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ctly the theories of famous translation, as a result, their papers are abstract and lose the practice values. While how to transmit really and exactly the information of English advertisements with puns, this chapter poses three principles about Chinese translation of puns in English advertisements under the guide of the Nida's theory "Functional Equivalence" and with some experiences of my own.
2.1 Novelty in terms of commerce
Novelty is very important in Chinese translation of puns in English advertisements. Novelty is the soul of advertisement. The application of puns in this field is an unique novelty. Then how to represent the novelty in Chinese translation, as Nida put it, translator not only compare between the readers of source language and target language at the level of the understanding. That is to say that the translation text should be novel and lively if source language is attractive, novel extremely. Besides as the process of recreation, the work of translation makes the target language readers experience with their own culture and knowledge the novelty of advertisements brought by puns as source language readers, which can approach the "minimal equivalent level" posed by Nida.
2.2 Flexibility in terms of language
The intentionality is the common characteristics of all language of human. To present the unique originality, English advertisements always apply pun to cater to consumers and inspire the commercial purposes. As a non-standard and unique language stylistic, the translator need to translate the English advertisements flexibly on the basis of the language characteristic of target language, after appreciating the information of the original English advertisements. The translator has to do well these two points in order to reach the flexibility of the Chinese translation text. One is succinctness, and the other is smoothness.
On one hand, Nida has proposed in his book The Theory and Practice of Translation that a better translation strategy is to simplify the original text to "kernel level" which transfers into target language from source language, in the end to search stylistic and semantic equivalent expression in target language. Towards the Chinese translation of puns in this field, the principle of the succinctness is indispensible because puns always convey double meanings, surface meaning and implied meaning. The Chinese translation text of English advertisements with puns should be succinct in form and abundant in meaning.
On the other hand, the Chinese translation should be smooth. Nida has expressed that owing to different forms of languages, the translator has to change the structure of original text to keep the valuable information for communication. Also the aim of the above rearrangement is to give smooth and fluent Chinese translation to agree with the language custom of the target language readers. Considering the Chinese translation of puns in English advertisements, if only the double meanings of puns can be conveyed integrally and exactly, can the form of original English advertisements be rearranged to some extent.
2.3 Acceptability in terms of cultural differences
The acceptability, the most basic principle of puns of translation in English advertisements, is expressed that the Chinese translation should agree with the Chinese culture as much as possible without changing the content of the original text so本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。