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摘 要广告英语的独特性在于其新颖、灵活的用语及其形式多样化，除了别具一格的词汇和句法外，各种修辞也被广泛地运用来润色广告语言。双关，一种集幽默与智慧于一身的语言表达形式，因其独特的语言魅力而倍受广告商的青睐。结合大量的实例分析，本文详尽探讨了双关语在英文广告中所起的作用及其分类。通过分析与归纳，作者提出了广告双关语翻译的五种策略：保留、再造、补偿、解释说明以及省略不译。译者在翻译过程中可以选择一种或者多种策略以达到译文的最佳关联。24827
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毕业论文关键词：广告；双关语；语用功能；翻译
Abstract Advertising English is characterized by its originality, flexibility of language usage and the persity of the forms. Apart from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Punning, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language. Drawing on existing studies in the field, the author offers five strategies in the translation of puns in advertisement. i.e. preservation, creation, compensation, explication and omission. The author argues that each of the five strategies is not always applied on its own, and sometimes two or more strategies are jointly employed in advertisement translation in accordance with the principle of optimal relevance depending on the situation.
Key words: advertisement; pun; pragmatic function; translation
Pragmatic Function of Pun in English Advertisement and Its Translation
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. Literature Review 2
2.1 Definition of Pun 2
2.2 Types of Pun in Advertisement 2
2.3 Relevant Study at Home and Abroad 2
III. The Pragmatic Function of Pun in Advertisement 8
3.1 Wit and Humor 8
3.2 Creativeness and Originality 9
3.3 Satisfying People’s Requirement of Beauty 9
3.4 Satisfying the Requirement of Society—Economy 10
3.5 Implying Warning 11
3.6 Marking Product More Profitable and Competitive 11
IV. Five Strategies of Translation of Puns in Advertisement 12
4.1 Preservation 13
4.2 Creation 15
4.3 Compensation 16
4.4 Explication 17
4.5 Omission 19
V. Conclusion 21
Bibliography 21
Acknowledgments 22
I. Introduction
By AMA(American Marketing Association) advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media. It is a device to arouse consumers’ attention to a commodity and induce them to use it. In modern time, people find themselves surrounded by various advertisements each day.
In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire. The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive.
Advertising is the most commonly employed means by the sellers in making public their services and products. The advertisers are making a lot of efforts in the language of the advertisements. Pun is among the most persuasive tools in attracting the consumers eyes. As we can see, there are a vast mass of researches on advertising language, no matter in the filed of advertisement or on the linguistic aspect. However, here are not existing thorough researches on puns in advertisements.