从顺应论角度研究广告双关语的翻译

Pun Translation in Advertisements from the Perspective of Adaptation Approach

广告双关语作为一种专门用途文体,有其特殊的功能和语言特征,这决定了广告双关语的翻译有其独特的标准和特点。以Verschueren的语用顺应论为理论基础,分析了广告双关语的翻译在语言语境和交际语境中的顺应。也就是说,译者在翻译过程中使这些广告实例不仅顺应语言结构,还要顺应消费者的心理世界、社交世界和物质世界。

As a language for specific purpose,puns in advertisements have their special functions and linguistic features.Thus advertising pun translation has its own rules,criteria and approaches.The rationale of the paper is the Adaptation Theory proposed by Verschueren.This paper provides a linguistic and extra-linguistic analysis of adaptation in advertising pun translation.In other words,the translators adapt their translations to linguistic and extra-linguistic elements at linguistic structure,psychological world,sociological world and physical world.