Chapter 3 Assignment 4 王月晖赵隽阿布力克木

Chapter 3 Assignment 4 王月晖赵隽阿布力克木郑国萍

1. Simile 明喻 A simile is a figure of speech which makes a comparison between two unlike elements having at least one quality or characteristic in common. Words like “like, as. . . as, as if ” are often used to associate one thing with the other. Simile is a direct way to make a comparison. A simile is made up of three parts: 1) the tenor; 2) the vehicle; 3) words such as “like, as. . . as, as if ”.

Examples e-c : Breakfast without orange juice is like a day without sunshine. (advertisement of orange juice) 没有橘汁的早餐犹如没有阳光的日子。 c-e: 像妈妈的手，温柔依旧。Maxam(美加净) As soft as Mother’s hands.

2. Metaphor隐喻 A metaphor makes a comparison between two unlike elements, but unlike a simile, the comparison is implied rather than stated. That is to say, metaphor uses an indirect way to make a comparison. Examples e-c: Life is a journey. Enjoy the ride. 生活就是一次旅行，祝您旅途愉快。 c-e: 幸福可乐，冷饮之王。 Taste that beats the other colds.

3. Personification 拟人 Personification is a rhetoric device that gives human form or feeling to animals, or life and personal attributes to inanimate objects, or to ideas and abstractions. Examples e-c: We are proud of the birthplaces of our children, the grapes of Almaden. (advertisement of wine) 我们因孩子们的出生地而自豪——Almaden的葡萄。 c-e: “牡丹”香烟，醇味盖冠。 “Peony” stands out for taste.

4. Antithesis 对比 Antithesis is the deliberate arrangement of contrasting words or ideas in balanced structural forms to achieve emphasis. Examples e-c: Soft shoes for hard world. 为时世打造的软式皮鞋。 c-e: 皮张之厚无以复加；利润之薄无以复减——上海鹤鸣皮鞋厂 The leather shoes made here are thick enough; The profit that’s obtained is slight enough.

5. Repetition / Parallelism 重复 In parallel construction it is necessary to balance word for word ( noun with noun, verb with verb, adjective with adjective, etc. ), phrase with phrase, clause with clause, sentence with sentence. Parallelism involves balancing the structural elements of a sentence. Usually, repetition is used with parallelism to emphasize the equal importance and weight of the parallel parts.

Examples e-c: Finish the job in less time, with less fuel and less noise. (advertisement of a car company) 用更少的时间, 更少的能源, 更少的噪音, 完成同样精彩的作。 c-e: 洁齿清气 (牙膏) Cleans your breath while cleans your teeth. 王月晖

Parody: The rhetorical device of parody is commonly used in advertisement. By imitating idioms, poems, songs or dramas, parody makes the advertisements more attractive and vivid in order to persuade the customer to buy. Translation of ads of this kind calls for imagination and creativity of the translator.

(1)Lose ounces, save pounds. （Goldenlay 鸡蛋广告）失去几盎司，节约几英镑。 This piece of ad simulates the idiom “Save pennies, lose pounds. ” “Saving pounds” impies that Goldenlay eggs are inexpensive and “lose ounce”means that you can stay fit and slim.

2) To smoke or not to smoke, that is a question. （香烟广告）吸还是不吸，这是个值得考虑的问题。 By imitating the famous monologue“ To be or not to be, that is a question. ”, the customers experience the dilemma of smoking or not, which is quite impressive and deepens their comprehending of the brand.

3) Quality breeds success. （福特汽车广告）质量铸就成功。 This parody is derived from the idiom “Familiarity breeds contempt”, which makes the ad expressive and impressive.

4) Where there is a road, there is a Toyota. （日本丰田车广告）有路必有丰田车。 This one imitates the popular saying “Where there is a will, there is a way”. When translating, we employ the mode of a Chinese idiom which implies that the car of Toyota is sold all over the world.

5) 苹果电脑，不同凡“想”。（苹果电脑广告） Apple thinks differently. The translation of the Apple ad imitates the Chinese idiom and replaces the character “响 ”with another one of the same pronunciation in order to stress the advanced program and system of Apple.

6) 谁跑到最后，谁笑得最好。（轮胎广告） Who runs longest laughs best. The translation reminds us of the idiom “ Who laughs last laughs best. ” 赵隽

7）城乡万里路, 路路有航天。 East, west, Hangtian is best. 此广告仿拟了谚语“East , west, home is best. ”(天南海北, 家是最美), 用商标 “Hangtian”代替谚语中的“Home”一词。这样的广告不禁让受众产生这样奇妙的联想 : 去天南海北, 去城市去乡村, 只要乘上航天牌汽车出游, 眺望窗外迷人的风景, 享受车内豪华舒适的环境, 就会留恋忘返!

8）A Mars a day keeps you work, rest and play. 每天一块Mars牌巧克力，令您作，休息，娱乐三不误。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 doctor away. 和 All work and no play make 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，而且让人们作时精力充沛，休息时放松自如。

(9)与其道听途说，不如亲自体验。（碧丽牌健美苗条霜广告） Judgment should is based on facts, not on hearsay. 阿布力克木

Pun Definition • Pun in Longman Dictionary of English Language is defined 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 meanings”.

The Categories of Pun • Homophonic pun（谐音双关） • Homographic pun（语义双关） • Grammatical pun（语法双关） • Parody pun and Idiomatic pun（成语或俗语双关）

• Homophonic pun refers to two or more words with same pronunciation but different spelling and meanings. • Homographic pun means a word concerns more than one meaning. • Grammatical pun refers to the pun because of grammars such as ellipsis structure or one word that has two or more grammars. • Parody pun refers to imitating some idiomatic proverbs or sentences, reforming this built-in structure or conventional collocation, and creating a new proverb or sentence with certain similarity to the original.

(1)More sun and air for your son and heir. （译文：这里有充足的阳光，清新的空气，一切为了您的子孙后代。） • Analysis：It means “There is abundant sunshine, fresh air, for your son—the heir of your enterprise and property－all good. ” Its purpose is to attract a great many of travelers to come here for a pleasant vacation. Advertiser creators cleverly use homophones: “sun” and “son”, “air” and “heir”.

（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。） Analysis：This is Homophonic pun. “Ears” and “years” have the same pronunciation.

(3)Money doesn’t grow on the trees. But it blossoms at our branches. （译文：钱不长在树上，但它在我们支行开花。） • Analysis：The word “Branch” is masterly used to express two meanings there: “the part of a tree which grows from the trunk” ( 树枝) and “a division of an organization, group, or subject (分支机构)”. As a matter of fact, the true purpose of this advertisement is to call on people to deposit money into Lloyds Bank.

• （4) Spoil yourself and not your figure. （Weight. Watcher冰淇淋广告） • （译文：尽情大吃，不增体重） • Analysis：In the advertisement, the meaning of “spoil yourself” is enjoying yourself to your hearts content，“Spoil not your figure” means that the customers need not worry about their figures. Absolutely, eating this ice-cream will not make the customers become fat.

• (5) Which lager can claim to be truly German? This can. （罐啤酒广告） • （译文：哪种大罐啤酒可称得上是地道的德国货？这罐。） • Analysis： In the advertisement ，the word “can” could be a modal verb, and it can also be a noun (beverage can).

• (6) You’ll go nuts for the nuts you get in Nux. （纳克斯牌坚果） • （译文：纳克斯坚果让你爱不释口） • Analysis：In the advertisement, “go nuts” means “go to buy nuts”, and it also means “go crazy” in the daily English expression. “Nux” is the name of the product. So it means the nuts will make you crazy if you buy them in Nux.

• (7) Try our sweet corn. You’ll smile from ear to ear. （甜玉米的商业广告） • (译文：尝一口我们的甜玉米，你就会吃了一个又一个，笑得合不拢嘴。） • Analysis: In the advertisement, “ear” has double meanings of “a part of your body used for hearing”; and “the head of a grain -producing plant, used for food. ” “From ear to ear” vividly describes people’s love for this type of corn.

• A Mars a day keeps you work, rest and play. （玛斯牌巧克力） • （译文：一天一块玛斯巧克力，让你作像作，娱乐像娱乐。） • Analysis：Two very familiar idioms: “An apple a day keeps the doctor away” and “All work and no play makes Jack a dull boy”. This advertisement not only used the pattern, but also the content of these two idioms. It will make people get this conclusion: Mars chocolate will not only bring health, but also make people energetic at work while relax and easy at break. • 郑国萍 2011211051

Chapter 3 Assignment 4 王月晖 赵 隽 阿布力克木

Chapter 3 Assignment 4 王月晖赵隽阿布力克木