摘　要
 
广告在当今这个已进入信息时代的商业社会中可谓无处不在，无孔不入。双关语因其幽默的特性，增强了广告的可读性和趣味性，继而大大加强了广告的宣传效果。因此双关语备受商家青睐。但是，双关语一般是按照特定的字形或发音构成，而英汉两种语言的文化差异使得广告文体中的双关语一直被认为是不可译的。双关语的翻译本身就是一个难点，而广告中双关语的翻译则更加复杂。本文从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、分别表义法、套译法、侧重译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。本文认为，语言不可能完全的对等，尽管在翻译中不可避免丢失双关语效果，但是广告中的双关语是可以翻译的。本文将以多个典型实例分析和探讨广告中双关语的翻译方法和效果。

关键词：广告语言；双关语；翻译

Abstract

    Advertising English can be seen everywhere in this commercial society which has already entered into the information age. And puns are warmly welcomed by enterprises, for they are characterized by their humorous effects, which would probably strengthen the effects of advertising by adding more readability and interest to advertising. However, puns, closely related to the form and sound, have long been considered “untranslatable” due to the cultural divergences between the two different languages. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. This paper is about the techniques of punning and the translation of puns in English advertisements. It expresses the technique of pun by the ways of homophonic pun, homographic pun, grammatical pun and idiom pun. And this paper has some preliminary discussions in punning of English advertisement through the methods of fit translation, semantic translation, set translation, priority translation and compensatitive translations. This paper holds that there is translatability of puns, though it is impossible for us to retain the original flavor completely, for “there can be no absolute correspondence between two languages”. This thesis will analyze and discuss the way and the effects of translating of puns in advertising English.

Key words: advertising language; pun; translation

1 Introduction
Advertisements are forcing their way into people’s lives. People refer to advertisements in their daily lives because they are consumers. But, what is advertisement? How to definite it? An advertisement is a piece of content that Commerce Server delivers on a Web site based on a specific formula for delivery referred to as Need of Delivery (NOD). An advertisement typically has a delivery goal, date ranges, and target attributes. After you create an advertisement, you schedule the advertisement, specify the Web pages where the advertisement is to appear, and target the advertisement to a specified group of customers. You can also specify your advertisement display. For example, you may want an advertisement that contains text and an image, or you may want an advertisement that contains text only. After you specify the appearance of the advertisement, you can preview the advertisement display.