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| On Humour in Advertising English ——Taking the Use of Puns in English Advertising as an Example Abstract: Puns are a common rhetoric in English advertising. Puns translation itself is a difficult point, and the translation of puns in advertisements is more complicated. The puns in English are mainly divided into puns and idioms. Considering the double meaning of pun and the style of advertising style, the Chinese translation of puns can adopt methods such as expression method, set translation method, emphasizing translation method and compensation translation method. There is no doubt that advertising has become a part of our daily life, and it has emerged in various forms every day. The humorous advertisements can increase the audience rating and appeal of advertisements, and improve the image of products and the public. This article begins with the choice of rhetoric to appreciate the rich humor conveyed in advertising language. Key words: English; Advertising; Humor 论英语广告中的幽默 ——以英语广告中双关语的运用为例 摘 要：双关语是英语广告中一种较为常见的修辞手段。双关语的翻译本身就是一个难点，而广告中双关语的翻译则更加复杂。英语中的双关语主要分为语音双关、语意双关、语法双关和成语、俗语双关等表现形式。从双关语的双重含义及广告语体风格考虑，双关语的汉译可以采用分别表义法、套译法、侧重译法和补偿译法等方法。毫无疑问，广告已经成为我们日常生活中的一个部分，每天都以各种各样的形式出现在我们身边。风趣幽默的广告词能够提高广告的收视率和感染力，提高产品和在公众中的形象。本文从修辞格的选用出发来欣赏广告语言中传达的丰富幽默。 关键词：英语；广告；幽默 CONTENTS Abstract 4 中文摘要 4 Acknowledgements 4 1 Introduction 5 1.1 Selected Topics 5 1.2 Research Content 5 1.3 Research Significance 5 1.4 Thesis Ideas 6 2 Definition of Humor and Language Features of Humorous Advertisements 6 2.1 Humor Overview 6 2.2 Language Features of Humorous Advertising 9 2.2.1 The Witty Language 9 2.2.2 Flexibly Use Rhetoric to Enhance Language Performance 9 2.3 Functional Analysis of Advertising Humor 10 3 Humorous Rhetoric Devices in English Advertisements 10 3.1 Pun 10 3.2 Exaggeration 11 3.3 Simulation 11 3.4 Metaphor 12 3.5 Personification 12 3.6 Repeat 13 4 Application of Puns in English Advertising 13 4.1 Types of Advertising Puns 13 4.1.1 Homophonic Pun 14 4.1.2 Semantic Puns 14 4.1.3 Grammar Pun 15 4.1.4 Idioms or Sayings 15 4.2 Translation of Advertisement Puns 16 4.2.1 Representation Method 16 4.2.2 Set Translation 17 4.2.3 Focus on Translation 17 4.2.4 Compensation Translation 18 5 Conclusion 18 References 19 |
