英语广告中语义双关的功能和翻译_英语论文.doc

资料分类:英语论文 上传会员:王导 更新时间:2017-09-28
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Abstract

 

With the deepening of reform and opening up, as well as the frequent exchanges between Chinese and foreign culture, English advertising has taken an important position in Chinese advertising industry. Besides, the use of pun in English advertising makes it more attractive. Pun, as a special style in advertising, can be used to serve advertising only when it is understood in a proper and correct way. To make English advertising maintain the original charm in Chinese translation, the rhetorical devices, cultural elements, etc. need to be considered and proper translation methods should be adopted to represent the charm of English advertising.

Puns are most frequently used not only in literary works but also in practical texts, like advertising. Puns in advertising can create humorous effects, attract audience’ attention and add persuasive force to the message, which is consistent with the requirement of advertising. The translation of pun in English advertising is not so easy since there are linguistic and cultural barriers. This paper aims to analyze the functions of puns in English advertising and figures out some translation methods that maybe effective in pun translation in advertising. And considering the characteristics of puns and advertising style, on the basis of put forward the method of literal translation, free translation and annotation translation methods, probe into the translation skills of pun in English advertising.

Key words: advertising; puns; functions; translation methods

 

Contents

Abstract

摘要

1 Introduction-1

2 Puns in English Advertising-2

2.1 Definition -3

2.2 The Classification of Puns in English Advertising-3

2.3 The Functions of Puns in English Advertising-5

3 Translation of Puns in English Advertising-7

3.1 Difficulties in Translating Puns-7

3.1.1 Linguistic Difficulties-7

3.1.2 Cultural Difficulties-9

3.2 Strategies for Translating Puns in English Advertising-9

3.2.1 Literal Translation-10

3.2.2 Free Translation-11

3.2.3 Annotated Translation-12

4 Conclusion-13

References-15

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上传会员 王导 对本文的描述:双关语是广告文体中一种十分常用的修辞手法,它不仅能使广告语言、丰富、诙谐,而且能使广告引人注意,便于记忆。巧妙地运用独具匠心的双关可大大增强广告语言的艺术感染力和......
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