中文摘要: 在经济全球化趋势下，广告作为广告主和消费者的媒介，为经济的发展做出了贡献。双关语具有特殊的语言特征和丰富的文化内涵，深受广告商的喜爱。本文通过对顺应论和英语商业广告的双关语翻译的理论研究，从顺应论视角对双关语在英语商业广告中的应用现状进行案例分析，总结出顺应论视角下的英语商业广告双关语言的三种翻译技巧，一是正确使用双关语，二是注意传达正确的含义，三是传达修辞和语用重点。这些方法可以在传达广告信息的同时实现其本来的语用功能，从而达到即推广了产品，又增加了销量的目的。

关键词；英语商业广告；顺应论；双关语；翻译方法

Contents

中文摘要

Abstract

1.Introduction-1

2. Literature Review-1

2.1 Characteristics of English commercial advertisement-1

2.2 Introduction to pun-2

3. Linguistic Adaptation Theory-3

3.1 Three properties of adaptation theory-3

3.2 Four pragmatic perspectives of adaptation theory-3

4. Application of Adaptation Theory in the Pun of English Commercial Advertisement-5

4.1 Analysis of English advertising pun from the perspective of adaptation theory-5

4.1.1 Linguistic adaptation of pun translation-5

4.1.2 Contextual adaptation of pun translation-7

4.2 Techniques of pun translation from the perspective of adaptation theory-9

4.2.1 Pay attention to the correct application of puns-9

4.2.2 Focus on conveying the correct meaning-10

4.2.3 Communicate rhetorical and pragmatic focus-10

5. Conclusion-11

References-12

Acknowledgements-13