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开题报告

1. 研究目的与意义（文献综述包含参考文献）

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。

2. 研究的基本内容、问题解决措施及方案

1.Research TopicThe paper attempts to conduct a research on advertising translation under the guidance of Skopostheorie to analyze the translation strategies employed by the translator. In addition, some common problems of advertising translation have been discussed with a view to putting forward four suggested solutions to the problems. These solutions include Skopos theory seen as the most suitable guideline, a true versatile translator, the necessity of Translation planning under the condition of globalization market and the significance of the translators attitude to translation. 2. Research MethodsThe research methods used in this thesis include document research, experimental summary method and qualitative research. Firstly, The author learns about puns and Skopostheorie in a comprehensive way. Secondly, based on practice puns translation in advertisements, it is important to study extant empirical materials, and raise them to the level of theory so as to summarize feasible strategies to guide future practice. Thirdly, the author is aimed to delve into true guns translation examples to analyze major factors which exert great influence on guns translation, so much so that principles and strategies can be brought into full play.