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ID:9204046
大小:198.50 KB
页数:5页
时间:2018-04-22
《translation of pun in english advertisement 英语毕业论文》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、TranslationofPuninEnglishAdvertisement摘要:随着经济的不断发展,广告的影响力已经逐渐渗透入各个领域。商家们经常运用不同语言技巧来增强广告的感染力。而双关语是最常被应用于广告中的修辞方式,但是如何正确翻译出双关语一直都是一个难点,争对这个问题本文会先介绍双关语的几种常见类型,然后结合一定的例子,用以说明双关语在英语广告中的应用,并运用适当的翻译策略来翻译英语广告中双关语,旨在尽可能使源语和目标语对等,减少源语信息流失。关键词:广告,双关语翻译,策略Withth
2、erapiddevelopmentofmarket-orientedeconomy,advertisementhasplayedmoreandmoreimportantroleinourdailylife.Asweallknowthatthepurposeofmakingadvertisementsistoattractconsumersandarousetheirdesiresforpurchasingcommodities.Ifadvertiserswanttoachievethegoal,
3、theyshouldattachimportanceontheusageofadvertisinglanguage(高江玲:2010).Englishadvertisementisakindofcommerciallanguage.Inordertomakethecontentsofadvertisementvividanddistinctivesoastoarouseconsumers’desireofpurchasingcommodities,advertisersoftentakeuseo
4、frhetoricalskills.PunisarhetoricalskillwhichhasbeenfrequentlyusedinEnglishadvertisement.Punmeansinthecertaincontextoflanguage,onekindofwords’formexpressesadoublemeaningandinthisway,itdoesnotonlydrawpeople’sattentionbutalsoprompttheirimagination.InEng
5、lishadvertisement,theadvertisementmakerswillthinkhardtotakeadvantagesofpunsoastomaketheiradvertisementmoreoutstandingandunique.Ingeneral,theformsofpuncanbeclassifiedintothreeaspectswhichareasfollows:1、HomophonicPunHomophonicpunismadeupofwordswhichhav
6、esamepronunciationorsimilarspellingbuthavedifferentmeanings.Ithasitsownlanguagestyleofhumorandwit,whichpromotesadvertisingmakersdelightedlyusetoincreasepersuasionandpromotionofadvertisement.Example1.Notfairlywhit--fairywhite(白洁:2003)Fairywhiteisoneki
7、ndofwashingpowder.Fromitsadvertisement,wecanseethat“fairlywhit”and“fairywhite”areverysimilarinpronunciationandform.Althoughtheyhaveverydistinctdifferencesinmeanings,theystandoutthiswashingpower’sfunctionofwhiteningcloths.Inaddition,thesimilarpronunci
8、ationandformalsomakeiteasyforpeopletoreadandremember.2、SemanticPunSemanticpunbasicallytakesuseoflanguage’sfeatureofpolysemyandexpressesitsdoublemeaninginthecertaincontext(Leigh,J.H:1994).InEnglishadvertisement,manyadvertisingmakersdeliberatelyadoptse
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