The application of Puns in English Advertisements and translation strategy analysis

Abstract

Advertisement, a single word is worth a thousand pieces of gold. Therefore, advertising language should not only greatly reflect the characteristics of products, short and to the point and humorous, eye-catching, advertised. Puns are a common rhetorical device in English advertisements. Puns will apply the previously familiar phrases, idioms, proverbs, etc. It not only increases the readability and cultural interest of advertising language but also brings economic benefits to cultural utility, killing two birds with one stone. However, pun translation itself is very complex, and pun translation in advertising is even more difficult. this paper start with the types of puns, expounds on the application skills of puns, and on the basis of considering the double meaning of puns and the style of advertising style, makes a preliminary discussion on the translation of English advertising puns from the aspects of set translation and compensation translation.