广告双关语翻译的顺应法_英语论文.doc

资料分类:英语论文 上传会员:白鲸 更新时间:2017-11-10
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Abstracts: This article discusses translation of puns in advertisements based on adaptation in both linguistic context and communicative context (Adaptation to physical world is excluded), which are parts of Verschueren’s Adaptation Theory. Adaptation in linguistic context consists of adaptation in phonology, lexicon and codes and styles, while adaptation in communicative context includes adaptation in consumers’ psychological activity, culture and social norms. As a cross-cultural communication activity, pun translation in advertisements faces difficulties and challenges caused by the differences in culture, language, social environment between the target language and the source language. However, after the analysis of the instances cited in this paper, the author finds that Adaptation can help deal with those difficulties, making the translated version convey the meanings which the original text contains successfully and cater to the tastes and needs of the audience in the target place perfectly.

 

Key words:  Adaptation; puns in advertisements; translation

 

CONTENTS

Abstract

摘要

1. Introduction.1

2. Literature Review.1

2.1 Status of Puns in Advertising

2.2 Previous Studies on Pun Translation in Advertisements

3. A Brief Account on Verschueren's Adaptation Approach.2

3.1 Three Features of Language

3.2 Four Aspects of Adaptation

4. Pun Translation in Advertisements Adapted to Context2

4.1 Adapted to Linguistic Context

4.1.1 Adaptation in Phonology

4.1.2 Adaptation in Lexicon

4.1.3 Adaptation in Codes and Styles

4.2 Adapted to Communicative Context        

4.2.1 Adaptation in Psychological Activity

4.2.2 Adaptation in Culture and Social Norms

5. Conclusion10

Bibliography.11

Acknowledgements12

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上传会员 白鲸 对本文的描述:本文以语境顺应论中的语言语境顺应和交际语境顺应(不包含物理世界顺应)为研究重点,论述语境顺应论在广告双关语中的翻译。其中语言语境的顺应包括对目的语语音系统的顺应,......
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