英語(yǔ)廣告雙關(guān)語(yǔ)及其翻譯開(kāi)題報(bào)告-預(yù)覽頁(yè)
【正文】 translation. Thus, to study translation of puns in English advertisements is of importance.ⅢLiterature ReviewMcQuarrie discussed puns in advertising broadly, as a play or twist within an advertisement’s structure that serves to produce an echo or multiplication of meaning. For example, a recent advertisement shows men’s ties, arranged to form a bouquet, with the headlines: forget me knots. Another example, this for Bucks cigarettes, shows a cigarette pack with a picture of a stag, “Herd of These?” Based on Mcquarrie (Mcquarrie: 1996), the process of constructing a resonant advertisement is straightforward.Tanaka (1994) discusses covert munication in the advertising and the inferential process of puns and metaphors. According to Tanaka, covert munication became one of the strategies the advertiser uses to make the audience “believe something about a product without her trusting in him, or indeed, despite her distrusting him”. Generally speaking, it has two advantages: (a) the audience may get a kind of pleasure out of processing some information。 it is mostly on that to avoid social responsibility. She pays more attention to the cognitive factors than to the contextual effects, trying to survey the socially loaded aspect of the advertisers’ consideration. Tanaka does not explicitly address the question of how the massmedia aspects of advertising affect Sperber and Wilson’s model, based as it is mainly on examples of onetoone oral, linguistic, synchronic munication taking place in one spot.Working within the tradition of rhetorical analysis, most Chinese scholars focus on expressive effect of advertising puns. They all make use of many examples to illustrate how puns can contribute to advertising munication.Besides making a classification, Chen Changlai (Chen: 1994) concludes that the use of puns is the effort to meet the audience’s psychological needs。~: Complete my research proposal and readingnotes.~: Complete the first draf
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