英语广告双关语及其翻译开题报告

______________________________________________________________________________________________________________PAGE精品资料开题报告:ResearchProposalⅠTitleofMyThesis:PunsinEnglishAdvertisementsandtheirTranslation英语广告双关语及其翻译ⅡSignificanceofStudyAdvertisementisanimportantpartofoureconomyandculturethatexertssignificantimpactonallwalksoflife.Withmoreattentionattractedbyinternationalbusiness,mostcompanieswouldliketoreinforcetheirmarketingpowerbyinvestmentoflargequantitiesonadvertisinginthetargetcountryorarea.Accordingly,theproblemhowtheclassicoriginalversionofadvertisementcouldwintheheartsofconsumersinanothercountrybecomesanewstudyingfocusintranslationfields.Besides,agreatamountofrhetoricalskillsanddevicesusedinEnglishadscanimprovetheaestheticresultsandpersuasiveeffectofads,andthenpunsaremoreandmorelargelyusedinEnglishadvertisements.Ichoosethisthesisasmytitle,becauseIrealizethatthereisgreatsignificanceofthisstudy.Firstly,advertisementisakindofbriefandclearart.StudyingEnglishadsnotonlyhelpsustodevelopourcreation,butalsocultivateourthinkingandabilitiesofappreciatingandinnovatingads.Ontheotherhand,Ihopethatbythischance,IcangetmoreknowledgeofthecolorfulessenceofEnglish,andIcanenhancemycomprehensiveandapplyingabilitiesoforalEnglish,andIcanwidenmyEnglishthinking,andIcangetarelativelyfullknowledgeofEnglishculture,andIcantrainmyabilitiesofflexibletranslation.Secondly,usingpunsappropriatelyinadvertisementscanenhanceadvertisements’charm,bringaboutconsumers’imaginationandconsolidatetheirmemories.Punningisakindofplayonwords,whichreferstoarhetoricdevicecomposedbythesimilarityinpronunciationanddivergenceinmeaning,soastoproduceahumorouseffect.Punismorepersuasiveinadvertisingthanwhathasbeenexpected,butithasneverbeenmorecomplete.Howitisadoptedinadvertisingtofacilitatethelinguisticcommunicationandultimatelyservetoreachtheintendedpurposes,andcognitivelycastinfluencesupontheadvertiser’sexpressionandtheaudience’sinterpretationoftheutterancesindiscourseisstillawonderwhichisworthmakinganattempttohaveathoroughunderstanding.Thirdly,thestudyofpunninginadvertisingmaybeofpracticalimportanceinthatitislikelytoprovideguidelinesforadvertisersonhowtoemployadvertisingpunsmoreforcefully.Itleadsustoachieveabetterunderstandingofpunsinadvertisingandthusenjoythem.Inconclusion,rhetoric,especiallypunning,isanartoflanguage,anditseffectcanbeexertedonlybyfaithfulandvividtranslation.Thus,tostudytranslationofpunsinEnglishadvertisementsisofimportance.ⅢLiteratureReviewMcQuarriediscussedpunsinadvertisingbroadly,asaplayortwistwithinanadvertisement’sstructurethatservestoproduceanechoormultiplicationofmeaning.Forexample,arecentadvertisementshowsmen’sties,arrangedtoformabouquet,withtheheadlines:forgetmeknots.Anotherexample,thisforBuckscigarettes,showsacigarettepackwithapictureofastag,“HerdofThese?”BasedonMcquarrie(Mcquarrie:1996),theprocessofconstructingaresonantadvertisementisstraightforward.Tanaka(1994)discussescovertcommunicationintheadvertisingandtheinferentialprocessofpunsandmetaphors.AccordingtoTanaka,covertcommunicationbecameoneofthestrategiestheadvertiserusestomaketheaudience“believesomethingaboutaproductwithouthertrustinginhim,orindeed,despiteherdistrustinghim”.Generallyspeaking,ithastwoadvantages:(a)theaudiencemaygetakindofpleasureoutofprocessingsomeinformation;(b)moredeeplyinvolvedintheprocessofinterpreting,theaudiencepaysmoreattentiontotheproductadvertisedandsharesalargerpartofresponsibilityinrecoveringtheadvertiser’smeaning;accordingly,theadvertiseradvertisercanavoidtakingcertainresponsibilityforissuesthataresociallyloaded.Intheirownwords,“covertcommunicationmanipulatestriggertowhichthehumanmindishighlysusceptible.”Puns,asTanakastates,areaneffectivewayofattractingtheaudience’sattention,foritconveystwomeaningsforthepriceofoneword.Itistruethatinsomecasestheinitialmeaningofthepunsiseitherrejectedorjusthelpingtoobtainadditionalcontextualeffectsthespeakerintends.Bydenyinginitialmeaningandcreatingunexpectedconsequences,theyattractmoreattentionandgivetheaudiencemorepsychologicalsatisfaction.Undoubtedly,Tanakahasnoticedthesignificanceofcontextualeffectandthegreatrole,whichcognitivefactorsplayintheadvertisermakesinproducinganadvertisement;itismostlyonthattoavoidsocialresponsibility.Shepaysmoreattentiontothecognitivefactorsthantothecontextualeffects,tryingtosurveythesociallyloadedaspectoftheadvertisers’consideration.Tanakadoesnotexplicitlyaddressthequestionofhowthemass-mediaaspectsofadvertisingaffectSperberandWilson’smodel,basedasitismainlyonexamplesofone-to-oneoral,linguistic,synchroniccommunicationtakingplaceinonespot.Workingwithinthetraditionofrhetoricalanalysis,mostChinesescholarsfocusonexpressiveeffectofadvertisingpuns.Theyallmakeuseofmanyexamplestoillustratehowpunscancontributetoadvertisingcommunication.Besidesmakingaclassification,ChenChanglai(Chen:1994)concludesthattheuseofpunsistheefforttomeettheaudience’spsychologicalneeds;aestheticneedsandneedsforgoodluck.Pengjiayu(peng:1999)regardsadvertisingpunsasaformofartandemploysavarietyofexamplestotellpeoplehowtoenjoythem.Huanglei(huang:2000)studiespunsinChineseandEnglishadvertisementsbyemployingavarietyofexamples.HeadoptsacomparativemethodtoinvestigateintotheuseandsomenegativeeffectofpunsinChineseandEnglishadvertising.Xuebingandliyue’s(2000)exploresomecharacteristicspeculiartopunsandtheirfunctioninthecontextofadvertising,withparticularstressexertedonthepragmaticandaestheticperspectives.Concerningpunsinadvertisinglanguage,liruihe(li:2001)focusesontheclassificationandfunctionsandeffectofpuns.Thepaperstatesthatadvertiserspreferpunsbecausepunscontainprofoundculturalconnotationswhichcanactivatetheaudience’saestheticenjoymentanddesirefortheadvertisedproduct.MenglinandZhanjinhui’s(mengandzhan:2001)paperisaboutthetechniquesofpunsandthetranslationofpunsinEnglishadvertisements.Therearevariouswaystoformpunsinadvertisements.Thetranslationofpunsinadvertisementsisdifficultbecauseonemustkeepboththedoublemeaningsofapunandthestyleoftheadvertisementinmind.Articlescollectedinthisfieldarescatteredinmagazinesconcerningrhetoricaldevices.Sincemostofthemprovideonlysimplegeneralizationsatthesuperficiallevel,therewillbejustbriefmentioningandcommenting.Ingeneral,theresearchislackinginatheoreticalbasis.Nevertheless,itmaybehelpfulandilluminatingforresearcherswhowanttoconductfurtherresearch.ⅣKeyPointsInmypaper,thetitleofmythesisispunsinEnglishadvertisementsanditstranslation.Obviously,mykeypointsofthisarestudyingpunninganditstranslatingstrategiesinEnglishadvertisements.Iwilldiscusstwomainpointsinmypaper.ThefirstoneistheapplicationofpunsinEnglishadvertisements.Inthispoint,Iwillintroducefiveconcepts:homophonicpuns,semanticpuns,idiomaticpuns,grammaticalpuns,mimeticpuns.TheotheroneisthetranslationofpunsinEnglishadvertisements.IwillbringinfivestrategiesoftranslatingpunsinEnglishadvertisements:correspondingtranslation,separatingtranslation,emphasizingtranslation,andcompensatingtranslation.ⅤOutline1LanguageCharacteristicsofEnglishAdvertisements1.1LexicalFeatures1.2SyntacticalFeatures1.3DiscourseFeatures1.3.1BodyCopyofanAdvertisement1.3.2DifferencesinBodyCopies1.4RhetoricalFeatures2ABriefIntroductiontoPunning2.1DefinitionofaPun2.2ClassificationofPuns3ApplicationsofPunsinEnglishAdvertisements3.1HomophonicPuns3.2SemanticPuns3.3IdiomaticPuns3.4GrammaticalPuns3.5MimeticPuns4TheTranslationofPunsinEnglishAdvertisements4.1CorrespondingTranslation4.2SeparatingTranslation4.3EmphasizingTranslation4.4CompensatingTranslationⅥBibliography[1]AugardeTony.TheOxfordGuidetoWordGame.Oxford:OxfordUniversityPress,1984,pp.67-98.[2]ChestermanAndrew(ed).ReadingsinTranslationTheory[C].Helsinki:OyFinnLecturaAb,1989,pp54-96.[3]CookG.Thediscourseofadvertising.London:Routledge,1992,pp.24-58.[4]JandeWaard&EugeneA.Nida. FromOneLanguagetoAnother.NewYork:ThomasNelsonPublishers,1986,pp.89-123.[5]Leech,G.N.EnglishinAdver