英汉商业广告双关语对比分析(2)
This study attempts to analyze the use of the pun and explores the differences and similarities in Chinese and English advertisements. With a meticulous comparison and contrast in Chinese and English advertisements, this study has practical significance, which can help producers gain some enlightenment in the process of designing and creating better advertising. Not only that, the finding of this study may also give translation learners some suggestions, and enable them to know how to translate advertisement pun. The materials for this study are collected from television and newspaper.
The author has collected 100 English advertisements and 150 Chinese advertisements from Advertising and Advertising English(Qi 89), Advertising Copywriting(Yan 23), Reading and Appreciating the Advertisement English(Song 75). These advertisements that we come across in our life affect consumers. These communication targets include all aspects of people in daily life, such as food, clothing, cigarettes, cosmetics, electronics, automotive, banking, tourism, hotels, restaurants, insurance and so on. This study attempts to analyze the use of the pun and explores the differences and similarities in Chinese and English advertisements. The unique effect and manifestations of puns in Chinese and English advertisements will be summarized in the study.