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1、开题报告:Research Proposal Title of My Thesis:Puns in English Advertisements and their Translation 英语广告双关语及其翻译 Significance of StudyAdvertisement is an important part of our economy and culture that exerts significant impact on all walks of life. With more attention attracted by international business,
2、most companies would like to reinforce their marketing power by investment of large quantities on advertising in the target country or area. Accordingly, the problem how the classic original version of advertisement could win the hearts of consumers in another country becomes a new studying focus in
3、 translation fields. Besides, a great amount of rhetorical skills and devices used in English ads can improve the aesthetic results and persuasive effect of ads, and then puns are more and more largely used in English advertisements.I choose this thesis as my title, because I realize that there is g
4、reat significance of this study.Firstly, advertisement is a kind of brief and clear art. Studying English ads not only helps us to develop our creation, but also cultivate our thinking and abilities of appreciating and innovating ads. On the other hand, I hope that by this chance, I can get more kno
5、wledge of the colorful essence of English, and I can enhance my comprehensive and applying abilities of oral English, and I can widen my English thinking, and I can get a relatively full knowledge of English culture, and I can train my abilities of flexible translation. Secondly, using puns appropri
6、ately in advertisements can enhance advertisements charm, bring about consumers imagination and consolidate their memories. Punning is a kind of play on words, which refers to a rhetoric device composed by the similarity in pronunciation and divergence in meaning, so as to produce a humorous effect.
7、 Pun is more persuasive in advertising than what has been expected, but it has never been more complete. How it is adopted in advertising to facilitate the linguistic communication and ultimately serve to reach the intended purposes, and cognitively cast influences upon the advertisers expression an
8、d the audiences interpretation of the utterances in discourse is still a wonder which is worth making an attempt to have a thorough understanding.Thirdly, the study of punning in advertising may be of practical importance in that it is likely to provide guidelines for advertisers on how to employ ad
9、vertising puns more forcefully. It leads us to achieve a better understanding of puns in advertising and thus enjoy them.In conclusion, rhetoric, especially punning, is an art of language, and its effect can be exerted only by faithful and vivid translation. Thus, to study translation of puns in Eng
10、lish advertisements is of importance.Literature ReviewMcQuarrie discussed puns in advertising broadly, as a play or twist within an advertisements structure that serves to produce an echo or multiplication of meaning. For example, a recent advertisement shows mens ties, arranged to form a bouquet, w
11、ith the headlines: forget me knots. Another example, this for Bucks cigarettes, shows a cigarette pack with a picture of a stag, “Herd of These?” Based on Mcquarrie (Mcquarrie: 1996), the process of constructing a resonant advertisement is straightforward.Tanaka (1994) discusses covert communication
12、 in the advertising and the inferential process of puns and metaphors. According to Tanaka, covert communication became one of the strategies the advertiser uses to make the audience “believe something about a product without her trusting in him, or indeed, despite her distrusting him”. Generally sp
13、eaking, it has two advantages: (a) the audience may get a kind of pleasure out of processing some information; (b) more deeply involved in the process of interpreting, the audience pays more attention to the product advertised and shares a larger part of responsibility in recovering the advertisers
14、meaning; accordingly, the advertiser advertiser can avoid taking certain responsibility for issues that are socially loaded. In their own words, “covert communication manipulates trigger to which the human mind is highly susceptible.” Puns, as Tanaka states, are an effective way of attracting the au
15、diences attention, for it conveys two meanings for the price of one word. It is true that in some cases the initial meaning of the puns is either rejected or just helping to obtain additional contextual effects the speaker intends. By denying initial meaning and creating unexpected consequences, the
16、y attract more attention and give the audience more psychological satisfaction. Undoubtedly, Tanaka has noticed the significance of contextual effect and the great role, which cognitive factors play in the advertiser makes in producing an advertisement; it is mostly on that to avoid social responsibility. She pays more attention to the cognitive factors than to the contextual effects, trying to survey the socially loaded aspect of the advertisers con
