ThePunsinEnglishAdvertisementandTheirTranslationThePunsinEnglishAdvertisementandTheirTranslationAbstractPunisarhetoricaltechniquecommonlyusedinadvertisingstyles.ItisalsoadifficultpointtotranslatepunsinEnglishadvertisementstohavebothformandspirit.ThisarticlecombinesalargenumberofadvertisingexamplestoexplainthecharacteristicsofpunsinEnglishadvertising,andanalyzesthethreeconditionsofpuns.Thearticlealsopointsoutthatthefunctionofpunsisnotallaboutmakingpeoplelaugh.Fromtheperspectiveofadvertisers,punshavetwofunctions:oneistoovercometheadversefactorsforadvertisersintheadvertisingcommunicationenvironment,andtheotheristoinconvenienceUnspeakableinformationisimplicitlyexpressed.Finally,apreliminarydiscussionismadeonthetranslationofpunsinEnglishadvertisements.Keywords:Englishadvertising,puns,translationI北京理工大学珠海学院2020届本科生毕业论文英语广告中的双关语及其翻译摘要双关语作为广告文体中常用的一种修辞手法,英语广告中双关语的翻译要做到形神兼备也是一大难点。通过其创意性与趣味性的表现形式，成为推销商品的重要手段。因此，双关语作为一种含蓄、幽默的表达形式，在广告中广泛使用。本文以英文广告中的双关语为研究对象，分析了双关语的特点和种类，对其翻译方法进行初步探讨。并结合大量广告实例，阐述双关语在英语广告中的特点,对双关语的三个产生条件进行了分析。文章还指出双关的功能并非全部在于使人发笑，就广告人的角度来看，双关语有两方面的作用：一是克服广告交际环境中对广告人的不利因素，二是将一些不便说的或不能说的信息含蓄地表达出来。最后还对英语广告中双关语的翻译作了初步探讨。关键词：英语广告;双关;翻译Ⅱ北京理工大学珠海学院2020届本科生毕业论文ⅡContentsAbstract...........................................................Ⅰ摘要..............................................................ⅡIntroduction..................................................................................................................11ThreeConditionsofPuninEnglishAdvertisement..............................................22SpecialFeaturesofPunsinEnglishAdvertising...................................................42.1UsePunstoImprovetheCommunicationEnvironmentthatisNotGoodforAdvertisers...................................................................................................................42.2UseofPunstoConveyInconvenientorUnexplainableMessages......................52.3UseSimilarSoundstoExpressYourIntent.........................................................62.4UsePolysemy.......................................................................................................63FeaturesofPunsinEnglishAdvertising................................................................73.1Homophone..........................................................................................................73.2SemanticPuns......................................................................................................73.3Quasi-imitationPuns............................................................................................83.4GrammarPuns......................................................................................................83.5SentenceswithFamousAphorismsandProverbs................................................94TranslationofPunsinEnglishAdvertisements...................................................104.1FitTranslation.........................................................................................
