Abstract:Puns translatability has been a hot debate in the field of translation. It makes puns translation difficult to balance its meanings in different languages, cultures and habits of expression. This paper is about the techniques of punning and the translation of puns in English advertisements. Pun has many forms of expressions such as pun on homophone, homograph, grammar, idiom, etc. And this paper has some preliminary discussions in punning of English advertisement. It will be helpful with the primitive advertisement product propaganda if we understand the feature of pun in advertisement language and transmit inter-language effect.
Key words: English advertisement; puns; translation; pragmatic function
CONTENTS
Abstract
中文摘要
1. Introduction-1
2. The definition of puns -1
3. Pun on Polysemy-2
3.1 Pun on Homonymy
3.2 Pun on Parody
3.3 Pun on Grammar
3.4 Pun on illustrations and words
4.The Pragmatic Function of Pun in Advertisement-4
4.1 Wit and humor
4.2 Creativeness and originality
4.3 Satisfying people's requirement of beauty
5. The linguistic foundation of pun-5
5.1 Satisfying the requirement of society
5.2 Ambiguity is a common phenomenon in natural language
5.3 Type of pun in English advertisement
5.4 Pun on homophone
6. Conclusion-7
Bibliography-8
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