【正文】 d in English advertisement. It not only makes the advertisement language succinct, vivid and humor, but also let the people pay more attention to the advertisement and remember it easily. It is a good way to use puns in advertisement language if advertisements want to gain good influence. It will be helpful with the primitive advertisement produc t propaganda if we understand the feature of pun in advertisement language and transmit interlanguage effect. The methods discussed in the paper are some of possible strategies in the translation of pun of advertisement. In the actual translation, it must accord to the concrete condition and then use other effect method to express the text’s meaning. It will help people to study Chinese advertisement through the analysis of English advertisement. And the successful translation of example also helps translation enterprise have a further development. 英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯 。 This is one of the eyeglass’ advertisements, three succinct capital letters shape an eyeglass, and the pronunciation is likely “oh, I see”. This advertisement both attracts people39。 however, when one meaning of pun is translated while another meaning, which is also important cannot be translate at the same time. Under this condition, we can use the method of pensation to translate. As for the advertisement, these pensations mainly refer to the media of the advertisement, such as the image of television, the sound of broadcast and the format design of newspaper. Etc.[19] (27)There’s never a better time. 此時(shí)不戴，更待何時(shí)。 This is one of the raincoat advertisement, Rain cheetahs is the raincoat sign, it has used pun well, because it unison with “rain cheater”, “rain cheater” is (windproof coat) grows from windcheater, however, it gets down the half a word to use the “cheat” this unison verb to constitute double meaning, it has not let the human produce talkatively takes the trouble the feeling, firmly holds reader39。超值享受。 names, in here all of them are semantics pun. LABOUR’s (Labour Party, trouble) pun meaning is very difficult to translate. “Party” is a pun too, it refers both“ party” and “travel agency”. It is very difficult to translate its pun meaning because of big different cultural in two language. Therefore, it can realize its pun meaning only by using the method of replenishment. (23)We take no pride in prejudice. 對(duì)于有失偏頗的報(bào)道，我們并不引以為豪。s Labour Party 、 Liberal Party and conservative party, party both refers to the political party and to refer to the touring part) In this advertisement LABOUR, CONSERVATIVE and LIBERAL are England39。 and at the same time it also has “want have. more” meanings. In translation process, this kind of effect which has double meaning only realizes by nimble translation. Replenishment Translation (22) When cannot find the appropriate Chinese expression technique double meaning to manifest the original text utilization to be ingenious attentively, at that time needed the replenishment to explanted original text pun meaning. Don’t labour the point, or be conservative in your choice, or liberal with your money. Come to Butlin’s for the real party. Great Party Ahead.( some travel agency advertisement)[18] 布特林旅行社 —— 選擇。 The road is safer when the driver is dry. 英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 13 道路不沾水，司機(jī)更安全； 司機(jī)不沾酒，道路更安全?！? Obviously, none of the three translations could convey the multiflavor of the original sentences. The first two Chinese sentences could just function as advertisements but lose the humorous effect created by the“idiomalteration” puns, 英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 11 and the third one cannot reflect its relationship with the original idiom either. In some senses, the puns created through the alteration of idioms of a certain language is totally a problem of culture, and cultural difference may be the greatest difficulty that has to be conquered in translating, which means the impossibility of recreate the humorous effect of such English puns in Chinese. Unless method ten is used, that is, necessary explanation is given。 In this advertisement, the meanings of “spring” not only refer to the season but also the water we drink. “The offspring of spring” not only means the PIERRER mineral water the indispensable thing in the spring and the summer, it also means that the water seepage the descendant. Our ancestor drinks the water seepage。 verbs vary from one to another in collocation range. For example “l(fā)ost game and lost temper” are two relatively fixed collocations。 there are many poor players. 英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 8 “ Poor”is a homographic word, bearing two meanings“not rich” and “not good at something”. The Chinese translation conveys just one meaning of the sentence, and the real meaning that the speaker or the writer intends to express in the second clause is not conveyed “有很多人的技術(shù)都很差 . ” From the data above we can see method “e” and “j” are mostly used in dealing with the homographic puns. Why? This problem needs to be analyzed through the different semantic capacity of Chinese and English words. As it is known that the Chinese language is a pletely analytical language and words are formed mainly through amalgamation. In terms of amalgamation we mean putting two or more characters so as to make the words precise in meaning. Homographic pun is also seen in the brand of goods. For example: (8) The label of achievements. Black Label mands more respects.[9] 酒是功成名就的標(biāo)志。 a play on words.”[2] As the game