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Abstract: At the age of economic globalization, advertisement has become a part of people's life both at home and abroad. In order to promote their products, advertisers do not hesitate to use all kinds of rhetorical devices for advertising. Pun is one of the most used rhetorical devices in English advertisements. The thesis analyzes the application of puns in translation of English advertisement. In this thesis, the author firstly introduces the background and some basic concepts of advertisement and pun, secondly, describes the pun translation from the aspect of Delabastita’s pun translation theory, thirdly, the author respectively analyzes the application of puns in translation of English advertisement from the angle of rhetoric, advertising and pragmatics. At last, the author concludes the whole thesis by presenting the significance and limitations of the thesis, and suggestions for further studies.
Key words: English advertisement, pun, application of pun, translation methods,
CONTENTS
Abstract
摘要
1. Introduction 6
2. About Pun 11
2.1 Definition of Pun
2.2 Classification of Pun
2.2.1 Pun on Homonymy
2.2.2 Pun on Polysemy
2.2.3 Pun on Grammar
2.2.4 Pun on Parody
2.3 Functions of pun
3. Application of Delabastita’s Theory of Pun Translation in English Advertisement13
3.1 Classification of Delabastita’s Translation Strategy of Pun
3.2 Cases of Delabastita’s Translation Strategy of Pun
4. Analysis of Pun Translation in English Advertisement15
4.1 The Perspective of Rhetoric
4.2 The Perspective of Advertising
4.3 The Perspective of Pragmatics
5. Conclusion16
Bibliography.16
Acknowledgements17