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The puns have been applied much in the field of English advertisements with the originality

论文作者:www.51lunwen.org论文属性:课程作业 Coursework登出时间:2014-05-29编辑:lzm点击率:4634

论文字数:6242论文编号:org201405281329563590语种:英语论文 English地区:中国价格:免费论文

关键词:English advertisements英语广告Chinese translationTranslation of Puns广告英语

摘要:In the process of Chinese translation in English advertisements, translators have to keep its characteristics and transmit the accuratest information on the basis of its specific conditions. And the translators should consider fully information transmitted by specific advertisement and analyze the backgrounds, specific environment of English advertisements to achieve the maximal equivalence between the translation text and source advertisement text.

Introduction

The puns have been applied much in the field of English advertisements with the originality, flexibility and humor. To realize business aims of English advertisements and attach more attention of customers, the translation of puns in this field has been paid more concern.
In order to enhance the puns translatability in English advertisements, a few of scholars have surveyed the translation of puns in this field. Based on some results of initial reading and personal reflection, there exist low expression of Chinese translation of puns, incompleteness in strategies of puns and lack of aesthetic feeling in translation of puns in English advertisements. These problems did not receive a due treatment and merit exploration.
Charles.A.O'Neil concludes four features of advertisements. He thinks that English advertisements are purposeful and edited, rich and arresting, interactive and involving, simple and direct. And the core feature is rich and arresting. The skillful use of puns makes advertising language vivid and humorous, moreover represents the core feature of English advertisements.
Also Huang Zhan, an expert of advertisement in Hong Kong, once expressed his opinion about advertisements in his book. He thinks that strictly speaking, translation of advertising is not translation but interpretation, or a means to convey the meaning by adding information that does not exist in original text when necessary. To pun in advertisements is to play on words, or rather with the form and meaning of words, for a stimulating effect to customers. As regards to the Chinese translation of puns in English advertisements, Li Kexing the professor of Hong Kong Polytechnic University and Yie Gehua, the professor of Tong Ji University stated some important tactics of puns of translation in the field of English advertisements, including compensative translation, corresponding translation approach, and free translation,published respectively in the national academic journal Chinese Translation and journal of Tong Ji university. There are also some famous and notable western translation theories about puns of translation in the field of English advertisements that posed in the influential monographs like A Collection of Western Translation Theory.
Wang Chunyan, lecturer in Jiang Su Polytechnic University, stated puns translatability has been a hot debate in the field of translation. Different language, culture and habits of expression often make puns translation difficult to balance its due meaning. In her paper, she believed the translator should apply his or her own ability of creation and mastering language in translation of puns in English advertisements, with which the target-language receptors obtain the most complete information and the aesthetic feelings.
Comparing with Wang Chunyan, Lin Hua proposed, in the Journal of Jiang Nan University, three principles and some practical strategies of puns translation in the field of English advertisements at profounder level. Under the guide of "faithfulness, succinctness and vividness", Lin Hua posed flexible translation strategy, adding translation, and free translation strategy in the translation of puns in the English advertisements.
This paper studies the translation of puns in this field of English advertisements under the guide of the Nida's theory of "functional equivalence".
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