Application of Pragmatic Theories on Humorous Language in Advertisement and their Translations

摘要

This paper will analyze the humorous language in advertisement and their English to Chinese and Chinese to English translations from the pragmatic perspective.Some pragmatic theories including the Relevance Theory,the Cooperative Principle,and the Speech Acts will be introduced to discuss how the humor effects and how to translate it efficiently,i.e.,achieving the equivalent effect in the context.The aim of the paper is to comprehend the humor and to analyze how to translate the humorous language in advertisements fromthe perspective ofpragmatics.