剪纸艺术与中国传统文化的关系

浅析剪纸艺术与中国传统文化的关系

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南京邮电大学外国语学院

《学术论文写作》学期论文封面

姓名任婕

学号B11130529

专业英语

题目The Application and Translation of Puns in Advertising English

任课教师丁小蕾

2014-2015学年第一学期

The Application and Translation of Puns in Advertising English

In troductio n

It is not rare that with the undergoing fierce competition of international commerce, advertising English has been regarded as an effective method of sale promotion. Advertising English is characterized by its simplicity, vitality and flexibility of Ian guage usage. As the advertiseme nt can be see n everywhere, maki ng the most impressed one is the main purpose of each advertiser. At prese nt, puns are widely welcomed by most of the advertisers which stre ngthe n the effect of advertis ing by add ing more readability and in terests. Webster Dictionary defi nes puns as “ the use

of word in such a way to suggest two or more meanings or differe nt associatio ns, or the use of two or more words of the same or nearly same sound with different meanin gs, so as to produce humorous effects. Puns can satisfy the requireme nt of characteristics of the advertiseme nt, which in clude in formatio n fun cti on, dema nd creati on function, persuasive function, get actio n fun cti on and goodwill establishme nt function. However, puns are closely related to sound and form, which results in the difficulties in puns tran slati on. Accordi ng to the com mon applicati on of puns in advertis ing En glish, they can be divided into four types so that it gets easier to master the strategies for dealing with the translation of puns in advertising English.

Literature Review

A number of studies indicate that translating strategies are crucial for the tran slatio n of puns in advertis ing En glish.

In A“New Concise Course in Linguistics for Students of English” , accordingp Paul Grace' Cooperative Principle, puns in advertising English should avoid obscurity and ambiguity of expression (Dai Weidong, He Zhaoxiong, 2002). It shows that if the principle is violated, the translation will destroy the original meaning so that the com muni cati on betwee n advertisers and target audie nces will fail in the end.

Delabastita points out that whe n making decisi ons on how and to what exte nt to retain the wordplay, the translator needs to take into account the target audience ' s

an ticipated react ion in Stu d ies in In tercultural Communi cati on 2 (2) ” ( Delabastita,

1996). That is to say, it is sig nifica nt to take in to con siderati on the conven ti onal thinking model of the target audie nee before start ing to tran slate puns in advertis ing En glish, in order not to cause cross-cultural misun dersta ndin gs.

In The Varieties and Translation of English Puns, professor Xu Zhongbin proposes four specific strategies for translating puns: from pun to pun, making compensation, preserving one layer of meaning and adding notes (Xu Zhongbin, 1988).

To suit the particular features of advertising, the translations of texts should achieve “ correspondence in meaning and similarity in function ” under the guidelines of Nida ' s functional equivale nee theory iThe Theory and Practice of Tran slati on ” (Nida, Euge ne A.1969).

Outli ne

The thesis consists of six chapters. In the beginning, chapter one introduces the n ecessary backgro und that puns has become popular in advertis ing En glish as an effective method of sale promotion, and stating the problem that there exists difficulties in solving the translation of puns in advertising English.

Chapter two is a Literature Review which proves my research is well groun ded in theory, deali ng with the defi niti ons of mai n con cepts in the releva nt theories in the present study. The former two provide the basic principles of translating puns in advertising English, while the latter two state the specific strategies and for translating puns in advertis ing En glish.

Chapter there prese nts a core research questio n, in cludi ng the com mon applications of puns in advertising English which consist of four types, homonymic puns, homographic puns, sema ntic puns and idiomatic puns.

Chapter four illustrates the functions of puns in advertising English which con stitute in formatio n function, dema nd creati on fun ctio n, persuasive function, get action fun cti on and goodwill establishme nt function.