【正文】 t 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. 3Version B: 天天有蘋(píng)果，煩惱遠(yuǎn)離我。 besides the expression “電腦選蘋(píng)果” sounds too direct whereas “Version B” effectively preserves the pun in the original, . the two layers of meaning in the original are both conveyed. Besides, it also retains the form of the original. In terms of meaning, such implicatures in the original as“having an apple keeps one healthy”，“having an apple helps one get his work done” and “having an apple makes one efficient” can also be derived from it, therefore “Version B” is a better translation. Eg. Coca Cola可口可樂(lè)Pun also appears in brands，for instance, “Coca Cola”, a brand of soft drink. According to American Heritage Dictionary, “cola”originally refers to “African evergreen plants having reddish，fragrant, nutlike seeds yielding all extract that contains caffeine and theobromine”，but nowadays，it usually refers to “a carbonated soft drink containing an extract of the cola nut and other flavorings”. When it was introduced into China, the translator borrowed the name and hence a name for this new type of soft drink came into being. “可樂(lè)” in Chinese also means “something that deserves to be happy about”。 “Two beer or not two beer, that’s a question.通過(guò)分析與歸納，作者提出了廣告雙關(guān)語(yǔ)翻譯的五種策略：保留、再造、補(bǔ)償、解釋說(shuō)明以及省略不譯。 Pun。 etc.” Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive. In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive. Among the figures, pun is loved deeply. Oxford Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same” [1]. A pun (also known as paronomasia) can be understood like that it is a deliberate confusion of similarsounding words of phrases for rhetorical effect, whether humorous or serious. It leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability. So pun is very popular in advertisement. The article just wants to present the pragmatic function and translatability of pun in advertisement.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 2537717351 Definition and classification of pun in advertisement1. 1 Definition of pun Looking at the same issue from different perspectives, we may often e up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways. There is such a humorous explanation about pun: “punning – to torture one poor word ten thousand ways (John Dryden)”. In Longman Dictionary of Contemporary English, pun is defined as “An amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings”. According to The Oxford English Dictionary, pun is defined as “the use of word in such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect”. In Princeton Encyclopedia of Poetry and Poetics, pun is defined as “A figure of speech depending upon a similarity of sound and a disparity of meaning”. From the above definitions, we can see that homonyms, homophones, and homographs all are available to construct puns with.1. 2 Types of pun in advertisement 1. 2. 1 Pun on Polysemy “While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.” Pun on polysemy is used widely, especially with the name of the product such as the following examples: “From sharp minds. Come sharp products.” The example is an advertisement for the Sharp copier. The word “sharp” praises the consumers’ brightness, but also refers to the Sharp product. The advertisement praises the consumers who are sharp to buy the product which is sharp. The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp. “Money doesn’t grow on the trees. But it blossoms at our branches. Lioyd Bank.”