Difficulties of Translating Puns in Advertising from Arabic into English Analytical and Critical Study of اعمار Dubai Properties’ Brochures
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Date
2017-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
ummto
Abstract
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.
Description
p.55; 30 cm. (+CD)
Keywords
Pun, Wordplay, Advertising, Translation.
Citation
Arabic-English-Arabic Translation