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广告英语中双关语的语用功能及其翻译
摘要: 广告英语的独特性在于其新颖、灵活的语及其形式多样化,除了在词汇和句法方面别具一格外,修辞手法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,本文详细地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。
关键词:广告;双关语;语用功能;翻译
Pragmatic Function and
Translation of Pun in English Advertisement
Abstract: Advertising English is characterized by its originality, flexibility of language usage and the diversity of the 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, . preservation, creation, compensation, explication and author argues that each of the five strategies is not always applied on its own, and sometimes two or more stratrgies 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
Contents
Introduction
1 Definition and classification of pun in advertisement
1. 1 Definition of pun
1. 2 Types of pun in advertisement
1. 2. 1 Pun on Polysemy
1. 2. 2 Pun on Homonym
1. 2. 3 Pun on Parody
1. 2. 4 Pun on Grammar
1. 2. 5 Pun on Illustration and Words
2 The pragmatic function of pun in advertisement
2. 1 Wit and humor
2. 2 Creativeness and originality
2. 3 Satisfying people’s requirement of beauty
2. 4 Satisfying the requirement of society—Economy
2. 5 Implying Warning
2. 6 Marking product more profitable petive
3 Five strategies of translation of puns in English advertisement
3. 1 Preservation
3. 2 Creation
3. pensation
3. 4 Explication
3. 5 Omission
Conclusion
Notes
Bibliogr