英语广告中双关应用及其翻译浅谈论文稿.docVIP

1. Introduction In a certain context, a word or a phrase that is relevant to two conceptions, feelings or ideas are often used to make an expression more humorous or effective. The humorous or effective expression is achieved when there is similarity or identity between certain words in such aspects as pronunciation (sound), formation or meaning. The similarity or identity enables people to connect naturally the external meaning with the implication. This is what we call the use of puns. As early as 2000 years ago, the use of puns was accepted in certain styles. And from then on, numerous puns were created through the creative and ingenious works of both Chinese and English writers. With the development of the economy and technology, the globe has been becoming much smaller than before day by day. And with the enforcement of an open foreign policy, the relations between China and other countries have become more and more close. Therefore, advertisement plays a very important role when one wants to open a big market in foreign countries for his products. Pun, as a usual kind of rhetorical device, the translation of which has been regarded as a really hard task. And whether it can be translated or not has been hotly debated among the scholars until the famous American translator Eugene Nida stated the theory Functional Equivalence. It means that when one translates a text from one language to another, both two languages should be equal on the function of conveying the same meaning to readers, but not on the formation of the words. And the content in one language certainly can be conveyed relatively precise into another language. This theory gives a new birth to the translation of pun. While we still have many problems and difficulties that should be figured out and we also have the difficulties to find out the best way to translate puns in ads. Every language has its own specific characteristics. Language difference often exists in such aspects as pronunciation, words