摘要:随着信息技术的发展，广告推送已经通过互联网进行。与此同时，全球化进程的推进也促进了贸易的全球化。这导致了广告业的兴起，越来越多的广告公司利用这一点，开发了大量的跨国广告策划案例。这也造成了英语广告翻译中存在的问题，尤其是广告中表意和隐含意义的正确性。 这篇论文针对其他学者对于广告语的翻译方法，双关语的翻译方式和双关语的定义以及分类方式都进行了较为详细的研究学习。在此过程中还对这些方式进行了筛选和增添，以使其更适应于广告语中双关语的翻译。这帮助本论文的作者在之后的案例分析学习中有更为清晰的思路。对于翻译方法的形成和总结起到了极大的帮助。 英语广告中双关语的翻译可以分为三步骤。第一步是理解和分析。第二步是判断和选择。当译者首次通读原文时，最好通过四个因素来衡量，而这四个标准则是衡量翻译的四层次，即语言的简明程度，形式是否使人印象深刻，意义是否深刻，读音是否朗朗上口。在此之中，译者必须选择一个或两个最重要的标准，在翻译中必须达到并清晰表达。第三步则是选择合适的翻译策略进行翻译。英语广告中双关语的四种最常用的翻译方法分别是契合译法、补偿译法、省略译法和经验译法。 总的来说，该论文为广告语中双关语的翻译提供了更为详实和具体的翻译步骤，使其更为规范和简便。 关键词：双关语、广告语、翻译
1.1 Background Globalization pushes the exchange of products at home and abroad, especially the overseas products. These products become more and more popular and famous in China and those oversea companies are attaching importance to the market in China. All these have promoted the advertising industry‘s development. Naturally, more scholars try to study advertising language. Advertising language is a refined, implicative, expressive and loaded language. The functions of advertisements can be concluded as: information, persuasion, maintenance of demand, creating main markets and quality.（刘宓庆.1998:419）This thesis chooses one of the typical and special parts of English advertisements – puns. Successful puns translation in English advertisements could create the same or similar effect as the original advertisement, and make the readers in target language almost have the same feeling as the readers in source language. This thesis tries to analyze some former scholars’ research findings and do some further studies on the translation of puns in English advertisements.
1.2 Objectives and Significance of the Study This thesis focuses on the translation of puns in English advertisement. The translation of English advertisements has been studied by many researchers who have provided a huge amount of strategies for the translation of advertisements. But the translation of puns in English advertisements is by no means easy. This is because of the specialties of puns. The English text covers the manufacturer’s intentions. The choice of words often includes more than one meaning. When it is translated from one language to another, it is hard to find the suitable word in the target language to meet the requirements. But many wise translators have tried their best to achieve this target. The paper tries to make a summary of their successful cases and find several general rules in the translation of puns in English advertisements to help the further translation. The globalization pushes the development of advertising markets and makes the combinations between internet and language become tighter. More and more media workers draw support from languages’ power to catch attention. It is especially important for those transnational corporations who want to explore markets abroad, for their consumers have no other ways except the advertisement to know the function and the advantages of the products. So an advertisement which is vivid, simple and easy to understand can make many things convenient. Pun is one of the best choices.
1.3 Layout of the Study The body of this thesis consists of four parts. The first part will introduce the background and significance of the research at first. It elicits the questions what the thesis focuses on. Then, the thesis reviews those famous scholars’ previous studies on translation of puns. Two scholars are mainly referred to in this chapter. Then it comes to the third department of the thesis, which is the most important part of this thesis. This part makes an introduction of the complicated strategies illuminated from the previous studies and analyzes cases with it. The fourth part is the conclusion of the thesis. It puts forward the main findings and contributions of the thesis as well as the shortcomings. Furthermore, it indicates what more advertisers could improve during their explorations of the translation of puns in English advertisements. |
