Abstract:

With the development of the society, advertising is playing an increasingly important role in our life. More and more advertisers use rhetoric to make advertising more vivid and attractive. Pun is one of the common methods. Pun uses words or phrases which are ambiguous or homophonic to make the statement has a double meanings in a specific language context. Pun can create a rich imagination space for readers and stimulate the consumers’ interest. This paper divides the pun in English language into four categories: homographic pun; homophonic pun; grammatical pun; idioms and proverbs pun, and they are illustrated by examples. Meanwhile, the paper summarizes the main effects of advertising in English pun. Pun is able to generate a sense of humor; it also has economic effect and aesthetic value. Besides, pun can catch the readers’ eyes and deepen their impression about the advertised product or service. Then this article puts forward three common methods of translation: literal translation, free translation and annotated translation.

Key words: English advertisements; pun; application; effect

摘要：

随着社会的发展，广告在我们生活中也发挥着越来越重要的作用。越来越多的广告商使用修辞手法使广告更具有生动性和感染力。双关就是常见的方法之一。双关是利用单词或者词组的多义、谐音甚至同音来使语句在特定的语言环境中具有双重意义。双关能为读者创造丰富的想象空间，激发消费者的兴趣。本文将广告英语中的双关语分为四类：语义双关，谐音双关，语法双关和成语或俗语双关，并分别通过实例加以说明。同时，对广告英语中双关的主要效果进行了总结：双关能够产生幽默感，具有经济效应和审美价值；同时，双关还能吸引消费者的注意力，并加深消费者对该产品或者服务的印象。最后，本文提出了三种比较常见的双关翻译方法：直译，意译和注释性翻译。

关键词：广告英语，双关，应用，功能

1. Introduction
With the rapid development of our economy and society, advertising has been playing a more and more important role in our daily life. We can see advertisements everywhere, on TV and radio, in magazines or newspapers, in the city streets or on roads and even on our computer screens. That is to say we have been drowned in a large number of advertisements. We can say it is unimaginable for a modern society to exist without advertisement. Advertisements can provide people with the newest information about fashion, traveling, transportation, shopping and so on.
As is known to us all, the purpose of advertising is to stimulate the demand of consumption of the customers and finally persuade them to purchase the goods or services. Advertisements can be said to be an important tool to promote the merchants’ products. A successful advertisement relies on many factors, and the most critical factor is its language. Therefore, the language of an advertisement must be sincere, concise, vivid, emotional, colorful and most important, appealing. The advertisers should constantly refine language and keep improving to make their ads full of originality and impact.