Abstract: Advertisement is a language which is refined, humorous, expressive and persuasive. Punning, a language expression of humor and wisdom .It takes the fancy of advertisers because of its particular linguistic charm .Punning is the most common rhetorical device of advertisement. The translation of punning is difficult. Moreover, punning translation of advertisements is more difficult, with a large number of examples. The paper thoroughly inquires about the function and classification of punning in advertisements, then takes the analysis of the technique of pun classification. Homophonic pun, homographic pun and idiomatic pun, and eventually suggests several proper way to translate the puns in advertisement.

Key words：advertising language；pun；translation technique

CONTENTS

Abstract

摘要

1.Introduction. 

2. Puns in English advertisements. 

  2.1 Definition  

  2.2 Classification 

 2.2.1 Homophonic pun 

 2.2.2 Homographic pun  

 2.2.3 Idiomatic pun 

 2.2.4 Semantic pun 

 2.2.5 Grammatical pun

3. Pun Translation.

  3.1 Barrier of Pun translation 

 3.1.1 Linguistic Barrier

 3.1.2 Cultural Barrier

  3.2 Requirements of Punning translation 

 3.2.1 Textual Fidelity

 3.2.2 Textual Fluency

 3.2.3 Language style attraction 

 3.2.4 Words refined 

4.Five Strategies of Translation of puns in English Advertisements

  4.1 Preservation

  4.2 Creation

  4.3Compensation

  4.4 Omission

  4.5Imitation

5.Conclusion.

Bibliography.

Acknowledgements.