Abstract
Puns are regarded as one of the most prominent rhetorical devices applied in advertisements, for the sake of enriching the content, raising audiences’ interest and exerting profound influence on their buying-decision. Yet it is perplexing to translate puns vividly in that both double meanings and the style of advertisement should be taken into account (Nide &Taber 12). This paper introduces distinct types of puns: homophonic pun, homographic pun, grammatical pun and parody pun，puns’ characteristics and their functions in English advertisements. Moreover, on the basis of Mr. Li Kexing’s translation strategy and its application, the translation strategies of puns in advertisements are put forward: literal translation, free translation, creative translation, condensed translation, supplementary translation and complied translation. Through studying this article, a general concept will be formed in the aspect of translation expertise of puns in advertising languages and certain knowledge will be acquired to manipulate it to create a language context and achieve purposes in advertisements with puns in them.
Key words: advertising language, pun, translation strategy
Contents
1. Introduction    1
2.    Demonstration    2
2.1 Classification and characteristics of puns in English advertisements    2
2.1.1 Homophonic Pun    2
2.1.2 Homographic Pun    3
2.1.3 Grammatical Pun    4
2.1.4 Parody Pun    4
2.2 Functions of puns in English advertisements    4
2.2.1 Wit and humor    4
2.2.2 Creativeness and originality    5
2.2.3 Aesthetic function    5
2.2.4 Economical function    6
2.3 Introduction of Mr. Li Kexing’s strategy in the translation of English advertisements    6
2.4 Application of Mr. Li’s theory in translation strategies of puns to English advertisements    8
2.4.1 Literal translation    8
2.4.2 Free translation    9
2.4.3 Creative translation    10
2.4.4 Condensed translation    11
2.4.5 Supplementary translation    12
2.4.6 Complied translation    12
3. Conclusion    13
Works Cited    15
Bibliography    16