PunsnEnglishAdvertisementandTheirTranslation英语毕业论文.doc

Puns in English Advertisements and Their Translation Introduction: With the development of social economy, advertisements have deeply gone into every field of our society and have become an indispensable part of our lives. The creation of advertisements is a comprehensive art. The writing of this kind of art needs more skills than that of other forms. It should make use of marketing theories to create vivid and interesting words which can be appreciated by both the well-educated and the un-educated. What’s more, it should be able to attract readers’ attention in a short moment and stimulate their purchasing desire, and then bring about their purchasing action. Punning is one of a common skill in advertising creation. Punning is the use of a word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly same sound with different meanings, which can not only appeal to consumers’ attention but also bring about their imagination. Puns have many rhetorical effects such as concise, funny, humorous, novel, special, etc. Thus, puns are largely employed in advertisements. 1 Language Characteristics of English Advertisements 1.1 Lexical Features Words in English advertisements are abundant and colorful, and the selection and using of them serve for this ultimate aimmarketing goods. Therefore, they are armed with encouragement and influence. Lexical features can be summarized as followed: Firstly, adjectives and its comparative and superlative degrees are applied. For example, Famous world-wide gourmet cuisine. Excellent daily specials and mouth watering desserts. Tasters richer…mellower…more satisfying. Secondly, new words and odd words are created to cause the sense of novelty, to make novelty, oddness and specialty of the products more outstanding, to satisfy consumers’ minds to pursuing fashion and flaunting humanity. For instance, For twogether, the ultimate all inclusive one price sunkissed holid