Abstract:

Nowadays, with the booming of economy, English advertisements are playing an increasingly important role in our daily life. Especially puns used in English advertisements are more attractive and impressive. The English advertisement has characteristics of novel idea, flexible language and variations of form. Vocabulary, sentences and rhetorical devices also add colors to advertising English. The pun is a widely used rhetorical device with strong power. It uses simple language to describe deeper and inner concept of things. Therefore, adding puns to advertisements is the favor of advertisements producers. Meanwhile, consumers are also fond of it, which affects more or less the purchasing willingness of people. But due to the double meanings of puns, the translation of puns in advertisements will be a difficult point. This paper, with examples, mainly makes a discussion of the applications of puns in English advertisements as well as strategies in the translation of puns in advertisements.
 
Keywords: Advertising English；Puns；Translation

摘  要：

现如今，随着经济的发展，英语广告在我们日常生活中日益重要。尤其是在英语广告中加入双关语更引人注目，令人印象深刻。新颖、灵活及其形式多样化是广告英语的独特性。词汇，句法和修辞手法也常被用来给英语广告增添色彩。双关语是广泛使用，表现力极强的修辞手段。它使用单一的语言来表达更深事物的含义。因此，在广告中添加双关语受广告商青睐，也受顾客喜爱，这也或多少地影响了人们的购买行为。但是,由于要透彻地解释双关语的双层含义，英语广告中双关语的翻译成了个难点。本文结合实例详细地探讨了双关语在英文广告中的应用及相应的翻译策略。

关键词：广告英语；双关语；翻译

1  Introduction
    This paper mainly talks about the applications, functions, effects of puns in English advertisements as well as the barriers and strategies of translating puns in advertising English. The central topic is focused on the translation of puns in English advertisements. Here, with help of a great number of examples to analyze the effects of English puns, we can easily understand the importance of it. Due to the existence of puns, advertisements become more compelling and impressive. The pun is useful in the advertisement, and favored by producers and purchasers. If the advertiser satisfies people’s requirement by making full use of it, the product can strike down all the others so as to win the market. What’s more, it is highly important for advertisers to carry out an excellent advertisement to promote their products. Nevertheless, figures of speech is a good means to achieve the goal. As we all know, the pun is an effective way to make the advertisement attractive, precise, accurate, vivid and forceful and so on.