术语“双关法”的详细信息

英译术语:

pun

汉语语境:

随着改革开放的深化和中外文化间的频繁交流，英语广告逐渐在中国广告市场中占据重要地位。英语广告中双关语的应用在一定程度上增加了英语广告的魅力。广告双关语是一种特殊的修辞言语，只有在很好地理解它的基础上才能很好地利用它为广告服务。为了使广告译文保留原有魅力，需要考虑源语的语言特征、语境、文化背景等，并采取适当的翻译方法再现英语广告的魅力。

英语语境:

With the deepening of reform and opening-up as well as the frequent exchanges between Chinese and foreign culture, English advertising has gradually been taking its vital place in Chinese advertising industry. Moreover, the application of puns in English advertisements adds the charm of English advertising. Pun in advertising, as a special rhetoric, can be used to serve advertising only when it is understood well. In order to make the advertisements retain the original charm in Chinese translation, we need to consider source language features, context, cultural background and so on, and then adopt the appropriate translation methods to reproduce the charm of English advertisements.