摘要

随着全球化程度的日益加深，中外间经济、文化交往日益密切，国际间商品流通的日渐频繁也使广告深入到了社会生活的方方面面。广告商为了吸引消费者注意、刺激消费欲望，往往会在广告中运用很多双关语，这加大了广告翻译的难度。由于文化差异，广告语中双关语的翻译存在很大困难。本文旨在利用奈达提出的功能对等理论，对具有代表性的中外广告双关语进行分析，用广告双关语翻译实例阐释这一理论在英汉广告互译中的应用，并最终尝试总结出一系列适用于广告双关语翻译的翻译策略。

关键词：广告双关语 翻译 功能对等理论

Abstract

With the deepening of globalization, the exchange of economy and culture between China and other countries has been more and more close and advertisements of products have influenced all aspects of social life because of the frequent international commodity circulation. In order to attract consumers’ attentions and stimulate consumers’ desires, advertisers often use a lot of puns in ads which added difficulties in translating advertisements. Because of the cultural differences between Chinese culture and Western culture, to translate puns in English ads has been harder than other types of themes. This paper aims at introducing Nida’s functional equivalence theory and illustrating the application of functional equivalence theory in advertisement translation between Chinese and English by employing authentic advertisement translation examples. Finally, based on the discussion of the guidance of functional equivalence theory to puns translation in advertisement, the author tentatively suggests some guiding principles for puns translation in advertisements between Chinese and English under the guidance of this theory.
 
Key words: Advertisement; puns; Functional Equivalence Theory