释义论角度下英语广告中双关语的翻译研究_英语论文

The Analysis on Translation of Puns in English Advertisements Based on Interpretive Theory

摘要

在商品经济高速发展的今天，广告已经成为了人们日常生活中不可缺少的部分。另外，广告语言作为广告的重要因素，具有一定的研究价值。如果能够在广告语言中恰当地运用双关语，将有效地增强广告的表达力，并能更好地吸引观众的注意力。本文以英语广告中的双关语为研究对象，从释义论的角度探讨英语广告中双关语的翻译策略。译者主要可以采用直译和意译这两大翻译方法来翻译英语广告中的双关语。

关键词：英语广告；双关语；释义论

Abstract

With the rapid development of the commodity economy, advertisements have become one of the necessary parts in people’s daily life in modern times. In addition, as the important factor of advertisements, the advertisement language possesses some research values. If the puns can be properly adopted in the advertisement language, the expressive power of advertisements can be effectively enhanced and the audiences’ attention can be greatly aroused. In the present paper, the author take the puns in the English advertisements as the research objects and probe into the translation strategies of the puns in the English advertisements from the perspective of Interpretive Theory. Under the framework of Interpretive Theory, translators can adopt literal translation method and the flexible translation method in translating puns in English advertisements. 

Key words: English advertisements; puns; Interpretive Theory