文档介绍：精品资料
关于英语广告中双关语的翻译
On the Translation of Puns in English Advertisements
年月日
Abstract
With the development of globalization and world economy, advertising is the sellers’ frequently used means of publicizing their products and services. In order to reveal their brands of products, figures of speech are the advertisers’ methods of consistently use. Pun is among their favorites.
As one of the important figures of speech, pun monly used in advertising. It takes advantage of the double meaning of a word, or the identity in pronunciation of different words. The skillful use of puns makes advertisements vivid and humorous. As a matter of fact, the advertiser shows more emphasis on the underlying meaning of the pun, instead of the literal meaning.
Choosing the frequently discussed topic, the author has the following three reasons: firstly, with the development of globalization and world wide economy, the advertising industry and translation of e into the fore. Secondly, Pun is monly used rhetorical device in English advertising. Due to the insurmountable barrier of the two cultures and language structure, the translation of puns in English advertisements is a difficulty. Thirdly, although the topic has been discussed by scholars’ home and abroad, translating of puns in English advertisements haven’t required the attention it deserves.
The study will divide puns into four categories, ic puns, semantic puns, syntactic puns and cultural puns, which will be proved by a lot of examples. And by exemplification, the methods of translation are classified into six categories—sets translation,free translation, focus translation, compensation, conversion and semantic translation. By researching into a large amount of cases, the author discussed the application and translation of puns in English advertisements. I wish to offer inspirations for those who are also interested in translating of puns, and looking forward to exchange opinions with them.
Key words: English adverti