从Delabastita的双关语翻译理论看英文广告语中双关语的汉译

On the E-C Translation of Puns in English Advertising Slogans from Delabastita’s Theory of Puns Translation

摘要: 双关是一种常见的修辞手法，广泛地应用于各个领域，特别是在广告语方面，能够为其增添意想不到的语境效果，但由于英汉语言和文化等方面存在差异，所以双关语的翻译问题是翻译研究中的一大挑战。本文将以Dirk Delabastita的双关语翻译理论为框架，探讨英文广告双关语的汉译，并结合劳埃德银行、星巴克等具体广告案例分析，阐述各策略在英文广告双关语汉译中的应用与效果。双关语汉译需根据具体情况选择最合适的策略，以实现原文与译文的最佳等值。本文的研究以期为英文广告双关语的汉译提供新的视角和些许参考。

Abstract: Puns are a popular rhetorical device that is widely used in various fields, especially in advertising slogans, to add unexpected contextual effects. However, translating puns poses a major challenge in translation research due to the differences in language and culture between English and Chinese, among others. This paper will discuss the translation of advertising puns from English into Chinese, focusing on Dirk Delabastita’s approach to pun translation. Drawing upon case studies from advertisements of Lloyds Bank, Starbucks, and others, the article showcases how various translation strategies are employed and their consequent impact in E-C translation. It emphasizes the necessity of selecting the most fitting strategy tailored to the unique context, thereby ensuring the best equivalence between the original and translated texts. This paper aims to provide a new perspective and some references for the translation of English advertisement puns.