论英语广告双关语的翻译_英语论文

On the Translation of Puns in English Advertisements

摘要

在如今这个商业繁荣、信息爆炸的21世纪，我们能看到广告已经渗入到生活的各个方面。 随着经济全球化的发展，英语广告也进入到了我们的视野中，其中的“双关语”更是为广告锦上添花。但是双关语翻译的一大难点就是很难做到形神兼备。鉴于此本文总结了2种翻译障碍，即语言障碍和文化障碍。针对这些障碍，笔者提出了一些解决方法，同时结合了一些英语广告的实例，从语音双关、语义双关、语法双关、熟语双关等几个方面进行了阐述，同时又分别提出了几种实用的翻译方法，即直译法，一分为二法，借用谚语法，衍生义法，利用媒体补充法。

关键词:英语广告；双关；翻译

Abstract

In the 21st century, with commodity booming and information explosion, advertising has permeated into every aspect of our life. With the increase of globalization, English advertisements have come into our vision, where "puns" play a crucial part in the advertisements. But it’s difficult to translate puns vividly and accurately. Based on this, this thesis summarizes two types of barriers: linguistic barrier and cultural barrier. Drawing on some examples of English advertisements, we elaborate how to use techniques in puns from the aspects of homophonic puns, homographic puns, grammatical puns and idiomatic puns. Then we put forwards some translation methods, such as literal translation method, splitting one pun into two to express translation method, borrowing the proverb translation method, digging the implied meaning translation method, and application of media compensation translation method.

Key words: English advertisements; puns; translation

Contents

Introduction 1

1. Background and literature review 2

1.1 The definition of pun 2

1.2 The significance of the translation of puns in English advertisement 2

2. The classifications of puns in advertising 2

2.1 Homophonic puns 3

2.2 Homographic puns 4

2.3 Grammatical puns 4

2.4 Idiomatic puns 5

3. Barriers to pun translation 6

3.1 Linguistic barriers 7

3.2 Cultural barriers 8

4. Translation methods of puns in English advertisements 9

4.1 Literal translation method 10

4.2 Splitting one pun into two to express translation method 10

4.3 Borrowing the proverb tanslation method 11

4.4 Digging the implied meaning translation method 11

4.5 Application of media compensation translation method 12

Conclusion 13

References 14