从功能翻译理论看英语广告中双关语的翻译

论文摘要

本文从功能翻译理论的视角来研究英语广告中双关语的翻译。功能翻译理论认为,文本不同,翻译时所采取的策略亦不同,任何文本的翻译都应该服从该种文本的目的。双关语有着特殊的结构模式,即“一种形式,多种概念”,同时其语言特征也十分独特,因此,在翻译时难度颇大,广告中双关的翻译尤是如此。广告中双关语的功能有三,一是信息传递,二是制造幽默效果,吸引读者注意力,三是使广告简短精炼。其中,第二个功能在帮助广告实现说服读者的目标时,最为重要。在文本功能分类中,广告属于呼唤型文本,翻译时需要在译语文本中创造对等的效果。广告中双关翻译的目的在于,让译语广告读者欣赏到一种同源语广告相同或相似的效果。在译语广告中创造对等效果,最为理想的策略就是用双关语来翻译双关语,译语中采用的双关语可以与源语中的相同,也可以不同。当无法在译语文本中创造双关语时,译者可以为了传递广告中的信息而牺牲双关的形式,同时可采用其它修辞手法来弥补双关效果的丢失。

论文目录

• ABSTRACT
• 摘要
• Chapter 1 Introduction
• 1.1 Research background
• 1.2 Research questions
• 1.3 Research methodology
• 1.4 Organization of the thesis
• Chapter 2 An Introduction to the advertisement
• 2.1 Definition o f the advertisement
• 2.2 Functions of the advertisement
• 2.3 Objectives of the advertisement
• Chapter 3 General remarks on puns
• 3.1 Definition of puns
• 3.2 Classification of puns
• 3.2.1 Homophonic puns
• 3.2.2 Paronomasia
• 3.2.3 Antanaclasis
• 3.2.4 Sylleptic puns
• 3.2.5 Grammar-based puns
• 3.2.6 Mimetic puns
• 3.3 Structural mode of puns
• 3.4 Linguistic features of puns
• 3.4.1 Ambiguity
• 3.4.2 Double context
• 3.5 Functions of puns in the advertisement
• 3.5.1 Information conveying
• 3.5.2 Effect creating
• 3.5.3 Brevity making
• Chapter 4 Literature review
• 4.1 Previous studies on pun and its translation
• 4.1.1 Translatability and untranslatability
• 4.1.2 Previous studies on pun translation abroad
• 4.1.3 Previous studies on pun translation in China
• 4.2 Functionalist approach to translation studies
• 4.2.1 Introduction
• 4.2.2 Katharina Reiss and the functional category of translation criticism
• 4.2.3 Hans J.Vermeer:Skopostheorie and beyond
• 4.2.4 Justa Holz-Manttari and the theory of translational action
• 4.2.5 Christiane Nord:function plus loyalty
• Chapter 5 Theoretical Framework
• 5.1 Text typology theory in translation
• 5.2 The Skopostheorie
• 5.3 The socio-semiotics
• 5.4 The functionalist translation model of puns in advertisement
• Chapter 6 From theory to practice:the translation of puns in advertisement
• 6.1 Rendering puns into puns
• 6.1.1 Rendering a pun into one of the same or similar nature
• 6.1.2 Rendered a pun into one of the different nature
• 6.2 Rendering puns into non-puns
• 6.2.1 Retaining both senses
• 6.2.2 Sacrificing one sense
• 6.2.3 Structure-borrowing
• Chapter 7 Conclusion
• 7.1 Major findings
• 7.2 Limitations
• 7.3 Suggestions for future research
• Bibliography
• ACKNOWLEDGEMENTS