摘要目录 (8)

摘要摘要 As a language for specific aims puns in advertisements have th eir special functions and linguistic features Thus pun translation in advertisements possesses its own rules criteria and approaches and Functional Equivalence offers a theoretical base to it To prove this a lot of sharp analyses of Functional Equivalence and deep investig ations about the relation between Functional Equivalence and adverti sing pun translation ware made and shown in the following article To further its exploration this paper also deals with various ways t o form puns functions and characteristics of puns techniques and p rinciples of translating puns in advertisements 作为一种特殊的语言形式 广告双关语有其特殊的功能和语言特点 因此在翻译中 英语广告双关语的翻译也有独特的翻译规则 标准 及方法 而功能对等为其翻译提供了一套理论基础 为了阐述这个 观点 此文对功能对等做了许多较为深刻的分析 并对功能对等和 广告双关语翻译之间的关系做了全面的探究 为进一步证明文章的 观点 文章中还介绍了双关的结构 功能 特点以及广告双关的翻 译技巧和原则 关键词关键词 功能对等 英语广告 双关语 翻译 Key words Functional Equivalence English advertisement Puns Translation Introduction Functional Equivalence is an important and practical translation theory which was put forward by Eugene Nida Commonly applied into many types of articles Functional Equivalence helps theorists solve a lot of difficulties in translating Being a kind of intercultural communication and a new research field advertisement translation especially advertising pun translation is gaining increasing attention than ever before However the theoretical study on advertising pun translation is far from enough Among all the principles and theories of translation Functional Equivalence which realizes the inherent function of the advertisement successfully regardless of the difficulties in translating caused by the features of the text style of the advertisement marks one of the most important guidelines for advertising pun translation This paper is divided into three parts The first part makes an introduction of Function Equivalence the second part gives definition and constitution of puns and states functions of puns in advertisement the third part analyses Puns Translation in Advertisements from the perspective of Functional Equivalence 目录目录 Chapter One Introduction of Function Equivalence 功能对功能对 等理论的介绍等理论的介绍 1 1 Three General Rules of Translation 翻译的三大原则 1 2 Eugene A Nida s Functional Equivalence Theory 尤金奈达的 功能对等理论 1 21 Formal Equivalence 形式对等 1 2 2 Dynamic Equivalence 动态对等 1 2 3 Functional Equivalence 功能对等 1 3 The Influence of the Principles of Equivalence to Translation 对等原则对翻译的影响 1 4 Feasibility of Applying Functional Equivalence in Ad Translation 功能对等应用在广告翻译中的可行性 Chapter Two An Exploration of Puns in English Advertisement 详述英文广告的双关语详述英文广告的双关语 2 1 Definition of puns 定义 2 2 Classification of Puns 分类 2 2 1 Homophonic Puns 谐音双关 2 2 2 Homographic puns 语意双关 2 2 3 Puns on Both Pronunciation and Meaning 音义双关 2 3 Characteristics of English Puns 英语双关的特点 2 3 1 Ambiguity 模糊性 2 3 2 The double context 双重语境 2 4 Functions of English Puns 英语双关的功能 2 4 1 To Make Language Humorous 使语言幽默化 2 4 2 To Make Language Ironical 使语言具有讽刺性 2 4 3 To Strengthen the Readability of Advertisements 增强广告 的可读性 Chapter Three Analysis Puns Translation in Advertisements from the perspective of Functional Equivalence 从功能对等的角度从功能对等的角度 对英语广告双关语进行分析对英语广告双关语进行分析 3 The Translating Methods of Puns in English Advertisement 广 告中英语双关的翻译方法 3 1 1 Application of Functional Equivalence in Pun Translation 功 能对等在双关翻译中的应用 3 1 2 Literal Translation 直译 3 1 3 Free Translation 意译 3 1 4 Annotated Translation 译注翻译 3 1 5 Parody Translation 仿拟翻译 3 2 Requirements for Advertisement Translators 对广告翻译者的 要求