论广告中双关修辞的翻译

On the Translation of Pun in Advertisements

广告活动不仅是一种经济活动,还是一种文化交流。广告文化是从属于商业文化的亚文化,自身又包含了商品文化以及营销文化。国际广告则是跨国界、跨文化的商品营销的宣传形式。在广告语言的运用方面,翻译者起着举足轻重的作用,同时也面临着由于各国文化与语言差异所带来的各种困难。双关语是广告中一种较为常见的使用手段。双关语的翻译本身就是一个难点,而广告中双关语的翻译则更加复杂。

Advertising activity is not only an economic activity, but a cultural interflow as well. Advertising culture is an infra-culture that belongs to business culture, including commodity culture and marketing culture. International advertising, which may go beyond national boundaries and cultures, is a kind of propagating in marketing. In the application of language, translators play a very important role, yet they are in face of many difficulties resulting from the differences between cultures and languages. Pun is often seen in advertisements. The translation of pun is difficult, and the translation of pun in advertisements is even more complex.