Translation of Puns in Advertisement from the Perspective of Relevance Theory

• 作者: 冀文俊 李晶
• 来源期刊: 海外英语
• 学科: 文学
• 关键词: RELEVANCE THEORY ADVERTISEMENT PUN TRANSLATION
• 年，卷（期）: 2014,（16）
• 页码范围: 113-115
• 页数: 3页
• 分类号: H315.9

摘要

Since the Relevance Theory was developed in 1986, it has been applied to translation theories and practice by researchers. In a global economic background, advertisement translation practice has gained much attention from enterprises and consumers. As an important rhetoric means of advertisement, puns are faced with differences in language and culture, which makes it difficult to translate them between English and Chinese. This paper aims to analyze the translation of puns in advertisement through the application of Relevance Theory. Detailed examples will be given in order to maximize the benefit of advertisement broadcast and at the same time remain its creativity. It is a keen hope that this paper would be helpful to those advertisement translators.