translation of pun in english advertisement 英语毕业论文

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1、TranslationofPuninEnglishAdvertisement摘要：随着经济的不断发展，广告的影响力已经逐渐渗透入各个领域。商家们经常运用不同语言技巧来增强广告的感染力。而双关语是最常被应用于广告中的修辞方式，但是如何正确翻译出双关语一直都是一个难点，争对这个问题本文会先介绍双关语的几种常见类型，然后结合一定的例子，用以说明双关语在英语广告中的应用,并运用适当的翻译策略来翻译英语广告中双关语，旨在尽可能使源语和目标语对等，减少源语信息流失。关键词：广告，双关语翻译，策略Withth

2、erapiddevelopmentofmarket-orientedeconomy,advertisementhasplayedmoreandmoreimportantroleinourdailylife.Asweallknowthatthepurposeofmakingadvertisementsistoattractconsumersandarousetheirdesiresforpurchasingcommodities.Ifadvertiserswanttoachievethegoal,

3、theyshouldattachimportanceontheusageofadvertisinglanguage(高江玲:2010).Englishadvertisementisakindofcommerciallanguage.Inordertomakethecontentsofadvertisementvividanddistinctivesoastoarouseconsumers’desireofpurchasingcommodities,advertisersoftentakeuseo

4、frhetoricalskills.PunisarhetoricalskillwhichhasbeenfrequentlyusedinEnglishadvertisement.Punmeansinthecertaincontextoflanguage,onekindofwords’formexpressesadoublemeaningandinthisway,itdoesnotonlydrawpeople’sattentionbutalsoprompttheirimagination.InEng

5、lishadvertisement,theadvertisementmakerswillthinkhardtotakeadvantagesofpunsoastomaketheiradvertisementmoreoutstandingandunique.Ingeneral,theformsofpuncanbeclassifiedintothreeaspectswhichareasfollows:1、HomophonicPunHomophonicpunismadeupofwordswhichhav

6、esamepronunciationorsimilarspellingbuthavedifferentmeanings.Ithasitsownlanguagestyleofhumorandwit,whichpromotesadvertisingmakersdelightedlyusetoincreasepersuasionandpromotionofadvertisement.Example1.Notfairlywhit--fairywhite(白洁:2003)Fairywhiteisoneki

7、ndofwashingpowder.Fromitsadvertisement,wecanseethat“fairlywhit”and“fairywhite”areverysimilarinpronunciationandform.Althoughtheyhaveverydistinctdifferencesinmeanings,theystandoutthiswashingpower’sfunctionofwhiteningcloths.Inaddition,thesimilarpronunci

8、ationandformalsomakeiteasyforpeopletoreadandremember.2、SemanticPunSemanticpunbasicallytakesuseoflanguage’sfeatureofpolysemyandexpressesitsdoublemeaninginthecertaincontext(Leigh,J.H:1994).InEnglishadvertisement,manyadvertisingmakersdeliberatelyadoptse