关键词：广告英语； 双关语； 翻译
Abstract:Advertisements use the simplest language to express the most complex meanings. The charm of language can have a full play in the advertisements. The purpose of advertisements is to impress people and stimulate people’s desire for shopping. Each word and sentence should be able to give full play to its "charm" and the product should be able to achieve the business purpose. The puns are useful techniques which can express double meanings, both get people’s attention and lead them fall into imagination in a certain language situation. The skillful use of puns makes advertising language simple, humorous and vivid. Therefore, punning is one of the most frequently used ways in advertising. This paper explores punning and translation of puns in English advertisements. It deals with various ways to form puns, and the techniques of translating puns in advertisements.
Key words： Adevertising English；pun; translation...