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摘 要随着国际经济交往的日益频繁，广告翻译的重要性日益凸现。广告商为了说服观众，成功推销其产品，在广告创作中不惜运用各种修辞手段。双关语就是英语广告中运用最多的修辞手段之一。本论文采用文本分析法对各种广告材料中的双关语进行透彻的分析和理解，分析了双关语的类型、特点和功能，讲明了双关语的运用并提出了在广告中的翻译策略和技巧。希望本论文能够在一定程度上帮助译者理解双关语进而产生更好的广告翻译文本。33778
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毕业论文关键词：英语广告；双关语；翻译
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. Comprehension of Puns in English Advertisement 2
2.1 Definition of Puns 2
2.2 Functions of Puns 3
2.3 Types of Puns 4
2.3.1 Phonetic Puns 4
2 3.2 Semantic Puns 5
2.3.3 Grammatical Puns 6
2.3.4 Phrase Puns 7
III. Translation of Puns in English Advertisement 8
3.1 Correspondence Translation 9
3.2 Clause Replacement Translation 9
3.3 Loan Translation 10
3.4 Oriented Translation 11
IV. Conclusion 12
Bibliography 14
Acknowledgments 15
Abstract Along with the increasing frequency of international economic relations, the importance of translating advertisements has become more apparent. In order to attract consumers’ attention and promote the sales, advertisers adopt various kinds of figures of speech in advertising creation, of which pun is one of most widely used rhetorical device in English advertisements. This paper intensively analyses puns in a variety of advertisements through text analysis, illustrating application of puns and presenting the translation strategy and skills in advertisements. The paper hopes help translator to understand puns to some extent in order to create better advertisement translated text.
Key Words: English advertisement; pun; translation
Comprehension and Translation Skills of Puns in English Advertisement
I. Introduction
Advertisement becomes an important part of our economy and culture that exerts significant impact on all parts of life recently. A fantastic TV advertisement decides sales and market share. Puns have many rhetorical effects such as concise, funny, humorous, novel, special, etc. Thus, puns are largely employed in advertisements. Owing to the barriers between English and Chinese, most studies on translation of English advertisements expressions are discussed from Chinese custom perspective. Wang Dejun(实用英汉翻译教程, 2007) claims that cultural factors in advertisements are the very important part of their translation. He Ziran(“另类”翻译的困惑, 2003, 13-14) insists that the different thinking modes between English and Chinese speakers caused by geographic elements, customs, religious beliefs, sports and classical literature which become the barriers of appropriate understanding of advertisement expressions. However, advertisement expressions are pided into different classifications and based on this point, some translation skills are concluded accordingly. This tentative research is a practical one on a theoretical basis. In addition to introduction and conclusion, the thesis is pided into four chapters. The first part is an introduction, which will introduce the importance of paying attention to the skills and the translation of puns in English advertisement. It will give a chance to analyze the characteristics of the use of puns in English ads respectively. Then, the following part, I’ll discuss the theory of translation. Part three will focus on the translation skills of puns in English ads according to its classifications. The last part is a conclusion, giving a whole summary to the paper and stressing the skills of translation. One of the features of the dissertation is that it involves a lot of examples where the application of puns and their translation in English advertisements are discussed. Another method of in-depth and long-term research on special phenomenon is also used.