Puns always play a vital role in sitcoms in order to create humor or ironies.Sometimes good translations of puns can decide whether target language audiences are able to obtain the equal understandings and reactions o...Puns always play a vital role in sitcoms in order to create humor or ironies.Sometimes good translations of puns can decide whether target language audiences are able to obtain the equal understandings and reactions of the sitcoms as source language audiences get.Nevertheless,it is not easy for many translators to render faithfully and smoothly some English puns into Chinese.Therefore,this paper will analyze the subtitle translation of puns in the British sitcom Mind Your Language from the perspective of Speech Act Theory so as to find out some useful and helpful strategies for translation of puns in subtitling.展开更多
The study employed ERP technique to explore whether the affordance derivation can facilitate semantic access in comprehending Chinese puns. ERPs were measured while participants read the pun sentences containing dual ...The study employed ERP technique to explore whether the affordance derivation can facilitate semantic access in comprehending Chinese puns. ERPs were measured while participants read the pun sentences containing dual meanings and made a judgement about the following probes and statements. The results showed that highly related probes in pun sentences elicited a smaller N400 and a larger LPC than moderately related probes in pun sentences. As for the comparison of sentence types, both highly and moderately related probes in pun sentences produce a smaller N400 and a larger LPC than those in control sentences. These results indicate that in the early stage of pun comprehension, semantic access to the literal meaning is easier through affordance derivation because of meaning dominance and frequency. In the late stage of integration, however,the intended meaning of puns can be facilitated and accessed through its privilege of affordance derivation activated by pun words in a pun context because of the priming context and its underlying intention. The study has discovered empirically that it is the affordance derivation,which connects the context and the dual meanings indicated by the pun words, that contributes to the different time courses and dynamic underlying neurocognitive mechanisms in comprehending puns in Chinese.展开更多
Due to concise language and rich connotation, puns have become the most widely used rhetorical devices in various advertisements, to achieve the best communicative purpose, to arouse the customer's emotional appea...Due to concise language and rich connotation, puns have become the most widely used rhetorical devices in various advertisements, to achieve the best communicative purpose, to arouse the customer's emotional appeal and to provoke certain purchasing action. Guided by Skopos Theory, this article aims to explore the practical translation methods in combination with the use of puns in Chinese advertisements.展开更多
The pun becomes the most popular language strategy for advertisers as a broadly used rhetorical device. Using pun words felicitously not only makes advertising language more humorous, implicative, and vivid but also l...The pun becomes the most popular language strategy for advertisers as a broadly used rhetorical device. Using pun words felicitously not only makes advertising language more humorous, implicative, and vivid but also leaves the audience a room to imagine and enjoy. The author summarizes pun＇s definitions, features, classifications, and how the pun procures a successful communicative activity in English advertisements based on Sperber and Wilson＇s Relevance Theory. At last, the pun＇s pragmatic functions are concluded.展开更多
Pun is a usual figure of speech in English and Chinese.Pun,as a common rhetoric,can enrich language expressions,enforce the effect of language.In everyday life,in communication and literature works is widely used.Puns...Pun is a usual figure of speech in English and Chinese.Pun,as a common rhetoric,can enrich language expressions,enforce the effect of language.In everyday life,in communication and literature works is widely used.Puns in English and Chinese have much in common in the formation,ways of expressions,functions.However,as languages and culture differ,there are some differences between them.The translation between English and Chinese puns is considered most challenging in the field of translation.This thesis tries to talk about some practical translation methods of puns.展开更多
Pun,as a figure of speech applied in advertisements,can make the advertisements more vivid and indelible by adding attraction and humor,stimulating consumers' purchasing desire.Based on the elaboration of puns in ...Pun,as a figure of speech applied in advertisements,can make the advertisements more vivid and indelible by adding attraction and humor,stimulating consumers' purchasing desire.Based on the elaboration of puns in English advertisements from the cognitive perspective,this paper attempts to analyze those puns under the guidance of relevant cognitive theoretical framework such as figure/ground theory,prominence view and conceptual blending theory.It also aims to explore the human cognitive activities involved in creation and understanding of advertising language.展开更多
Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences betw...Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences between two different languages. However, the author of this paper considers the translatability of puns to some extent. Although human may be lost in translation, translators can make various compensations to achieve similar effects in order to achieve the best translation of text. Combined with the analysis of examples, this paper provides a discussion on the classification of puns in English advertising. The author provides various ways to form puns in advertisement and proposes some suggestion for English commercial advertisement translation.展开更多
Since the Relevance Theory was developed in 1986, it has been applied to translation theories and practice by researchers. In a global economic background, advertisement translation practice has gained much attention ...Since the Relevance Theory was developed in 1986, it has been applied to translation theories and practice by researchers. In a global economic background, advertisement translation practice has gained much attention from enterprises and consumers. As an important rhetoric means of advertisement, puns are faced with differences in language and culture, which makes it difficult to translate them between English and Chinese. This paper aims to analyze the translation of puns in advertisement through the application of Relevance Theory. Detailed examples will be given in order to maximize the benefit of advertisement broadcast and at the same time remain its creativity. It is a keen hope that this paper would be helpful to those advertisement translators.展开更多
In order to specify brain temporal dynamics difference between two representative puns, homonymic and semantic puns, alternate presentation of words and phrase(APWP) paradigm was proposed. The highlight of APWP paradi...In order to specify brain temporal dynamics difference between two representative puns, homonymic and semantic puns, alternate presentation of words and phrase(APWP) paradigm was proposed. The highlight of APWP paradigm is to make sentences strictly presented in word-phrase-word-phrase-word forms, which helps relieve visual fatigue of the monotonous presentation form and prevent disturbance by the settled position of the ending word. Following the APWP paradigm, participants are invited to read puns presenting in word-phrase-word-phrase-word forms. Meanwhile, event-related potential(ERP) was adopted to record their electroencephalogram(EEG) data. By observing two linguistic cognitive indexes of EEG data, N400 and P600 caused by puns, it was found that there were significant difference of logical mechanisms between homonymic and semantic puns. For homonymic puns, a significant P600 effect without any obvious N400 amplitude was elicited for the pronunciation of heterograph. For semantic puns, an apparent N400 amplitude might reflect ambiguities and comprehensive difficulty of a homonym into its discourse context. This study also conveyed that the APWP paradigm proved to be a good model for sentences research, which can be applied to other linguistic phenomena of complete context, such as metaphor, irony and jokes, sentence pattern and syntactic research.展开更多
It has been acknowledged by Chinese translators that in translating English puns the center should be put on the thorough comprehension of the original expression that more often than not has more than one meanings an...It has been acknowledged by Chinese translators that in translating English puns the center should be put on the thorough comprehension of the original expression that more often than not has more than one meanings and the flexible handling of conversion from the native language to the target one. Literal translation will often be impossible, annotation redundant, and the restructuring and remaking of new ways that create and maintain balance or similarity in function and value will be more preferred as a possible way-out for pun-translation. Examples attached are from the writer of this article who is also the translator of a published historical book where punning can be found.展开更多
文摘Puns always play a vital role in sitcoms in order to create humor or ironies.Sometimes good translations of puns can decide whether target language audiences are able to obtain the equal understandings and reactions of the sitcoms as source language audiences get.Nevertheless,it is not easy for many translators to render faithfully and smoothly some English puns into Chinese.Therefore,this paper will analyze the subtitle translation of puns in the British sitcom Mind Your Language from the perspective of Speech Act Theory so as to find out some useful and helpful strategies for translation of puns in subtitling.
基金supported by the Key Program of the National Social Science Foundation of China (Grant No. 19AYY011)the Major Scientific Program of Shanghai International Studies University (Grant No. 2018114027)。
文摘The study employed ERP technique to explore whether the affordance derivation can facilitate semantic access in comprehending Chinese puns. ERPs were measured while participants read the pun sentences containing dual meanings and made a judgement about the following probes and statements. The results showed that highly related probes in pun sentences elicited a smaller N400 and a larger LPC than moderately related probes in pun sentences. As for the comparison of sentence types, both highly and moderately related probes in pun sentences produce a smaller N400 and a larger LPC than those in control sentences. These results indicate that in the early stage of pun comprehension, semantic access to the literal meaning is easier through affordance derivation because of meaning dominance and frequency. In the late stage of integration, however,the intended meaning of puns can be facilitated and accessed through its privilege of affordance derivation activated by pun words in a pun context because of the priming context and its underlying intention. The study has discovered empirically that it is the affordance derivation,which connects the context and the dual meanings indicated by the pun words, that contributes to the different time courses and dynamic underlying neurocognitive mechanisms in comprehending puns in Chinese.
文摘Due to concise language and rich connotation, puns have become the most widely used rhetorical devices in various advertisements, to achieve the best communicative purpose, to arouse the customer's emotional appeal and to provoke certain purchasing action. Guided by Skopos Theory, this article aims to explore the practical translation methods in combination with the use of puns in Chinese advertisements.
文摘The pun becomes the most popular language strategy for advertisers as a broadly used rhetorical device. Using pun words felicitously not only makes advertising language more humorous, implicative, and vivid but also leaves the audience a room to imagine and enjoy. The author summarizes pun＇s definitions, features, classifications, and how the pun procures a successful communicative activity in English advertisements based on Sperber and Wilson＇s Relevance Theory. At last, the pun＇s pragmatic functions are concluded.
文摘Pun is a usual figure of speech in English and Chinese.Pun,as a common rhetoric,can enrich language expressions,enforce the effect of language.In everyday life,in communication and literature works is widely used.Puns in English and Chinese have much in common in the formation,ways of expressions,functions.However,as languages and culture differ,there are some differences between them.The translation between English and Chinese puns is considered most challenging in the field of translation.This thesis tries to talk about some practical translation methods of puns.
文摘Pun,as a figure of speech applied in advertisements,can make the advertisements more vivid and indelible by adding attraction and humor,stimulating consumers' purchasing desire.Based on the elaboration of puns in English advertisements from the cognitive perspective,this paper attempts to analyze those puns under the guidance of relevant cognitive theoretical framework such as figure/ground theory,prominence view and conceptual blending theory.It also aims to explore the human cognitive activities involved in creation and understanding of advertising language.
文摘Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences between two different languages. However, the author of this paper considers the translatability of puns to some extent. Although human may be lost in translation, translators can make various compensations to achieve similar effects in order to achieve the best translation of text. Combined with the analysis of examples, this paper provides a discussion on the classification of puns in English advertising. The author provides various ways to form puns in advertisement and proposes some suggestion for English commercial advertisement translation.
文摘Since the Relevance Theory was developed in 1986, it has been applied to translation theories and practice by researchers. In a global economic background, advertisement translation practice has gained much attention from enterprises and consumers. As an important rhetoric means of advertisement, puns are faced with differences in language and culture, which makes it difficult to translate them between English and Chinese. This paper aims to analyze the translation of puns in advertisement through the application of Relevance Theory. Detailed examples will be given in order to maximize the benefit of advertisement broadcast and at the same time remain its creativity. It is a keen hope that this paper would be helpful to those advertisement translators.
基金supported by the National Natural Science Foundation of China (62036001)the National Social Science Major Foundation of China (15ZDB017)。
文摘In order to specify brain temporal dynamics difference between two representative puns, homonymic and semantic puns, alternate presentation of words and phrase(APWP) paradigm was proposed. The highlight of APWP paradigm is to make sentences strictly presented in word-phrase-word-phrase-word forms, which helps relieve visual fatigue of the monotonous presentation form and prevent disturbance by the settled position of the ending word. Following the APWP paradigm, participants are invited to read puns presenting in word-phrase-word-phrase-word forms. Meanwhile, event-related potential(ERP) was adopted to record their electroencephalogram(EEG) data. By observing two linguistic cognitive indexes of EEG data, N400 and P600 caused by puns, it was found that there were significant difference of logical mechanisms between homonymic and semantic puns. For homonymic puns, a significant P600 effect without any obvious N400 amplitude was elicited for the pronunciation of heterograph. For semantic puns, an apparent N400 amplitude might reflect ambiguities and comprehensive difficulty of a homonym into its discourse context. This study also conveyed that the APWP paradigm proved to be a good model for sentences research, which can be applied to other linguistic phenomena of complete context, such as metaphor, irony and jokes, sentence pattern and syntactic research.
文摘It has been acknowledged by Chinese translators that in translating English puns the center should be put on the thorough comprehension of the original expression that more often than not has more than one meanings and the flexible handling of conversion from the native language to the target one. Literal translation will often be impossible, annotation redundant, and the restructuring and remaking of new ways that create and maintain balance or similarity in function and value will be more preferred as a possible way-out for pun-translation. Examples attached are from the writer of this article who is also the translator of a published historical book where punning can be found.
