An Analysis on the Translation of Puns in Advertising English

[Abstract]：Pun is a common rhetorical means in English advertising。 The translation of puns is a difficult one in itself while the translation of puns in advertising is more complicated。 The content of the advertisement is generally short, but it has to show the characteristics and advantages of the product in a short period of time and content。 While the use of puns can best reflect the wit and humor。 The rhetoric of puns is a commonly used technique for advertising。 Pun means the use of a language in a specific language environment to express two meanings both in the form of a clear one and a dark one which are attractive and can lead to association。 Puns have many rhetorical effects such as concise, funny, novel and so on。 It highlights the characteristics of advertising and thus gets a lot of advertising applications。 This paper will just analyze its usage in the advertising language, try to find its principles and the issues, finally give the systematic proposals。89484

Keywords: Pun; Translation; Cultural difference; Advertising

【摘要】：双关为英语广告中一种常见的修辞。形式多样、翻译困难为英语双关的一个基本特点，而广告中双关语的翻译则更为复杂。广告的内容通常较短，但它必须通过有限的时间和内容显示某项产品的特性和优点。在广告中运用双关语有时也能达到智慧与幽默的效果。双关语是广告中一种常用的修辞，它是指在特定语言环境中使用一种语言来表达双重意义，表面意义与深层含义互相关联，使广告变得具有吸引力。双关有许多修辞效果，如简洁、有趣、新奇等。它体现了广告的特点，因而在广告中得到了广泛的运用。本文只分析其在广告语中的用法，尝试找到其原则和问题，最后给出系统的建议。源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766

毕业论文关键词：翻译；文化差异；广告；双关语

Chapter 1。 Introduction

1。1 Research Background来自优Y尔L论W文Q网wWw.YouERw.com 加QQ7520~18766

No matter it is commercial advertising, or public service ads, advertising creation is a comprehensive art。 The advertisement writing of this art is more necessary than other forms of writing。 It should use the principle of selling to write text that suit both refined and popular tastes, lively and interesting, and have a special appeal which can catch the reader's attention in an instant, stimulate their desire to buy, and ultimately lead to purchase behavior。 In the era of advertising, in order to make their own advertising unique and attracting, advertising authors always pay special attention to rhetoric and use various rhetorical means to create a unique, vivid image and extraordinary effect for their advertising。 While the use of puns can best reflect the wit and humor。 The rhetoric of puns is a commonly used technique for advertising。 Pun means the use of a language in a specific environment to convey two thoughts or ideas both in the form of a clear one and a dark one which are attractive and can lead to association。 Puns have many rhetorical effects such as concise, funny, novel and so on。 It highlights the characteristics of advertising and thus gets a lot of advertising applications。 

1。2 Research Purpose

Pun is a common rhetorical means in English advertising。 The translation of puns is a difficult one in itself while the translation of puns in advertising is more complicated。 The content of the advertisement is generally short, but it has to show the characteristics and advantages of the product in a short period of time and content。 The translation of puns has always been considered difficult。 Some scholars even think that puns are untranslatable。 Although the difference between English and Chinese languages is very large due to the unequal meaning of words and the arbitrariness of the combination of words and sounds, I believe that puns in advertising can be translated。 This requires extensive research and joint efforts by a wide range of scholars and translators。 One of the characteristics of this paper is to cite a large number of examples to illustrate the use of pun and its translation strategy in advertising。 Not all English advertisements are translated in the cited data。 I hope that the efforts will be of interest to those who are equally interested in puns and hope to work with them to discuss the translation of pun in advertising。论文网