Abstract
Television commercial is an important form of advertising. Since television advertising is broadcasted through visual media, compared with other forms of advertising, the language in television commercials has its own characteristics. And punning is a very common rhetoric used in English advertisement. The puns in English television commercials are emphatically discussed in this paper. By the ways of phonetics puns, semantics puns, grammatical puns and idiomatic puns, the technique of puns is expressed. Pun translation itself is a difficult point for the translators while the translation of puns in commercials is even more complicated. Taking Nida’s functional equivalence theory as the instruction, combining with the instances, this paper discusses approaches to translate puns in commercials and tries to explore the strategy of puns translation.
Keywords   TV commercial   pun   translation   functional equivalence theory   strategy

电视广告是一种重要的广告形式，由于电视广告是经由可视媒体传播，因此相较于其它广告形式，电视广告的语言具有自己的特色。而双关语是英文商业广告中一种相当常见的修辞手段。本文着重探讨英文电视商业广告中的双关语，从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。双关语的翻译本身就是一个难点，而广告中双关语的翻译则更加复杂。结合实例，以奈达的功能对等理论为指导，对电视商业广告中的双关语的翻译进行研究，旨在探讨双关语的翻译策略。
关键词  电视商业广告   双关语   翻译   功能对等   策略

Advertising language has long attracted a lot of attention of the researchers studying on varied subjects like Business Promotion, Consumer Psychology and Customer Praxiology. The reason is obvious since the ultimate goal of advertising is to encourage people to purchase the merchandise advertised. However, the language used by the advertisers does not only arouse the interest of business researchers but also the people who are into the linguistic choices themselves.