原创力文档Application of Pragmatic Theories on Humorous Language in Advertisement and their Translations.docVIP
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Application of Pragmatic Theories on Humorous Language in Advertisement and their Translations.doc
Application of Pragmatic Theories on Humorous Language in Advertisement and their Translations
Abstract： This paper will analyze the humorous language in advertisement and their English to Chinese and Chinese to English translations from the pragmatic perspective. Some pragmatic theories including the Relevance Theory， the Cooperative Principle， and the Speech Acts will be introduced to discuss how the humor effects and how to translate it efficiently， i.e.， achieving the equivalent effect in the context. The aim of the paper is to comprehend the humor and to analyze how to translate the humorous language in advertisements from the perspective of pragmatics.
Key words： Pragmatic theories；translation skills；humorous language； advertisement.
1. Introduction：
Once humor is used in the language of the advertisements cleverly， the audience may laugh and take in the advertisement unintentionally. And the business aim of the advertisement can be achieved as well. This paper will analyze the humorous language in advertisement from the pragmatic perspective and study how to translate them. By analyzing some advertisements with the theories including the Relevance Theory， the Cooperative Principle， and the Speech Acts， some practical translation skills will be provided and discussed.
2. The Relevance Theory
Based on the Relevance Theory， every single word could be understood from different angles. In 1997， in the Pragmatics and English Learning， He Ziran concluded that to understand the right meaning of the natural language， people should find the relevant information in accordance with the context and reason out the very meaning. People may communicate between each other because they are able to reason out the in-depth meaning of people’s action and language.
Here is an advertisement of a translation company：
Translator gets 400 words to translate.
Client： How long will it take？
Translator： About a week.
Client： A whole week for just 400 word
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