Abstract:
In the modern society, advertisements are playing a very important role in the market of products. Many businessmen try to attract customers’ attention through the advertisements. The use of advertising language also becomes more and more important. In order to make the language more appealing, the advertising language puts emphasis on the rhetoric. Pun is a kind of rhetoric method, which is often used in the advertisement. Some people define the pun as “the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible application; a play on words.” By using the pun, advertisements can leave a deep impression on readers by its conciseness, connotations and humor. In recent years, many researches on the pun of advertisements are mainly on the structures, pragmatic function and aesthetic function. This paper tries to summarize some applications of the pun in advertisements and translation of the pun in English advertisements to make people better know the pun and learn something useful in our English study.

Key words: English advertisements; pun; application; translation

摘  要：
在现代社会，广告在产品的销售中起着十分重要的作用。许多商人都通过广告来吸引顾客的注意力。广告语言的使用也变得越来越重要。为了提升语言的感召力，广告语言比较注重修辞手法。双关语是一种经常被用在广告中的修辞手法。有人把双关语定义为:“在一定的语言环境中，利用词的多义和同音的条件,有意使语句具有双重意义，言在此而意在彼的修辞方式。”双关语具有简洁，内涵深刻，幽默等特点。在广告语中使用双关能够给读者留下深刻印象。近年来，许多学者的研究都集中在双关语的结构，语用功能和美学功能上。本文研究了双关语在广告中的应用和英语广告中双关语的翻译，希望读者对双关语有更多了解并让我们在学习英语的过程中也得到一些启示。

关键词：英语广告；双关语；应用；翻译

1 A Brief Introduction of Advertisements
Advertising is non-personal communication of information, the purpose of which is to attract customers’ attention through various media. Whether it is goods advertisement or public service one, the creation of the advertisement is a kind of comprehensive art which involves sociology, aesthetics, psychology, literature and linguistics etc. The skills needed in   advertisements are more than different writing methods. A successful advertisement usually shows vivid and interesting characters, thus draws the readers’ attention in a moment and stimulates their desire of purchasing and finally makes the customer buy the product. In a sense well-selected advertising language with deep connotations sometimes even have more influences than the advertisement itself. For instance the pun is a kind of rhetoric and is often used in English advertisements.