摘要

广告在当今这个已进入信息时代的商业社会中可谓无处不在，无孔不入。双关语因其幽默的特性，增强了广告的可读性和趣味性，继而大大加强了广告的宣传效果。因此双关语备受商家青睐。掌握英语广告中双关语的定义，对英语广告中双关语进行分类，并分析英语广告中双关语的修辞特点与功能，使译文中保留原文双关语所蕴涵的美感和效果，从而影响译文读者的购买行为,具有与时俱进的现实意义。所以，本文将着重从广告中双关语的几种类型分类提出相对应的翻译策略。

关键词：双关语，广告英语，翻译技巧

Abstract

Advertising English is very popular everywhere in this commercial society which has already entered into the information age. And puns can always be seen in Advertising English, because they have a sense of humor, which can more easily attract customers by adding more readability and interest to advertising. So it is very important for us to possess a good knowledge of advertising and puns, classify the puns in Advertising English, and analyze characteristics and functions of puns in advertisements in such an information age. In this way, we can remain the original beauty and effects implied in the advertisements, and then affect the reader’s buying behavior. Therefore, my paper will classify these puns. And according to these different types, I will put forward some translation strategies.

Key words: puns, advertising English, translation strategy

I. Introduction
At this age of information, advertisements are playing an important role in all walks of life and have become an important source of information. As advertisements appear almost everywhere, on TV, Internet, newspapers and radios, the novelty and attraction of advisements will have great effect on the sale of products to some extent. Therefore, advertisers have to employ all kinds of rhetorical devices to attract the attention and arouse the interest of the public.

1.1 The Definition of Puns
    Puns, originated from Latin word paronomasia with the meaning “to call by a different name”, involve the use of suggesting two or more meanings, commonly literal meaning versus figurative meaning or the use of homonyms, that is to say, different words which look or sound the same but have different meanings.