第 1 页英语广告双关语开题报告开题报告:ResearchProposalTitleofMyThesis:PunsinEnglishAdvertisementsandtheirTranslation英语广告双关语及其翻译SignificanceofStudyAdvertisementisanimportantpartofoureconomyandculturethatexertssignificantimpactonallwalksoflife.Withmoreattentionattractedbyinternationalbusiness,mostpanieswouldliketoreinforcetheirmarketingpowerbyinvestmentoflargequantitiesonadvertisinginthetargetcountryorarea.Accordingly,theproblemhowtheclassicoriginalversionofadvertisementcouldwintheheartsofconsumersinanothercountrybeesanewstudyingfocusintranslationfields.Besides,agreatamountofrhetoricalskillsanddevicesusedinEnglishadscanimprovetheaestheticresultsandpersuasiveeffectofads,andthenpunsaremoreandmorelargelyusedinEnglishadvertisements.Ichoosethisthesisasmytitle,becauseIrealizethatthereisgreatsignificanceofthisstudy.Firstly,advertisementisakindofbriefandclearart.StudyingEnglishadsnotonlyhelpsustodevelopourcreation,butalsocultivateourthinkingandabilitiesofappreciatingandinnovatingads.Ontheotherhand,Ihopethatbythischance,IcangetmoreknowledgeofthecolorfulessenceofEnglish,andIcanenhancemyprehensiveandapplyingabilitiesoforalEnglish,andIcanwidenmyEnglishthinking,andIcangetarelativelyfullknowledgeofEnglishculture,andIcantrainmyabilitiesofflexibletranslation.Secondly,usingpunsappropriatelyinadvertisementscanenhanceadvertisementscharm,bringaboutco第 2 页nsumersimaginationandconsolidatetheirmemories.Punningisakindofplayonwords,whichreferstoarhetoricdeviceposedbythesimilarityinpronunciationanddivergenceinmeaning,soastoproduceahumorouseffect.Punismorepersuasiveinadvertisingthanwhathasbeenexpected,butithasneverbeenmoreplete.Howitisadoptedinadvertisingtofacilitatethelinguisticmunicationandultimatelyservetoreachtheintendedpurposes,andcognitivelycastinfluencesupontheadvertisersexpressionandtheaudiencesinterpretationoftheutterancesindiscourseisstillawonderwhichisworthmakinganattempttohaveathoroughunderstanding.Thirdly,thestudyofpunninginadvertisingmaybeofpracticalimportanceinthatitislikelytoprovideguidelinesforadvertisersonhowtoemployadvertisingpunsmoreforcefully.Itleadsustoachieveabetterunderstandingofpunsinadvertisingandthusenjoythem.Inconclusion,rhetoric,especiallypunning,isanartoflanguage,anditseffectcanbeexertedonlybyfaithfulandvividtranslation.Thus,tostudytranslationofpunsinEnglishadvertisementsisofimportance.LiteratureReviewMcQuarriediscussedpunsinadvertisingbroadly,asaplayortwistwithinanadvertisementsstructurethatservestoproduceanechoormultiplicationofmeaning.Forexample,arecentadvertisementshowsmensties,arrangedtoformabouquet,withtheheadlines:forgetmeknots.Anotherexample,thisforBuckscigarettes,showsacigarettepackwithapictureofastag,“HerdofThese”BasedonMcquarrie(Mcquarrie:1996),theprocessofconstructingaresonantadvertisementisstraightforward.Tanaka(1994)discussescovertmunicati第 3 页onintheadvertisingandtheinferentialprocessofpunsandmetaphors.AccordingtoTanaka,covertmunicationbecameoneofthestrategiestheadvertiserusestomaketheaudience“believesomethingaboutaproductwithouthertrustinginhim,orindeed,despiteherdistrustinghim”.Generallyspeaking,ithastwoadvantages:(a)theaudiencemaygetakindofpleasureoutofprocessingsomeinformation;(b)moredeeplyinvolvedintheprocessofinterpreting,theaudiencepaysmoreattentiontotheproductadvertisedandsharesalargerpartofresponsibilityinrecoveringtheadvertisersmeaning;accordingly,theadvertiseradvertisercanavoidtakingcertainresponsibilityforissuesthataresociallyloaded.Intheirownwords,“covertmunicationmanipulatestriggertowhichthehumanmindishighlysusceptible.”Puns,asTanakastates,areaneffectivewayofattractingtheaudiencesattention,foritconveystwomeaningsforthepriceofoneword.Itistruethatinsomecasestheinitialmeaningofthepunsiseitherrejectedorjusthelpingtoobtainadditionalcontextualeffectsthespeakerintends.Bydenyinginitialmeaningandcreatingunexpectedconsequences,theyattractmoreattentionandgivetheaudiencemorepsychologicalsatisfaction.Undoubtedly,Tanakahasnoticedthesignificanceofcontextualeffectandthegreatrole,whichcognitivefactorsplayintheadvertisermakesinproducinganadvertisement;itismostlyonthattoavoidsocialresponsibility.Shepaysmoreattentiontothecognitivefactorsthantothecontextualeffects,tryingtosurveythesociallyloadedaspectoftheadvertisersconsideration.Tanakadoesnotexplicitlyaddressthequestionofho第 4 页wthemass-mediaaspectsofadvertisingaffectSperberandWilsonsmodel,basedasitismainlyonexamplesofone-to-oneoral,linguistic,synchronicmunicationtakingplaceinonespot.Workingwithinthetraditionofrhetoricalanalysis,mostChinesescholarsfocusonexpressiveeffectofadvertisingpuns.Theyallmakeuseofmanyexamplestoillustratehowpunscancontributetoadvertisingmunication.Besidesmakingaclassification,ChenChanglai(Chen:1994)concludesthattheuseofpunsistheefforttomeettheaudiencespsychologicalneeds;aestheticneedsandneedsforgoodluck.Pengjiayu(peng:1999)regardsadvertisingpunsasaformofartandemploysavarietyofexamplestotellpeoplehowtoenjoythem.Huanglei(huang:20*)studiespunsinChineseandEnglishadvertisementsbyemployingavarietyofexamples.Headoptsap