【正文】 dlines or slogans. They can provoke the associations of consumers and impress the consumers with the brand names through wonderful and poetic image. For example:(1) Go for gold. (Advertisement for Goldlion)“Gold” means valuable mental, and it also refers to a symbol of wealth. It conveys the message that the product is reliable and worthy of purchase.(2) From sharp minds, e sharp products. (Advertisement for Sharp)“Sharp” is the brand name of the product, while it also means “acute, harsh and astute”. Then an understanding is out that “the Sharp makes delicate and exquisite products”. Creating punCreating pun is that advertisers deliberately create words which do not exist, but they do not create them at random. Normally, the words are pronounced the same as the correct ones. Their form can refresh the audiences’ eyes and impress them. For example:(1) It makes impossibel impossible. (Advertisement for Typesetter)“Impossible” is a wrong word, but “it makes” wrong words “impossible”, which means that the typesetter can correct automatically. Meanwhile, “impossibel” and “impossible” have the same pronunciations, which indicates that the product is equipped with many functions. It fully reveals the confidence about the product. There is no doubt that the confidence will move the audiences greatly.(2) We know eggsactly how to sell eggs. (Advertisement for Egg Seller)“Eggsactly” is, obviously, a created word, but it conveys the meaning of “exactly”, and the business range of the pany.What needs to be pointed out is that the application of creating pun needs wisdom and skills on language. Pun relating with parodyParody is parody, pun is pun. It is obvious that they are different. However, once parody is replied to advertising, it bees a means to pun for advertisers. In the sense, parody is a means, and pun is the goal. They are not contradictory with each other. Oxford Advanced Learner’s Dictionary of Current English defines parody and pun as: “(piece of) writing intended to amuse by imitating the style of writing used by somebody else” (, 2000:1251), “an amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings” (, 2000:1393). To conclude the above, pun relating with parody is explained as: a piece of amusing writing by imitating the style of some other’s writing intended to convey two meanings to the consumers.The reason why parody is regarded as the form of derivative of puns is based on the following reasons: first, parody and pun are in the category of parody in terms of language form. Second, parody and pun can not avoid the association of words or phrases. Parody is based on some famous and familiar idioms and sentences, while pun is based on homophone or semanteme. Third, parody and pun have the character of covering the meanings of two contexts. Effects of variation and derivativeThe effects or variation and derivative could be revealed through the application of pun in advertisements. (1) East is east and west is west. But Brown’s meat is best. (Advertisement for Meat)According to the advertisement, consumers will associate the familiar idiom that “east and west, home is the best”. The idiom conveys the feelings of fortable, warm and free to consumers. Therefore, consumers feel closed to the product psychologically.(2) Three’s a crowd. Two’s pany. (Advertisement for Air Company)The air pany changes the seat for three to the seat for two. “Three people sitting together is too crowded, two people is the best”. This is what the advertisers tend to convey. It imitates the idiom that “Two’s pany, three’s none”, which influences consumers gradually and deepens consumers’ approval to the improvement of the air pany.(3) Ugly is only skin deep. (Advertisement for Walkswagan)The advertisement imitates the idiom that “beauty is only skin deep”. Both of them tend to convey that the appearance is superficial, while the interior is the one which matters. What is different is that “beauty” is changed to “ugly”. After that, the consumers understand it as “the car would not be beautiful, but its quality is absolutely perfect”.(4) We take no pride in prejudice. (Advertisement for Times)The implied message of the advertisement is that the paper reports news impartially and without any prejudice or personal emotions. “Pride and Prejudice” is a famous novel. The advertisement makes audiences feel its fairness, and taste again the romantic story in the famous work.From above examples, the phenomenon of pun’s variation in advertising English is creating variation, which aims to break the regular use of language, to create language style of richmeaning and uniqueness, and to inspire consumers’ desire to purchase.6. Translation of advertising punBecause of the character of pun, the translation of advertising pun should be on the basis of the content and the character of the advertisements. To convey the original meaning of the advertisements should be with the use of the most suitable means. Literal translationThis translation uses exactly the same as the original basic meaning of the words or expressions. Sometimes advertisers apply the trademark of the products in the advertisements. In this case, literal translation is able to accurately convey the meanings of the original. Therefore, the advantage of literal translation is that it can maintain the original meaning and the original style of advertisements. For instance:The label of achievementsBlack Label mands more respects.This advertisement is translated as: 成功的標(biāo)志，黑色標(biāo)志更顯尊貴. “Label” has two meanings here: “標(biāo)志” and the trademark of the wine. With the use of literal translation, the trademark of the product is clear at a glance and impressive to audiences. Are you still using soap face to face? (Advertisement for Cetaphil Cream)The advertisement could be translated as: 您還用肥皂洗臉嗎？Cetaphil當(dāng)面擊敗肥皂. “Face to face” tells not only the use of th