Abstract: Combining the characteristics of English advertisements and some instances, this thesis discusses the particularities of puns in the English advertisements. Then it discusses the translatability of puns in the English ads. The focus of this thesis is to discuss the translation of the pun under the guidance of skopostheorie which was postulated by Vermeer and Nord. According to skopostheorie, the translation purpose of the source text decides the translation strategies and methods. And since all translation actions have different aims, translators should select a particular purpose to translate in terms of the specific case of translation to get an appropriately functional translation text. This theory stresses appropriateness rather than equivalence, that’s which different with the traditional view “functional equivalence”. Under the guidance of skopostheorie, the translators could exercise initiative as far as possible to find the most appropriate translation strategy.
Key Words: skopostheorie; English advertisement; pun; translation

摘  要：结合了广告英语的特点和一些实例，这篇论文先讨论了再英语广告中双关语的特色，随后探讨了再英语广告中双关语的可译性。本文的重点是在费米尔和诺德的目的论的理论指导下讨论广告中双关语的翻译。根据目的论，翻译的目的决定翻译的策略和方法。因为不同的翻译行为有着各种不同的目的，翻译人员应当根据特定的翻译情形选择不同的合适的目的，从而得到在功能上适合的译本。目的论强调的是合适而不是对等，这一点正是与传统的“等值观”的不同之处。由目的论作为指导，翻译人员可以自在发挥主观能动性，找到最合适的翻译策略。
关键词：目的论；英语广告；双关；翻译