d the word "self" with particularity, unconventionality and self-awareness itself, makes the reader know about effective influence enhancing unconsciously self-cultivation in order to attract the attention of female consumers. 《自我》and "造就的" are the dual meaing of the word "The self-made".
This Chinese translation "《自我》造就的", combining skillfully the dual meaning of the word "self-made", transmits succinctly and vividly the orginal information. Furthermore, this respective translation "《自我》造就的女性" is harmonious with the latter Chinese translation. Choosing the respective translation not only making this magazine more obvious and chanractertistic but also promotes the spirit of "women's self -struggle", as a result makes this magzine advertisement more expressive.
(2)A deal with us means a good deal to you.
译文:同我们做买卖,是您回报丰厚的好买卖。
This is a trading company advertisement. The composer of this advertisement applies cleverly and skillfully a double meaning of "a good deal" including the meaning of "a good trade" and the meaning "many benefits". The pun is put into two and presented separately in Chinese translation to preserve the original meanings of the pun in this advertisement. This paper translates the former word "deal" into "买卖", the later word "deal" "回报". The respetive translation can transmit the information accurately and clearly. The Chinese translation of puns is a difficult point, in the process of the translation; the translators sometimes must give up one part so that the integral information of original text can be presented. The standard of Chinese translation of puns in English advertisement achieves the equivalence of meaning on the basis of the theory of "Functional Equivalence"
3.2 Borrowing translation
There are a lot of English advertisements that borrow the established idioms, proverbs, phrases in order to achieve the desired advertising purposes. Therefore, borrowing translation is to apply the established Chinese sets to translate English advertisements with puns.
(1) One man's disaster is another man's delight!
The sale is now on!
译文:几家欢乐几家愁!拍卖进行中!
This is a typical example of parody pun. In this advertisement, the composer makes cleverly use of English proverb "One man's meat is another man's poison."(甲之佳肴,乙之毒药)。This advertisement is similar to these advertisements reading "clearance sale" or "sale at a low price".
The word "delight" and "disaster" in this English advertisements form a sharp contrast. And these two corresponding words can be translated into corresponding Chinese word "欢乐"and "愁". The Chinese translation "几家欢乐" corresponds consumers' delight, and "几家愁" merchants' high cost. According to this English-Chinese correspondence, this
thesis chooses the borrowing translation to borrow the Chinese set "几家欢乐几家愁" in order to reach this effect that merchants paying the high cost is a disaster , contrary to the consumers, a good chance. This borrowing translation expresses appropriately and accrately the deep information, moreover, deepens the impression of consumers with regard to this advertisement. It can reach the equivalent effect between English and Chinese consu
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