OnthePunsinEnglishandChineseAdvertisementsandtheTranslation英语专业毕业论文.doc

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OnthePunsinEnglishandChineseAdvertisementsandtheTranslation英语专业毕业论文.doc

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PAGE PAGE 14 Contents 摘要…………..……………………………………….…………….….……………1 Abstract…………..……………………………………….…………….….………..2 1. Introduction………………………………………………………………………3 2. The Application of Puns in English and Chinese Advertisements……………...3 2.1 Puns on Trademark…………………………………………………………….. 3 2.2 Puns on Homograph4 2.3 Puns on Homophone…………………………………………………………...5 2.4 Puns on Parody………………………………………………………………...6 2.5 Puns on Illustrations and Words………………………………………………..7 3 The Translation of Puns in English and Chinese Advertisements………………7 3.1 The Conjunct Translation……………………………………………………….8 3.2 The Splitting Translation9 3.3 The Replenishment Translation………………………………………………..10 3.4 The Avoidance Translation…………………………………………………….11 3.5 The Compensation Translation………………………………………………...12 4 Conclusion…………………………………………………………………………12 摘要文章对中英文广告中双关语的应用做了初步探讨。在广告中使用双关是一种非常有效的传递商品信息和吸引顾客眼球的方式，能够使广告更加通俗易懂和易于传播。本文指出双关语在广告的应用中分为不同的形式，且不同的形式具有不同的翻译方式。同时，结合自身对广告的理解，并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、拆译法、补充译法、回避译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。关键词: 广告；双关语；互译 Abstract This article discusses the application of puns in English and Chinese advertisement, and points out that there are four basic forms of puns, which are pun on trademarks, pun on homograph, pun on homophone, and pun on parody. Punning is the most frequently utilized rhetorical method in advertisement, and can convey the basic information of the products and attract the eyes of customers, which make the advertisements easy to understand and remember. Meanwhile, combining the acknowledge of advertisements with the translation of them, the writer lists five forms to translate them, which are the conjunct translation, splitting translation, the replenishment translation, the avoidance translation and the compensation translation, and insists that stick to the original meaning is the most essential principle in translation. Key word: advertisement; puns; translation On the Puns in English and Chinese Advertisements and the Translation 1. Introductio