摘　要

如今，网络资源越来越丰富，经济全球化俨然成为了经济的主导力量。因此，广告便迅速发展起来。经济和信息全球化，使得英语广告成为了一个重要的角色。广告是一门科学，是一门艺术。广告的好坏直接影响的是消费者的想法，从而更进一步影响商品的销售情况。在经济全球化的时代，广告也是在全球化发展。因此，翻译广告也是如此重要。巧妙翻译广告才能传达原文的目的和艺术。在英语广告中双关语的运用较为普遍，但是翻译起来并不是那么容易。本文通过比较研究同音双关、近音双关、语义双关、语法双关、仿拟双关和俗语双关在英语广告中的运用，点明双关语的巧妙性。然后通过归纳分析，引出直译法、意译法、仿拟译法和注释译法在广告翻译中的巧妙运用。

关键词：英语广告；双关语；翻译

Abstract

In recent years, network resources as very necessary information are increasingly abundant. Economic globalization is exactly like on the path to global dominance. As a result, the advertising industry developed at a high rate of speed for its transmitting persuasive information. As economy and information are globalizing increasingly, English advertisement has become an indispensable part of our lives. It has become an extremely important role. Advertisement is something like a kind of science, and advertisement is something like a kind of art. The quality of the advertisement can directly influent the customer’s thought which will immediately affect the commodity’s selling. In another word, it can impact on quantity of sale and brand influence. In the age of economic globalization context, the development of advertising is soaring sharply. As a result, the translation of advertisement is such significant. Only to translate the advertisement artfully can convey the purpose and art of the original one perfectly. In English advertisement, pun as a rhetorical approach is widely used to improve the quality of the advertisement. However, it is not easy to translate it efficiently. Through analyze the classic advertisements which are used with homophonic pun, paronomasia, homographic pun, grammatical pun, parody pun and idiomatic pun, this paper figures out the art of the English advertisement. Then through inductive analysis, this paper presents some efficient ways to translate English advertisement which are containing the pun. There are literal translation, free translation, parody translation, and annotated translation.

Key words: English advertisement; pun; translation

1  Introduction
1.1 Background of this paper
In this era of fast economic development, Internet is rapidly developing and popularizing, which leads to Information Globalization. As a result, the advertising industry developed at a high rate of speed for its transmitting persuasive information. As economy and information are globalizing increasingly, English advertisement has become an indispensable part of our lives. Now advertisements are ubiquitous, and English advertisements even can be found everywhere.