《On the Puns in English and Chinese Advertisements and the Translation 英语专业毕业论文》由会员分享，可在线阅读，更多相关《On the Puns in English and Chinese Advertisements and the Translation 英语专业毕业论文（15页珍藏版）》请在金锄头文库上搜索。
1、 Contents摘要.1Abstract.21. Introduction32. The Application of Puns in English and Chinese Advertisements.32.1 Puns on Trademark. 32.2 Puns on Homograph.42.3 Puns on Homophone.52.4 Puns on Parody.62.5 Puns on Illustrations and Words.73 The Translation of Puns in English and Chinese Advertisements73.1
2、The Conjunct Translation.83.2 The Splitting Translation.93.3 The Replenishment Translation.103.4 The Avoidance Translation.113.5 The Compensation Translation.124 Conclusion1214摘要文章对中英文广告中双关语的应用做了初步探讨。在广告中使用双关是一种非常有效的传递商品信息和吸引顾客眼球的方式，能够使广告更加通俗易懂和易于传播。本文指出双关语在广告的应用中分为不同的形式，且不同的形式具有不同的翻译方式。同时，结合自身对广告的理
3、解，并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、拆译法、补充译法、回避译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。 关键词: 广告；双关语；互译AbstractThis article discusses the application of puns in English and Chinese advertisement, and points out that there are four basic forms of puns, which are pun on trademarks, pun on homograph, pun on homophone,
4、 and pun on parody. Punning is the most frequently utilized rhetorical method in advertisement, and can convey the basic information of the products and attract the eyes of customers, which make the advertisements easy to understand and remember. Meanwhile, combining the acknowledge of advertisement
5、s with the translation of them, the writer lists five forms to translate them, which are the conjunct translation, splitting translation, the replenishment translation, the avoidance translation and the compensation translation, and insists that stick to the original meaning is the most essential pr
6、inciple in translation. Key word: advertisement; puns; translation On the Puns in English and Chinese Advertisements and the Translation 1. Introduction In the modern society, advertising is prevailing in our lives and the forms of advertising become more and more various as the society develop. Adv
7、ertisements have to convey the precise information of the products and be persuasive in such a short time, hence the skills used in advertising being more than other forms of writing. Therefore, the precise and appropriate using of advertising literary language will influence the effect of advertisi
8、ng language far beyond the advertisement itself. Puns are one of the most common skills used in the advertising to convey information and make the ad catchy. Pun, by definition, is, the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way a
9、s to play on two or more of the possible application; a play on words. Because of the wit, humor, unique cultural language conveyed by the puns, it will be much easier for readers to be interested in the product, and make a deep impression on them which make the readers remember the advertisements a
10、nd propagandize to others.2. The Application of Puns in English and Chinese AdvertisementsThere are different types of puns used in the English advertisements. In the advertisements, producers try to attract more customers and make the product itself more famous around the world. There are five type
11、s of puns commonly used in the advertisements, and they are pun on trademarks, pun on homograph, pun on homophone, pun on parody and pun on illustration and words.2.1 Puns on TrademarksPuns on trademarks are a unique way in advertisement. The obvious effect of this type is, on one hand, being intere
12、sting and humorous, which makes the readers feel curious about the products and the curiosity will eventually end up with the intent on purchase those products, on the other hand, it can point out the character of the products implicatively. (1) 中意冰箱，人人中意。This is the advertisements about the Zhongyi
13、 refrigerator. There are three different meaning in the word “Zhongyi.” First, this band is exploited by both China and Italy. Second, Zhongyi is the name of the band. Third, this refrigerator satisfy the thoughts of customers.(2) Ask for more.This is the advertisements of the More Cigarette. It der
14、ives from the novel Oliver twist, written by Charles Dickens, in which Oliver beg for food when he is in starvation. In this ad, the word “more” has two meanings. One is asking for more cigarettes, with “more” as an adjective here, and the other one is ask for More, with “more” as a noun here. 2.2 Puns on HomographPuns on homograph are the puns using homographic words which bear at least two meanings in one word. Literally, there is
