摘要
广告是人类有目的的信息交流和传播活动的产物。双关语指在一定的语言环境中,利用词的多义和同音的条件,有意使语句具有双重意义,言在此而意在彼的修辞方式。双关语在广告中的使用不仅能吸引消费者的注意，使广告更具吸引力，还能节约广告的成本。
本文主要探讨了双关语在广告中的应用。首先，英语毕业论文，介绍了双关语的定义及特点，引出了广告中采用双关语的必要性。其次举例略论了双关语在广告中四个方面的应用，包括谐音双关、语义双关、语法相关、习语相关。通过双关语的应用，让广告更有吸引力，降低广告的成本。最后提出广告中双关语的翻译策略，包括保留法，创造法，补偿法，英语论文网站，排除法，忽略法。通过各种措施的合理应用，更好的完成双关语的翻译，使人们对双关语在广告中的应用更好的理解。
关键词：双关语；广告；功能；翻译
Abstract
Advertisement is the natural product of human’s intentional exchange of information and campaign of communication. Pun is a witticism involving the use of a word with more than one meaning, or of words having the same or nearly the same sound but different meanings. Pun’s application in advertisement can make the advertisement impressive and attractive, and it also can reduce the cost of advertisement.
This paper studies pun’s application in the advertisement. Firstly, the definition and feature of pun is introduced, which illustrates the necessity of pun in advertising .Secondly, pun in advertisement is classified as: homophonic pun, homographic pun, idiomatic pun, and grammatical pun, each type is analyzed with typical examples. Humorous pun can make language more impressive and attractive. At the same time, pun can reduce the cost of advertisement to some extent. At last, five strategies have been shown in this paper: preservation, creation, compensation, explication, and omission. Only by scientific usage of various strategies, can a good translation be achieved.
Key words：Pun; Advertisement; Function; Translation
1 Introduction
Advertising is the non-personal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media. It is a device to arouse consumers’ attention to a commodity and induce them to use it. In modern age, people find themselves surrounded by various advertisements each day. An American writer writes: " we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to every house, advertisements jammed between TV programs, newspaper and radio broadcast; " Facing so many advertisements, how to make the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive. In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire. The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive. Among the figures, pun is loved deeply. It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability. So pun is very popular in advertisement.
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