Publications

Publication details [#5856]

Quillard, Geneviève. 2001. La traduction des jeux de mots dans les annonces publicitaires [Translating wordplay in advertisements]. In Chapdelaine, Annick, ed. Traductologie et diversité [Translation studies and diversity]. Special issue of Traduction Terminologie Rédaction (TTR) 14 (1): 117–157.
Publication type
Article in Special issue
Publication language
French
Keywords
advertising | creativity | humour=humor=joke | rhetoric | semantics | word play=wordplay=pun

Abstract

This paper is based on a corpus of about two hundred humorous advertisements published in various magazines. Its aim is to study the techniques of creation and (re)creation used in the source and target texts to create humorous effects. The analysis is based on rhetoric and interpretative semantics and it will show not only that wordplay can be translated, but that the translations are often excellent.
Source : Bitra