Abstract

With the deepening of reform and opening up, as well as the frequent exchanges between Chinese and foreign culture, English advertising has taken an important position in Chinese advertising industry. Besides, the use of pun in English advertising makes it more attractive. Pun, as a special style in advertising, can be used to serve advertising only when it is understood in a proper and correct way. To make English advertising maintain the original charm in Chinese translation, the rhetorical devices, cultural elements, etc. need to be considered and proper translation methods should be adopted to represent the charm of English advertising.

Puns are most frequently used not only in literary works but also in practical texts, like advertising. Puns in advertising can create humorous effects, attract audience’ attention and add persuasive force to the message, which is consistent with the requirement of advertising. The translation of pun in English advertising is not so easy since there are linguistic and cultural barriers. This paper aims to analyze the functions of puns in English advertising and figures out some translation methods that maybe effective in pun translation in advertising. And considering the characteristics of puns and advertising style, on the basis of put forward the method of literal translation, free translation and annotation translation methods, probe into the translation skills of pun in English advertising.

Key words: advertising; puns; functions; translation methods

Contents

Abstract

摘要

1 Introduction-1

2 Puns in English Advertising-2

2.1 Definition -3

2.2 The Classification of Puns in English Advertising-3

2.3 The Functions of Puns in English Advertising-5

3 Translation of Puns in English Advertising-7

3.1 Difficulties in Translating Puns-7

3.1.1 Linguistic Difficulties-7

3.1.2 Cultural Difficulties-9

3.2 Strategies for Translating Puns in English Advertising-9

3.2.1 Literal Translation-10

3.2.2 Free Translation-11

3.2.3 Annotated Translation-12

4 Conclusion-13

References-15