1．Introduction of pun
Pun is one of the ancient trope, which is now widely used as a rhetorical means in advertisements, literature and drama. It is defined as "the humorous use of a word or words that are formed or sounded alike but have different meanings in such a way as to play on two or more of the possible applications"[1]. Since pun contains comic and rakish language style which put the advertisement into the most suitable language environment, many advertisers would like to choose the pun as the most important way of expression in advertisements so that they can be more persuasive and touching. However, some discrepancy between different culture and languages sometimes makes pun untranslatable. For all these reasons, pun becomes the most charming but hard nut to crack.
1.1 The definition and features of pun
Pun is defined in Longman Dictionary of the English Language as "a witticism, involving the use of a word with more than one meaning, or of words having the same, or nearly the same sound but different meaning". A hinge is the pun itself, and a trigger refers to the intention and background that lies behind the puns.
1.2Classification of pun
As Xu Zhongbing(China) states in The Varieties and Translation of English Puns: "pun can be roughly divided into two parts. They are named paronomasia and antalaclasis[5]". Paronomasia always involves two words, which are similar in pronunciation but different in meaning. As for antalaclasis, it refers to the same word which is used twice or more, but each time it contains different meaning, according to English Writing and Rhetoric written by Prof. Wen Jun, a more specific approach of classification is concluded.. It classifies four categories of pun, that is, homophonic pun, paronomasia, antalaclasis and sylleptic pun.
Homophonic pun is the use of words, which are identical in pronunciation but different in spellings and meanings. For example, (1)"Make your every hello a real good-buy"(telephone advertisement). Here "buy" reminds people the image of "buy" and "good-bye". The advertiser tries to catch the customers eyes and assure that the purchase of their telephone is sensible..
Paronomasia involves two words which have similar pronunciation but different meanings. As the beneficial advertisement says that (2)"Drunk drivers often put the quart before the hearse". Here "quart" has similar pronunciation as "cart", while "hearse" has similar pronunciation as "horse". "quart" is a vessel for alcohol and "hearse" is a carriage specially used for conveying the dead to the grave. This pun is used to warn the drivers that drunk driving is dangerous and to remind them of the importance of safe driving.
Antalaclasis refers to a word used twice or more, but each time with a different meaning. For example, (3)"You need the strongest line of defense against gum disease"(advertisement of JNJ dental floss). It's a common sense that dental floss can keep teeth clean and healthy by defending against gum disease. Here "line" refers to both the material of dental floss and the defensive line against gum disease.
Sylleptic pun is similar to antalaclasis, but the word is used as a pun only once with two or more different meanings. With sylleptic puns, the advertisement can convey the information in fewer words. For example, (4)"money can not be grown on trees but it blossoms at our branches". This is the advertisement for Lloyd Bank in Britain. "Branch" is a pun and has two meanings: one is in agreement with "trees" in the first sentence, meaning "the arm of a tree"; the other meaning is "division and subsidiary bank". The bank smartly warns consumers that money can not be gained from trees but can be increased continuously once they save money in Lloyd Bank.
2. Function of puns in English advertisement
While the qualities of advertisements are evaluated, the following values are usually taken into consideration: information value, attention value, aesthetic value and memory value[6]. Information value is the most important of the four. Only when an advertisement i
nforms readers of the details of products, such as quality, package and use can make consumers remember the products or be willing to buy them. Otherwise, the potential consumers are easy to be attracted by other products with similar topics and contents. Aesthetic value can create the sense of beauty, which can sometime determine whether the advertisement will succeed. The above three values turn the memory value into reality: to attract the consumers' eyes, to fulfill the purpose of the advertisement, and above all to persuade consumers to buy the products. Advertisers put pun in English advertisement because pun plays an important role in rhetoric and pragmatic areas.
2.1 Rhetoric function
From the rhetoric point of view, a pun is "a figure of speech which consists of similar words or phrases for rhetorical effect, whether humorous or serious"[7]. The pun is basically one of the rhetoric devices that can fulfill this purpose of attracting the attention of readers. A pun is so implicative that it leaves readers so much space for thought and association. The connection between the two respective words or the several relevant meaning conveyed by the same word is able to enrich both the content and the influence of the advertisements. Once the content of advertisement is distinctive with his own brand, it will be easy for the consumer to accept and trust the products the advertisement promotes. As for an advertisement, once attention has been drawn on it, it will merely be a matter of time for consumers to fall in love with it. As the proverb says: “A bit in the morning is better than nothing all day”. Pun is irreplaceable to catch the first eye in advertisements. For example: (5)"Cock refreshes you like no other can". The word "can" may be comprehended literally as "aluminum tin used to contain liquid" while it can also be considered as a modal verb. Therefore, the advertisement can be interpreted in two ways: "Cock refreshes you so greatly that no other drinks can refresh you" or "Cock is able to provide you the number one refreshment than doing other things can achieve. Above all, this advertisement aims to state the function of cock—to bring people the feeling of delight and refreshment.
2.2 Pragmatic function
From the pragmatic point of view, the advertisement with pun can provide information so that the audience can come to know the details of products. Because the use of puns can strength the attention value and direct function of the advertising language, the advertisement with puns inspires the audiences' interest in reading. According to Tanaka, the reason why a pun can cause the interest is that it can create ambiguity, which stimulates the audiences high on processing and discover the connotation. In this way, reader can remember the advertisement deeply, which the purpose of the advertisement is fulfiled . For example,
(6) Mind your own business? Move it to Milton Hotel.
(7) Milton Hotel is a good location for business.
By the contrast of the above two advertisements, it is easy to discover that the first advertisement, which uses pun, is almost certainly more successful in attracting attention than the second one, which does not contain puns. To some degree, the advertising pun has the great capability of evoking the audiences' attention than other advertisements. In short, the use of the pun ensures that the message is communicated with more "strength".
3. Translation of puns in English advertisement
3.1The importance of pun translation in English advertisement
It is not easy for an advertisement to attract the public's eyes and impress them deeply. While pun can make use of its concise language style, combine the respective meaning of words into a harmonious image, enrich the image that provides the information of advertisement, and ensure the advertisement unique and profound. However, the translation of puns is considered to be extremely difficult. Many people consider puns as "untranslatable". And we have to admit the difficulty in the translation of puns. On the one hand, we must try our best to eliminate the barriers of different culture and language so that we can convey information precisely. On the other hand, we have to make adjustment and break through the limitation of culture and language so as to keep balance of source language and target language. To some degree, it is very crucial to apply dexterous techniques to translate puns in English advertisement.
3.2Delabastita's theory for translating puns
3.2.1The comment on Delabastita's method for translating puns
According to Chang Namfung，a Chinese scholar, Delabastita’s theory of translating puns is detailed and reasonable. And Delabastita’s ten translation methods can be classified into two categories.[8] The first category aims to emphasize the importance of explaining translated text sufficiently, including translating a pun with a non-pun word, copying the pun word and translating the pun wit
h editorial techniques; while the second category aims to emphasize the importance of accepting the essential meaing of translated text, including translating a pun with a pun of different type, omitting the original pun word, translating a non-pun word with a pun word, adding a pun in the translated text. The method of translating a pun with a pun of the same type owns the characteristics of both categories.
Chang Namfung holds that Delabastita’s translation-method classifications of puns do not own much specificity of language, which means that the classifications are be applicable in some situations, including the translation of puns between European languages as well as the translation between English and Chinese in the rough. He also says that the method for translating puns by copying is an exception, for it is much more used in the translations between Latin languages but less used in the translation between English and Chinese. Therefore, it is reasonable to make use of the advantage of this method and abandon its disadvantage, making the translation of pun easier.
3.2.2 Translation methods of puns on basis of Delabastita's theory
Delabastita’s translation-method classification is detailed, but it is thought to be over-elaborated. Besides, from what has been discussed above, it is known that not all the translation methods for puns listed by Delabastita suit the translation of puns from English into Chinese. Therefore, the methods of translating the puns from English into Chinese should be further categorized. On the basis of Delabastita’s theory and some practical examples of translations of puns from English into Chinese, this paper holds that when translators try to translate an English pun into Chinese, the following methods can be adopted: translating a pun with a pun, and translating a pun with a non-pun word or phrase.
A. Translating a Pun with a Pun
This category of methods for translating puns includes Delabastita’s first three methods, that is, translation of a pun with a pun of the same type, translation of a pun with a pun of different type and translation of a pun with a different pun.
B. Translation of a Pun with a Non-pun Word or Phrase.
This category of methods exist because of the limitations in translation of languages, cultures, customs and the like, especially when two referential meanings of a pun in English can not always be translated into Chinese at the same time. When a formal translation, rather confusing, causes some troubles for target readers, and fails to convey every connotation of the original pun, it would be better for the translator to find and focus on the most important meaning. That is to say, the translated text may have to sacrifice the comparatively minor significant meaning in the original pun.
3.3 Translating techniques of puns in English advertisement
Generally speaking, faithfulness and expressiveness are the two common criteria in translation.. "Faithfulness" refers to be faithful in conveying the content and style of original text. The translators should express the original meaning comprehensively and accurately without any important loss. "Expressiveness" means that the version must be clear, distinct and fluent, easy to be understood. Sometimes the expressiveness can only be achieved by sacrificing faithfulness. In fact, the translation of puns is somewhat a contradictory combination. It is a torturing task to decide when to comply with "faithfulness", when to choose "expressiveness" and when to integrate both. Therefore, pun’s untranslatable essence determines what techniques should be adopted in translating puns..
3.3.1 Fit translation(契合译法)
Translating puns is considered as a daunting task because the same type of pun or different pun have to express the double meaning, while the pronunciation, word form and the various meanings of puns have constructed the barriers of translatability of double meaning. But "some puns is not definitely untranslatable, it is possible to combine the source language and the target language"[9]. As we know, no translation is completely equivalent, so it is best to speak of “functional equivalence” in terms of a range of adequacy. Functional equivalence is first called “dynamic equivalence”. In Eugene Nida’s book Toward a Science of Translating, he defines dynamic translation as “the closest natural equivalent to the source-language message”. (Nida 2001b, 166) On the basis of integrating the two languages, the association-combined translating skill gives attention to both the form and the content of the advertisement. That means to translate the language under the direction of the Functional Equivalence theory. It is the highest criterion of translating pun in English advertisement.
eg: (8)Every kid should have an apple after school.(advertisement of computer)
译文：每个孩子都应有台苹果牌电脑。
Here "apple" is a pun, which re
fers to one kind of fruit and a brand of computer. Therefore, this advertisement covers two meaning: One implies that children should eat an apple for extra-nutrition after class. The other means that it is more essential to own an apple computer for the children’s pabulum.
3.3.2 Semantic difference（分别表义法）
Translatability has always been the controversial issue in translation study for a long time. Obviously, some translators take puns as the preferred instance to validate the untranslatability. However, each kind of language has its own specific national history, culture and psychological background; different language system varies in language structure, thought and presentation. By this token, absolute translation equivalence doesn't exist. When translators can not find the corresponding words to express the source language, they are in need of blazing a trail to interpret the puns appropriately. The method of semantic difference means adopting the flexible way of decomposing the meaning of pun into two levels: surface meaning and underlying meaning. For example:
(9)Try our sweet corn, you'll smile from ear to ear.
译文：尝尝我们的甜玉米，包你乐的合不拢嘴。
It is a very successful advertisement of corn. Here the word "ear" has double meanings, "the organ of hearing" and "tassel of corn". Therefore, "from ear to ear" has two contexts: successive corns, and continuous laugh, which can be associated by the products the advertisement promotes and describe people's affection for corn.
It is reasonable to comprehend the ads like that: tasting the corn makes you good appetite, degusting the corn forces you sweet smile. By composing the one sentence into two levels of meanings and analyzing the two image of "corn", the influence of advertisement is achieved successfully.
Another example:
(10) The unique spirit of Canada.
译文：别具风味的加拿大酒，独特的加拿大精神。
Here the word “spirit” makes the advertisement of alcohol lifelike. It can be comprehended in two meanings: firewater and pneuma. Therefore, the double semantic meanings of “spirit” are translated into two parts “酒” and “精神” respectively.
It is worth mentioning that although this method retains the double meanings of pun, it fails to keep the charm of humor and concision of the original pun.
3.3.3 Sets translation(套译法)
Brown (1994:47) describes the relationship between culture and language as follows: “A language is a part of a culture and a culture is a part of a language; the two are intricately interwoven so that one cannot separate the two without losing the significance of either language or culture”[10]. Some pun of English advertisement occurs on the basis of certain cultural background. As the development of language, its writing styles and characters are influenced by the culture and it forms the phrases（成语）, common sayings（俗语）, proverbs（谚语）, a two-part allegorical saying（歇后语) and so on. Therefore, the pun can be translated by taking natural mode into consideration. By taking advantage of the natural mode, the translation of pun can play a role of transporting the content of original culture and keeping the concise language character.
For example,
(11)"We take no pride in prejudice".
译文：对于您的偏见，我们没有傲慢。
This is an excellent sentence used in TIMES, which originated from Jane Austen's word-famous masterpiece named "Pride and Prejudice". By using it for reference, the producer aims to claim that he is unbiased toward anything and determines to be righteous and trustful. According to what people have known in the daily life, they would find the meaning of advertisement familiar and understandable. The advantage of this technique is to transfer the essence of culture and maintain the concise language style of source language while the essence of pun is unable to be expressed completely. Therefore, the target language will lose some humor and tact.
3.3.4 Priority translation(侧重译法)
The unique presentation of pun is not about the combination of the source language and target language, not about the decomposition of the meaning, but about the way of attaching importance to certain part of the version. That means emphasizing the underlying meaning instead of literal meaning. In Eugene Nida’s book Toward a Science of Translating, he defines dynamic translation as “the closest natural equivalent to the source-language message”[11]. (Nida 2001b, 166) When some advertisements contain several puns, the translator chooses to adopt this means to retain the meaning of source text. In another word, pun turns to be pun-unlike.
For example:
(12) The driver is safer when the road is dry;
The road is safer when the driver is dry.
译文：路面干燥，司机安全；司机清醒，道路安全。
Here "dry" consists of double meaning: 1.without moisture or water 2. not drunk. When translating the advertisement, "dry" applies the surface
meaning to the first sentence, the underlying meaning to the second sentence. Therefore, it can be translated like that: the dry road keep the driver safe; the level-headed driver keep the road safe. With such contrast, it is easy to alert the people the importance of safe driving.
The method of priority translation is adopted by translators in most cases when the pun of source language is unable to be explained completely. Although the information of the source language can be transferred in priority, its language is presented in a mild and plain way instead of the humor and wit.
3.3.5 Compensation translation（补偿译法）
To some degree, translation means comparing cultures. Translators interpret source-culture phenomena in the light of their own culture-specific knowledge of that culture. A foreign culture can only be perceived by means of comparison with our own culture, the culture of our primary enculturation.
Besides, when the translator interprets one level of meaning but contain uncompleted presentation and content, the compensation is appropriate to overcome the problems by making use of sound or vision. In order to provide the whole content of the advertisements precisely, the assistant of media, such as the picture of television, the voice of radio or other things is necessary. With the help of these, the lost information and content, which is impossible to be conveyed through the language, can now be supplemented and the advertisements are also able to catch audiences' eyes and give them a deep impression.
For example:
(13) OIC
译文：哦，我看到了。
This is an advertisement of one well-known brand of glasses. This three letters are the abbreviation of the sentence of “oh, I see”. Besides, the pronunciation of these letters is identical to that of the sentence. The advertiser smartly makes use of visual language as well as auditory language to attract consumers and bring comfort to them. If it is printed in paper media, consumers can easily comprehend it when they notice the shape of these letters, which looks like the shape of the glass. However, the translation of “OIC” can hardly match the English version with the loss of visual function and the pun in pronunciation.
The advantage of the method is that it can make use of auditory language and visual language to make up for the lost information of the advertisements that can not be conveyed by words only. Besides, the form of advertisements can give people deep impression. However, without the help of these compensation means, the advertisements can not play the vested role and can’t make people comprehend precisely.
4．Conclusion
Through the general study of pun and the discussion on its translatability, this thesis holds that to some extent, most of the puns can be translated. However, only some puns can be translated without any loss in the target language. With careless translation, some translated texts of puns even confuse the target readers. Therefore, it is very crucial to have a good acquisition of flexible translating techniques of puns and apply them successfully to English advertisement translation.
Through the analysis of various examples of pun translations, the thesis comes to conclude that the choice of certain translation techniques is greatly determined by the context. When there is an unbalance between source language and target language in their connotation or usages, translators should choose the method of semantic translation, priority translation or compensation translation. When the equivalent dictions can be found in target language and the connotation of the original pun can be reproduced, it is better to adopt the remaining means: fit translation and sets translation.
Acknowledgements
I would like to extend my thanks from the deepest bottom of my heart to those who have provided me useful suggestions to complete this thesis well. I am especially grateful to Miss Fang, my supervisor, who has offered me so much worthy direction and considerate help. Without her close guidance, this thesis would not be what it is now.
I also would like to express my gratitude to so many classmates who have given me so precise information from library and website. What they have taught me greatly help me learn a lot in my study.
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