双关语指的是“用一个字或一个词组暗示两种或多种的意思从而使人产生不同的联想，或者是用两个或多个语音相近但意思相异的词，从而达到幽默的效果”。利用双关语不仅可以展示文化特色，使广告更具特点，易于记住，还达到劝服消费者的经济目的。因此双关语是英语广告中一种较为常见的修辞手段，双关语翻译要充分考虑广告英语的语言特色，采取恰当的翻译策略，以展示广告英语所特有的语言魅力。本文从目的论角度研究英文广告双关语的翻译方法，通过阐述目的论的定义、原则以及双关语的定义、分类及功能，讨论相关的翻译方法，并结合实际例子进行分析，希望能够更好地翻译英文广告中的双关语，提高目标语读者的接受度，并希望能够对他人的英文广告双关语翻译有所帮助。M00030
关键词：目的论；英文广告；双关语；翻译方法
ABSTRACT
On the Translation of Puns in English Advertisements from the Perspective of Skopostheories
Chen Danwen
Pun means “the use of a word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect”. By using puns, advertisements not only show the cultural features, but also have more characteristics. Moreover, advertisements are remembered more easily and they can persuade the consumers into buying products. So pun is one of the most common rhetoric methods used in English advertisements, that is to say, people should give full consideration to the language features of English advertisements and take appropriate translation methods to show the unique linguistic charm. This paper studies the translation of puns in English advertisements from the perspective of skopostheorie.  After the definition of puns and the discussion of its classifications and functions, this paper also discusses several translation methods with specific examples, hoping to translate puns in English advertisements better, increase the acceptance of target readers and offer other people some help in translating the puns in English advertisements.
Key words: Skopostheories; English advertisements; puns; translation methods
TABLE OF CONTENTS
ABSTRACT     iv  查看完整请+Q:351916072获取
TABLE OF CONTENTS    v
Chapter One Introduction    1
Chapter Two General Knowledge of Puns    3
2.1 Definition of puns    3
2.2 Classification of puns    3
2.2.1 Homophonic puns    4
2.2.2 Semantic puns    4
2.2.3 Grammatical puns    5
2.2.4 Idiomatic puns    5
2.3 Function of puns in English advertisements    6
2.3.1 Economic effects    6
2.3.2 Brand promotion    7
2.3.3 Emotional resonance    7
Chapter Three General Idea about Skopostheorie    8
3.1 Definition of skopostheorie    8
3.2 Rules of skopostheorie    9
3.2.1 Skopos rule    9
3.2.2 Coherence Rule    9
3.2.3 Loyalty rule    10
Chapter Four Translation Methods of the Puns in English Advertisement Based on Skopostheorie    11
4.1Literal translation    12
4.2 Free translation    12
4.3 Supplementary translation    13
4.4 Re-creation    14
Chapter Five Conclusion    15
REFERENCES    16
ACKNOWLEDGEMENTS    17
Chapter One Introduction
With the continuous development of economic globalization, many foreign enterprises sell their products to China, and English advertisements become the key to opening the Chinese market. The purpose of advertisements is to draw the aimed customers’ attention. As for English advertisements, they should have the effects of inducing the customers’ imagination, catching their eyes and raising their desire for purchasing. To make the advertisements attractive, the advertisers can use the method of rhetoric. Rhetoric is an effective method which makes language accurate by using vivid words and makes the words impressive. A successful advertisement should not only just shock people with visual and auditory effects, but also be remembered by people subconsciously.
 As Peter Newmark (2001:127) stated that “the translators have to assess the quality and value of the writing in the source language text”. And “a translation is normally written and intended for a target language reader, even if the source language text was written for no reader at all, for nothing but its author’s pleasure.”(Peter Newmark, 2001; 128) Eugene A. Nida and Charles R. Taber explored fully all the important areas and problems of the translators in The Theory and Practice of Translation. Christiane Nord has made a conclusion and completed the functionalist theory. She is the first person who stated the internal and external factors of text analysis in translation and how to make translation methods to meet translation purpose on the basis of source language in English. Nord has pointed out the functionalist and loyalty principals which will be discussed in Chapter two. Many other scholars have studied the translations of puns in English advertisements, such as Xiao Qian and Chen Ji. They studied the difficulties in translation of puns in advertisements, and found that there were three factors which cause difficulties in translating puns. Also other scholars have studied the translation methods of puns in advertisements. Huang Feifei has done a research on the applications of homonymic puns and semantic puns in English advertisements and a few factors when translating puns in English advertisements. Pitifully, there are few studies on the factors which should be taken into consideration when the translators translate puns in English advertisements and methods based on skopostheorie. Feng Cuihua has mentioned the puns rhetorics and pointed out some classifications of puns in her book English Rhetorical Options (Revised Edition). Also many other scholars have analyzed the puns in English advertisements. However, the translation methods are not detailed.
Among a number of rhetorical devices, pun is the most common English advertisement rhetoric, but the point is how to translate puns correctly, interestingly and impressively. So this research has important practical significance. This paper focuses on the skopostheorie and puns in English advertisements, and analyzes some factors involved in translation. In the introductory chapter, this paper considers basic issues for the study, then explains the definition of skopostheorie and three rules, also states the definition of puns and classifications. Chapter four will analyze some important factors when the translators translate puns, and how to take them into consideration so that the advertisements can achieve the best effect and this part will discuss the methods based on skopostheorie by using vivid examples and the methods to make advertisements impressive. This research which is from the perspective of skopostheorie theory is intended to provide a deeper understanding of the principles and methods of the translation of puns in English advertisements and hope to make contributions to the translation methods of puns in English advertisements.
Chapter Two General Knowledge of Puns
Puns have been a pragmatic rhetoric in English advertisements and the following part will discuss the definition, types and functions of puns.
2.1 Definition of puns
Pun is an interesting and meaningful rhetoric, “to pun is to play on words, or rather to play with the form and meaning of words, for a witty or humorous effect.” (Feng Cuihua, 2005: 235) In a certain context, puns can make the expression implicit and profound. “Pun: also playing on words and amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings.”(Longman Dictionary of Contemporary English qtd. in Wang Lu, 2005: 61)
“The use of a word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect.”(Oxford English Dictionary qtd. in Wang Lu, 2005:61). In conclusion, puns mean using two or more words which are different from meanings or pronunciations to make readers impressed and create humor. 查看完整请+Q:351916072获取
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