【正文】 ing, which means the impossibility of recreate the humorous effect of such English puns in Chinese. Unless method ten is used, that is, necessary explanation is given。 here “ intoned ” is coined by the writer and means “ not to be basked by the sun( 未被太陽曬到 )] ： in the second, “ doesn ’ t ” is omitted and in the third the places of “ A(the man ” and “ the(A) pany ” are exchanged through hyperbaton. The first two examples alter the idioms in order to help sale certain service (sunbath) and goods (wine) and create the effect of humor。 In this advertisement, the meanings of “spring” not only refer to the season but also the water we drink. “The offspring of spring” not only means the PIERRER mineral water the indispensable thing in the spring and the summer, it also means that the water seepage the descendant. Our ancestor drinks the water seepage。 “ Can ” in the sentence can be the meaning of “ kettle ” ( 罐，聽 ) ， and also be the meaning of verb “ can ” ( 能 ) ， we can understand the hole sentence with “ Coke refreshes you like drink) can (refresh you). This ad ’ s full of interest and humors that can live the long time in the readers’ memories. (11)Double delicious, Double your pleasure.[12] 雙倍地香甜，雙倍地開心 Obviously this advertisement realizes the pun meaning by the word of “double”. The first double is an adverb, decorates “delicious”。 verbs vary from one to another in collocation range. For example “l(fā)ost game and lost temper” are two relatively fixed collocations。 The example (8) is an advertisement of whiskey, “l(fā)abel” has two meanings, one is “sign”, another is the brand of wine“Black Label”. This ad let the people associate with drinking this brand wine when they render outstanding service and is famous by the means of pun. Simultaneity, it can help consumers to remember the brand conveniently by the pun made of brand tag, and then let them interested in whuskey. (9) Spoil yourself and not your figure [10] 盡情大吃，不增體重 . This is the ad title of WeightWatcher icecream, and this icecream is produced for dieter particular. Pun exists not only in the brand tag of product。 there are many poor players. 英語廣告中雙關(guān)語的運用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 8 “ Poor”is a homographic word, bearing two meanings“not rich” and “not good at something”. The Chinese translation conveys just one meaning of the sentence, and the real meaning that the speaker or the writer intends to express in the second clause is not conveyed “有很多人的技術(shù)都很差 . ” From the data above we can see method “e” and “j” are mostly used in dealing with the homographic puns. Why? This problem needs to be analyzed through the different semantic capacity of Chinese and English words. As it is known that the Chinese language is a pletely analytical language and words are formed mainly through amalgamation. In terms of amalgamation we mean putting two or more characters so as to make the words precise in meaning. Homographic pun is also seen in the brand of goods. For example: (8) The label of achievements. Black Label mands more respects.[9] 酒是功成名就的標(biāo)志。s mind ingeniously, humorous to be humorous, makes one thump the table and shout praise. 英語廣告中雙關(guān)語的運用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 7 （ 5 ） Fet hot taste Only Kool, with pure menthol has the taste of extra coolness Come up to Kool.[6]P49 忘掉辛辣的感覺， 只有“酷”牌 ，純正的薄荷口味給你特別清涼的酷酷感覺， 想酷你就來！ This is one of the cigarette advertisements, in sentence “kool” is a unison pun, it both refer to cigarette and the cool feeling. In order to prominent product out of the ordinary cool characteristic, the advertisement maker fabricats word “kool” to take the cigarette’s name, using the “cool” unison, and the “hot” in first sentence also further strengthened this “cool” meaning, contrasts the Kool sign cigarette by the consumers to the “cool” feeling in the mouth. (6) Foyled again? Try Dillon.[7] 又失望了？那就來 Dillon 書店看看吧。 a play on words.”[2] As the game of words, pun will leave a deep impression on readers by its readability, wit, and humor. Therefore it is used in the advertisement with a large amount. 2. The Puns in English Advertisements There are many kinds of puns exist in English advertisements. In this paper, four mainly types of them are talked. There are homophonic puns, homographic pun, grammatical pun and idiom pun. Homophonic Pun Homophonic means two or more words are of the similar or same sound. Because “There exist no information channels of bilingual conversion at the sound level” [3] the partial sound puns are always seen in the daily life. It concludes close sound pun and the same sound pun. Close Sound Pun Close pun means pairs or more of words having the same sound but different meanings. (1) AN ideal marriage is one in which the wife is a treasure and the husband treasury. 英語廣告中雙關(guān)語的運用技巧及翻譯 Punning and the Translation of Puns in English Advertisements 6 理想的婚姻 — 太太是寶貝 , 而先生是金庫 . (2) Nowadays, a pair of dice is made a paradise 如今，一副股子就可以成為樂園 In the two examples above, both the two advertisements successfully convey the satirical tones of the two English sentences. Nevertheless, neither “寶貝，金庫” nor “股子 , 樂園” reflect the partial tones of “ treasure, treasury ” and “ pair of dice, paradise ” . It just put one layer of the double meaning into Chinese and the pun affect disappears without any trail. (3) Centrum with betacarotene From A to Zinc More Complete [4] P15 富含胡蘿卜的珍多美， 從 A 到鋅，應(yīng)有盡有， 營養(yǎng)更全，口味更新！ This is one of food advertisement named centum. “From A to Zinc” harmonics with the English phras