【正文】 trategies is not always applied on its own, and sometimes two or more stratrgies are jointly employed in advertisement translation in accordance with the principle of optimal relevance depending on the situation.Key words: Advertisement 。雙關(guān)，一種集幽默與智慧于一身的語言表達(dá)形式，因其獨(dú)特的語言魅力而倍受廣告商的青睞。關(guān)鍵詞：廣告；雙關(guān)語；語用功能；翻譯IntroductionThe definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal munication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media. It is a device to arouse consumers’ attention to a modity and induce them to use it. In modern age, people find themselves surrounded by various advertisements each day. An American writer writes: “ we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast。 the heroine has high appreciation. The advertiser uses pun to praise both the product and the consumers who choose their product. It caters for people’ vanity and induces them to buy the product.2. 2 Creativeness and originalityThis is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message can set a brand apart from copycats and alsorans. So it is important to use something novelsuch as coinage in the advertisement to draw people’ attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose. “Cab Fourward.” It is an advertisement title of Ram Car produced by Doqi pany. The word “fourward” sounds like “forward”. Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”. Because the four doors of this kind of car could be opened from four directions. The advertiser creates the word “fourward” from “forward” to show the speciality of the car. “Catch the Raincheetah and cheat the rain.” It is an advertisement in Toronto Daily Star. The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”. The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest.2. 3Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet. Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer. And the word said by Hamlet is also very famous, especially in western country. The sentence is short and the pattern is famous, so people will remember the product naturally. “Go well, Go Shell.”It is an advertisement for Shell Oil Company. “Well” sounds like “where”, so it implies that go to Shell pany to buy oil. Only four words are used in the advertisement, but express the meaning fully and impress people deeply. Imagine that one day, when you drive your car, suddenly, the oil is run out. So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”. So you will go to Shell at once. The slogans impress the audiences deeply and persuade them to buy the product invisibly. “Make Time For Time.” It is an advertisement for Time magazine. The advertisement uses the pun on homonymy of the word “time” to refer two meanings: mon sense of time, and the name of he magazine. The advertisement means that read Time magazine to seize time. In the society full of petition, time is important and magazines also play an important role which people have to read to broaden their view. While Time magazine will not only broaden view, but also save your time. It satisfies people’s requirement. 2. 5 Implying Warning Some advertisements imply warming. Pun can make the warming vivid and effective so that people can pay attention to it. For instances: “Better late than the late.”It is a public service advertising of traffic. It derives from the proverb “Better late than never”. In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully. The advertisement with pun here has more powerful to persuade the drivers to care their example: “The driver is safer when the road is dry。Version B: 天天有蘋果，煩惱遠(yuǎn)離我。 on the other hand, it means “both tasty and deserves to be happy about”, referring to its superb taste and its quality of being able to bring happiness or even good luck, and this really caters to Chinese reader’s interests. What is important is that, obviously, the translator has given full consideration to both the advertiser’s intentions and the reader’s expectations, making them meet each other perfectly. So not only the original pun is successfully preserved but also new values are added. Thus, it’s an ideal translation, both its quality and function are included in the translation.3. 2 CreationIn case the cognitive environment of the target text reader differs significantly from that of the source text reader or the source text touches on some social taboos or sensitive topics, preservation of the original may cause negative response or misunderstanding, while other approaches prove to be ineffective, the translator can choose to introduce new pun in the target text. By creation, we mean the translator can introduce new pun on the subjects(related but not necessarily the same as t