免费英语论文范文(16)
In this advertisement of glasses, the three letters “OIC” resemble the shape of the glasses, and they read very much like an exclamation“oh, I see”. So the advertisement relies on both the visual device and sound effect to attract the reader’s attention. The pronunciation vividly represents a picture of a near-sighted reader who is so happy when he/she can see clearly what is written in the book with the glasses, and hence the exclamation. This seems to be a somewhat extreme case，as it is rare among the thousands of advertisements. Due to differences in language, it is very difficult for the translator to retain both audio and visual effects.In terms of pronunciation, he/she can easily reproduce the effect of “OIC” by “哇,我看见了!” , while in other cases, he/she has to resort to other media, for instance, the picture, so that the visual effect of the pun can be effectively compensated.
3. 4 Explication
On some occasions, the underlying meaning in the original is made explicit on some grounds, for instance, grammatical or cultural, i.e. either grammatically or culturally it is not feasible for the translator to “transfer” the original linguistic features. In this case, due to the difference in linguistic devices and the cultural context, the translator has to use this strategy to supply the contextual assumptions for the reader. Furthermore, in order for the ease of comprehension for the reader, i.e. to aid the comprehension by reducing the level of difficulty involved in decoding, and hence less processing effort, the translator may deliberately choose to make the translated more explicit than the original, for instance, spelling out the underlying meaning of the pun or adding some more information that is not present but implicated in the original, so that some of the assumptions are made more manifest to the reader. Among the ways to achieve explication, two that readily come to the translator’s mind are free translation and paraphrase, through which the main idea the original contains can be conveyed to the reader. Eg. I’m More satisfied. Translation:摩尔香烟,我更满意。In this advertisement for More cigarettes, the word “More” has two interpretations: one is “additional number or amount” and the other is the cigarette brand “More” . In Chinese, “more” means “更，再，更多(的)，更加”, etc., either adjective or adverb in nature, and can not normally be used as a brand in Chinese. So in translation, the double meaning in the original “More” can not be preserved in one item. However, in order to provide the two interpretations at the same time, the translator can resort to explication, i.e. to make the word “More” explicit: the name of the cigarette brand and the modifier in the advertisement. So if the translator intends the reader to process and retain both interpretations together with their effects, he/she has to explicate the word separately, as we can see in the above example. In the translated version, the word “More” becomes explicit, as “香烟” indicates its nature of being a cigarette brand, while “更” combined with the rest of the advertisement implies that a comparison made between “More” and the other cigarette brands, suggesting that “More” is better than the others. The reader can get adequate contextual effects from the translated version for no unjustifiable processing effort. Thus, optimal relevance is achieved. Eg. The unique spirit of Canada. Translation: 独一无二的加拿大酒，独一无二的加拿大精神。
