【正文】 e 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 phrase “From A to the Z”, the latter meaning refers “prehensively, plete”. The pun here wants to explain this kind of food nutrition rich in prominent, all contains from Vitamin A (namely carrot element) to the zinc element, has the extreme power of persuasion.. The Same Sound Pun The same sound pun means the words have the same sound but have different meanings. （ 4 ） Have a nice trip, buybuy![5] 祝君旅途愉快，拜拜 / 快買！ “ Buybuy” is a varied spelling, and it unison with “byebye”. Airport store says goodbye to the passenger, the purpose is that reminds everybody to buy a present or other thing to bring with just before leaving. “BuyBuy”! Forms in one39。39。 pun。并在考慮雙關(guān)語的雙重含義及 廣告語 體風(fēng)格的基礎(chǔ)上，從 契合譯法、靈活表義法、加 注法、直譯法和補(bǔ)償譯法 等方面對(duì)英語廣告雙關(guān)語的翻譯作了初步的探討。雙關(guān)語的翻譯本身就是一個(gè)難點(diǎn)；而廣告中雙關(guān)語的翻譯則更加復(fù)雜， 因?yàn)槌苏Z意雙關(guān)之外，還需要考慮到廣告本身的風(fēng)格特點(diǎn)。 1 Punning and the Translation of Puns in English Advertisements 英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯 摘 要 雙關(guān)語是英語 廣告 中一種較為常見的修辭手段。英語廣告中的雙關(guān)語形式多種多樣。 本文 探討了一些 英語廣告中雙關(guān)語的運(yùn)用技巧及翻譯， 從語音雙關(guān)、語義雙關(guān)、語法雙關(guān)和成語、俗語雙關(guān)等幾方面對(duì)雙關(guān)語的運(yùn)用 技巧 作了闡述。 Abstract Punning is one of the most mon rhetorical devices used in advertisement. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. This paper is about the techniques of punning and the translation of puns in English advertisements. It expresses the technique of pun by the ways of homophonic pun, homographic pun, grammatical pun and idiom pun. And this paper has some preliminary discussions in punning of English advertisement through the methods of conjunct translation, nimble translation, replenishment translation, transliteration, pensate translations. [Key Words] advertising language。 translation 2 Contents 1. Introduction………………………… … ……………………… … ………………………… ………… ..5 2. The Puns in English Advertisements………… … ………………………… ………… ……………… ..5 Homophonic Pun…………………………… … ………………………………………… ..……… ..5 Close Sound Pun…………………………… … ……………………………………… ……… ..5 The Same Sound Pun…………………… … ……………………… … ……… ……………… ..6 Homographic Pun……………………… … … … …………………………………… …………… ..7 Grammatical Pun………………… …… … ……………… … … ……………………… .………… ..9 Puns Created by Different Collocations………………… … …………… ……… .………… ..9 Puns Created by Different Understandings of the Same Words……… … .……………… ..9 Idiomatic Pun…………………………… … …………………………………………… ……… ..10 3. Translations of Puns in English Advertisements………… … ………… ………………… ..……… ..11 The conjunct translation…………… … ……………………………… .…………… ..………… ..11 Nimble Translation………………… … …………………………………… ..……… ..………… ..12 Replenishment Translation…… … …………………………… .…………………… ..………… ..13 Transliteration… …………… … ………………………………………… ..………… ..………… ..14 Compensative Translations………… … …………………………… ..…………… .…………… ..16 4. Conclusion………………… ……………………………………………………… ………………… ..17 3 1. Introduction What is advertising? Advertising is the nonpersonal munication of information usually paid for and usually persuasive in nature about products, services or idea by identified sponsors through the various media. [1]p4 Whether it is goods advertisement or public service advertisement, the creation of the advertisement is a prehensive art. The creation of the advertisement involves sociology, aesthetics, psychology, sound of electricity, literature and linguistics etc. The skills needed in this art are more than other forms of writing. It shows the vivid and interesting characters by the principle of salesmanship. And it has special munication to bring the reader39。s attention in a moment, stimulates the desire of buying and facilitates the behavior of buying finally. Therefore, the using of precision and appropriate in advertising literary language will make the influence of advertising language far beyond the advertisement itself. The rhetorical of pun is a mon skill, in creating advertisement. The pun, in Italian, “puntiglio” means “a fine point,” hence a verbal quibble, and is most likely the source of the English punctilious. A pun is defined by Webster as “the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible application。39。 This is advertisement of the bookstore whose name calls “Dillion”, While “Foyle” is London’s another bookstore’s name. The advertisement maker intends to add on “d”, then causes union with the “foiled”, the meaning of it is “suffers setbacks” or “get obstructed”, expands the books which cannot be find by the readers themselves need. Therefore, this advertisement is actually said to the reader: If you have any books can not to find in the “Foyle” bookstore, wele to the “Dillon” bookstore, the pun meaning here gives a challenge to the opponent and let he feels stress. Homographic Pun Homographic is one of important means to create puns. Easily know from its name, homographic pun is a pun created by the homographic of a word. [8] For instance: (7) Golf is no longer a rich man’s sport。黑色標(biāo)志使您更顯尊貴。 the “ spoi