Abstract: Today, with the rapid development of the technology and the diversity of the mass media, advertising has penetrated into every corner of our life. As consumers, we are all exposed to hundreds and maybe even thousands of commercial messages every day. Advertising is a disciplined, goal-oriented field that tries to deliver the right message to the right person at the right time. To impress and attract the consumers in the limited time, the advertisers pay more attention to the linguistic devices to promote sales, in which the pun is the most important one. The proper use of puns in English advertisements results in the effect of wit, humor, economy and warning. Also, it can highlight the characteristics of products so as to help the manufacturers to promote their products in the fierce commercial competition. This paper discusses the pragmatic function of pun translation in English advertisement; they are grabbing attention, deepening impression, cutting cost and stimulating desire. It also proposes four translation methods; they are literal translation, free translation, parody translation and creative translation.
Key Words: Translation; pun; English advertisements; translation method
摘要: 今天，随着技术和大众媒体多样性的快速发展，英语毕业论文，广告已经渗透到我们生活的每一个角落。作为消费者，每天有成百甚至上千的商业信息会出现在我们的面前。广告是一个以目地为导向的领域，它试图把正确的信息在正确的时间传达给正确的人。为了在指定的时间内加深消费者印象和吸引消费者，广告更加关注应用语言手段去促进销售，其中双关语是最重要的。双关语在英语广告中的合理应用可以产生机智，幽默，英语论文题目，经济和警告的效应。同时双关语可以突出产品的特性，帮助生产商在激烈的商业竞争中推销他们的产品。这篇论文研讨了英语广告中双关语翻译的语用功能，它们是吸引眼球，加深印象，节约成本，刺激欲望。同时也提出了四种翻译措施，它们是直译，意译，访译，创译。
关键字：翻译；双关语；英语广告；翻译措施
Advertisements play an indispensable role in the business process in globalization. The translation of puns in English advertisements is very important. The employment of puns in English advertisements makes them highly readable and promotes potential customers to appreciate the advertisement. In addition, a research on puns and its translation can enhance people’s understanding of the English advertisement. I choose this thesis as my title, because I realize that there is a great significance of this research. First of all, the research on puns in English advertisements can enhance the effectiveness of advertising publicity. The second significance is that the research on puns in English advertisements can enhance advertisements’ charm, broaden the imagination of the potential customers. |
