【導(dǎo)讀】法方面別具一格外，修辭手法也被廣泛地運用來潤色廣告語言。于一身的言簡意賅的語言表達(dá)形式，深受廣告商的喜愛,以提高廣告語言的魅力。最后，通過分析雙關(guān)語的可譯性，試探性地提出了廣告英語中。雙關(guān)語的五中翻譯策略：保留、再造、補償、解釋說明以及省略。體確定服務(wù)或理念。畫面布局，也注重短語的選擇，使廣告更具美麗和吸引力。無論是對于產(chǎn)品廣告或公益廣。告，廣告的創(chuàng)作都是一種綜合性的藝術(shù)。過銷售原則顯示了生動、有趣的人物。廣告人開始意識到廣告語言的使用精度對廣告語的。影響遠(yuǎn)遠(yuǎn)超過廣告本身。調(diào)查發(fā)現(xiàn)，在廣告語言運用的各種修辭中，雙關(guān)是最受人們歡迎。它可以用來這樣定義廣告特征，傳達(dá)信息、創(chuàng)意需求、勸說功能、采取行動、商譽建。在討論過后，我們可以對同一問題從不同的角度進行解釋。種效果，因為在社會生活中，人們通常會記住不同尋常的東西而不是很普通的東西。

　　

【正文】 st present and is the most accurate in telling the present time.” (Wang Zhiwei, 2021) After people get this information, they will find this watch is attractive and is really a good gift for their friends and beloved people, which may raise their desire to buy one. All the puns in ten advertisements have obvious demand creation functions once they are understood by consumers. C. Persuasive Function Advertisement will provide persuasive reasons of consuming for people who are interested in them. Such reasons will be impressed by the humorous effect created by puns. For instance: Spoil yourself and not your figure. — WeighWatcher Icecream Here, “spoil yourself” means “enjoy oneself to one’s heart’s content.”(Wang Yanxi, 2021) 12 At the same time, “spoil one’s figure” means do harm to one’s figure, such as gaining weight. Not to spoil figure is to keep fit. The pun persuades people that this brand of icecream is not only delicious but also healthy. It’s persuasive and stimulating both consumers’ heart and palate. According to Searle’s classification of speech acts, such persuasive puns belong to, which are “attempts by speaker to get the hearer to do something.” (Dai Weidong, He Zhaoxiong, 2021: 90) Certainly, as directives, puns do a good job in achieving the persuasive function. D. Getaction Function After being persuaded, the consumers will buy the modity or enjoy the service. Puns will promote people to get action in order to satisfy their desire of consuming. Let’s pay attention to the following advertisement: What on earth is going on…? Time will tell. — Time magazine “Time” here both refers to the real time and the magazine Time. Pun solves the question in this advertisement. That is, time will tell people what happen and Time magazine will provide you such news more continently and directly. Only people buy this magazine, can they now what Time is about. E. Goodwill Establishment Function Puns also promote the view of value and connotation of a pany, a brand. . From Sharp minds e Sharp products. — Sharp Company What’s afoot in the world of fashion? — Mansfield Shoes In the first example, Sharp Company establishes a sharp image by puns. In the second example, “be afoot” both means “happening” and “be on foot.” This pun shows us that Mansfield Shoes is fashionable. If the Sharp products and Mansfield shoes are really good, their mercial images created by puns will established and get good development. To sum up, pun is one of the most utilized rhetoric devices in advertising English. It can make products more petitive and profitable. In today’s society, a better use of advertising will help a pany a lot in winning more consumers. There are mainly four kinds of puns applied in advertising English, that is, homonymic puns, homographic puns, semantic puns and idiomatic puns. Pun in advertisement can result in information function, demand creation function, persuasive function, get action function, and goodwill establishment function. So only well understand its applications, functions, pragmatic analysis and translatability, can it be used 13 rightly and make the advertisement more humorous, petitive and profitable .Hence, the study of the how puns achieve advertising effects in realizing some certain functions of advertisement will be useful. In the actual translation, it must accord to the concrete condition and then use other effective methods to express the text’s meaning. It will help people to study Chinese advertisement through the analysis of English advertisement. From: Nida, Eugene A. Language and Culture: Contexts in Translating [M]. Shanghai: Shanghai Foreign Language Education Press, 2021 582