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摘 要广告是一种高效的交际与劝说工具，广告商们善于运用语言强大的表现能力和灵活性，运用多种语言技巧来达成这一效应。在英语广告中，双关语是最常用的一种修辞手法。双关语有很多不同的类型，比如语义双关、语义双关、语法双关等等。双关语的翻译方法也有很多，包括意译法、分别表意法、套译法、补偿译法等等。本文首先对英语双关的概念进行了解释说明，然后通过举例的方法分别说明了广告英语中不同类型的双关，接着又列举了广告英语中不同的翻译方法，同时对翻译中遇到的问题进行了说明，给翻译者提供了参考。40707
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毕业论文关键词:广告英语，双关语，分类，翻译
Abstract Advertising is an effective tool of communication and persuasion. Advertisers are good at using its powerful expressive force, and using multilingual skills to achieve this effect. Pun is one of the most common rhetorical devices used in English advertisements. This paper talks about the application and translation of puns in English advertisements. There are different ways to form puns in advertisements, such as phonetic pun, semantic pun, grammar pun and some methods of translating puns, including free translation, sets translation, focusing on translation and compensation translation. Firstly, the conception of pun is explained in this paper. Then by some examples, the author illustrates different types of advertisement puns. Then the author cites different advertising English translation methods, and gives a brief introduction to the problems encountered in translation.
Key words: advertising English;pun;classification;translation
The Pun in Advertising English and Its Translation
Strategies
Contents
摘 要 i
Abstract ii
Ⅰ.Introduction 1
Ⅱ.The Classification of Puns in Advertising English 1
2.1 Phonetic Pun 2
2.1.1 Homophones Pun.2
2.1.2 Nearly Sound Pun.3
2.2 Semantic Pun 3
2.3 Grammar Pun 5
2.4 Idiom Pun 6
2.5 Mixed Pun 8
Ⅲ.Translating Strategies of Puns in Advertising English 8
3.1 Literal Translation 8
3.2 Free Translation 9
3.3 Fit Translation 10
3.4 Table-law Respectively 11
3.5 Sets Translation 12
3.6 Focusing on Translation 13
3.7 Compensation Translation 13
Ⅳ.The Problems that We Need to Pay Attention to in Advertising English 14
V.Conclusion 15
Bibliography 16
Acknowledgements 17
I. Introduction
Today, in an era of rapid economic development, advertising has become a most important factor in the commercial activity. In our lives, you can see a lot of types of ads anywhere. Advertising is a part of highly industrialized society, and it affects people's minds. Whether commercial advertising, or PSAs, its creation is a kind of comprehensive art. Writing text of this kind of art is trickier than other forms of writing. It needs to take advantage of market principles tastes, interesting character, but to have a special appeal, which can cause the reader's attention immediately, to stimulate their desire to buy, and eventually to purchase. In dazzling advertising era, to make your ad unique, striking, author of advertising always pay special attention to rhetoric, using a variety of rhetorical devices to create incisive, vivid and extraordinary slogan. Thus, the advertising slogan designs often make use of puns and other rhetorical to achieve the desired effect. Pun, as the name suggests, is in the specific language environment using a form of language to express the double meaning, not only interesting, but also suggestive. Pun has concise, humorous, novel and other rhetorical effect, to highlight the characteristics of advertising, which has been widely used in advertising.