Abstract:

Pun plays an important role in English advertisement. Due to specific pronunciation, spelling and different culture, it is acknowledged that pun is difficult to translate. However, to some extent, on the basis of existing data, the paper analyzes that it is possible to translate puns. While translating, translators should make use of different ways to remedy and amend chosen language to meet requirements and effects wanted. In the first part, this paper introduces the definition of English advertisement. Then it introduces the classification of pun and language characteristics and functions of the pun in English advertisement. So this paper puts forward seven translation techniques: free translation, preserving both meanings, translating via cross-cultural knowledge, emphasis, compensation, literal translation and making dynamic translation.

Key words: English Advertisement; Puns; Translation Techniques

摘要：

广告英语的运用应该越来越广泛，而双关语起着很大的作用。由于语言特定的发音和书写，还有两种语言之间的文化差异,双关语一直被认为是不可译的。然而依据前人的经验指导，研究者认为双关语在一定程度上是可译的，在翻译的过程中译者应通过各种方式来纠正和修改使用的词语以达到翻译要求和效果。本文从广告英语和双关语的定义入手，介绍了双关语的分类以及其在广告英语中的语言特色和功能特点，提出七种常用翻译策略: 契合译法，分别表义法，套译法，侧重译法, 补偿译法, 直译法和动态翻译法。

关键词：广告英语；双关语；翻译策略

1. Introduction 
With the rapid development of global economy, the international trade is frequent. For selling products and exploring the new international market, enterprises pay more attention to advertisements. Because of economic globalization, English advertisement is one of important constituents of the market that is particular and has great difference from common English. It is introduced from different aspects in the book Advertising English, written by Wang Yanxi. This book has seven chapters，which mainly involves the history, structures, content, advantages and disadvantages of English advertisement. Advertisers always lay emphasis on rhetoric which it creates incisive, unique and extraordinary message to make advertisements vivid and attractive, and undoubtedly and obviously the use of pun can give the best expression to tact and humor. To translate pun gracefully, elegantly, distinctly and understand ably, you should adopt appropriate translation strategies.