【正文】 accordance with the principle of optimal relevance depending on the situation.Key words: Advertisement 。譯者在翻譯過(guò)程中可以選擇一種或者多種策略以達(dá)到譯文的最佳關(guān)聯(lián)。 Shakesbeer” therefore “可口可樂(lè)” has more than one interpretation: on the one hand, it is the name of the brand, a usage of alliteration which sounds very pleasant。 sometimes two or more strategies are jointly employed in an advertisement depending on the situation. When there is more than one pun in an advertisement, different strategies can be applied to different pun depending on the situation. For instance, some can be preserved, some explicated, and some omitted. However, whatever the situation is, whatever strategies the translator should choose, depends on whether optimal relevance can be achieved, . the choice has to be made in accordance with the principle of optimal relevance. In the following sections, these five strategies will be explained.3. 1 PreservationFor those advertisements that mainly appeal to emotions, . texts abundant withrhetorical devices such as pun, the persuasive power lies in the successful conveyance of the rich meaning in these rhetorical devices. Preservation is one of the effective ways to represent the strength of the original, and it is also one of the oftenemployed approaches available to the translator, but it should be adopted on the condition that there is a large degree of overlap in both the source language and the target language in terms of linguistic features and the cognitive environment of the source language and the target language reader on the subject to be translated, so that by doing so it neither causes clash in the target language culture nor misleads the reader when he/she processes it and therefore the original and the translated closely resemble each other, and if possible have the same effects on the reader. Such linguistic features may be morphologic, phonetic, syntactic and semantic, etc., which still preserve(as much as possible)the municative clues of the original,or resemblance in linguistic properties. Eg. An Apple for everybody keeps worries away.Version A: 電腦選蘋果，煩惱遠(yuǎn)離我。 tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one. 1. 2. 5 Pun on Illustration and Words A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances: “50% OFF.” It is a shopwindow advertisement of Espirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%. The illustration and words are vivid, and attract the passersby’ attention more easily. “Stop at two.” It is the title of an public service advertising (PSA) which the Population and Community Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger. The gesture “V” means victory. So people also can understand that it is a victory to have only one child. This picture is famous, so people will remember it easily. To achieve the success of their country, people may more like to control the population.海量英語(yǔ)論文盡在英語(yǔ)論文網(wǎng)，免費(fèi)下載網(wǎng)址：需要其他類型英語(yǔ)論文可以咨詢 2537717352 The pragmatic function of pun in advertisementPun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive.2. 1 Wit and humorPun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment. “When the wind has a bite… and you feel like a bite… then bite on a whole Nut.” The word “bite” has several meanings: grip, food, and eat. The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut. After day working, people would feel tired and hungry, while the advertisement is just the situation of them. Therefore, they would be attracted to buy the product, so they will not suffer hunger after work. Also, the sentence sounds like tongue twist. “Excellent Taste!” It is a word in an advertisement for a whiskey product—Jamson. In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”. Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”. So the advertisement means: this kind f whiskey as good flavor。 Translation廣告英語(yǔ)中雙關(guān)語(yǔ)的語(yǔ)用功能及其翻譯摘 要: 廣告英語(yǔ)的獨(dú)特性在于其新穎、靈活的語(yǔ)及其形式多樣化，除了在詞匯和句法方面別具一格外，修辭手法也被廣泛地運(yùn)用來(lái)潤(rùn)色廣告語(yǔ)言。雙關(guān)，一種集幽默與智慧于一身的語(yǔ)言表達(dá)形式，因其獨(dú)特的語(yǔ)言魅力而倍受廣告商的青睞。 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 i