摘  要

双关语是英语广告中一种较为常见的修辞手段。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。本文从语音双关、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。并在考虑双关语的双重含义及广告语体风格的基础上，从意译法、拆译法、侧重译法、套译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。并进一步解释了英语广告语中双关的审美功能、幽默或讽刺功能和说服功能。

关键词： 双关语；翻译；广告语言

Abstract

Pun is one of the most common rhetorical devices used in advertisement. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. This paper is about the techniques of punning and the translation of puns in English advertisements. It expresses the technique of pun by the ways of homophonic pun,semantic pun, grammatical pun and idiom pun. And this paper has some preliminary discussions in punning of English advertisements through the methods of free translation,division translation, major translation ,borrowing translation and compensate translation. This paper also explores the the aesthetic function, humor or irony function and persuade function of puns.

Key words: pun; translation; advertising language

1 Introduction
  Nowadays, along with the continuously development of market economy under the backdrop of globalization and the rapid social development. Advertisement, as a means of competition, is everywhere. The form of advertisement differs in thousands ways and the creative of advertisement is infinite in various. The language of advertisement is a major means of advertising purposes. It takes advantage of marketing principle to write tastes and interesting text, which has a special appeal to arouse the readers’ attention and stimulate their desire to buy, and eventually to buy it. But it is not easy to attract the customer and left a deep impression in the shortest time. In order to design a successful advertisement, the advertising creatives pay attention to use a variety of rhetorical devices. As a most common figure of speech, pun is widely used and much-loved in English advertisement creative. Pun, as a common rhetoric, can enrich language expressions, enforce the effect of language. In everyday life, in communication and literature works is widely used. This paper mainly discusses the definition, classification, function of puns, and explores some methods to translate. Its purpose is to stress the importance of puns in the English advertisements.