Abstract: Pun plays an important role in English advertisement. Due to specific pronunciation, spelling and different culture, it is acknowledged that pun is difficult to translate. However, to some extent, on the basis of existing data, the paper analyzes that it is possible to translate puns. While translating, translators should make use of different ways to remedy and amend chosen language to meet requirements and effects wanted. In the first part, this paper introduces the definition of English advertisement. Then it introduces the classification of pun and language characteristics and functions of the pun in English advertisement. So this paper puts forward seven translation techniques: free translation, preserving both meanings, translating via cross-cultural knowledge, emphasis, compensation, literal translation and making dynamic translation.

Key words: English Advertisement; Puns; Translation Techniques

CONTENTS

摘要

Abstract

1. Introduction-1

2. Puns in English advertisement-1

2.1Definition-1

2.2 Classification-2

2.2.1 Homophonic Pun-2

2.2.2 Homographic Pun-3

2.2.3 Parody Pun-3

2.2.4 Grammatical Pun-3

3. Translation Procedure-3

3.1 Recognizing-4

3.2 Analyzing-4

3.3 Translating-4

4. The Translation Techniques for Pun in English advertisement-4

    4.1 Free translation-4

    4.2 Preserving both meanings-5

    4.3 Translating via cross-cultural knowledge-5

    4.4 Emphasis-6

    4.5 Compensation-6

    4.6 Literal translation-7

    4.7 Making dynamic translation-7

5. Conclusion-7

Bibliography-9

Acknowledgments-10