【正文】 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 of words, pun will leave a deep impression on readers by its readability, wit, and humor. Therefore it is used in the advertisement with a large amount. 2. The Puns in English Advertisements There are many kinds of puns exist in English advertisements. In this paper, four mainly types of them are talked. There are homophonic puns, homographic pun, grammatical pun and idiom pun. Homophonic Pun Homophonic means two or more words are of the similar or same sound. Because “There exist no information channels of bilingual conversion at the sound level” [3] the partial sound puns are always seen in the daily life. It concludes close sound pun and the same sound pun. Close Sound Pun Close pun means pairs or more of words having the same sound but different meanings. (1) AN ideal marriage is one in which the wife is a treasure and the husband treasury. 4 理想的婚姻 — 太太是寶貝 , 而先生是金庫 . (2) Nowadays, a pair of dice is made a paradise 如今，一副股子就可以成為樂園 In the two examples above, both the two advertisements successfully convey the satirical tones of the two English sentences. Nevertheless, neither “寶貝，金庫” nor “股子 , 樂園” reflect the partial tones of “ treasure, treasury ” and “ pair of dice, paradise ” . It just put one layer of the double meaning into Chinese and the pun affect disappears without any trail. (3) Centrum with betacarotene From A to Zinc More Complete [4] P15 富含胡蘿卜的珍多美， 從 A 到鋅，應(yīng)有盡有， 營(yíng)養(yǎng)更全，口味更新！ This is one of food advertisement named centum. “From A to Zinc” harmonics with the English phrase “From A to the Z”, the latter meaning refers “prehensively, plete”. The pun here wants to explain this kind of food nutrition rich in prominent, all contains from Vitamin A (namely carrot element) to the zinc element, has the extreme power of persuasion.. The Same Sound Pun The same sound pun means the words have the same sound but have different meanings. （ 4 ） Have a nice trip, buybuy![5] 祝君旅途愉快，拜拜 / 快買！ “ Buybuy” is a varied spelling, and it unison with “byebye”. Airport store says goodbye to the passenger, the purpose is that reminds everybody to buy a present or other thing to bring with just before leaving. “BuyBuy”! Forms in one39。 pun。雙關(guān)語的翻譯本身就是一個(gè)難點(diǎn)；而廣告中雙關(guān)語的翻譯則更加復(fù)雜， 因?yàn)槌苏Z意雙關(guān)之外，還需要考慮到廣告本身的風(fēng)格特點(diǎn)。英語廣告中的雙關(guān)語形式多種多樣。 Abstract Punning is one of the most mon rhetorical devices used in advertisement. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. This paper is about the techniques of punning and the translation of puns in English advertisements. It expresses the technique of pun by the ways of homophonic pun, homographic pun, grammatical pun and idiom pun. And this paper has some preliminary discussions in punning of English advertisement through the methods of conjunct translation, nimble translation, replenishment translation, transliteration, pensate translations. [Key Words] advertising language。s attention in a moment, stimulates the desire of buying and facilitates the behavior of buying finally. Therefore, the using of precision and appropriate in advertising literary language will make the influence of advertising language far beyond the advertisement itself. The rhetorical of pun is a mon skill, in creating advertisement. The pun, in Italian, “puntiglio” means “a fine point,” hence a verbal quibble, and is most likely the source of the English punctilious. A pun is defined by Webster as “the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible application。 This is advertisement of the bookstore whose name calls “Dillion”, While “Foyle” is London’s another bookstore’s name. The advertisement maker intends to add on “d”, then causes union with the “foiled”, the meaning of it is “suffers setbacks” or “get obstructed”, expands the books which cannot be find by the readers themselves need. Therefore, this advertisement is actually said to the reader: If you have any books can not to find in the “Foyle” bookstore, wele to the “Dillon” bookstore, the pun meaning here gives a challenge to the opponent and let he feels stress. Homographic Pun Homographic is one of important means to create puns. Easily know from its name, homographic pun is a pun created by the homographic of a word. [8] For instance: (7) Golf is no longer a rich man’s sport。 the “ spoil ” in the title is also a pun. The meaning of “ spoil oneself ” is “ to one ’ s heart ’ s content ” ( 盡興 ), but the meaning of “ spoil one ’ s figure ” is “ someone ’ s figure is spoiled ” ( 破壞了體形 ).This advertisement makes the dieter accept it spontaneously in the easy and humorous mood by homographic pun and make them buy the product. 7 Grammatical Pun Puns Created by Different Collocations English words, especially phrasal verbs have very flexible collocations. In certain collocations, the meaning of a particular verb can be broadened in a certain way of course。 the latter is a verb, “pleasure” is an object, this word game plays quite appropriately. (12)The offspring of spring