【正文】 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。 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”。Version B: 天天有蘋果，煩惱遠(yuǎn)離我。 doing business with us, you will get a lot. Advertisers use pun skilful to inspire the audiences’ curiosity and attract their interest to do the deal. “Powe to influence others.” It is an advertisement for a Hector Powe Clothing Company. They advocate that if you wear their clothes, you will have power to influence other people. Because “Powe” is like “power”. It satisfies people’s desire of power, so they like to have a try. Thus, it will bring great profit to the Powe pany. Maybe people with the clothes can’t have more power, but the pany has the power to influence the market.3 Five strategies of translation of puns in English advertisementOn the basis of previous studies on translation of puns, the author tentatively proposes five potential strategies for translation of puns in English advertisements, some of which have already been touched upon in the previous section. They include preservation, creation, pensation, explication and omission[4]. These five strategies, adopted in accordance with the principle of optimal relevance, have some advantages. First, they have already been widely employed in practice and are generalized from the previous studies, thus they have solid foundation. Secondly, they can cover most of the important methods proposed by other scholars as we can see in the analysis in the previous sections. Thirdly, these five strategies stem from a prehensive perspective: such aspects as form, meaning and function have been taken into account. So we hope these strategies will prove to be effective in real work. It should be pointed out that each of the five strategies is not always applied on its own。Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet. Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer. And the word said by Hamlet is also very famous, especially in western country. The sentence is short and the pattern is famous, so people will remember the product naturally. “Go well, Go Shell.”It is an advertisement for Shell Oil Company. “Well” sounds like “where”, so it implies that go to Shell pany to buy o