摘要:廣告是以最簡單的語言表達最復雜的意義，語言的魅力在廣告中得到最充分的展示，廣告的目的在于打動人心，激發人們的購買欲望，一字一句都要能充分發揮它的“魅力”和產品想要達到的商業目的。雙關語是廣告創作常用的技巧，它是在特定語言環境中用一種文字形式表達出一明一暗雙重意義，既引人注意又能引起聯想。雙關語具有簡潔、幽默、新穎等效果，因而在廣告中得到大量應用。本文從諧音相關，語義相關，詞性雙關，仿擬相關四個方面對雙關語在英語廣告中的運用作了闡述，同時也從分別表義法，套譯法，側重譯法和補償譯法等四種方法對英語廣告雙關語作了些探討。

關鍵詞：廣告英語； 雙關語； 翻譯

Abstract:Advertisements use the simplest language to express the most complex meanings. The charm of language can have a full play in the advertisements. The purpose of advertisements is to impress people and stimulate people’s desire for shopping. Each word and sentence should be able to give full play to its "charm" and the product should be able to achieve the business purpose. The puns are useful techniques which can express double meanings, both get people’s attention and lead them fall into imagination in a certain language situation. The skillful use of puns makes advertising language simple, humorous and vivid. Therefore, punning is one of the most frequently used ways in advertising. This paper explores punning and translation of puns in English advertisements. It deals with various ways to form puns, and the techniques of translating puns in advertisements.

Key words： Adevertising English；pun; translation