Translation Of Pun Advertising From Perspective Of Adaptation Theory

With the development of economic integration, the status of modern advertising, especially its impetus in business activities, has been further enhancing. Thus, the translation of advertising attracts the attention of advertisers, authorities and translators. Punning, a concise way to express humor and wit is favored by advertisers to enrich the appeal of language. Therefore, both theoretical and practical effects are highlighted in the translation of pun advertising.Adaptation Theory proposed by Verschueren (2000) theoretically and practically presents a new prospective to interpret the adaptation in pun advertising translation. According to this theoretical foundation, the reason why translators can make linguistic choices in translation process is that language is characterized by three hierarchically related and fundamentally inseparable notions, i.e. variability, negotiability and adaptability. The choice of language can be investigated from four angles:contextual correlates of adaptability, structural objects of adaptability, dynamics of adaptability, and salience of adaptation process. These four angles are integrated in pragmatic methodology. Pun advertising translation is a highly emotive intercultural activity. Actually, the process is a kind of continuous making of linguistic choices and adaptation for marketing.The thesis is composed of four chapters.Introduction includes significance of the study, objectives of the study, rationale of the study and organization of the study.The first chapter defines and introduces characteristics and functions of puns, and then it provides a review of the research conducted in China and abroad so far.The second chapter is the theoretical foundation---Adaptation Theory. This chapter explains the major contents of Adaptation Theory proposed by Verschueren.The third chapter provides a detailed analysis of adaptation in pun advertising translation.The forth chapter gives the strategies of pun advertising translation. Conclusion puts forward some limitations of the study and offers some suggestions for further studies.This thesis selects abundant well-known brands domestic and abroad as data, tries to analyze the translatability and translation strategies of pun advertising translation and dedicates to the creation and translation of pun advertising.