【正文】 . In Eugene Nida’s book Toward a Science of Translating, he defines dynamic translation as “the closest natural equivalent to the sourcelanguage message”[11]. (Nida 2001b, 166) When some advertisements contain several puns, the translator chooses to adopt this means to retain the meaning of source text. In another word, pun turns to be pununlike.For example:(12) The driver is safer when the road is dry。The road is safer when the driver is dry. 譯文：路面干燥，司機安全；司機清醒，道路安全。Here dry consists of double meaning: moisture or water 2. not drunk. When translating the advertisement, dry applies the surface meaning to the first sentence, the underlying meaning to the second sentence. Therefore, it can be translated like that: the dry road keep the driver safe。 the levelheaded driver keep the road safe. With such contrast, it is easy to alert the people the importance of safe driving.The method of priority translation is adopted by translators in most cases when the pun of source language is unable to be explained pletely. Although the information of the source language can be transferred in priority, its language is presented in a mild and plain way instead of the humor and wit. Compensation translation（補償譯法） To some degree, translation means paring cultures. Translators interpret sourceculture phenomena in the light of their own culturespecific knowledge of that culture. A foreign culture can only be perceived by means of parison with our own culture, the culture of our primary enculturation. Besides, when the translator interprets one level of meaning but contain unpleted presentation and content, the pensation is appropriate to overe the problems by making use of sound or vision. In order to provide the whole content of the advertisements precisely, the assistant of media, such as the picture of television, the voice of radio or other things is necessary. With the help of these, the lost information and content, which is impossible to be conveyed through the language, can now be supplemented and the advertisements are also able to catch audiences39。 eyes and give them a deep impression.For example:(13) OIC譯文：哦，我看到了。 This is an advertisement of one wellknown brand of glasses. This three letters are the abbreviation of the sentence of “oh, I see”. Besides, the pronunciation of these letters is identical to that of the sentence. The advertiser smartly makes use of visual language as well as auditory language to attract consumers and bring fort to them. If it is printed in paper media, consumers can easily prehend it when they notice the shape of these letters, which looks like the shape of the glass. However, the translation of “OIC” can hardly match the English version with the loss of visual function and the pun in pronunciation. The advantage of the method is that it can make use of auditory language and visual language to make up for the lost information of the advertisements that can not be conveyed by words only. Besides, the form of advertisements can give people deep impression. However, without the help of these pensation means, the advertisements can not play the vested role and can’t make people prehend precisely.4．ConclusionThrough the general study of pun and the discussion on its translatability, this thesis holds that to some extent, most of the puns can be translated. However, only some puns can be translated without any loss in the target language. With careless translation, some translated texts of puns even confuse the target readers. Therefore, it is very crucial to have a good acquisition of flexible translating techniques of puns and apply them successfully to English advertisement translation. Through the analysis of various examples of pun translations, the thesis es to conclude that the choice of certain translation techniques is greatly determined by the context. When there is an unbalance between source language and target language in their connotation or usages, translators should choose the method of semantic translation, priority translation or pensation translation. When the equivalent dictions can be found in target language and the connotation of the original pun can be reproduced, it is better to adopt the remaining means: fit translation and sets translation.References [1] Webster39。s New World Dictionary[Z], Second College Edition.[2] Longman Dictionary of the English Language[Z] New York Publishing Press. 1995: 1143.[3] 李鑫華, 英語修辭格詳論[M]. 上海：上海外語教育出版社，2000.[4] [M]. 上海：上海外語教育出版社，2002.[5] Xu Zhong Bing, The Varieties and Translation of English Puns[J]. Foreign Language ()[6] Eugene A Nida, On Translation[M]. Bejing: China Translation Publishing House, 1984.[7] Wikipedia, 2007. 17 May 2007.[8]張南峰，Delabastita 的雙關(guān)語翻譯理論在英漢翻譯中的應(yīng)用[J]. 中國翻譯，2003 [9] Delabastita, Dirk. (ed.). Traductio: Essays on Punning and Translation[M]. Manchester: St. Jerome Publishing, 1997. [10] Brown, H. D. (1994). Principles of Language Learning and Teaching (3rd ed). Englewood Cliffs, NJ: Prentice Hall Regents, 47. [11] Nida, Eugene A. 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