摘要 

广告利用各种媒体广泛传播信息，达到宣传的目的，引发公众的消费欲望和购买行为。广告双关作为一种特殊的目的文体，其特殊的功能和语言特点决定了广告双关翻译具有其独特的标准和特点。因此，在双关语的翻译过程中，要考虑跨文化因素，译者在广告翻译中运用策略和翻译理论，处理英汉之间的差异和双关语的特殊性是十分必要的。本论文将着重从跨文化的角度对广告中的双关语翻译进行研究，总结出在实际应用中翻译双关语的策略和有效方法。

本文总结了双关语翻译中存在的问题及产生的原因，并提出了跨文化条件下广告中的动态功能对等理论，并将该策略应用于双关语广告的实际应用中。

关键词：广告翻译；双关语；跨文化视角；翻译策略

Contents

Chapter 1 Introduction 1

1.1 Research Background 1

1.2 Research Purposes 1

1.3 Research Significance 1

Chapter 2 Literature Review 3

2.1 The Previous Studies on Pun Translation of Advertising at Home 3

2.1.1 The Previous Studies from the Literal Perspective at Home 3

2.1.2 The Previous Studies from the Context Perspective at Home 3

2.1.3 The Previous Studies from the Communication Perspective at Home 4

2.2 The Previous Studies on Pun Translation of Advertising Aboard 4

2.2.1 The Previous Studies from the Rhetoric Equivalence Perspective Aboard 4

2.2.1 The Previous Studies from the Dynamic Equivalence Perspective Aboard 5

Chapter 3 The Issue in Pun Translation of Advertisements 7

3.1 Puns not Reflected in the Translation of the Context 7

3.2 Puns not Translated in the Aim of Advertising 7

3.3 Puns not Translated with the Consideration of the Culture Differences 8

Chapter 4 The Analysis on the Cause of the Issue in Pun Translation of Advertisements 11

4.1 The Differences of the Chinese and English Language 11

4.2 The Differences of the Chinese and English Expression 11

4.3 The Differences of the Chinese and English Culture Background 12

Chapter 5 Strategy in the Application of Pun Translation in English Advertisements 13

5.1 Dynamic Functional Equivalent Strategy in The Linguistic Translation 13

5.2 Dynamic Functional Equivalent Strategy Application in Pun Advertising Translation 13

5.3 Dynamic Functional Equivalent Strategy with the Consideration of the Culture Difference 14

Chapter 6 Conclusion 17

References 19

Acknowledgements 21