广告语作为一种重要的跨文化交际手段,对开拓市场、引导消费、丰富生活起着重要的作用。广告语中修辞艺术的翻译质量直接影响着跨文化广告的传播效果。本文从关联理论的角度出发,讨论了跨文化广告的修辞艺术特点和相应的翻译方法。 Advertising slogans, as an important means of cross-cultural communication, play an important role in opening up the market, guiding consumption, and enriching life. The quality of translation of rhetoric art in slogans directly affects the effect of cross-cultural advertising. From the perspective of relevance theory, this article discusses the rhetorical features of cross-cultural advertising and the corresponding translation methods.