Abstract and Key Words

Abstract: Puns translatability has been a hot debate in the field of translation. It makes puns translation difficult to balance its meanings in different languages, cultures and habits of expression. This paper is about the techniques of punning and the translation of puns in English advertisements. Pun has many forms of expressions such as pun on homophone, homograph, grammar, idiom, etc. And this paper has some preliminary discussions in punning of English advertisement. It will be helpful with the primitive advertisement product propaganda if we understand the feature of pun in advertisement language and transmit inter-language effect.

Key words: English advertisement; puns; translation; pragmatic function

摘要：双关语是人类使用语言过程中的一种普遍现象，在不同的语言文化和习惯表达中双关语都表现出不同的涵义。在整个社会的言语交际过程，双关语都表现出极强的言语交际功能。本文通过对英汉双关语构成方式和语用功能的对比，旨在分析英汉双关语的异同之处，加深对双关语的了解，以便更好的使用双关语，为日常生活带来更多便利。同时，由于双关语在英语中应用比较广泛，所以了解双关语的交际功能对于进行有效的跨文化交际、外语教学、翻译和其它应用语言学科也具有积极的指导意义。

关键词：英语广告；双关语；翻译；语用功能

1. Introduction
   Punning 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. A pun is defined by Webster as "the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible applications; a play on words."
Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or idea by identified sponsors through the various media. Whether it is goods advertisement or public service advertisement, the creation of the advertisement is a comprehensive art.
The creation of the advertisement involves sociology, aesthetics, psychology, sound of electricity, literature and linguistics etc. The skills needed in this art are more than other forms of writing. It shows the vivid and interesting characters by the principle of salesmanship. And it has special communication to bring the reader's attention in a moment, stimulates the desire of buying and facilitates the behavior of buying finally. Therefore, the using of precision and appropriate in advertising literary language will make the influence of advertising language far beyond the advertisement itself. The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind.