.车轱辘轱辘地过去了。
4.His stomach rumbled emptily.他肚子空空如也咕噜咕噜地叫。
5.哒哒哒哒哒！咚！咚！李先生突然抱着头直跳起来，但随即像一块木头似的倒下去。Rat-ta-ta-ta, boom!boom!Wrapping his arms around his head, Mr.Li leaped up, but immediately fell forward like a log.6.这个时候，长城线上，烽火连天，一辆囚车，却囚着革命英雄，向南急驰。
At a time when the war was raging along the Great Wall, a Carriage, carrying this
revolutionary hero, went rumbling swiftly southwards.7.Though I speak with the tongues of men and of angels and have not charity, I am become a sounding brass, or a tinkling cymbal.我若能说万人的方言，并天使的话语，却没有爱，我就成了鸣的锣，钹一般。
8.She drew one out.R-ratch!Now it sputtered and burned.她抽出一根或才，哧！啪！一下子燃着了。
有关拟声词的译法：
一、同一个拟声词，如例1中的“萧萧”，在不同的上下文或结构中，应根据译文的语言习惯或地道用法，选用不同的与原文意义对应的词或表达方式。
二、根据上一条，自然可以从另一面总结出第二种方法，即原文不同句中的几个不同拟声词可以译成同一个词。如“隆隆地响”、“咕噜咕噜地叫”、“ 轱辘轱辘”均可译成同一个英文拟声词 rumble, 其基本意思是 “make a deep, heavy, continuous sound”。
三、原文中有拟声词，译文中也用拟声词相对应。有的译为独词句，有的译为动词或名词的辅助成分。有时可以将英文的拟声词译为汉语中较为抽象的“..........的叫，...........声”，如he seemed to hear about him the rustle of unceasing and innumberable wings，耳际仿佛传来无数翅膀的拍击声。
四、原文中没用拟声词，但很生动，如例6中的“向南疾驰”，也可以译成拟声词。增加拟声词可以增加效果，如The logs were burning briskly in the fire.木柴在火中哔哔剥剥烧的正旺。
五、与上一方法相对应，原文中用了拟声词，译文中可以不用拟声词，而是用其他能产生同样效果的词语，如例7。译文也可以不用拟声词而直叙其动作，如They splashed through the mire to the village.他们一路踏着泥水向村子去。
关于动物叫声的拟声词不管是在英语还是汉语中，都很具体，在互译中要特别注意选准具体词语。英国人说“......动物怎么叫？”“What dose a XXX go?”现将最常用的具体词语列举如下：
A bee hums(buzzes, drones).蜜蜂嗡嗡（哼哼）的叫。
A fly hums(buzzes, drones).苍蝇嗡嗡叫。
A mosquito hums(buzzes, drones).蚊子哼哼（嗡嗡）叫。
A bird twitters(chirps, chirrups).鸟叫（叽叽喳喳的叫）。
A sparrow twitters(chirps, chirrups).麻雀吱吱喳喳叫。
A cicada chirps(chirrups).知了啾啾叫。
A cricket chips(chirrups).蟋蟀唧唧叫。A crow caws(croaks).乌鸦哇哇叫。
A dove/ pigeon coos.鸽子咕咕叫。
A magpie chatters.喜鹊喳喳叫。
A nightingale jugs(jug-jugs).夜莺歌唱。
An owl hoots(whoops).猫头鹰叫。
A parrot squawks.鹦鹉叫。
A wild-goose honks.雁叫。
A crane whoops.（风声）鹤叫。
A bull bellows(lows).公牛哞哞叫。
A cow moos(lows).母牛哞哞叫。
A calf bleats.小牛哞哞叫。A goat bleats.山羊咩咩叫。
A lamb bleats(baas).小羊咩咩叫。A sheep bleats(baas).绵羊咩咩叫。A deer bleats.鹿叫。
A hen cackles(chucks, chuckles, clucks).母鸡咯咯叫。A chick cheeps(pips, peeps).小鸡唧唧叫。
A cock crows.公鸡喔喔叫。
A duck quacks.鸭子呱呱叫。
A goose cackles(gaggles).鹅嘎嘎叫。
An elephant trumpets.大象叫。
A fox yelps.狐狸叫。
An ass brays(hee-haws).驴叫。
A horse neighs(whinnies, knickers).马叫。
A lion roars.狮吼。
A tiger growls.虎啸（吼，叫）。
A turkey gobbles.火鸡（咯咯）叫。
A whale blows.鲸鱼（扑扑）叫。
A wolf howls(growls).狼（嚎，号）叫。
A frog croaks.青蛙哇哇叫。
A monkey screeches(chatters, gibbers, jabbers).猴子叫（猿啼，猿啸）。
A mouse squeaks(peeps).老鼠吱吱（唧唧）叫。
A snake hisses.蛇声咝咝。
A cat miaows(miaus, mews, purrs).猫咪咪叫。
A dog barks(yaps, yelps, bays, snarls, growls, howls).狗汪汪叫（狂叫等）。
A pig grunts(squeals).猪咕噜咕噜（哼哼）叫。
其它一些拟声词：
1、金属磕碰声
当啷
clank,clang
2、形容金属的响声 当当 rattle
3、金属、瓷器连续撞击声 丁零当啷 jingle, jangle, cling-clang
4、鼓声、敲门声 咚咚 rub-a dub, rat-tat, rat-a-tat
5、脆响的（关门）声 吧嗒 clik
6、敲打木头声 梆梆 rat-tat，rat-at
7、重物落下声 咕咚 thud, splash, plump
8、东西倾倒声 哗啦 crash, clank
9、风吹动树枝叶声 飒飒 sough, rustle
10、树枝等折断声 嘎巴 crack, snap
11、不大的寒风声 瑟瑟 rustle
12、踩沙子、飞沙击物或风吹草木 沙沙、飒飒 rustle
13、飞机螺旋桨转动 呼呼 whirr
14、雨点敲击房顶 噼里啪啦 patter
15、水流动声 拔拉 splash, gurgle
16、物体受压 嘎吱 creak
喀嚓 crack, snap
17、溪水、泉水流动声 潺潺 murmur, babble, purl
18、液体、沸腾、水流涌出或大口喝水声 咕嘟 babble, gurgle
19、重物落地声 扑通 flop, thump, splash, pit-a-pat 20、笑声、水、气挤出声 扑哧 titter, snigger, fizz
21、雷声、爆炸声、机器声 隆隆 hum, rumble, roll
22、汽笛或喇叭声 呜呜 toot, hoot, zoom
23、油在锅里 滋滋 sizzle
24、鞭炮爆炸声 噼啪 pop
25、脚踏楼板声 登登 clump
第四篇：广告中双关语技巧研究
[Abstract] In modern society, advertisement’s influence is universal.pun is to add more attraction, being applied as a kind of figures of speech in advertisement and deeply loved by people.pun has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.The advertisers use brand, idiom, and phrase, etc, to form pun skillfully.From the aspect of pragmatics, pun violates the Cooperative principle by Grice.people usually violate the maxims in four ways.The article analyses pun from the fourth way that the speaker may flout a maxim;that is, he may blatantly fail to fulfill it and to achieve some purpose.The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind.[Key words] advertisement;pun;pragmatic maxims;pragmatic function
【摘 要】当今社会，广告作为一种竞争手段无处不在，而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。双关语的表现形式多种多样，可分为一词多义双关，同音异义双关，谐音双关，仿拟双关，插图和文字双关，语法双关等。广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。但从语用学的角度去分析双关语，它违背了Grice提出的合作原则。合作原则的违反通常有四种情况，而本文主要从第四种进行分析双关语，即说话人公然不执行某一条准则，也就是说话人知道自己违反了一条准则，他还想让听话人知道他违反了一条准则。运用恰当的双关语产生了幽默、风趣、经济和警告的作用，使人享受语言的美，同时帮助厂家在激烈的竞争中立于不拜之地，获得更大收益。
【关键词】广告；双关语；语用原则；语用功能
1.Introduction
“The definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media.[1] It is a device to arouse consumers’ attention to a commodity and induce them to use it.In modern age, people find themselves surrounded by various advertisements each day.An American writer writes: “ we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast;etc.”[2] Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers.In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive.In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive.Among the figures, pun is loved deeply.Oxford Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same”.[3] A pun(also known as paronomasia)can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious.It leaves a deep impression on readers by its readability, wit and humor.It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability.So pun is very popular in advertisement.The article just wants to present the pragmatic function and application of pun in advertisement.2.Types of pun in advertisement
A pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of meanings.It has several types.2.1 pun on polysemy
“While different words may have the same of similar meaning, the same one word may have more than one meaning.This is what we call polysemy, and such a word is called polysemic word.Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] pun on polysemy is used widely, especially with the name of the product such as the following examples:
[1] “From sharp minds.Come sharp products.”[5]
The example is an advertisement for the Sharp copier.The word “sharp” praises the consumers’ brightness, but also refers to the Sharp product.The advertisement praises the consumers who are sharp to buy the product which is sharp.The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.[2] “Money doesn’t grow on the trees.But it blossoms at our branches.Lioyd Bank.”[6]
It is the slogan of Lioyd Bank.“branch” means “part of a tree growing out from the trunk”, but here it implies the division of bank”.The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits.After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.2.2 pun on Homonymy
“Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both.When two words are identical in sound, they are homophones.When the words are identical in spelling, they are homographs.When two words are identical in both spelling and sound, they are complete homonyms.”[7] The follow instances will explain that:
[3] “ ‘VIps’ an atomical comfort.Variable Impact pressure Sole”[8]
The advertisement of sportshoes uses the homophonic word “VIps”.As we know, VIp usually stands for “ very important persons”, while, here, it stands for “Variable Impact pressure Sole”.It implies if you use VIps, you will be a VIp.The word “VIps’ motivates the audiences’ vanity and induces them to buy the product.[4] “Trust us.Over 5000 ears of experience.”[9]
It is an advertisement for audiphone.The literal meaning is that the product has experienced a lot of texts.While “ears” and “years” are a pair of homophone.So it implies that the product has a long history and has high quality.[5] “Goodbuy
Winter!
100% cotton knitwear $40”[10]
It is an advertisement for the sale of winter clothes.The advertisement seems to people that it s a good and cheap to buy cotton knitwear.But when the audiences read “goodbuy winter” together, they will understand the good use of pun.“Goodbuy winter” sounds the same as “goodbye winter”.The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away.Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.[6] “More sun and air for your sun and heir.”[11]
The advertisement is for a bathing beach.The advertiser uses homophone skilfully, sun vs.son, and air vs.heir.The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit.Each couple hopes their son and heir will be healthy all their life.pun makes the advertising language sound sweet, fluent and persuasive.2.3 pun on parody
“parody is a piece of speech, writing of music that imitates the style of an author, composer, etc in an amusing and often exaggerate way.”[12] pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings.English has a lot of well-known phrases, idioms and sayings.They are important part of everyday language spoken by the English speakers, and have become one of the aspects of the English culture.The advertisement designers are sharp-minded and imaginative.They change a part of the expressions and put their ideas into them to achieve sensational effect.And most of them achieve a remarkable success.The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition.As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind.So pun on parody is popular in advertisement.[7] “A Mars a day helps you work, rest and play.”[13]
It is the slogan of Mars chocolate company.Looking at this advertisement, people will associate it with two idioms: “An apple a day keeps the doctor away” and “ All work and no play makes Jack a dull boy”.From the meanings of the two idioms, the watchword tells people that a Mars’ chocolate a day will make you not be a dull boy(make you wise)and keep the doctor away(keep fit).[8] “Try our sweet corn, you’ll smile from ear to ear.”[14]
It is taken from the advertisement for a kind of sweet corn.The word “ear” has double meanings: the organ of hearing and the seed –bearing part of a cereal.Te idiom “ from ear to ear” also is a pun.One meaning is that people are satisfied with the product.The other one is that the consumers eat one ear by another.So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one.How can people refuse such delicious food?
[9] “All is well that ends well.”[15]
This is an idiom, but here, it is taken from an advertisement of a cigarette.“End”, as a verb, means “finish”, while, as a noun, means “cigarette butt”.The sentence means that if the cigarette ends are good that the cigarette is good.2.4 pun on Grammar
Many advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions.If this type of pun can be used properly, it will achieve unexpected effect.[10] “Which lager can claim to be truly German?
This can.” [16]
It is an advertisement for Lager beer.“Can” is a modal verb.But in the advertisement, a can of beer beside it reminds people “can” has another meaning—tin.Also “Lager” refers to the name of beer.With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply.The Coca-cola company also uses “can” to do their advertisement.[11] “Coke refreshes you like no other can.” [17]
Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other(can;tin, drink)can(refresh you).It implies their product is the best one.Of course, people like to buy the best one.2.5 pun on Illustration and Words
A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words.The illustrations and words can help people to understand the advertisement fully.pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings.For instances:
[12] “50% OFF.”[18]
It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival.The illustration is a picture with six lights, three on and three off.From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%.The illustration and words are vivid, and attract the passers-by’ attention more easily.[13] “Stop at two.”[19]
It is the title of an public service advertising(pSA)which the population and community Development Association(pCDA)of Thailand uses to advocate the couple to have children no more than two.The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger.The gesture “V” means victory.So people also can understand that it is a victory to have only one child.This picture is famous, so people will remember it easily.To achieve the success of their country, people may more like to control the population.3.pragmatic analysis of advertisement pun
From analyses above, people can understand that a pun usually uses one word in a sentence relating to double meanings, surface meaning and implicit meanings, which is the main idea the speaker wants to convey.The advertisers like to use the double meanings to produce ambiguity.While, analyzing from pragmatic maxims, it breaches Cooperative principle.Just look at another example:
[14]You’ll go nuts for the nuts you get in Nux.[20]
In the advertisement, “go nuts” means “go to buy nuts”, here in the advertisement, it also means “go crazy” in the daily English expression.And “Nux” is the name of the product.So it means the nuts will make you crazy if you buy them in Nux.The use of pun violates the Cooperative principle, but what is Cooperative principle?
3.1 Cooperative principle
“The theory of conversational implicature was originally suggested by Herbert paul Grice, an Oxford philosopher, who later went to America.”[21] His approximation is “We might formulate a tough general principle which participants will be expected to observe namely: Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose of direction of the talk exchange in which you are engaged.One might label this the COOpERATIVE pRINCIpLE.”[22]
“In order to explain further the cooperative principle, abbreviated as Cp, Grice borrows from the German philosopher Immanuel Kant four categories: quantity, quality, relation and manner.That is, the Cp is specified from four aspects.And the content of each category is known as maxim.3.1.2 Quantity
a.Make your contribution as informative as is required(for the current purpose of the exchange)
b.Do not make your contribution more informative than is required”[23]
That is to say the quantity of the information you give must suit for the requirement, no less, no more.For instance, if you go to buy one pen, but the assistant gives you two pens, he breaches the Quantity.Because he should give one pen to you that you want.3.1.2 “Quality
a.Do not say what you believe to be false
b.Do not say that for which you lack adequate evidence”[24]
It means that the speaker can’t tell lies but only can say that which has been proved to be right fact.However, if the speaker thinks what he says is right, but in fact it is false, he still obeys the principle.Give you an example, if someone asks you to go shopping with him, but you don’t like to, so you tell him that you have a meeting tonight.At this time, you violate Quality, for you have told lies to your friend.3.1.3“Relation: be relevant”[25]
That means what you say must be relevant.For example, when you are hungry, you don’t expect you partner giving you a book, but a cake, because cake is relevant to your feeling at this situation.3.1.4 “Manner
a.Avoid obscurity of expression
b.Avoid ambiguity
c.Be brief(avoid unnecessary prolixity)
c.Be orderly”[26]
The maxim requires the words speaker used must be concise and without ambiguity.For instance:
[15] A: Will you go to Xiamen tomorrow?
B: Maybe.In the case, B violates Manner, because his answer is ambiguous.A still can’t get the answer he wants.After the explanation of Cp, a better understanding will be made by readers on above examples, which have violated the Cp.But why do the advertisers like to use pun to violate the Maxims deliberately? The answer can also be given by Grice.3.2 Violation of the maxims
Grice thought only both speaker and listener obey the principle, could their intercourse be concordant and harmonic.While he also noticed that people didn’t always obey the principle in social activity, on the contrary, they breached it intentionally.So Grice gives four ways to explain the failure to fulfill a maxim.“Firstly, he may quietly and unostentatiously VIOLATE a maxim;if so, in some cases he will be liable to mislead.” It means you are intentional to violate the maxim.[27] For example: If someone invites you to join in a party, but you don’t like to.Avoiding offence to him, you may say, “ sorry, I have promised Jim to go shopping”.At this time, you know you tell lies, but you have to.“Secondly, he may OpT OUT from the operation both of the maxim and the Cp;he may say, indicate, or allow it to become plain that he is unwilling to cooperate in the way the maxim requires.He may say, for example, I cannot say more;my lips are sealed.Thirdly, he may be faced by a CLASH: he may be unable, for example, to fulfill the first maxim of Quality(Be as informative as is required)without violating the second maxim of Quality(have adequate evidence for what you say).”[28] For example:
[16] A: Where does X live?
B: Somewhere in the suburbs of the city.The answer of B breaches the Quantity, because he provides less information that A wants to know.But if B really doesn’t know where X lives, he obeys the Quality that do not say what you lack adequate evidence;if B knows the address of B, yet he does not want to tell A, then he implicates that he doesn’t want to tell A.“Fourthly, he may FLOUT a maxim;that is, he may BLATANTLY fail to fulfill it.On the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim(because of a clash), is not opting out, and is not, in view of the blatancy of his performance, trying to mislead, the hearer faced with a minor problem;How can his saying what he did say be reconciled with the supposition that he is observing the overall Cp? This situation is one that characteristically gives rise to a conversational implicature;and when a conversational implicature is generated in this way, I say that a maxim is being EXpLOITED.”[29] Give an example:
[17] A: Where is Mary?
B: There is a blue car outside Bill’s house.In the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s answer.Basing on their common sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s house.In advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce ambiguity.Although the advertisement disobeys the principle, but it can arouse the audiences curiosity and induce them to buy the product and at last achieve a better effect.Look at some advertisements:
[18] “You can buy Happiness.”[30]
It is the slogan of a shampoo advertisement.The advertisement breaches the Manner Maxim—avoid ambiguity, for happiness has double meanings here: “delight” and “the name of the product”.It wants to express the meaning that if you buy Happiness, you will attain happiness.Although it breaches the Cooperative principle, it impresses the audiences deeply and arouses their interest to have a try.[19] “In our country we keep animals in the forest and people in the cages.” [31]
It is the advertisement for Volvo Car Company.From the ad, people may give an assumption that they keep animals in the forest while shut themselves in the cages.But to the common sense, the phenomenon is impossible.So the advertisement breaches the Quality that you only can say what you think is right.But through the context of the advertisement, the audiences can understand the cages refer to Volvo car, and finally know the meaning of the advertisement that the Volvo Company aims at producing more and better cars for people.[20] “The Unique Spirit of Canada: we bottled it.Right to the finish, its Canadian spirit stands out from the ordinary.What keeps the flavor coming.Super lightness.Supper taste.If that’s where you’d like to head, set your course for Lord Calvert Canadian.” [32]
The example is taken from the advertisement of Lord Calvert Canadian.At the first sight of the advertisement, people would be drawn, for they wonder what’s the unique spirit of Canada.After thinking, they would find “To bottle the spirit” has two meanings here: one is to bottle the liquor;the other is to put the Canadian spirit into this liquor.The advertisement breaches Manner Maxim but arouses people’s curiosity.pun in the advertisement has a great function.4.The pragmatic function of pun in advertisement
pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness.It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context.The proper use can make the advertisement impressive and attractive.4.1 Wit and humor
pun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association.In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.[21] “When the wind has a bite… and you feel like a bite… then bite on a whole Nut.”[33]
The word “bite” has several meanings: grip, food, and eat.The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut.After day working, people would feel tired and hungry, while the advertisement is just the situation of them.Therefore, they would be attracted to buy the product, so they will not suffer hunger after work.Also, the sentence sounds like tongue twist.[22] “Excellent Taste!”[34]
It is a word in an advertisement for a whiskey product—Jamson.In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”.Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”.So the advertisement means: this kind f whiskey as good flavor;the heroine has high appreciation.The advertiser uses pun to praise both the product and the consumers who choose their product.It caters for people’ vanity and induces them to buy the product.4.2 Creativeness and originality
This is typical of advertising language.An advertisement has a high demand of diction every word playing an important role.If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen.In advertisement, originality is king.A new way of sending message can set a brand apart from copycats and also-rans.So it is important to use something novel such as coinage in the advertisement to draw people’ attention.Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement.Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.[23] “Cab Fourward.”[35]
It is an advertisement title of Ram Car produced by Doqi company.The word “fourward” sounds like “forward”.Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”.Because the four doors of this kind of car could be opened from four directions.The advertiser creates the word “fourward” from “forward” to show the speciality of the car.[24] “Catch the Raincheetah and cheat the rain.”[36]
It is an advertisement in Toronto Daily Star.The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”.The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well.pun gives people impression of novelty and interest.4.3 Satisfying people’s requirement of beauty
A good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun.pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language.The characters of pun, such as vividness, wit and humor, pleasure people’s spirit and let them enjoy the beauty of language.For instance:
[25] “Give your hair a touch of spring.”[37]
It is an advertisement for shampoo.The word “spring” here is very vivid and like a picture in people’ mind: after using the shampoo, the long hair becomes elastic and shining.When you stand there, your hair will go with wind.Everyone likes beauty, so the advertisement caters for people’ desire and induces them to buy the product to make them more beautiful.4.4 Satisfying the requirement of society--Economy
With the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want.But how to impress the audiences is a question.The answer is using pun.But why is pun especially favored by the advertiser? The main reasons as following:
“Firstly, advertisement is paid message, with limited space and time, so it doesn’t allow verbiage to waste the investment.pun with double meaning has the characteristic of small carrier but plenty of connotations.So it is very economic, effective and money-saving to the advertiser.Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement.The pun in advertisement is usually formed by short sentences.Some use the name of the product as the theme of the advertisement.Some use excellent phrases to show the specialties of the product.To the audiences, it saves their time to get the information they want.Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously.So, to achieve expected propagandist effect, the advertisement must reduce the memory message.pun is suitable for the requirement.The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply.”[38]
In a word, pun uses fewer words to express full message which is the content of Economy principle, and it usually reaches the purpose of advertisement that is arouse consumers’ attention to a commodity and induce them to use it.For instance:
[26] “Two beer or not two beer, that’s a question.----Shakesbeer”[39]
Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet.Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer.And the word said by Hamlet is also very famous, especially in western country.The sentence is short and the pattern is famous, so people will remember the product naturally.[27] “Go well, Go Shell.”[40]
It is an advertisement for Shell Oil Company.“Well” sounds like “where”, so it implies that go to Shell company to buy oil.Only four words are used in the advertisement, but express the meaning fully and impress people deeply.Imagine that one day, when you drive your car, suddenly, the oil is run out.So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”.So you will go to Shell at once.The slogans impress the audiences deeply and persuade them to buy the product invisibly.[28] “Make Time For Time.”[41]
It is an advertisement for Time magazine.The advertisement uses the pun on homonymy of the word “time” to refer two meanings: common sense of time, and the name of he magazine.The advertisement means that read Time magazine to seize time.In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view.While Time magazine will not only broaden view, but also save your time.It satisfies people’s requirement.4.5 Implying Warning
Some advertisements imply warming.pun can make the warming vivid and effective so that people can pay attention to it.For instances:
[29] “Better late than the late.”[42]
It is a public service advertising of traffic.It derives from the proverb “Better late than never”.In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully.The advertisement with pun here has more powerful to persuade the drivers to care their security.Another example:
[30] “The driver is safer when the road is dry;
The road is safer when the driver is dry.”[43]
It is also an advertisement for safe driving.The excellent word is “dry” which has double meanings: without water and without drinking.It expresses if the road is dry and the driver doesn’t drink, all drivers will be safer.The antitheses and thyme of the sentence has more powerful to warm people.4.6.Making the product more profitable and competitive
The speciality of pun is useful in advertisement, and favored by people.If a advertiser can make full use of it to satisfy people’s requirement, the product may precede others and gain the market.[31] “A deal with us means a good deal to you.”[44]
Here, the double meanings of “deal” are: the amount and business.The meanings of the advertisement are that: do trade with us is a good business to you;doing business with us, you will get a lot.Advertisers use pun skilful to inspire the audiences’ curiosity and attract their interest to do the deal.[32] “powe to influence others.”[45]
It is an advertisement for a Hector powe Clothing Company.They advocate that if you wear their clothes, you will have power to influence other people.Because “powe” is like “power”.It satisfies people’s desire of power, so they like to have a try.Thus, it will bring great profit to the powe company.Maybe people with the clothes can’t have more power, but the company has the power to influence the market.5.Conclusion
Advertisement is a way for the company to propaganda their product.To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose.Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful.Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement.pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable.So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.Bibliography
[1] Oxford Advanced Learner’s English—Chinese Dictionary [Z], Oxford University press,1997/7, p1202
[2] 王燕希，广告英语一本通[M]，广东，对外经济贸易大学出版社，2004/6，p7
[3] 张昭苑，段海生，English Advertisement and Its Translation[J], 重庆邮电学院学报（社会科学版），2004/11，p605
[4] 戴炜栋，何兆熊，新编简明英语语言学教程[M]，上海外语教育出版社，2002/7，p74-75
[5] 付红桥，简析广告中的双关语[J]，重庆工学院学报，2004/6，18（3），p42
[6] 赵永冠，英语广告中的双关语[J]，广西，钦州师范高等专科学校学报，2003/12，18（4），p50
[7] 同[4] p75
[8] 杨惠馨，英汉广告中的双关语及其英汉互译[J]，新疆师范大学学报（哲学社会科学版），2003/9，24（3），p180
[9] 同[7] p49
[10] 同[6] p52
[11] 同[7] p49
[12] 同[4] p1067
[13] 同[7] p49
[14] 同[6] p51
[15] 同[7] p50
[16] 同[7] p49
[17] 同[6] p50
[18] 同[8] p75
[19] 同[8] p75
[20] 同[7] p49
[21] 姜望琪，语用学理论及应用[M]，北京大学出版社，2000，p34
[22] 同[21] p34
[23] 同[21] p39
[24] 同[21] p39
[25] 同[21] p40
[26] 同[21] p40
[27] 同[21] p44
[28] 同[21] p44
[29] 同[21] p44
[30] 金井，英语广告中的双关语[Z]，北京，英语通，2005/10，p50
[31] 经贸英语教研室，语用原则和广告双关语[J]，长沙民政学院外语系，2005/7/28，p36
[32] Du Juan, On the Diction Characteristics of English Newspaper Advertisement [J], Journal
of Lan Zhou University(social sciences), 2000,vol.28, p236
[33] 同[7] p50
[34] 同[30] p50
[35] 同[6] p35
[36] 王燕，英语广告双关语的语用技巧及其语用分析[J]，湖南科技学院学报，2005/10，p296
[37] 同[5] p42
[38] 同[30] p50
[39] 周红，英语广告双关语的运用技巧及其语用功能[J]，北京，国际关系学院学报，2005，p123
[40] 同[5] p42
[41] 王笑施，广告英语语言技巧浅析[J]，北京邮电大学学报（社会科学版），2001/4，3（2），p62
[42] 同[41] p123
[43] 同[7] p50
[44] 同[39] p295
[45] 同[6] p51
第五篇：兵马俑英汉互译导游词
尊敬的女士们、先生们：
秦始皇是中国封建社会的创立者，也是一个文武双全的皇帝。他姓嬴名政，出生于赵国的邯郸，13岁继承王位，22岁开始亲政，经过十年的浴血奋战，统一了全国，建立了中国历史上第一个统一的，多民族的，中央集权制的封建王朝——秦朝。为了巩固政权，加强思想政治领域内的统治，他还设立了郡县制；而且先后在全国范围内统一了文字、货币、度量衡、车轨和法律制度。他认为自己功过三皇，德高五帝，又因为是第一个皇帝，所以便自称为始皇帝。他曾经五次出游天下，于公元前210年的7月，在出巡途中，暴病死于河北的沙丘，终年50岁。死后葬于骊山脚下的陵墓之中。
秦始皇帝陵南靠骊山,背面与渭水相邻。骊山风景如画，绿树成荫。据史书记载：“骊山山南多美玉，山北多黄金。”现在我们看到的这个巨大的封土堆，就是秦陵了。在中国古代，帝王陵墓在建设上都遵循“虽死犹生”的思想，因此，秦始皇陵是依照当时秦咸阳宫的规模修建的。经过几千年的风风雨雨，当时的地面建筑现在已荡然无存了，我们已经无法领略秦陵的全貌。据《史记》记载，从这样的一段描述中我们可以得知：秦陵地宫的顶端是用28颗夜明珠组成的天冥星;陵内还有设置着百官座次的殿堂;并且藏满了各种奇器异宝;还用水银做了江河湖海以象征天地;用人鱼膏点长明灯为了防盗墓;还安装了能自动发射的暗箭。《史记》中对秦陵的内部只做了一个大致的描述。那么陵内到底有多少的奇珍异宝呢？由于科学技术的问题，现在还无法打开帝陵，我们已经发现了它的一个陪葬坑，就是秦始皇秦兵马。我们只能等待陵墓发掘的那一天，相信到时候一定会引起全世界考古界的轰动的 现在，我们面对的是秦俑馆一号坑，坑里就是号称“世界第八大奇迹”的秦兵马俑。面对威武整肃的庞大军阵，你们的脑子里一定会闪现许多问题。现在我就一一回答大家的这些问题。
这些俑是西杨村农民们在抗旱打井的过程中发现的。他们决定报告文物部门。经过考古专家们的鉴定。秦俑馆内的1、2、3号坑被确认为秦始皇陵的陪葬坑。
经测量，1号坑东西长330米，南北宽62米，面积14260平方米，相当于两个足球场的面积，为三个佣坑中面积最大的一个。它为坑道式土木建筑结构，在东西两端各有5个斜坡门道，还有10个2.5米宽的夯土隔墙，隔墙上架有粗大的横梁，底部都是以青砖墁铺。一号坑是由步兵和车兵组成的军阵。一号坑是以长方阵的排列方式，由前锋、主体、侧翼、后卫四部分组成。我们现在所看到面东而立的就是前锋部队。南、北、西端各有一排面外而立的武士俑是侧翼和后卫，他们是为了防止敌人旁敲侧击和从背后偷袭。中间有38路面东而立的纵队，是由步兵和骑兵组成，构成了整个军阵的主体。从这里也体现了古代兵书中所
讲的“前后整齐，四方为绳”的军阵。《孙子兵法》中曾经讲到，古代兵阵布阵的一个重要原则就是“前锋必锐，整体必宏。”他把一个军阵比喻成一把剑，如果一个军阵没有精锐的前锋，那么这个军阵就像是一把无锋的剑，便失去了杀伤力，可见前锋部队的重要了。我们现在所看到的就是一号坑的前锋部队。它一共是3排，每排70件，共210件。这些兵俑手中都持有强弓劲弩，都是以骁勇善战而著称于世的。他们在作战时都不戴头盔。头盔本来是作战时的一种最基本的防护装备，但是秦国军队规定一律不准戴头盔。所以历史上称他们为“科头”。由于“科头”不戴头盔便敢杀入敌阵，史籍上也称他们为“科头锐士”。从这些“科头锐士”的身上我们可以看到当时秦军的勇猛和善战了。
在一号坑以北20米处，是秦始皇兵马俑的二号坑。它的平面呈曲尺形，面积为6000多平方米，是由步兵、骑兵、车兵和混和兵种组成的军阵。他一共由四个小的单元构成。这四个单元可以有机的构成一个大的军阵，也可以分开成四个独立的小军阵，这正是古书中所讲的“大阵套小阵、大营包小营”，阵中有阵、营中有营的布阵方法。它能攻能守，反应迅速，自我保护力强，可以说是当时世界上反应最快速的一支部队。
由于我们目前对兵马俑的颜色无法保护，二号坑迄今都没有大量的开发，但是在二号展厅中出土了大量的有代表性的陶俑，其中有将军俑、跪射俑、立射俑、骑兵俑、鞍马俑等。我们现在所看到的就是一个从二号坑中出土的现在我们欣赏一下跪射俑，他上体笔直挺立，下部是右膝、右足尖及左足抵地，三个支点呈等腰三角形支撑着上体，重心在下，增强了稳定感。跪射佣由于目标小，不易被发现，所以是埋伏射击的最佳状态。甲片随着身体的扭转而流动，衣纹伴着体态的变化而曲转。这些跪射俑的面容和神态各不相同，具有明显的个性特征，跪射俑是兵马俑中的精华，中国古代雕塑艺术的杰作。看完了这么多的陶俑、陶马，拿他到底是怎么制作而成德，下面这幅图将会解答大家的疑惑。
看完了一、二号坑，大家也许会问：如此气势宏伟的军队，它的指挥部，也就是古代说的军幕是怎样的呢？那么三号坑的参观会给大家一个满意的答复。
三号坑位于二号坑以西、一号坑以北。平面呈凹字形，是三个俑坑中面积最小的一个。一共出土了四马、一车和68个陶俑。这些陶俑的排列形式与一、二号坑完全不同。
一、二号坑是按实战军阵排列的；而三号坑则是面向内相向夹道式排列。他们手中所持的兵器也有不同。
一、二号坑中陶俑所持的兵器有长射兵器和短射兵器；但在三号坑中只发现了一种无刃兵器——铜殳。铜殳是一种用于仪仗的兵器，证明这里可能是一个地下军队的指挥部。三号坑如果从它的建筑布局来看，主要由车马房、南北厢房组成。在北厢房还没有修复好，在里面发现了朽骨一堆，残鹿角一件，证明它是一个活动前占卜或祷告的场所。南厢房位于俑坑的南部，它从东向西依次排列着廊坊、俑道、正厅和偏房。它们都有武士俑分立于两边，其中以正厅的警卫最多。这里可能是召开军事会议的场所。这一点也就完全证实了三号坑是
一个地下军队的指挥部——军幕。秦俑坑当中既有“决胜于千里之外”的强大军阵，又有“运筹于帷幄之中”的将领，可见当时思虑严密，布局严谨了。
好了，秦俑坑我们就先参观到这里，下面我将要带领大家参观的是铜车马展厅。
如果说秦俑坑是大中显武的话，那么铜车马展厅就是小里透文了。前者把我们带入干戈相交的战场，而后者则使我们感受到了舒适的宫廷生活。它们虽然都是秦陵的陪葬物，但是却从不同的侧面反映出那个时代的历史文化。秦始皇陵西侧20米处，发掘出土了两乘大型彩绘的铜车马。按照当时的发现的顺序，它们分别被编为一号和二号铜车马。当年出土的时候全部被打成了碎片，经过专家们近8年的修复，又使它重新焕发出了当年的瑰丽姿彩。据考证，这两乘车的体积均为真车真马的1/2，它们处处都是依照真人、真车、真马制造的。当年，这两乘铜车马的出土曾经使多少人赞叹不已！因此，它们也被人们称为“青铜器之冠”。这两乘车都是驷马单辕，呈前后纵向排列。前面的一号车为古代的“高车”，也叫“立车”，因为乘坐这辆车要保持站立的姿势而得名。这辆车上配备有大量的武器，鲜明的表明了一号车是用来保护后面二号车安全的。
我们现在看到的就是二号铜车马了。这辆车叫“安车”，它比我们的旅游空调大巴还舒服，因为它的车窗设计的非常科学，不但可以调节车内的温度，而且可以观赏车外的风景。我们可以看到前面拉车的四匹马，中间的两匹马叫“服马”，两边的两匹马是拉车的叫“骖马”。由于是皇家车队，因此要求它们行走起来必须平稳，于是在马身之间以“胁驱”相隔。这样，可使马匹保持一定的间距，如果它们离的太近，胁驱就会扎疼它们。马的制作技术达到了非常高超的境界。马的脖子上有一个项圈，这个项圈是由42节金与42节银焊接而成。金和银的熔点不同，它的焊接点用24倍的放大镜才可以清楚的看到。2000多年前的时候，手工制作能把着两种金属焊接在一起，表明秦代的工艺也是相当高的，我们不得不为之赞叹。我们再来看一下二号车上的华盖。华盖是一次烧铸而成，最厚处为也不过4毫米，最薄处为只有2毫米，是世界冶金史上的一次奇迹，包括现在的美国、日本都是无法做出来的。这个华盖就像一个龟壳一样，俗话说的好：“千年的王八，万年的龟。”这表明秦始皇希望自己永远长寿。但是秦始皇当时乘坐的并不是我们现在看到的这种安车。据史书记载，秦始皇的车队共有“九九八十一”辆车，而秦始皇乘坐的，则是由六匹马驾辕的一辆的金根车。它可能也被作为秦始皇陵的一个陪葬品埋在了秦陵的附近，说不定到不久的将来便会发现。希望到时候各位能够再来一睹皇家车队的迷人风采。
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