Abstract

With the continuous development of economy and the frequent communication of information, people find themselves being surrounded by various English advertisements anywhere, anytime. To survive in the competitive market, almost all the enterprises are launching new marketing strategies all the time. Therefore, advertising and advertisement translation is indispensable.
The creation of the advertisements is a comprehensive art. As for English advertisements, apart from their unique lexical and syntactic features, rhetorical devices are widely employed to polish the language. Of all figures of speech, punning becomes the most popular one among the advertisers for its conciseness, humor and wit.
This paper consists of three parts. The first part states the definition, classification and characteristics of puns. The second part illustrates the application of puns in English advertisements through a large number of examples from four aspects. The third part points out the “functional equivalence, the effect of priority” is the basic principle of translating puns in advertisement and probes into six translation strategies of puns in English advertisements, aiming to provide useful information for translators.

Key words: English advertisements; puns; application; translation

摘  要

随着经济的不断发展和信息的频繁交流，英语广告在人们的生活中随处可见。为了在竞争激烈的市场中存活，几乎所有企业都在不断推出新的营销策略。因此，广告和广告翻译必不可少。
广告的创作是一门综合艺术。广告英语除了在词汇和句法方面独具特点,还广泛应用修辞手法润色语言。其中，双关语以其简洁、幽默、智慧等特点，成为最受广告商青睐的修辞手段。
本文共分三个部分。第一章陈述双关语的定义、分类和特点。第二章引用大量的实例,从四个方面阐述双关语在英语广告中的应用。第三章指出“功能对等，效果优先”是广告双关语的基本原则，同时探讨英语广告中双关语的六种翻译策略，旨在为翻译工作者提供有益的参考。

关键词：英语广告；双关语；应用；翻译