CAJ | 학술논문

双关语语言含蓄、生动、机智、幽默，很好地突出了广告的特点，因而广泛用于广告创作。翻译时应采用恰当的翻译策略，力求再现原文双关语“标新立异”的语言特点，以确保译文和原文具有相同的功能，从而实现广告翻译的商业目的。结合具体实例探讨了广告用语中双关语的翻译。
쌍관어어언함축、생동、궤지、유묵，흔호지돌출료엄고적특점，인이엄범용우엄고창작。번역시응채용흡당적번역책략，력구재현원문쌍관어“표신립이”적어언특점，이학보역문화원문구유상동적공능，종이실현엄고번역적상업목적。결합구체실례탐토료엄고용어중쌍관어적번역。
With the linguistic features of being vivid and humorous, puns are often used in advertising to help achieve the desired effect of advertisements. In translation, the creative linguistic features of puns should be retained to the full by proper means so as to guarantee that the translated advertisement is equally attractive as the original and has the same function.