英语广告双关语及其翻译开题报告.doc
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英语广告双关语及其翻译开题报告.doc
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开题报告:
ResearchProposal
ⅠTitleofMyThesis:
PunsinEnglishAdvertisementsandtheirTranslation
英语广告双关语及其翻译
ⅡSignificanceofStudy
Advertisementisanimportantpartofoureconomyandculturethatexertssignificantimpactonallwalksoflife.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.
ⅢLiteratureReview
McQuarriediscussedpunsinadvertisingbroadly,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’con
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