淺析剪紙藝術(shù)與中國傳統(tǒng)文化的關(guān)系

南京郵電大學(xué)外國語學(xué)院《學(xué)術(shù)論文寫作》學(xué)期論文封面姓名任婕學(xué)號(hào)B11130529專業(yè)英語題目TheApplicationandTranslationofPunsinAdvertisingEnglish任課教師丁小蕾2014-2015學(xué)年第一學(xué)期TheApplicationandTranslationofPunsinAdvertisingEnglishIntroductionItisnotrarethatwiththeundergoingfiercecompetitionofinternationalcommerce,advertisingEnglishhasbeenregardedasaneffectivemethodofsalepromotion.AdvertisingEnglishischaracterizedbyitssimplicity,vitalityandflexibilityoflanguageusage.Astheadvertisementcanbeseeneverywhere,makingthemostimpressedoneisthemainpurposeofeachadvertiser.Atpresent,punsarewidelywelcomedbymostoftheadvertiserswhichstrengthentheeffectofadvertisingbyaddingmorereadabilityandinterests.WebsterDictionarydefinespunsas“theuseofwordinsuchawaytosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlysamesoundwithdifferentmeanings,soastoproducehumorouseffects.Punscansatisfytherequirementofcharacteristicsoftheadvertisement,whichincludeinformationfunction,demandcreationfunction,persuasivefunction,getactionfunctionandgoodwillestablishmentfunction.However,punsarecloselyrelatedtosoundandform,whichresultsinthedifficultiesinpunstranslation.AccordingtothecommonapplicationofpunsinadvertisingEnglish,theycanbedividedintofourtypessothatitgetseasiertomasterthestrategiesfordealingwiththetranslationofpunsinadvertisingEnglish.LiteratureReviewAnumberofstudiesindicatethattranslatingstrategiesarecrucialforthetranslationofpunsinadvertisingEnglish.In“ANewConciseCourseinLinguisticsforStudentsofEnglish”,accordingtoPaulGrace’sCooperativePrinciple,punsinadvertisingEnglishshouldavoidobscurityandambiguityofexpression(DaiWeidong,HeZhaoxiong,2002).Itshowsthatiftheprincipleisviolated,thetranslationwilldestroytheoriginalmeaningsothatthecommunicationbetweenadvertisersandtargetaudienceswillfailintheend.Delabastitapointsoutthatwhenmakingdecisionsonhowandtowhatextenttoretainthewordplay,thetranslatorneedstotakeintoaccountthetargetaudience’s楊惠馨.英漢廣告中的雙關(guān)語及其英漢互譯[J].新疆師范大學(xué)學(xué)報(bào)，2003（3）.項(xiàng)成東.試談?dòng)⒄Z廣告中的復(fù)譯[M].山東外語教學(xué)，199