摘  要

作为一种应用型语言，广告英语有着其独特的语言风格和特点。修辞是广告语言中的一大亮点，而在众多的修辞手法中，双关语的使用最广泛。它简洁，幽默，生动的特点能很好的传达广告信息，吸引注意，加强记忆，使产品或者服务在市场上脱颖而出，更具有竞争力。因此，双关语深受广告商的喜爱，在广告中得到了大量的应用。为了能让后人在广告英语中的双关语翻译的实践活动中有一个参考，本文结合大量经典的实例分析，从双关语的定义，分类，作用以及翻译方法这五个方面对广告英语中双关语的翻译进行探讨。

关键词：广告英语；修辞手法；双关语；翻译

Abstract

As a practical language, advertising English has its own unique language style and features. Rhetoric is a light spot in advertising English. Among numerous rhetoric devices, puns are used the most widely. The concise, humorous, vivid features of it can convey advertisement information, attract attention, intensify memory well, which make the products or services outstand in the market and have more competitive. Therefore, puns are favored by advertisers and applied a lot. In order to make posterities have a reference in the activities of translation of puns in advertising English, with large number of analysis of classic examples, this paper discuss the translation of puns in advertising English from the five aspects: definition of pun, classification of puns, functions of puns and translation methods.

Key words: advertising English; rhetoric device; puns; translation

1 Introduction
With the elaboration of the international division of labor, development and increasing of global economic integration, the international circulation of commodities is more and more frequent and bears high commercial value. In order to become a winner in the world market, almost all countries and companies try their best to sell their products. Businessmen use many ways to make their products known by public, but there is no doubt that advertisement is the most popular and useful way.
The word "advertise" comes from the Latin word "Advertere", which means “a method used to call the attention of the public to a certain thing and induce their actions”. In the 17th century, because the commerce was prosper at that time, the word “advertise” begin to be used widely. In reference to the Merriam-Webster's Advanced Learner's English Dictionary, “advertise” is defined as “to announce publicly especially by a printed notice or a broadcast (advertise a sale)” and “to call public attention to especially by emphasizing desirable qualities so as to arouse a desire to buy or patronize (advertise a cereal)”.