在现代社会中，广告，商业的出现，已成为我们日常生活的重要组成部分。加强国际交流和激烈的竞争越来越需要广告，英语论文，英语论文题目，以及广告翻译。跨文化广告翻译已成为翻译界的热点。In modern society, advertising, the embodiment of commerce, has become an important part of our daily life. The intensification of international exchanges and the severe competition involve a growing need for advertising and thus of advertising translation. Across-cultural advertising translation has become a hot topic in the world of translation. It has a great influence on the international trade and products intercourse.
Punning is one of the most common rhetorical devices used in advertisement. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. The barrier in translation exists as long as linguistic and cultural differences exist. However, there is no source text that is absolutely untranslatable. We should try to convert untranslatability into translatability, or make compensation in translation. In a word, the translation of English puns is possible to a certain extent.
In this thesis, I intend to explore and make a study on advertising translation and the choices of the strategies of advertising translation. In this way, this thesis is help to improve advertising translation. This thesis includes the studies on the basic knowledge of advertising, the features of advertising language, pun, choices of strategies of advertising translation, and so on. This thesis is divided into three chapters. Chapter two is a brief introduction to English advertising. Chapter three deals with the basic knowledge of pun, its application and function from four aspects, homophonic pun, homographic pun, grammatical pun, idiomatic pun. Chapter four concentrates on the translation of pun in advertising English. And I hope that this study opens a new view in studying advertising translation and can provide a guiding theory to translation practices.
2. Brief Introduction to Advertising对广告的简单介绍
2.1 Definition定义
What is advertising? The definition of advertising by AMA (American Marketing Association) is: “Advertising is the non-personal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through various media. (Attridge,D.1988)” It is a device to arouse consumers’ attention to a commodity and induce them to use it. In modern age, people find themselves surrounded by various advertisements each day. We find advertisement of all kinds everywhere, for example, large electric screens on top of high buildings and along main streets, colorful pictures painted on buses, beautiful pamphlets sent to every house, literal advertisements glutting on newspaper; phonic advertisements jammed between TV programs and radio broadcasts, etc. Advertising also exists on billboards along the freeway, in subway and train stations, on benches at bus stops, and on the frames around car license plates. In shopping malls, there are prominent logos on designer clothes, moviegoers regularly view advertisements for local restaurants, hairsalons, and so on, and live sp
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