【正文】 il. Only four words are used in the advertisement, but express the meaning fully and impress people deeply. Imagine that one day, when you drive your car, suddenly, the oil is run out. So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”. So you will go to Shell at once. The slogans impress the audiences deeply and persuade them to buy the product invisibly. “Make Time For Time.” It is an advertisement for Time magazine. The advertisement uses the pun on homonymy of the word “time” to refer two meanings: mon sense of time, and the name of he magazine. The advertisement means that read Time magazine to seize time. In the society full of petition, time is important and magazines also play an important role which people have to read to broaden their view. While Time magazine will not only broaden view, but also save your time. It satisfies people’s requirement. 2. 5 Implying Warning Some advertisements imply warming. Pun can make the warming vivid and effective so that people can pay attention to it. For instances: “Better late than the late.”It is a public service advertising of traffic. It derives from the proverb “Better late than never”. In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully. The advertisement with pun here has more powerful to persuade the drivers to care their example: “The driver is safer when the road is dry。 “Two beer or not two beer, that’s a question. the heroine has high appreciation. The advertiser uses pun to praise both the product and the consumers who choose their product. It caters for people’ vanity and induces them to buy the product.2. 2 Creativeness and originalityThis is typical of advertising language. An advertisement has a high demand of diction every word playing an important role. If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen. In advertisement, originality is king. A new way of sending message can set a brand apart from copycats and alsorans. So it is important to use something novelsuch as coinage in the advertisement to draw people’ attention. Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement. Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose. “Cab Fourward.” It is an advertisement title of Ram Car produced by Doqi pany. The word “fourward” sounds like “forward”. Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”. Because the four doors of this kind of car could be opened from four directions. The advertiser creates the word “fourward” from “forward” to show the speciality of the car. “Catch the Raincheetah and cheat the rain.” It is an advertisement in Toronto Daily Star. The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”. The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest.2. 3It is an advertisement for Lager beer. “Can” is a modal verb. But in the advertisement, a can of beer beside it reminds people “can” has another meaning—tin. Also “Lager” refers to the name of beer. With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply. The Cocacola pany also uses “can” to do their advertisement. “Coke refreshes you like no other can.” Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can。關(guān)鍵詞：廣告；雙關(guān)語；語用功能；翻譯IntroductionThe definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal munication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media. It is a device to arouse consumers’ attention to a modity and induce them to use it. In modern age, people find themselves surrounded by various advertisements each day. An American writer writes: “ we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast。通過分析與歸納，作者提出了廣告雙關(guān)語翻譯的五種策略：保留、再造、補償、解釋說明以及省略不譯。雙關(guān)，一種集幽默與智慧于一身的語言表達形式，因其獨特的語言魅力而倍受廣告商的青睞。 Pragmatic Function。廣告英語中雙關(guān)語的語用功能及其翻譯Pragmatic Function and Translation of Pun in English AdvertisementAbstract: Advertising English is characterized by its originality, flexibility of language usage and the diversity of the from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. Punning, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language. Drawing on existing studies in the field,the author offers five strategies in the translation of puns in advertisement, . preservation, creation, pensation, explication and author argues that each of the five strategies is not always applied on its own, and sometimes two or more stratrgies are jointly employed in advertisement translation in accordance with the principle of optimal relevance depending on the situation.Key words: Advertisement 。 Pun。 Translation廣告英語中雙關(guān)語的語用功能及其翻譯摘 要: 廣告英語的獨特性在于其新穎、靈活的語及其形式多樣化，除了在詞匯和句法方面別具一格外，修辭手法也被廣泛地運用來潤色廣告語言。結(jié)合大量的實例分析，本文詳細地探討了雙關(guān)語在英文廣告中所起的作用及其分類。譯者在翻譯過程中可以選擇一種或者多種策略以達到譯文的最佳關(guān)聯(lián)。 etc.” Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, advert