Abstract:

Advertising is an effective means of international trade and have promoted the development of international economy. So the study of advertising translation has also caught people’s attention. What’s more, pun is often used in English advertisements to achieve the goals of advertisers. This paper analyzes the function and characteristics of puns in English ads and then studies the translation of puns in English ads based on the relevance theory. Advertisement translation examples are given to explain how ads translation can help the receivers understand the translator’s intention better and achieve optimal relevance. Then, some translation methods in translating advertisements are proposed , such as literal translation, free translation, creative translation and so on. So the conclusion is that advertisement translation can be guided by Relevance Theory, and the translator should use various effective methods in advertisement translation to achieve the ultimate goal, that is , the optimal relevance.           

Key words:  English advertisements; pun; relevance Theory; translation method

摘要：

广告是国际贸易的一种有效手段，它促进了国际经济发展。同时广告研          究也得到了极大地关注，而双关更是英语广告者为了达到目的而经常使用的修辞手法。本文首先分析了英语广告的双关语的分类及产生的效果，并从关联理论视角研究英语广告中双关语的翻译。本文运用关联理论分析了广告实例如何帮助读者有效地接收译者信息，获得最佳关联。在此基础上，阐述了诸如直译，意译，创译等在广告翻译中的应用。最后得出结论：关联理论能有效地指导广告翻译，译者需要有效地选择翻译方法,，达到最佳关联的目标。

关键词：英语广告; 双关语; 关联理论; 翻译方法

1.Introduction
With the development of economy and international trade, advertising has gained more and more attention. In fact, we are living in a world full of advertisements and are persuaded into purchasing every day by the advertisements. The purpose of the advertisements is to attract the audience’s attention and persuade them to buy the products or services. Modern advertisers make every effort to work out creative advertisements and persuade potential customers. In order to leave the audience a deep impression and achieve their goals, they use various rhetorical devices in advertisement languages, such as metaphor, rhythm and pun. Since modern advertising is becoming more and more persuasive, the devices used in it can help to keep the products or services appealing and salable. It is obvious to see that puns are widely used in advertisements both at home and abroad, and this paper mainly focuses on puns in English advertisements.