Abstract and Key Words

Abstract: Punning is one of the most common rhetorical devices used in advertisement. The translation of puns is difficult because of the double meanings, and the translation of puns in advertising English is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement. Pun has the ability to make the advertising language more interesting and more humorous, which can attract the would-be consumers’ attention and promote the purchasing action. Pun can be divided into homophonic, homographic, grammatical and idiomatic puns. According to the double meanings of a pun and the linguistic style of advertisement, one can use explication, parody translation, omission and compensation to translate puns.

Key words:  Advertising English; pun; translation

摘要：双关语是英语广告中一种较为常见的修辞手段。双关语的翻译本身就是一个难点，而英语广告中双关语的翻译则更加复杂。双关语不仅能增加广告的趣味性和幽默感，更重要的是使广告更能吸引人们的注意力，便于记忆，增加宣传攻势力度，以此达到宣传产品的目的。本文从谐音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的应用作了阐述。从双关语的双重含义及广告语体风格考虑，双关语的汉译可采用分别表义法、套译法、侧重译法、补偿译法等译法。

关键词：英语广告；双关语；翻译

1. Introduction
Punning, one of the most important rhetorical devices, is widely used in poems, novels, stories and advertisements. Punning is popular with people because it can bring about special effects such as witty and humorous. Because of its humorous, economical，thought-provoking and aesthetic effects, puns are continually used in advertising English to catch consumers’ eyes and draw their attention. However, the translation of English pun seems to be extremely difficult. Due to different social conditions, cultures, laws and regulations, religion and beliefs, customs and educational levels, sometimes it is hard to reproduce the novelty and beauty of the source advertisements authentically.
    After examining the previous researches on puns translation done by the scholars from overseas and domestics, the author proposes four strategies for puns translation in English advertisements：explication, parody translation, omission and compensation.
    With the above part as an introduction to this thesis, the rest expands the theme ideas as follows:
    Part Two explores the classification of puns in advertising English.
Part Three focuses on the translation of puns in advertising English. Some translation strategies that are applicable to the pun translation will be enumerated with the help of abundant authentic.