The Application and Translation of Puns in Advertising English.docx

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1、The Application and Translation of Puns in Advertising EnglishIntroductionIt is not rare that with the undergoing fierce competition of international commerce, advertising English has been regarded as an effective method of sale promotion. Advertising English is characterized by its simplicity, vita

2、lity and flexibility of language usage. As the advertisement can be seen everywhere, making the most impressed one is the main purpose of each advertiser. At present, puns are widely welcomed by most of the advertisers which strengthen the effect of advertising by adding more readability and interes

3、ts. Webster Dictionary defines puns as “the use of word in such a way to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly same sound with different meanings, so as to produce humorous effects. Puns can satisfy the requirement of characteri

4、stics of the advertisement, which include information function, demand creation function, persuasive function, get action function and goodwill establishment function. However, puns are closely related to sound and form, which results in the difficulties in puns translation. According to the common

5、application of puns in advertising English, they can be divided into four types so that it gets easier to master the strategies for dealing with the translation of puns in advertising English.Literature ReviewA number of studies indicate that translating strategies are crucial for the translation of

6、 puns in advertising English. In “A New Concise Course in Linguistics for Students of English”, according to Paul Graces Cooperative Principle, puns in advertising English should avoid obscurity and ambiguity of expression (Dai Weidong, He Zhaoxiong, 2002). It shows that if the principle is violated

7、, the translation will destroy the original meaning so that the communication between advertisers and target audiences will fail in the end. Delabastita points out that when making decisions on how and to what extent to retain the wordplay, the translator needs to take into account the target audien

8、ces anticipated reaction in “Studies in Intercultural Communication 2 (2)” ( Delabastita, 1996). That is to say, it is significant to take into consideration the conventional thinking model of the target audience before starting to translate puns in advertising English, in order not to cause cross-c

9、ultural misunderstandings. In The Varieties and Translation of English Puns, professor Xu Zhongbin proposes four specific strategies for translating puns: from pun to pun, making compensation, preserving one layer of meaning and adding notes (Xu Zhongbin, 1988). To suit the particular features of ad

10、vertising, the translations of texts should achieve “correspondence in meaning and similarity in function” under the guidelines of Nidas functional equivalence theory in “The Theory and Practice of Translation” (Nida, Eugene A. 1969).OutlineThe thesis consists of six chapters. In the beginning, chap

11、ter one introduces the necessary background that puns has become popular in advertising English as an effective method of sale promotion, and stating the problem that there exists difficulties in solving the translation of puns in advertising English. Chapter two is a Literature Review which proves

12、my research is well grounded in theory, dealing with the definitions of main concepts in the relevant theories in the present study. The former two provide the basic principles of translating puns in advertising English, while the latter two state the specific strategies and for translating puns in

13、advertising English.Chapter there presents a core research question, including the common applications of puns in advertising English which consist of four types, homonymic puns, homographic puns, semantic puns and idiomatic puns.Chapter four illustrates the functions of puns in advertising English

14、which constitute information function, demand creation function, persuasive function, get action function and goodwill establishment function.Chapter five reports the solution to the translation of puns in advertising English, which consists of five major strategies, preservation, creation, compensa

15、tion, explication and omission.At last, chapter six summarizes the findings above and discusses the significance of the study that after analyzing the common applications, functions of puns, and providing major strategies for dealing with the translations of puns in advertising English, advertisers

16、will make a better choice of using puns during their designs, apart from that, it will get easier for translators to translate puns in a more appropriate way.BibliographyBell Roger T. Translation and Translating M. London: Longman, 1991.Delabastita, Dirk (Ed.). Studies in Intercultural Communication

17、 2 (2), Special issue: Wordplay & Translation M Manchester: St. Jerome 1996.Delabastita, Dirk (Ed.). Translation: Essays on Punning and Translation M Manchester: St. Jerome 1997.Nida, Eugene A. Towards A Science of Translation M. Leiden: Brill, 1964.Nida, Eugene A. The Theory and Practice of Transla

18、tion M. Leiden: Brill, 1969.Nida, Eugene A. Language, Culture and Translation M. Shanghai: Shanghai Foreign Language Press, 1999.Nida, Eugene A. Language and Culture: Contexts in Translating M. Shanghai: Shanghai Foreign Language Press, 2001.戴炜栋, 何兆熊.新编简明英语语言学教程 M. 上海：上海外语教育出版社，2002.125.王燕希. 广告英语一本通

19、 M. 北京：对外经济贸易大学出版社，2005：96.陈宏薇. 汉英翻译基础 M. 上海：上海外语教育出版社，1997.成昭伟. 新汉英翻译实务 M. 北京：国防工业出版社，2007.葛秋颖，高忻. 析英汉广告语中双关的应用和翻译 J. 中州大学学报，2003（5）：63.杨惠馨. 英汉广告中的双关语及其英汉互译 J. 新疆师范大学学报，2003（3）.项成东. 试谈英语广告中的复译 M. 山东外语教学，1996（2）：67-72.曹顺发. 双关语可译 J. 天津外国语学报，2003（2）：12-15.金辉霞. 英文广告中双关语的应用及翻译D. 上海：上海外国语大学，2008.徐仲炳. 英语双关的类型和翻译 J. 上海外国语大学学报，1988（6）：29-32.