Chapter 2。 Literature Review

From the perspective of pragmatics, advertisement as a special way of communication, its language is a pragmatics behavior。 More specifically, it is a persuasive language behavior which aims at persuading consumer to buy the products or services。 

2。1 。1Translation of Puns in English Advertisements Abroad 

Whether an ad is successful can be judged based on AIDMA psychological effects (Attention, Interest, Desire, Memory), various word games involving different categories of puns are collectively referred to "Pun" in rhetoric。 The Delabastita's puns translation theory provides convenience for translating puns which helps to study a translator or a culture of translation and literature。 Delabastita's classification does not have a strong language particularity, which means that this theory is not only applicable to the English and European languages of the exchange of translation also suitable for the translation between China and Britain phenomenon。 Belgian scholar Delabastita pides puns into four major types, namely homonymy, homophony, homograph and paronymy。 American scholar Archibald A。 Hill put the puns of the three conditions, namely Double context, Hinge and Trigger。文献综述

2。1 。2Translation of Puns in English Advertisements at Home

Tsinghua University professor Cui Gang mentioned in his book "Advertising English" - pun is the use of words which has the same pronunciation but different semantic means, so that some words or sentences have double meaning in a particular environment。 The scholar Zhang Nanfeng believes that, if must retain the original bureaucratic structure and literal meaning in translation, then for English-Chinese translation, the translatability of puns is very low。 But if the pun is not translated into the same pun, then the translatability of puns is very high。 If we think that the most important thing is to retain the original rhetoric and the integrity of the text, and not necessarily to retain the results of the original pun and the double meaning, do not have to be completely equal to the discourse position to create pun, even can change the context to accommodate the translation of the pun, then you can come up with a variety of solutions。

2。1。3 The research method and example resource of this thesis

   This thesis adopts quantitative research method。 Because only by a large amount of example analysis, can provide a strong support for the arguments in this thesis in order to make them more reasonable。 In this thesis, I mainly study commercial advertisement, because we know that one of the purposes of advertisement is to convince while this feature is particularly shown in commercial advertisement。 Therefore, admen will spare no effort to utilize various language skills to convince audience to accept their products or services, and the pun is the method they usually use。 

2。2 Translation of Puns in English Advertisements

2。2。1 The Definition of Puns

Pun, as the name suggests, means the expression of double meaning by both forms of a clear one and a dark one in a specific language environment which is attractive and can lead to association。