On the Puns in English and Chinese Advertisements and the Translation 英语专业毕业论文

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1、Contents摘要…………..……………………………………….…………….….……………1Abstract…………..……………………………………….…………….….………..21.Introduction………………………………………………………………………32.TheApplicationofPunsinEnglishandChineseAdvertisements……………...32.1PunsonTrademark……………………………………………………………..32.2PunsonHomograph...........

2、.................................................................................42.3PunsonHomophone…………………………………………………………...52.4PunsonParody………………………………………………………………...62.5PunsonIllustrationsandWords………………………………………………..73TheTranslationofPunsinEnglishandChineseAdvertise

3、ments………………73.1TheConjunctTranslation……………………………………………………….83.2TheSplittingTranslation.....................................................................................93.3TheReplenishmentTranslation………………………………………………..103.4TheAvoidanceTranslation…………………………………………………

4、….113.5TheCompensationTranslation………………………………………………...124Conclusion…………………………………………………………………………1214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

5、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14AbstractThisarticlediscussestheapplicationofpunsinEnglishandChineseadvertisement,andpointsoutthattherearefourbasicformsofpuns,whicharepunontrademarks,punonhomograph,punonhomophone,andpunonparody.Punningisthemostfrequentlyutilize

6、drhetoricalmethodinadvertisement,andcanconveythebasicinformationoftheproductsandattracttheeyesofcustomers,whichmaketheadvertisementseasytounderstandandremember.Meanwhile,combiningtheacknowledgeofadvertisementswiththetranslationofthem,thewriterlistsfiveformstotranslatet

7、hem,whicharetheconjuncttranslation,splittingtranslation,thereplenishmenttranslation,theavoidancetranslationandthecompensationtranslation,andinsiststhatsticktotheoriginalmeaningisthemostessentialprincipleintranslation.Keyword:advertisement;puns;translation14OnthePunsinE

8、nglishandChineseAdvertisementsandtheTranslation1.IntroductionInthemodernsociety,advertisingisprevailinginourlivesandt