-
赣南师院外国语学院
2010
级（
2014
届）
学生毕业论文（设计）开题报告
论文（设计）题目
Skills and the Translation of Puns in
English Advertisement
专业
英语教育
学生姓名
周
烁
指导教师
芦
丹
In nowadays,
advertisement
’
s everywhere
and gradually becomes an important part
of our economy and culture life. With
more attention attracted by international
commerce,
most
companies
would
like
to
reinforce
their
marketing
power
by
large
quantities
of
investment on advertising in the target
country or area. Even in their opinion, a
fantastic
advertisement decides sales
and market share. And throughout most of the ads,
it
’
s easy
本
to find that punning is one
of a common skill in advertising creation. Punning
is the use
of a word in such a way as
to suggest two or more meanings or different
associations, or
题
the use of
two or more words of the same or nearly same sound
with different meanings,
目
which can not only appeal
to consumers’
attention but also bring
about their imagination.
研
Puns have many rhetorical
effects such as concise, funny, humorous, novel,
special, etc.
究
Thus, puns
are largely employed in advertisements.
But
in
recent
years,
the
study
of
advertisement
pun
focuses
on
its
structure,
的
pragmatic function and
aesthetic function (Tanaka, 1992; Xue Bing, Li
YueE, 2000; Ou
现
Yi,
2000;
Huang
Lei,
2000).
This
article
expounds
homophonic puns,
semantic
puns,
状
grammatical
puns,
and
idiom
puns
several
aspects,
such
as
the
skill
of
puns
in
Advertising
English. And
on
the
basis
of
considering
double
meanings
and
advertising
style
of
pun,this
paper
has
some
preliminary
discussions
in
punning
of
English
advertisement
through fit translation, separating translation,
sets translation, emphasizing
translation, compensation translation.
With
the
development
of
social
economy,
advertisements
have
deeply
gone
into
学
every
field
of
our
society
and
have
become
an
indispensable
part
of
our
lives.
The
术
creation of advertisements
is a comprehensive art. Studying Advertising
English not only
价
helps
us
to
develop
our
creation,
but
also
cultivate
our
thoughts
and
abilities
of
appreciating and innovating ads. The
writing of this kind of art needs more skills than
that
值
of other forms. It
should make use of marketing theories to create
vivid and interesting
和
words
which can be appreciated by both the well-educated
and the un-
educated. What’s
现
more, it should be able to
attract readers’
attention in a short
moment and stimulate their
实
purchasing desire, and then
bring about their purchasing action. The study of
punning in
意
advertising
may
be
of
practical
importance
in
that
it
’
s
likely
to
provide
guidelines
for
advertisers
on
how
to
apply
advertising
puns
more
forcefully.
It
leads
us
to
achieve
a
义
better
understanding of puns in advertising and thus
enjoy them.
论
Ⅰ
Introduction
Ⅱ
The application of puns in
advertising.
2.1 homophonic puns
提
2.2 semantic puns
纲
2.3 grammatical
puns
文