广告英语中双关语的翻译

双关语的可译性一直是翻译界争论的热点。语言、文化及表达习惯的差异,使双关语翻译难以兼顾其双重含义。"功能对等"理论以译语读者为中心,注重译文在译语语言和文化环境中所预期达到的功能,为双关语的翻译另辟蹊径。对英语广告中双关语的翻译来说,译文只要能产生与原文相似的广告效应,能使译文读者获得与原文读者近乎相同的感受就是成功的翻译。

On the Translation of Puns in English Advertisements

Puns translatability has been a hot debate in the field of translation.Different languages,cultures and habits of expression often make puns translation difficult to balance its dual meaning.The theory of "Functional equivalence",putting the target language readers in the center and focusing on the expected function achieved in the target language and in its cultural environment,provides a novel idea for puns translation.For puns translation in English Advertisements,as long as it could create the same or similar effect as the original advertisement,and make the readers in target language almost have the same feeling as the readers in source language,it's a success of treason.