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Abstract Advertising English is characterized by its originality, flexibility and the persity of the forms. In addition to the features of the lexical and syntactic levels, figure of speech, as a kind of linguistic device, is frequently employed in English advertisement. English pun, with its wide use in various literary works, such as poetry, novels, stories, advertisements and riddles, is a category of importance in figure of speech. It expresses humor and wit in a simple way, in that advertisers prefer to use them in their works. Puns with the feature of vividness and interest make the advertising language concise, rich, humorous and attractive. Appropriate use of puns in advertisement can make a remarkable contribution to its influence on its audiences. Based on existing research in this field, the author starts from the pragmatic function to analyze the translation of puns, in hopes to find some strategies for translating puns in advertisement. It is hoped that this study can not only help enrich the theory of pragmatic function in general, but also provide some enlightenment to the readers who want to seek further study on the translation of pun in practice.
Keywords: pun; advertising English; pragmatic function; translation57076
摘要广告英语的特点在于它的原创性，语言使用的灵活性和形式的多样性。除了在词汇和句法方面有独特的特征之外,修辞技巧也为语言增色不少,因此这种修辞在广告英语中广为使用。双关语作为一种简洁的方式表达幽默和机智，备受广告商的青睐。英语双关语是一种重要的修辞，这种修辞被广泛运用于各种文学作品，如诗歌、小说、故事、广告及谜语中。双关语带有活泼有趣的特点,它能使该广告语言简练,丰富,诙谐而且能引人注目。在广告中恰当的双关语的使用能够增强对广告受众的影响力。基于这个领域的研究,笔者将从双关语的语用功能入手对英语双关语的翻译作初步的探究。借以希望能够从理论上充实双关语的语用功能分析，并从实践上对于英语广告中双关语的翻译提供一定的建议，为下面的研究者提供一些启示。
毕业论文关键词：双关语；广告英语；语用功能；翻译策略
Contents
1. Introduction 1
2. Literature Review 2
2.1 The definition of puns 2
2.2 Applications of puns in English advertisement 3
2.3 Pragmatic functions of puns in advertisements 5
3. Translation of Puns from the Perspective of Pragmatic Function. 8
3.1 Replacement 9
3.2 Compensation 9
3.3 Focus-on 10
3.4 Footnotes 10
4. Conclusion 11
Work Cited 13
1. Introduction
With the development of “Advertising culture”, advertisement translation is an increasing important role in the international marketing. It is the ultimate purpose of all commercial advertisements to persuade the target audience into buying products. Scholars have been engaged in the research of English advertisement over the years, owning to various purposes, they do their best to study it from different angles.
Pun is sometimes explained as a play on words. It is a commonly used figure that sets up thought associations. A pun is rather a play on the word and meaning of words. It relies heavily on metaphorical or figurative meaning of words for its effect (范家材，1890: 67). M. Holz emphasizes the need for the translation should be fit to the target knowledge, cultural experience and lifestyle, which are as important as appropriate (source and target) language competence for the production of a successful advertisement (Holz. M, 1984: 780).