【正文】 Punning and the Translation of Puns in English Advertisements 10 泉水的后代。 as for the third, it is another piece of wisdom refitted from the original one. When translating these three sentences into Chinese, the translators could just put them like: 一個(gè)提供日光浴的游泳池廣告上寫著：“我們保證您的每一寸肌膚都能享受到陽光的溫暖”；一種意大利酒的廣告上寫著：“只需一日，清涼一夏”；“ 知其員工，就知其公司。 As a brand name of the cloth of clear dust, “streeetch” outside, it puts together to write to return the quilt to make longer fancifully, imply that phrase original meaning is “extension”. Let the person feel divide the cloth of dust easily and can prolong the function of the hand arm, realistic but image an effect for exaggerating dividing by the cloth of dust. Translated the emergence emersion of the text inside” pull” word the original text inside a result that is made longer, bee the extension on the felling, and four word spaces match the language characteristic of the Chinese language advertisement with the usage of the terminal vowel. Nimble Translation In the process of translation, it is impossible that the translation is conducted strictly according to the sentence of original text and dictionary explanation. A big discrimination exists in Chinese and English cultural background and grammar structure. [16]P21 Therefore, it needs nimble translation by through the context. Nimble translation is an essential method in the translation of advertisement pun. Because there has the difference between the culture and custom language expression, in order to make appropriate translation, it is a better way to use the nimble translation in English advertisement pun rhetoric translation. (18)Better late than the late. 慢行回家，快行回老家 This advertisement is imitating the pattern of the idiom “ Better late than never. ” And it take advantage of “ late ” with the pun function, “ late ” can under standing as “遲到” (be late for) while “ the late ” is refer to “已故的，不存在的” (dead). Some one translates it as “遲到總比喪命好”， though the translation of this sentence is correct, it sounds not talking the traffic safety notice, and also haven ’ t reserved the pun meanings. Here uses the translation although has discrepancies slightly with the original text wording meaning, it keep the faithful original text basic meaning and retained the original text humour. (19)The driver is safer when the road is dry。 “ Ask for more” has double meaning, “More” not only refers to the brand of the cigarette, when buy the cigarette you must indicate this brand。39。39。s classical famous work, the original text is “We take no pride in prejudice.” This is a newspaper office in order to explain own report that is fair objective, the word meaning is: We are prejudice but did not feel arrogant. These advertisements show the semantic pun effect with the replenishment translation totally. Transliteration The transliteration refers to a translation method which the translator has to desert or change original text’s form or the rhetoric, he can use the idiomatic expression of the target language or use the words to fit the meaning of the text., and selects the appropriate sentence to transmit the original text’s meaning and spirit. [10] So the transliteration must be used sometimes when one translates the pun of English advertisement. The essential of transliteration is because there are the cultural difference and the linguistic difference. In English advertisement language, which many puns relate to English language characteristic, and the language custom or the cultural custom, and the translation reader are not familiar with the form of their language and the cultural background, so it only the method of transliteration can be used to 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 15 translate such examples. (24) FACE VALUE Exceptional skin care. Excellent value. 臉面的價(jià)值 超群的皮膚 護(hù)理 。s face skin is the most important and at the same time it means the money will cost much at the. Therefore must use outstanding skin nursing to protect. It only can be translate by transliterate method. (25)Catch the Rain cheetahs and cheat the rain. 有了“ Rain cheetahs ”牌雨衣，你就可以與雨嬉戲。 This advertisement literal translation meaning is: the xtracurricular work, gains the additional ine. Advertisement to fabricate word “Xtra”, from the pronunciation, in the semantics and linguistic environment may look as miswritten words or the variation of “extra”. The unison letter X has replaced in original character EX /eks/. Thus makes the original character to deep its connotation significance in its original meaning foundation, enormously strengthen the expression effect of original character. Because 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 16 of the letter “X” not only unison with the letter bination “EX”, in mathematics terminology, as everybody known, it expresses as “the unknown”, thus increased naturally the new significance to give the meaning which the human’s infinite association contained. While extra has the meaning of “extra, especially big”, looks at this attractive advertisement, who cannot be eager to try? Therefore, the character changed achieves both in novel and the humorous rhetoric effect. From the examples, it can be seen that the punning meanings in original text which readers understand are lost, therefore, the author believed, only if unable to use other translate method, the translator should consider use the method of transliteration. Compensative Translations The methods mentioned last sections could translate most of the advertisement pun。t do ” when translate, the translation is “this time does not wear, when wear?” (28) OIC 哇，我