【论文】关于英语广告中双关语的翻译

【论文】关于英语广告中双关语的翻译 Abstract With the development of globalization and world economy, advertising is the sellers’ frequently used means of publicizing their products and services. In order to reveal their brands of products, figures of speech are the advertisers’ methods of consistently use. Pun is among their favorites. As one of the important figures of speech, pun is commonly used in advertising. It takes advantage of the double meaning of a word, or the identity in pronunciation of different words. The skillful use of puns makes advertisements vivid and humorous. As a matter of fact, the advertiser shows more emphasis on the underlying meaning of the pun, instead of the literal meaning. Choosing the frequently discussed topic, the author has the following three reasons: firstly, with the development of globalization and world wide economy, the advertising industry and translation of advertisements come into the fore. Secondly, Pun is a commonly used rhetorical device in English advertising. Due to the insurmountable barrier of the two cultures and language structure, the translation of puns in English advertisements is a difficulty. Thirdly, although the topic has been discussed by scholars’ home and abroad, translating of puns in English advertisements haven’t required the attention it deserves. The study will divide puns into four categories, phonetic puns, semantic puns, syntactic puns and cultural puns, which will be proved by a lot of examples. And by exemplification, the methods of translation are classified into six categories—sets translation，free translation, focus translation, compensation, conversion and semantic translation. By researching into a large amount of cases, the author discussed the application and translation of puns in English advertisements. I wish to offer inspirations for those who are also interested in translating of puns, and looking forward to exchange opinions with them. Key words: English advertisement;pun;translation methods - i - 摘 要 在全球化加速及市场经济高速发展的时代，广告是企业推出新型产品最有力方式之一。为了彰显自己的品牌，突出自己的广告，商家在广告语中会运用修辞手法，而双关语就是常用的一种。 双关是利用一个词的不同意义或两个不同意义的词的相同或相近的发音来造成一箭双雕的效果。在实际运用中，使用者所强调对并不是双关语的表层含义，而是暗含的深层意义。双关语在英汉语中都是运用最早的修辞格之一。 本文选择英语广告中双关语的翻译，原因有三:其一，随着全球经济化加速，广告英语的翻译将成为一个热门的话题;其二，广告双关语在其语言结构和表达上都存在难以逾越的障碍，是翻译中的一个难点;其三，虽然一些学者针对广告双关语的翻译作了一些研究，但这一话题并未得到相应的重视。在中国与西方商业和文化交流日盛的背景下，研究广告双关语这一话题具有重要意义。 本文将双关语分为四类:语音双关、语义双关、句法双关及文化双关，通过大量例证来说明双关语的种类。并且从例证出发，将双关语的翻译方法分为套译法、意译法、侧重译法、补偿译法、转译法和分别表意法。本文的特点之一是引用了大量的例证，用以说明双关语的运用及其在广告中的翻译方法。 关键词: 英语广告;双关语;翻译方法 - ii - Contents Abstract ....................................................................................................................... 错误～未定义书签。i 摘 要 .......................................................................................................................... 错误～未定义书签。ii Contents ......................................................................................................................................................... 1 Introduction ................................................................................................................................................. 1 1. The Study at Home and Abroad................................................................................................. 2 1.1 The Overseas Study on Translation of Puns in English Advertisements ........................... 2 1.2 The Domestic Study on Translation of Puns in English Advertisements ........................... 2 1.3 The Purpose and Significance of the Present Study ......................................................... 3 1.4 The Organization of the Present Study .................................. 错误～未定义书签。4 2. Categories of Puns in English Advertisement........................... 错误～未定义书签。5 2.1 Phonetic Puns .............................................................................. 错误～未定义书签。5 2.2 Semantic Puns.............................................................................. 错误～未定义书签。5 2.3 Syntactic Puns.............................................................................. 错误～未定义书签。6 2.4 Cultural Puns ........................................................................................................................................ 7 3.Translation Methods of Puns in English Advertisements ........................................... 9 3.1 Sets Translation ............................................................................................................... 9 3.2 Free Translation ............................................................................................................ 10 3.3 Focus Translation .......................................................................................................... 11 3.4 Compensation ............................................................................................................... 12 3.5 Conversion .................................................................................................................... 13 3.6 Semantic Translation ..................................................................................................... 14 Conclusion .................................................................................................................................................. 16 Bibliography .............................................................................................................................................. 17 - 1 - Introduction Nowadays,there is no one can deny the fact that pun is a commonly used rhetorical device in English advertising. Due to the insurmountable barrier of the two cultures and language structure, the translation of puns in English advertisements is a difficulty. What’s more, advertisement is a persuasive linguistic style, excellent translation call for a large amount of practice. Advertisement is a very practical style，it is unique in grammar and figures of speech. Pun is a frequently used figure of speech. The advertisers are making a lot of efforts in the language of the advertisements. Pun is among the most persuasive tools in attracting the consumers’ eyes. As we can see, there are a vast mass of researches on advertising language, no matter in the field of advertisement or on the linguistic aspect. However, there are not existing thorough researches on puns in advertisements The study will divide into three categories, the first part is about the study at home and abroad.The Overseas Study on Translation of Puns in English Advertisements.And the Domestic Study on Translation of Puns in English Advertisements.; the second part is about the categories of puns in English advertisements,they are respectively phonetic puns, semantic puns, syntactic puns and cultural puns; the third part is the translation methods of puns in English advertisements,they are respectively sets translation， free translation, focus translation, compensation, conversion and semantic translation. - 1 - 1. The Study at Home and Abroad The study on the translation of puns in English advertisements of home and abroad has earned some achievements. I’ll introduce the achievements, the purpose, the significance and the organization of the present study below. 1.1 The Overseas Study on Translation of Puns in English Advertisements AIDMA psychological effect is a proper standard in evaluating whether an advertisement is successful or not. It specifically means whether an advertisement can catch the consumers’ eyes, raise their interest and desire for consumption. Advertisements have their basic linguistic properties. At lexical level, commendatory adjectives and short verbs are used, the usage of large amounts of nominal pronouns and compounds make the advertisement a specialty to consumers. At syntactic level, instead of long sentences, short phrases are more often employed; even the long sentences are used, they are exclamations. Advertisement is a very practical style，it is unique in grammar and figures of speech. Pun is a frequently used figure of speech. It was first employed by John Dryden as a rhetorical device. Almost 2000 years ago, Aristotle has mentioned the use of pun in his book Study on Figures of Speech. Belgian scholar Delabastita divided puns into four categories as following: homonymy, homophony, homograph and patronymic. After that, he defined each type vertical puns and linear puns, the former means two layers meanings of the pun appear at the same time, the later means two layers appear at separate situations. Delabastita’s theory has brought convenience to translation of puns. American scholar Archibald A. Hill put forward the three conditions of puns as follows: double context, hinge and trigger. Sperber and Wilson raised Relevance theory. Its principle that every expressive communicative behavior that should be assumed to the itself has the best relevance. Relevance theory offered a good theoretic framework for analysis of puns in English Ads. Nida’s functional equivalence theory, Vermeer’s Skopostheorie and Newmark's communicative translation theory all have a guiding role in translating the puns in advertising. Under the guidance of the three theories, different guiding principles can be chosen when facing various kinds of advertisements. 1.2 The Domestic Study on Translation of Puns in English Advertisements The scholars advise one or two translation strategies to the audience and use many examples to prove their suggestions. Zhong Lijun advised literal translation and free translation - 1 - as the translation strategies for advertising translation. Guo Jianzhong proposed domestication and foreignization strategies. Professor Cuigang in Tsinghua University has referred to that puns are similar in spelling, but different in meaning; so that certain phrases and sentences can contain two meanings. The formation of the puns is another barrier of translation. Professor Liu Biqing said puns constitute argots by using disparity in meaning and form, and homophones. Due to the contextual transformation can only be corresponding at structural semantic level, in the course of translation, the inherent meaning of puns will loss. However, the scholar Zhang Lanfeng upholds that if the reservation of the original meaning of puns, structurally and literally, is translation;so the puns are of very low translatability. On the other hand, if puns can not be translated into the corresponding ones, so the puns are of very high translatability. Pun is a commonly used rhetorical device in English advertising. Due to the insurmountable barrier of the two cultures and language structure, the translation of puns in English advertisements is a difficulty. What’s more, advertisement is a persuasive linguistic style, excellent translation call for a large amount of practice. However, we have to admit translation involves loss and distortion. In general, the advertising translation still lingers at the starting point, and little attention has been paid to the subject. However, the author thinks we can choose different strategies for different advertisements. 1.3 The Purpose and Significance of the Present Study Advertising is the most commonly employed means by the sellers in making public their services and products. The advertisers are making a lot of efforts in the language of the advertisements. Pun is among the most persuasive tools in attracting the consumers’ eyes. As we can see, there are a vast mass of researches on advertising language, no matter in the field of advertisement or on the linguistic aspect. However, there are not existing thorough researches on puns in advertisements. The following are the reasons why the topic translation of puns in advertisements is chosen as the object of my study. Firstly, pun is the most persuasive rhetorical device in advertising, while it does not seem to receive the attention as it deserves. Secondly, the studies at home and abroad provide guidelines for translation of puns in advertising. Thirdly, the study of puns’ translation in advertisements may be of practical importance in China. The study of object will help us better understand English advertisements, and translate the puns more vividly. Finally, the subject is of my personal interest. By researching into a large amount of cases, the author discussed the application and translation of puns in English advertisements. The aim of the paper is to offer inspirations for - 2 - those who are also interested in translating of puns, and looking forward to exchange opinions with them. 1.4 The Organization of the Present Study In this study, puns can be divided into four types—phonetic puns, semantic puns, syntactic puns and cultural puns. The four categories of puns will be proved by a lot of examples. The methods of translation will be classified into six categories, such as sets translation, free translation, focus translation, compensation, conversion and semantic translation. The paper is to explore the translation methods of puns in English advertisements. The author is looking forward to enlightening those who are interested in translation of puns and discuss the topic with them. - 3 - 2. Categories of Puns in English Advertisements This part divided puns into four categories: phonetic puns, semantic puns, syntactic puns and cultural puns, which will be proved by a lot of examples. 2.1 Phonetic Puns Phonetic puns refer to the result of identity or similarity in pronunciation. More specifically, we are taking the advantages of different meaning of the similar pronunciation of different words. This kind of puns is humorous and funny, so that they would increase the appeal of the advertisements and attract the eyes of the audience. Let’s see some examples of phonetic puns: Make your every hello a real good-buy. This is an advertisement for a telephone; the word “good-buy” is a phonetic pun with the word “good-bye”. The pun makes the advertisement catchy and funny. It means from the beginning of the conversation “hello” to the end “good-bye”, every word can be exactly expressed. At the same time, the concern for your families and friends can be reached. The advertiser takes advantage of this pun and the advertisement impresses the audience deeply. What’s more, the word “good-buy” means excellent quality and reasonable price, so buying the product is worthwhile. Coke refreshes you like no other can. This is an advertisement of Coca-cola; the word “can” is a phonetic pun. On one hand, it means a container for the cola, and the modal word that the cola can refresh you. The word “can” expresses the image of energy, which attracts the audience’s attention. The “in” idea in business travel—Hilton Inns This is an advertisement for Hilton hotel. The word “in” is a phonetic pun. It means fashionable, being at the trend of fashion; on the other hand, it means if you are in the hotel, you will enjoy meticulous service to make you feel at home. At the same time, the advertisement mentioned the name of the hotel, so the customer will have a deep impression of the hotel. More sun and air for your son and heir. This is an advertisement for a seaside bathing place. The words “sun” and “son”, “heir” and “air” are homophonetic. The advertisers make good use of them, so that people will not only remember the advertisement, but also have the tendency to enjoy their holidays in the bathing place. 2.2 Semantic Puns Semantic puns refer to the usage of polysemous words. Literally, there is only one word; however the word can convey two layers of meaning. The word is referring to another meaning. - 1 - As a result, the meaning is euphemistic and easy to call for the audience’s thinking. This kind of pun has the same function with phonetic puns, so it is frequently used. Let’s see the following examples: Fresh-up with 7-up. This is the advertisement of 7-up soda water in the USA. The number “7” is an auspicious word in the western world. In gambling, the dice 7 means wining, up means staying sober and active. 7-up is the trademark of the product, which gives us the impression of being punchy and young. So the soda water stands for an energetic image which is widely welcomed. Your need the strongest line of defense against disease. This is an advertisement of the Johnson’s dental floss. It is well-known that dental floss is used for keeping health of our oral cavity and preventing teeth from decaying. The advertisement takes this point. The word “line” is a semantic pun, which means the “line” used for cleaning the teeth and the defense line for preventing the illness of the oral cavity. The consumers will be clear at the meaning at a glance. The advertisement is filled with the motivation, and the words used are exaggerating, all of these are evidence that the line will be the solidest defense for the consumers’ teeth. Different countries. Different languages. Different customs. One level of comfort worldwide. This is an advertisement of an airline company. The word “custom” has two meanings: the tradition of one region, and the customhouse of one country. The meaning of the advertisement is that no matter what countries, languages, customs the passengers are, they will be welcomed and treated warmly in the airline company. 2.3 Syntactic Puns Syntactic puns mean those which are in similarity with quoted epigrams or proverbs. Those advertisements are based on the inherent social and cultural meaning; the puns are special in structure and meaning, which can be easily handled for the audience. They are appealing in context and artistic in language. Where there is a way, there is a Toyota. This is an advertisement of the Toyota motor corporation. The advertiser makes use of the household proverb “Where there is a will, there is a way”. There is no doubt that people are familiar with the proverb. The usage of the proverb will impress the audience deeply. As soon as people they have the need to purchase a car, they will think about the brand “Toyota”. Thus the purpose of publicity will be reached. Better late than the late. This is an advertisement for traffic safety. It imitates the structure of idiom “Better late than never”. What’s more, the advertiser uses the pun “the late”, which also means “pass away”. - 2 - The warning is somewhat mandatory, so people will pay enough attention to the safety of traffic. And the translation of the advertisement “慢行回家，快行回老家” is humorous, which can give people a deep impression. Tasting is believing. The advertisement is unique due that to it imitates the syntactic structure of the famous proverb “Seeing is believing”. The advertisement gives us the itching to have a try. On the other hand, the advertisement implies that the food is of high quality, and your will linger on the taste of the food. No all cars created equal. Performance or economy? That’s the question every car buyer asks. For the new 2 little 4 cylinder Galant engine, Mitsubishi said instead“Performance and Economy”; then set out to achieve it. The advertisement will recall us the memory of two famous sentences. One is “We hold these truths to be self-evident that all men are created equal” in The Declaration of Independence. The other one is “To be or not to be. That is aquestion” in Hamlet. The advertisement leads the customers to think about questions like what’s the advatages of the car you advertising, then their interest about the car is aroused. The meaning of the advertisment is that you don’t have to choose between performance and economy if you buy a Mitsubishi car. 2.4 Cultural Puns According to American Traditional Dictionary, culture is “the totality of socially transmitted behavior patterns, arts, beliefs, institutions, and other products of human work and thought”. Culture has a great influence on language Advertisers are especially good at using idioms in advertisements. The cultural puns are derived from the English culture, which are based on the social and cultural influence of the language environments. The puns of distinct cultural elements and linguistic art are more likely to call for the consumers’ attention. You'll go nuts for the nuts you get in Nux. It fills you up and gives you lots of go. This is an advertis profoundness reveals the characteristics of advertising products and features. It can be seen that the fuzzy language of advertising is the author's gifted pen unique. Try our sweet corn. You will smile from ear to ear. This is an advertisement of sweet corn. The word “ear” has two meanings: the rice ear and the organ for hearing. The cultural pun “from ear to ear” means one is so happy that he can’t close his mouth; it also means one likes the corn so much that he eats one ear after another. The novelty and freshness of language makes the advertisement unforgettable.ement of Nux nuts. The advertisement contains the word pun: go nuts which means become crazy. With the nuts in front of go nuts, there constitutes a cultural pun. It is clear that the exterior double pun-related, - 3 - dual and full of Lenovo, flexibility, and We take no pride and prejudice. This is an advertisement for the famous magazine Times. The advertisement will remind us of a well-known book Pride and Prejudice authored by Jane Austin. The advertiser is telling the readers that the magazine adhere to facts and justice, the readers can inform their thoughts and trust the magazine. - 4 - 3. Translation Methods of Puns in English Advertisements Translation is the process of transferring of message-carriers, which are different languages. The language of advertisements is implicative, humorous, concise, and full of represent ability. And puns impress both the literal and implicit meaning in certain linguistic contexts. We must confront many difficulties in translating advertisements. As a general rule, the option of translation methods is determined by translation purpose. The special purpose and functions of advertising decide that translation of advertisements is different from other types of writing. So in the course of translation, we should find out proper ways according to the linguistic characters of the advertisements and the purposes of advertising. By this process, we will express the original meaning and avoid losing the losing the information of the original context. In the following text, the author will discuss six methods of translation and which will be exemplified by cases accordingly. 3.1 Sets Translation There are certain similarities between English and Chinese. It is possible for us to find a corresponding expression in the target language. Therefore, we can find a word in translating that may reproduce the original rhetorical effect and convey its meaning and function as well. The translated version will be comparatively ideal and satisfactory. This is conforming to Nida’s dynamic equivalence translation theory “the closet natural equivalent to the source language message”. Rendering pun by pun is a traditional method of translation. One man’s disaster is another man’s delight! The sale is now on! 文:几家欢喜几家愁～拍卖进行中～ 译 This is an advertisement of a big sale. The advertiser employed the structure of English proverb “One man’s meat is another man’s poison.” The advertisement is of the same effect with the everywhere-seen slogan like “clearance sale” or “Selling for rock-bottom price”. The word “delight” and “disaster” form contract, the advertisement is telling the buyers that the seller is selling all the goods at a very low price, which is a disaster for the seller himself, yet the big sale is a pleasurable chance for the buyers. After understanding into the meaning of the advertisement, we can find a corresponding idiom in Chinese “几家欢喜几家愁”. Where there is a way, there is a Toyota. 译文:车到山前必有路，有路必有丰田车 This advertisement imitated the English proverb “where there is a will, there is a way”. Correspondingly, there is a Chinese proverb which has the same meaning with the English proverb. In the translation version, the clause “车到山前必有路” is rendering proverb by - 1 - proverb. The following clause “有路必有丰田车” is a creativity or a parody of the former one. The advertisement is the combination of tradition and new elements. It will catch the attention of the car purchasers at their first glance. From the sharp minds, come Sharp products. 译文:智慧产品，来自夏普 This is an advertisement for Sharp products. “Sharp” can be understood as “able to think and understand things very quickly” and the name of the product, when it is capitalized. The advertiser skillfully put the brand of the product into the advertising which means one will own wisdom once he owns this kind of product. Thus, the advertising not only publicizes the product but also wins the consumers’ heart. Easier dusting by a stre-e-etch! 译文:拉拉拉长，除尘力强 This is an advertisement for a dusting cloth. The word “stretch” is the brand name. The prolonged word “e” is unconventional, it will attract readers’ attention easily. The Chinese version is also novel which retains the phonetic feature of the English version. The word “stretch” and “拉” give the readers the reflection of a long arm, which is the function of the dusting cloth. What’s more, the four word structure and the rhyme “ang” are of the habit of Chinese. So it is an excellent translation version. 3.2 Free Translation Free translation is a skill in translation advertisements. The translator should first comprehend the original thoroughly, then translate it correctly by target language, and acceptable comprehend the original thoroughly. Free translating can communicate the information of products clearly and vividly. It can make a strong impression on target language consumers and arouse their response. Face value Exceptional skin care. Excellent value. 译文:脸面的价值 超群的皮肤护理，超值享受。 This is an advertisement for cosmetics of skin care. The literal meaning of “face value” means “the value of the bill or currency”, but here it means “the value of one’s face”. It implies that one’s face is the most important and valuable, so the face must be protected or cared by exceptional skin care. In order to achieve the expected purpose in Chinese, it is appropriate to use free translation. Another example: Part time job Earn Xtra Money. 译文:业余兼活，外快多多。 - 2 - This part-time job advertisement literally means that the part-time job can earn extra money. The pronunciation of the word “xtra ” is the same with the word “extra”. The substitution of the word “xtra” for “extra” helps deepen the connotation word “extra” and its expressive effect. Although the two words are identity in pronunciation, the word “xtra” expresses has new implication. It makes the advertisement attractive and novel. So everyone will try to read the advertisement. In translation, in order to make its Chinese meaning concise, we choose free translation. Spoil yourself and not your figure. 译文:尽情大吃，不增体重。 This is an advertisement for the ice-cream “Weight-Watcher”. The phrase “spoil yourself” means “enjoy yourselves or indulge yourselves” and “spoil your figure” means “become fat at a sudden”. The word “spoil” is a pun. We should translate the double meaning, free translation. 3.3 Focus Translation In the translation of puns in English advertisements, we can’t give the double meaning of the pun. We have to sacrifice the implicit or the literal meaning, sometimes we translate the implicit meaning, sometimes the literal meaning, this is determined by the conditions of certain advertisements. Rendering the implicit meaning or the literal meaning is actually making choices among many layers of meanings. After this alternative, the pun doesn’t have different meanings; it just contains one single meaning. As a matter of fact, rendering the implicit meaning or the literal meaning is a good evidence for the untranslatability of puns. There are examples. When the wind is a bite….and you feel like a bite…then you bite on a whole Nut. 译文:当寒风刺骨而您又想吃点什么的时候，请嚼嚼全营养坚果。 This is an advertisement for a nut. The word “bite” has several meanings: a feeling of pain, a kind of food, and chew. The profound meaning makes people feel like eating the nuts very much when they are hungry and cold. In translation, we can express one of its meanings. Put it all behind your. 译文:一切尽抛脑后 This is an advertisement of Honda car. The word “it” has double meaning: the older car which is replaced by the new one, and the worries and anxieties you throw behind as soon as you drive the Honda car. It is not proper to translate the two meanings at the same time. So we choose the implicit meaning. The advertisement means that you will begin a new life that all trifles and old things will be threw away after driving the car. It gives the audiences the feeling of being relax and comfortable. Butlin’s—the right choice - 3 - Don’t labor the point, or be conservative in your choice, or liberal with your money. Come to Butlin’s for the real party. Great Party Ahead. 译文:布特林旅游公司----您的正确选择 不要劳烦讲个没完， 不要保守，也别犹豫， 不要放任自由地乱花钱， 到布特林旅游公司参加实实在在的聚会吧。 盛大的聚会正等着你～ This is an advertisement for a travel agency. The advertisement is based on political background. The words “labor”, “liberal” and “conservative” are the names of three parties in Britain. However, the three words have their literal meanings: “labor” means “to deal or describe one thing with too many details”, “conservative” means “being prudent”, and “liberal” means “being generous”. The word “party” means “a group of people sharing the same political belief”, it also means “an occasion on which people meet together and socialize”. If we use the implicit meaning of these words, the advertisement will seem like strange. So we’d better choose the literal meaning. The advertisement gives us the feeling of the travel agency being reliable and trustworthy. 3.4 Compensation Most puns in English advertisements can be translated by rendering the implicit meaning or the literal meaning. However, there are omissions in English advertisements. They mainly refer to the media carrying the advertisements, such as pictures on TV, the voice of the broadcasting, the forms and designs of the newspapers. When translating, we need compensate the omitted information. Here are examples. Shhhhh……. 译文:听～。。。。在洗碗～ This is an advertisement for a dishwasher. When the consumers first see the advertisement, they can understand either the meaning of the advertisement or the product being advertised. The method of compensating is necessary. In real advertising situation, there may be sounds of the dishwasher or visual pictures, so the advertisement can better attract the audience’s attention. OIC 译文:哇～我看到了～ This is an advertisement for glasses. The capitalized three words can catch the audience’s eyes immediately. The appearance of the three English words looks like a pair of glasses. What’s more, the pronunciation of the three words “OIC” is identity with “Oh, I see”. This - 4 - advertisement is fresh to our eyes. In rendering it, we’d better compensate the underlying meaning. The Chinese version of the advertisement is also of outstanding effect of publicity. 3.5 Conversion Culture and customs have great influence on our language and thinking mood. In English advertisements, there are certain customs of expression and thinking mood, which can not be understood or accepted by Chinese. Then we need adopt another way of expression which is easily accepted by our Chinese. Let’s take examples for illustration: We lead, Others copy. (Ricoh copier) 译文:完美科技，超凡先机---尽在理光复印机 。 This is the advertisement for Ricoh copier. The word “copy” is a pun. On one hand, it refers to the function of the machine. On the other hand, it implies that Ricoh copier always lead the way in the field of copiers and others are learning from it. The literal Chinese meaning “我们领先，他们效仿”. But we can’t take the literal meaning, for western people’s custom of being overtly confident. Chinese people have the habit of being humble and modest. In Chinese, words of so strong self-praise are hardly seen in public places. The differences in the thinking moods of western people and Chinese people call for adaptive transfer of the advertisement. The Chinese version “完美科技，超凡先机” is more suitable for Chinese people’s thinking habit. At the end of the translation version, the name of the Ricoh copier is mentioned. The word “先机” and “理光复印机” is rhythmic and easy to remember. We’ve poured throughout her reign.(Guinness beer) 译文:自女皇在位以来，我们一直在享用。---新奇士黑啤 This is the advertisement for Guinness beer that appeared in 1977, the year of the queen’s Silver Jubilee. The word “we” refers to the Guinness Company, and “her” the queen. Chinese people will not think about the queen’s Silver Jubilee when drinking the beer, it is appropriate to state the underlying meaning. The phrase “pour the reign” is homophonetic with “pour the rain”. British people will think of this when reading the advertisement, for in Britain, it is raining all the year. However, in China, people always drink beer in hot summer. So Chinese people can not come up with the meaning when we reading the advertisement. We can’t translate the word “pour” literally. Adaption is necessary. Good to last drop. (Maxwell House coffee) 译文:滴滴香浓，意犹未尽。 This is the advertisement of Maxwell House coffee. The literal translation of the advertisement is “好到最后一滴”. But it is not structurally symmetrical or phonetically rhythmic, which does not confer our Chinese people’s speaking habit. The better version “滴滴 香醇，意犹未尽” contains two four word idioms, which is not only symmetrical but also rhythmic. This version is more acceptable to Chinese readers. - 5 - 3.6 Semantic Translation Puns are always referring to two meanings. In translating the puns in English advertisements, we can express the implicit meaning and the literal meaning, so that the advertisement will be better understood. In some cases, it may be difficult to convey the meaning exactly with the original meaning of the word. We can use a similar way to express. Let’s see some examples for illustration: Ask for More. 译文:摩尔香烟，多而不厌。 I’m more satisfied 译文:摩尔香烟，我更满意 These are two advertisements for the classical More cigars. As The word “more” has two meanings: the name of the brand, and adverb-more cigarettes the customers ask for. The two advertisements all make the customers remember the name of the product, but also give the customers the impression that the product is of superior quality. In the process of translation, it is suitable to render the implicit meaning and the name of the cigarettes. Many advertisers take the advantages of the phonetic puns in their brand names. As a result of translating the double meaning separately, the Chinese version is not as refining and humorous as the original one. Let’s see another example: The Self-made woman. She’s living better all the time. 译文:《自我》造就的女性，生活总是这么称心。 This is an advertisement for the magazine Self. The word “self” has two meanings: the name of the magazine, “self-made” mean self-cultivated and to be successful by yourselves. Nowadays women tend to be more self-independent and call for the equality with men. The advertisement encourages the spirit of independence, it also telling women that you will become the self-made one if you read the magazine. In the translation version, the word “自我” is not only the name of the magazine, but also means being different and individual. The Unique Spirit of Canada. 译文:别具风味的加拿大酒，独特的加拿大精神。 This is an advertisement for a Canadian alcohol. The word “spirit” is a pun, which means a kind of ardent alcohol and the essence of the country Canada. In order to reserve the double meaning and better advertise the liquor, we can translate the double meaning. While once the meaning of pun is translated in two clauses. The charm of pun is lost. Make a deal with us means a good deal to you. 译文:同我们做买卖，让你回报丰富 This is an advertisement for a trading cooperation. The advertiser takes advantage of the double meaning of the word “deal”. It means a lucrative business when collocated with “with”, - 6 - and lots of benefits for the customers when collocated with “to somebody”. The advertisement conveys that as soon as you have businesses with our company, you will make profits. The double meaning is translated and reserved separately. - 7 - Conclusion In a word, the study discussed four kinds of puns, phonetic puns, semantic puns, syntactic puns and cultural puns, which are proved by a lot of examples. The methods of translation are classified into six categories, sets translation，free translation, focus translation, compensation, conversion and semantic translation. The specialty of the study is its profound use of examples, and deep discussion of these examples. Although the author wants to make a comprehensive discussion on the translation of puns in English advertisements, there are still some limitations. The methods discussed in the present study are some of possible strategies in the translation of puns of advertisement. In the actual translation, the concrete condition should be considered, then use other effective methods. With the deepening of Chinese reform and opening up, our country is more likely to establish contacts with Western world, especially in the economical field. Puns in English advertisements will catch the eyes of Chinese. Advertising is a new-emerging industry, but the translation of puns hasn’t been paid enough attention. 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