Browsing by Author "BESSAHA, Nassim"

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    Difficulties of Translating Puns in Advertising from Arabic into English Analytical and Critical Study of اعمار Dubai Properties’ Brochures
    (ummto, 2017-06) BESSAHA, Nassim; BOUZID, Thilelli
    Pun is a form of wordplay that creates a double meaning in context. It serves to create some kind of communicative effect, humour, attention-getting or persuasion. This rhetorical device is excessively used in the field of advertising to give the text an aesthetic touch to persuade and attract the consumers. This work is an attempt to propose some strategies to overcome the difficulties of translating puns from Arabic into English in advertising. It is a analytical and critical study of the strategies used to translate Puns from Arabic into English in اعمار Dubai Properties’ brochures .This will be carried out on the basis of a model proposed by Dirk DELABASTITA, in which he has identified eight strategies that are likely to be adopted when dealing with the translation of puns. The theoretical frame work is based on linguistic approaches and translation theories, for the former, it is the Pragmatic approach whereas for the latter is the Relevance theory and the Skopos theory.