毕业论文（设计）：广告英语中双关语的语用功能及其翻译.docVIP

渭南师范学院 本科毕业论文 题 目： 广告英语中双关语的语用功能及翻译 学院名称： 外国语学院 专业班级： 英语专业08级英本4班 毕业年份： 2012年6月 姓 名： 叶 雨 露 学 号： 080241010 指导教师： 陶 正 娜 职 称： 副 教 授 　 渭南师范学院教务处 制 The Pragmatic Function of Puns and Its Translation in Advertising English By Cheng Jinzhi A Thesis Presented to School of Foreign Languages of Weinan Normal University as Partial Fulfillment of the Requirements for the Degree of Bachelor of Arts May 13, 2012 Class: Class 4 of 2008 Advisor: Guo Zhengxia 广告英语中双关语的语用功能及翻译 摘 要: 广告英语的独特性在于其新颖、灵活的语言及其形式的多样化。除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。双关，一种集幽默与智慧于一身的言简意赅的语言表达形式，深受广告商的喜爱,以提高广告语言的魅力。本文中，作者首先列举了四种广泛应用于广告英语中的双关，即谐音双关、词义双关、语义双关和习惯双关。然后，作者从语用学角度论述了双关语在广告英语中是如何通过实现广告的各种语用功能来达到广告的效果。最后，作者通过分析双关语的可译性，试探性地提出了广告英语中双关语的五中翻译策略：保留、再造、补偿、解释说明以及省略。每个策略并不总是单独使用的,译者在翻译过程中根据译文的最佳关联原则,有时可依情形选择一种或者多种策略融合。 关键词：广告；双关语；语用功能；翻译 The Pragmatic Function of Puns and Its Translation in Advertising English Abstract: Advertising English is characterized by its originality, flexibility of language usage and the diversity of the forms. Apart from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Pun, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language. In this thesis, firstly, the author lists four kinds of puns frequently used in advertising English, that is, homonymic puns, homographic puns, semantic puns and idiomatic puns. Then, the author illustrates how puns are applied to achieve advertising effects in realizing some certain functions from pragmatic perspectives. Lastly, the author analyses the translatability of puns in advertising English and tentatively proposes five strategies to the translation of puns in advertising English, i.e. preservation, creation, compensation, explication and omission.