摘要当今世界，随着经济全球化的快速发展，各国交流日益频繁，英语广告的地位不断提升。英语广告中双关语的翻译也越来越重要，但是对于英语广告中双关语的翻译研究仍然存在不足。双关语作为一种独特的修辞方法，不仅符合广告原则而且集幽默、简洁和智慧于一身。本文首先对英语广告中双关语的定义、分类以及功能进行了介绍，然后阐述了Verschueren的提出的顺应论，最后深入分析了双关语翻译在英语广告中的多层次顺应，旨在为此领域的研究提供一个崭新的视角，希望本文能够对英语广告中双关语的翻译提供一定的帮助和借鉴。49944

毕业论文关键词: 英语广告；双关翻译；顺应论；翻译策略

Abstract In today’s world, with the rapid development of economic globalization and frequent communication between countries, the status of English advertisements is promoted continuously. Pun translation in English advertisements becomes more and more important but there are still some deficiencies in the research for pun translation in English advertisements. Pun, as a kind of unique rhetoric method, not only suits the principles of of advertisements, but also combines humor, simplify and wisdom with one body. In this paper, the definition, classification and function of pun in English advertisement are introduced at first. Then the adaptation theory is elaborated. Finally a further analysis is made on the multilevel adaptation of pun translation in English advertisements. It aims to give a new prospective for the research in the field, hoping to provide some help and reference for the pun translation in English advertisements.

Key words: English advertisements; pun translation; adaptation theory; translation strategies

Contents

摘 要 i

Abstract ii

I. Introduction 1

II. Pun in English Advertisements 2

2.1 Definition of Pun in English Advertisements 2

2.2 Classification of Pun in English Advertisements 2

2.3 Function of Pun in English Advertisements 3

2.4 Previous Studies on Pun Translation in English Advertisements 4

III. Linguistic Adaptation Theory and Adaptability of Pun in English Advertisements 4

3.1 Adaptation Theory 4

3.2 Language Adaptability of Pun in English Advertisements 5

3.3 Pragmatic Adaptability of Pun in English Advertisements 6

IV. The Application of Adaptation Theory to Pun Translation in English Advertisements 8

4.1 Adapt to Structural Objects 8

4.2 Adapt to Mental World 9

4.3 Adapt to Social World 10

4.4 Adapt to Physical World 11

V. Conclusion 12

Bibliography 13

Acknowledgements 14

Pun Translation in English advertisements from the Perspective of Adaptation Theory

I. Introduction

Currently with the fast development of social exchanges and economic fields around the world, advertisements have increasingly vital functions in the domain of commerce. As a special rhetorical device that uses one word with two different meanings, pun is frequently used in advertisements for its special advantages. Hence, it is very important to study pun translation in English advertisements. A great many scholars and researchers keep their eyes to English advertisements from different perspectives such as language styles, relevance theory, semiotics and so on. However, pun, a best way to persuade customers to purchase, hasn’t get enough attention that it should have, particularly from the point of adaptation theory.