双关语应用在英文广告领域的创意 [2]
论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2014-04-21编辑:cinq点击率:12709
论文字数:3000论文编号:org201404201404304755语种:英语 English地区:中国价格:免费论文
关键词:Foreign LanguageLanguage TeachingLanguage Education
摘要:为了实现英语广告业务目标和重视客户更多的关注,双关语的翻译在这一领域已经支付更多的关注。
>
This paper studies the translation of puns in this field of English advertisements under the guide of the Nida's theory of "functional equivalence".
Nida. Eugene A On Translation has proposed the theory of "dynamic equivalence translation", later called "functional equivalence translation", which means that target language readers must not only know how the original readers must have understood the context of the text, but they should also be able to appreciate some of the impact which such a text must have had for the original receptors.
Moreover Jin Di in his work On Translation proposed that the effectiveness of a message is also dependent upon the type of receptors involved in the process of communication. As messages are designed for larger and larger groups of people, there is usually a considerable fall-off in the impact which such a message may have on anyone individual. Advertisers are certainly aware of this issue in effort to make their advertisements sound personal. It may be better to think that in puns translating one not only has to represent the complete content of the original message, but also incorporate such additional categories as are obligatory in the receptor language to make the personality more outstanding.
Under the guide of this theory, it gives an important new dimension in puns' translating in English advertisements. The relation of the target language readers to the target language text should be roughly equivalent to the relationship between the original receptors and the original text. For translation of puns in English advertisements as long as it should create the same or similar effect as the original advertisements and make the readers in target language almost have the same or similar feeling as the readers in the source language, it is a successful translation.
And in Nida, Eugene A and C.R. Taber' The Theory and Practice of Translation, Nida has suggested that the translator must make a comparison not only between source language and target language, but also between source readers and target readers at the level of their understandings. In the process of puns of translation in English advertisements, owing to the rich connotation of puns, a translator's work has been considered as the second creative process. And it has chance to realise the Nida's "Minimal equivalent level" which enables the translator to capture the meaning and the spirit of the original language without being bound to its linguistic structure. On the basis of it, the puns of translation in the field of English advertisements have aesthetic tone.
Based on Nida's theory of "functional equivalence", this paper explores some principles and strategies of translation of puns in English advertisements, creating the same or similar effect as the original advertisements and making the readers in the target language almost have the same feeling as they do in source-language.
Chapter One Classification of Puns in the Field of English Advertisements
English advertisement is a style of immediate impact and rapid persuasion①. In general, whether the medium is print, radio, or television, the English advertisements can only rely on your attention for only a very short time; therefore the sales message must be short, distinctive and memorable. Based on these requests of English advertisements, puns have been a
本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。