TheApplicaionandTranslaionofPuninEnglishAdverisemen_开题报告

Domestic Research Status

Pun, as a common rhetorical device is widely used in English advertisement, which has rich language expression, meanwhile, strengthens the function of language utilization. The use of pun can make advertisement language being humorous, implicit, full of fun and thought-provoking. Pun is a kind of language which has a different from in a specific language environment to express a bright and dark, double meaning, The translation of pun is not only the conversion of language, more precisely, but also the conversion of culture. Because Chinese and English has its own linguistic features, namely, both languages’ pronunciation and meaning are different, and most of the pun translation from for the reason of cultural, historical and social different, most translations of Pun are restricted which makes it being more difficult to find suitable words, no matter what the translator wants to compromise, however, the result will lose some of the characteristics compared to the original text. Of course, this just describes the limitation of the translation of pun, it does not mean that the pun can not be completely translated.  

********************************************************************************************************************************  很清楚n(英语广告更喜欢用一些褒义形容词，选用简短的动词，对************************************************************************************************ Professor, doctoral tutor of Tsinghua University, Professor Cui Gang, director of the academic committee of the National Center for basic education of foreign language education research center of Academic Committee of foreign language teaching Chinese Specialized Committee mentioned in his book "- a pun in advertising English", is to use the same voice, semantic different means, make some words or sentences in a specific environment has the dual significance. However, scholars Zhang Nanfeng believes that if the structure must be preserved and the literal meaning of pun is the translation of English Chinese translation, then, the translatability of puns is very low; but if that puns can not be translated into the same pun, then the translatability is very high. If we think the most important thing is to retain the original rhetoric and discourse, but not necessarily have to retain the original puns and the two layers of meaning, not necessarily to make puns in discourse position complete equivalence, can even change the context in pun translation can hold, then come up with a variety of solution.

According to the data collected by the author, the author puts forward four methods, namely, the translation method, the translation method, the filling method and the free translation method. I believe that Chen Chunhua, Pan Lifeng in the "skills on the translation of Pun in advertisements in pun translation into fit translation, semantic difference method, translation, focusing on translation and compensation translation method is relatively complete and detailed.

Abroad Research Status

Many scholars both at home and abroad have done some research and Discussion on the translation theories and techniques of pun, and put forward a lot of related skills. However, according to the characteristics of the content of the advertisement, the translator should choose the proper way of expression, which should not only care for the style of the original text, but also try to convey the information of the original text. So the loss of a lot of Pun in translation. Before the scholars on the formation of puns and the translation strategies of doing research and analysis, but there is no use of translation strategies under the guidance of a certain translation theory analysis, has not been able to put forward the guiding strategies of pun translation.

The translation theory proposed by Nida in his famous "translation science". He believes that "the relationship between readers and target information, and should be between the original receptors and the relationship of equal basic information". Equivalent translation goal is: Although the translation and the original text in the form of very different or even completely different, but the readers of the translation and the original also successfully obtained the same or the same basic information including main spirit, concrete facts and artistic atmosphere, which is the basic equivalent or equivalent. Specific to the English pun in advertising translation, should first consider the advertising language to convey the persuasion and persuasion effect, followed by the "faithful" degree of semantic pun. That is to say, the functional equivalence and the effect are the basic principles of the advertising pun translation.

This article will analyze the case of pun translation in English advertisements under the framework of Nida's functional equivalence theory, and sum up the appropriate skills and strategies in advertising English.

二、Outline of the thesis

1. Introduction

1.1. The definition of pun

1.2. The types of pun, Pun on homophone, grammar, Parody

2. The characteristics of English pun

2.1. Ambiguity

2.2. The double context

3. The function of pun in English advertisement

3.1. Wit and humor

3.2. Satisfying people’s requirement of beauty

3.3. Satisfying the requirement of society—Economy

3.4. Making the product more profitable and competitive

4. The translating methods of English pun

4.1. Literal translation

4.2. Free translation

4.3. Annotated translation

5. Conclusion, Summarize the purpose and significance of this research topic, as well as the desired results. It provides a reference for the translation of Pun in English advertisements.

三、Reference literature

 [1] Archibald A. Hill On puns: The Foundations of letters. [M] Oxford: Basil Blackwell, 1988.

[2] Baker, Mona. In Other Words: A Course book on Translation.[M] Beijing: Foreign Language Teaching and Research Press, 2000.

[3] Bell, T. Roger. Translation and Translating: Theory and Practice.[M] Beijing: Foreign Language Teaching and Research Press, 2001.

[4] Bly, Robert.W. Advertising Manager’s Handbook.[M] Englewood Cliffs, NJ:

[5] Nida, Eugene A. The Theory and Practice of Translation. Ixiden: Brill, 1999.

[6] 陈宏薇.汉英翻译基础.上海:上海外语教育出版社，1997.

[7] 陈春华，潘利锋. 2007. 论广告中双关修辞的翻译[J].  湖南工程学院学报. 1, 66-68

[8] 陈孝静，吴小龙，赵戈屏. 2008. 英文广告双关翻译与最佳关联[J]. 重庆科技学院学报. 3:159

[9] 崔刚. 1993. 广告英语[M]. 北京：理工大学出版社

[10]戴炜栋，何兆熊.新编简明英语语言学教程[M]，上海外语教育出版社，2002/7，P74-75

[11] 金井.英语广告中的双关语[Z]，北京，英语通，2005/10，P50

[12] 李鑫华. 2000. 英语修辞格详论[M]。 上海：上海外语教育出版社 195

[13] 李恬. 2009. 仿体对应和双关[J]. 外语研究，3:20

[14] 刘宓庆. 2003. 当代翻译理论[M]. 北京：中国对外翻译出版公司

[15] 林华. 2004. 英语广告双关语的理解和翻译技巧[J]. 江汉大学学报. 2:94-9

[16] 彭家玉，于少萍. 2001.英汉双关辞格比较研究[J] 山东外语教学. 1:28-29

[17] 伊诗文. 2010 从商业广告的问题特点看商务广告翻译[J]. 赤峰学院学报. 2:129

[18] 张建. 1995. 广告英语文体特点初探[J]. 上海外国语大学学报. 2:75-76

[19] 张南峰，2003. Delabastita的双关语翻译理论在英汉翻译中的应用[J] 中国翻译. 1：32-34

[20] 赵真华. 2006. 双关的英汉对比及其理据[J]. 外语与外国教学.  8：49