【正文】 ces 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。Version B: 天天有蘋果，煩惱遠(yuǎn)離我。[5]In this advertisement of a puter, the word “apple” has two meanings: one refers to the fruit “apple” and the other “the puter brand”. At first sight, the reader knows that the advertisement es from the saying “An apple a day keeps a doctor away”, which is often rendered as “一日一蘋果，醫(yī)生遠(yuǎn)離我”. Relevance Theory tells us that the translated has to resemble the original closely enough in relevant aspects. Guided by the principle of optimal relevance,we know that the translator has to ensure that the reader can recognize the intention of the advertiser to entertain the reader. Meanwhile, taking the reader’s cognitive environment into account,we know that the western saying “an apple a day is a healthy way of life” and it is familiar to the reader. So along this line of thinking, we think that in “Version A” the pun in the original advertisement is not preserved and hence the sense of humor conveyed by it gets lost。 besides the expression “電腦選蘋果” 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” in Chinese also means “something that deserves to be happy about”。 therefore “可口可樂” has more than one interpretation: on the one hand, it is the name of the brand, a usage of alliteration which sounds very pleasant。 on the other hand, it means “both tasty and deserves to be happy about”, referring to its superb taste and its quality of being able to bring happiness or even good luck, and this really caters to Chinese reader’s interests. What is important is that, obviously, the translator has given full consideration to both the advertiser’s intentions and the reader’s expectations, making them meet each other perfectly. So not only the original pun is successfully preserved but also new values are added. Thus, it’s an ideal translation, both its quality and function are included in the translation.3. 2 CreationIn case the cognitive environment of the target text reader differs significantly from that of the source text reader or the source text touches on some social taboos or sensitive topics, preservation of the original may cause negative response or misunderstanding, while other approaches prove to be ineffective, the translator can choose to introduce new pun in the target text. By creation, we mean the translator can introduce new pun on the subjects(related but not necessarily the same as the original)in the target text. For instance, by reproducing the pun with a standard target language pun in the target text, or by turning nonpun expression in the source text to pun expression in the target text, or zero to totally new pun expression in the target text, the translator can produce the similar contextual effects in the target text. Baker says: “One may either omit or play down a feature such as idiomaticity at the point where it occurs in the source text and introduce it elsewhere in the target text…it may be used to make up for any loss of meaning,emotional force, or stylistic effect which may not be possible to reproduce directly at a given point in the target text.” If other things being equal, sometimes by creation it is possible to achieve a lower degree of resemblance but roughly the same level of overall relevance as it can bring in adequate contextual effects if the translator’s assumptions about the cognitive environment of target language reader are accurate. Here, creating similar contextual effects acts as the criterion. Nevertheless, the created new pun should be acceptable in the cognitive environment of the reader. Eg. Better late than the late.Version A: 遲到總比喪命好!Version B: 晚了總比完了好! [6]This public advertisement of “safe driving”reminds one of a well known idiom “better late than never”, whose translation is “遲做總比不做好” . In the advertisement, the first “l(fā)ate” means “ing or occurring after the correct, usual, or expected time。 delayed” , while the phrase “the late” means “the dead, especially recently deceased” . So considering the diff