Abstract：With the development of integration of the world's commodity economy, modern advertising, as the driving force of international commercial activities, has been continuously promoted. Advertisements use a wide range of media to convey information, which is to trigger the public's desire to consume and purchase. Pun as a rhetorical device that embodies cultural and linguistic features, it has become a commonly rhetorical technique in advertisements. As a special-purpose, the style of advertising pun has its special features, which determines the translation of advertising pun having its own unique standards and characteristics. This paper employs the functional equivalence theory as basis to research the application of puns in English advertisement and to show the economic value of puns in modern commodity economy and how to translate pun in advertisements.

This paper includes five parts. The first part briefly introduces the development of advertisements and pun. The second part is about the application of pun including the definition, features, functions, and classifications. The third part is the theoretical basis which refers to functional equivalence. And the fourth and fifth part is the translation strategies of pun and conclusion.

Key Words:    advertisement, puns, functional equivalence theory, translation strategy

摘要 随着商品经济的迅速发展，商品之间的竞争也日益激烈。广告似乎成为了最常见的产品宣传 工具，它不仅用形象生动的方式传递着商品的信息，同时也象征着企业的形象。广告语言已 成为广告经济中不可或缺的部分。相对于其他的语言技巧，双关语在广告中的应用是最为普 遍的一种。它使单调的宣传语变得五彩缤纷，留给大众无限的想象力，激发他们的好奇心。 本文旨从奈达的功能对等角度研究双关语在广告中的应用及其翻译技巧，探讨双关语在现代 商品广告中的经济价值。

本文包括五个部分。 第一部分简要介绍广告和双关语的发展。 第二部分是关于双关语在广 告中的应用，包括定义，特征，功能和分类。 第三部分介绍双关语翻译的理论基础功能对等 理论。 第四和第五部分分别是双关语的翻译策略和结语。

关键词：广告，双关语，功能对等理论，翻译策略

CONTENTS

Acknowledgments i

Abstract ii

摘要 iii

1 Introduction 1

2 Analysis of the Application of Puns in English Advertisement 2

2.1 Definition of Pun 2

2.2 Features of Pun 3

2.3 Functions of Pun 3

2.4 Classification and Application of Pun 4

3 Literature Review of Pun Translation in English Advertisement 7

3.1 Previous Studies on Pun Translation 7

3.2 Background Information of Functional Equivalence Theory 10

3.3 Main Ideas of Functional Equivalence Theory 10

3.4 The Feasibility of Adopting Functional Equivalence Theory 11

4 Analysis of Translation Strategies of Puns in English Advertisement 13

4.1 Retention 13

4.2 Borrowing 14

4.3 Omission 15

4.4 Compensation 16

5 Conclusion 18

Bibliography 19

1 Introduction

With the development of commodity economy, modern advertising, as the driving force of international commercial activities, has been continuously promoted. And we all know that advertisements aim to achieve the purpose of selling goods and attract customers by using a wide range of media to convey information. It determines that advertisements have their own  features and involves with marketing, aesthetics, linguistics even psychology. Advertisements also use various language techniques to enhance the beauty of language. Therefore as a rhetorical device that embodies cultural and linguistic features, pun has become a commonly rhetorical technique in advertisements. As a special-purpose, the style of advertising pun has its special features, which determines the translation of advertising pun having its own unique standards and characteristics.