【文章內容簡介】 ertisement poser uses the simple words to express plex meanings. All those four words—“sea”, “sun”, “sand”, and “seclusion” begin with the same letter “s”. All those four words rhyme the same sound /s/. And the following is an excellent English advertisement that can well demonstrate the charm of rhyme. “HiFi, HiFun, HiFashion, only from Sony”. This is an advertisement for Sony’s products. In this advertisement, the repeated sounds of “Hi” not only give the customers a deep impression and make it memorable, but also emphasize the quality of the product at the same time. In this advertisement, alliteration is used effectively. By using rhyme, Sony’s products win customers’ hearts in a short time. Pun Pun is an amusing use of a word or phrase that has two meanings which is called polysemy or of words with the same sound but different meanings which is called homonymy. Pun, the game of words, will leave a deep impression on readers by its readability, wit and humor. However, to make a successful and impressive pun is not easy. Except for its own meaning, the word used as a pun is usually closely related to the characteristics of a certain product or the brand name of the product. Such coincidence doesn’t occur often. There are many words in the English language which look or sound alike. For example: “I’m more satisfied”. This is an advertisement for the cigarettes of “More”. Some people hold that pun is only a kind of literature game. However, in fact, it is a traditional rhetoric device in advertisement. By using pun, advertisements will easily be remembered by the readers. In addition, filled with wit and humor, puns help advertising products win favor from readers. In this advertisement, “More” not only refers to this kind of cigarette, but also implies that this kind of cigarette can bring customers pleasure and a feeling of happiness and satisfaction. The advertisement poser grasped the characteristics of this kind of product and made use of the rhetoric device—pun. This advertisement has a strong humorous sense and attracts customers’ attention, strengthening the effect of advertisements. “More satisfied” means that this kind of cigarette can give customers more pleasure and happiness than the other kinds of cigarette. Thus this advertisement makes a sharp parison between its products and the other products. By this kind of parison, the customer will choose this kind of cigarette undoubtedly. It goes without saying that this advertisement sets a good example of using pun in English advertisement. The next ing advertisement is also an excellent advertisement in the fields of using pun in English advertisement. For example: “From sharp minds, e sharp products”. This is an advertisement for “Sharp” typewriter. It means that owing to “sharp minds”, “sharp products” e into being. In the sentence, the word “sharp” has two levels of meaning. The superficial meaning refers to “sharp” typewriter。 the deep meaning refers to those persons who design this kind of typewriter and those who use this kind of typewriter. By using pun, this advertisement effectively shortens the distance between the advertisement poser and the customers. Under such kind of occasion, the customers can not help buying this kind of product—the “Sharp” typewriter. They can not resist the charm of “Sharp” typewriter since it exaggerates its product appropriately. The advertisement makes the customers’ attention shift from other objects to Sharp typewriter in a short time. This advertisement motivates the customers to buy “Sharp” typewriter. What a magic power pun has! Parallelism “In parallel construction it is necessary to balance word for word (noun with noun, verb with verb, adjective with adjective, etc) phrase with phrase, clause with clause, sentence with sentence.” Traditionally, to work out a good advertisement, this kind of rhetoric device— parallelism will not be neglected by advertisement posers. It is reported that parallelism is one of the most frequently used of all English rhetorical device. For example:“For dreamers it’s paradise. For romantics it’s true bliss. For $199 a night it’s absolutely irresistible”. This is an advertisement for a travel agency—Monaco。 the three sentences talk about three different kinds of fields. In the advertisement, the advertisement poser revealed his advertisement by three parallel sentences, each of which contains a simple sentence with the similar structure. Monaco’s charm is greatly enhanced by the unity and balance of these parallel structures. By using parallelism, the advertisement poser can add clarity and coherence to the advertisement. Parallelism helps the advertisement poser better municate with the customers The approach of brand name translation The importance of brand name translation With the rapid development of China39。s economy, more and more foreign modities will enter Chinese market. If one wants to stand out in this big market, he faces one of the big challenge problems ? the translation of trademark, becau