英文广告中双关语的应用及其翻译

论文摘要

广告英语的独特性在于其新颖、灵活的语言及其形式多样化,除了在词汇和句法方面别具一格外,修辞手法也被广泛地运用来润色广告语言。双关,一种集幽默与智慧于一身的语言表达形式,因其独特的语言魅力而倍受广告商的青睐。结合大量的实例分析,本文详细地探讨了双关语在英文广告中所起的作用及其分类。双关是由某种语言特定的发音和书写所形成的,因此,由于两种语言之间的语言差异和文化差异,双关一直被认为是不可译的。两种语言之间没有绝对的对等。本文的作者认为双关在一定程度上是可译的。尽管在翻译的过程中会丢失双关的效果,但译者可以通过各种方式进行弥补和修改以达到相似的效果。本文借助Eugene Nida的功能对等理论探讨了英文广告中双关语的翻译理论基础。在英文广告中使用双关是为了服务于广告的劝说性,而广告英语,作为一种呼唤性文本,翻译时应以目标人群的接受效果为宗旨。Nida的功能对等理论以“读者反应论”为中心,所以,对于英文广告中双关语的翻译有重大价值。此外,本文提议英文广告中双关翻译的基本标准为“语义相符,功能相似”。在Nida功能对等理论以及Peter Newmark和Delabastita双关语翻译理论的指导下,针对广告文本的特殊性,本文对徐仲炳教授提出的双关语翻译策略进行了修改,最后运用了四种具体策略来翻译英文广告中的双关语以求达到“语义相符,功能相似”,并详细分析了大量英文广告实例。这四种翻译策略分别为:契合译法,分别表义法,侧重译法和补偿译法。

论文目录

• Acknowledgements
• Abstract
• 摘要
• Chapter1 Introduction
• Chapter2 Advertising English
• 2.1 Definition of Advertising
• 2.2 Major Functions of Advertising
• 2.3 Guidance of Advertising Making
• 2.4 Language Features of Advertising
• 2.4.1 At Lexical Level
• 2.4.2 At Syntactic Level
• 2.4.3 At Rhetorical Level
• Chapter3 Pun and Its Application in Advertising English
• 3.1 Definition of Pun
• 3.2 The Application and Functions of Pun in Advertising English
• 3.2.1 The Application of Pun in Advertising English
• 3.2.2 Functions of Pun in Advertising English
• 3.2.2.1 Aesthetic Effect
• 3.2.2.2 Humorous Effect
• 3.2.2.3 Economical Effect
• 3.2.2.4 Thought-provoking Effect
• 3.2.2.5 Emotive Effect
• 3.3 The Classification of Pun in Advertising English
• 3.3.1 Homophonic Pun
• 3.3.2 Paronomasia
• 3.3.2.1 Monolingual Paronomasia
• 3.3.2.2 Bilingual Paronomasia
• 3.3.3 Antalaclasis
• 3.3.4 Sylleptic Pun
• 3.3.5 Mimetic Pun
• 3.3.6 Grammatical Pun
• 3.3.7 Pun Made by Coinage
• 3.4 The Application of Pun in Advertising Chinese
• Chapter4 Translatability of Pun
• 4.1 Translatability of Pun
• 4.2 Difficulties of Translating Pun
• 4.2.1 Linguistic Barrier
• 4.2.2 Cultrural Barrier
• Chapter5 Translation Strategies for Pun in Advertising English
• 5.1 Nida's Functional Equivalence
• 5.2 Criteria for Translating Pun in Advertising English
• 5.3 Translation Strategies for Pun in Advertising English
• 5.3.1 From Pun to Pun
• 5.3.1.1 Pun Rendered into the Same Pun
• 5.3.1.2 Pun Rendered into a Different Pun
• 5.3.2 Preserving Both Meanings
• 5.3.3 Preserving One Layer of Meaning
• 5.3.4 Compensation
• 5.3.4.1 Compensated by Other Rhetorical Devices
• 5.3.4.2 Compensated by Typical Chinese Advertising Techniques
• Conclusion
• Bibliography