Puns translation in English and Chinese commercial advertisements from the perspective of Skopostheorie 目的论视角下英汉广告中的双关语翻译研究文献综述

 2021-10-23 20:19:35

毕业论文课题相关文献综述

1. Introduction1.1 Research background With global commodity economy advancing rapidly and advertisements becoming an increasingly important tool for publicity and promotion of commodities, puns have gotten the favor of advertisers because of its novelty, briefness and rich meanings. Since puns are so popular and common, it is vital to use and understand puns in the right way. The popularity of puns in commodity economy has caught the attention of many researchers. Meanwhile, various foreign products and services are flooding into China, as well as their advertisements. And Chinese companies are actively trying to expend overseas markets. However, people who lack foreign background may inevitably find it difficult to figure out what those advertisements really mean. Therefore, the need for advertisement translation and becomes urgent and the advertisement translation emerges. Scholars abroad and domestic have undergone abundant researches both theoretically and practically. Several theories have been applied to advertisement translation, such as equivalence theory, relevance theory and functionalist translation theory.Although there are abundant studies on the understanding of puns in advertisements with the support of cognitive and pragmatic theories such as Conceptual Integration Theory and Relevance Theory, Few studies under the guidance of Skopos theory. Skopostheorie proposed by German scholar Hans J. Vermeer has important guiding significance for advertising translation This theory suggests that it is the purpose of translation that decides translation strategy. Advertisements have an ultimate goal of attracting consumers' attention and persuading them to purchase the products or services they promote no matter what languages and forms the advertisements adopt. As a result, what is important to advertisement translation is whether translation can incite purchase behavior. When puns are adopted in advertisements, the translation might be even tougher. So, its essential to study puns translation in advertisements.1.2 Research purposeThis thesis attempts to conduct a research on puns translation in advertisement under the guidance of Skopostheorie to analyze the translation strategies employed by the translator and puts forward several strategies to deal with certain issues that translators may encounter in advertisement translation. The author tries to find out the factors that impede translators to do their jobs and matters needing attention according to the special features of advertisements. In addition, this thesis views puns in advertisements from a relatively new perspective and may enlighten further researches. 1.3 Significance of the researchThis thesis is of theoretical and practical significance. Theoretically speaking, although there are abundant studies on the translation of puns in advertisements with the support of cognitive and pragmatic theories such as Conceptual Integration Theory and Relevance Theory, few have attempted to research the translation of puns in advertisements under the guidance of Skopostheorie. Therefore, this thesis can provide a relatively new perspective to researches of puns translation in advertisements. Practically, principles and strategies put forward in this thesis can be applied in many circumstances by translators. Advertisements have an ultimate goal of attracting consumers' attention and persuading them to purchase the products or services they promote, so under the guidance of Skopostheorie, several feasible translation principles and standards can be put forward. The author believes that when translating Chinese advertising puns, the translator should make a comprehensive consideration of cultural background, linguistic form and target audience.2. Literature review 2.1 Previous research on puns translation abroadIn 1972, advertisement translation was introduced for the first time in Hurbins article Can One Translate the Language of Advertising. Hurbin believed that there could be several translations for the source text and the translator need to decide which one is the most suitable one. Hurbin also held the view that it would be easier for translators to compile a glossary of advertising languages so that they can easily find the most appropriate equivalent sentence between the source text and the target text. Delabastita (1994) divided puns into four types put forward 8 techniques involved in puns translation. Geis (1982) emphasizes the practical value of advertising in his book The language of Television Advertising. In 1985, Vestergaard and Schrader had undergone a comprehensive analysis of advertisement language from the perspective of sociolinguistic. They focused more on the social motivation of advertisement implied in puns rather than the explicit information of advertisement. In 1970s, translators major concern shifted from equivalence to functionalist approach. Mathieu (2000) explore the relationship between advertisement and translation in terms of globalization and he believed that the translators main gosl is to accomplish functionally equivalent translation. Peter Newmark (2001) explained specifically how puns should be translated in different circumstances in his book A Textbook of Translation. Jacqueline (2003) published The Translation of Puns and put forward three possible approaches for pun translation, which is the translation-isomorph, the translation-homomorph and the translation hertermorph.2.2 Previous research on puns translation in ChinaWith the deepening of economic globalization and the rapid development of Chinas industry, foreign companies are eager to expand their business in China, so does Chinese companies. As a result, many scholars start to study the translation of puns. Li Guonan (1986) put forward two approaches in puns translation, which are preserving puns and making an adaptation in the target text. Nie Ke(2002) researched on the nature of pun and pun transltion from perspective social semiotic. He indicates three type of meaning in the target text, which are the linguistic meaning, the referential meaning and the pragmatic meaning. Xin Hongjuan (2002) explored the various factors influencing puns translation. He believed that apart from linguistic and cultural factors, pun translation is also influenced by source texts purpose, translators subjectivity, target text recipients purpose and so on. Yao Jun (2004) used the conceptual integration theory to analyze the production and interpretation of puns in advertisements, and explored the unique cognitive functions of advertising puns. Hou Guojin (2007) conducted a cognitive-pragmatic analysis of pun and various problems of puns translation. Hou put forward seven tips for puns translation and used abundant examples to illustrate the difficulty and translatability of puns. Yuan Hongmei (2009) researched puns from the cognitive perspective. She used conceptual integration network to explore the relevant psychological mechanism which audience use to understand the puns and intention of advertisements. Tian Longju (2010) applied figure ground theory to analyze the pun and discover its inner cognitive mechanism. Through analysis , Tian discoverd that pun is a kind of marked language and a typical focus sentence , whose focus mainly depends upon the speaker s intention. Kang Xiaoyun (2015) explained the operation modes of pun generation and understanding, and expounded the main restrictions on pun usage. Chen Jiaxu 背景阐释，《外语学刊》1：45-47。

辛红娟（2002），双关翻译的制约因素，《长沙铁道学院报》，2：68-70。

姚俊（2004），广告双关语的认知研究，《四川外语学院学报》，:5： 102-106。

袁红梅（2009），广告双关语的概念整合研究，《重庆工商大学学报(社会科学版)》，4：125-130。

OutlineThis thesis intends to present a systematic analysis of puns translation in advertisement, and puts forward several principles and strategies to deal with certain issues that translators may encounter in the process of advertisement translation. It is divided into five parts. The first Chapter provides a brief background on the study, in which research background, research purpose, and significance of the research are involved. Chapter two is literature review, involving overview of relevant researches related to puns in advertisement translation at home and abroad. Chapter three presents the theoretical framework, including the definition and classification of puns and the background and the development of the Skopostheorie. Chapter four presents and proves the usefulness of Skopostheorie in English-Chinese commercial translation examples and examines the specific translation strategies under the leadership of Skopostheorie. Chapter five is the conclusion part. It summarizes findings of this thesis and points out some limitations. It also offers few suggestions to future studies.

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