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1、PunsinEnglishAdvertisementsandTheirTranslationIntroduction:Withthedevelopmentofsocialeconomy,advertisementshavedeeplygoneintoeveryfieldofoursocietyandhavebecomeanindispensablepartofourlives.Thecreationofadvertisementsisacomprehensiveart.Thewritingofthiskindofartneedsmoreski
2、llsthanthatofotherforms.Itshouldmakeuseofmarketingtheoriestocreatevividandinterestingwordswhichcanbeappreciatedbyboththewell-educatedandtheun-educated.What’smore,itshouldbeabletoattractreaders’attentioninashortmomentandstimulatetheirpurchasingdesire,andthenbringabouttheirpu
3、rchasingaction.Punningisoneofacommonskillinadvertisingcreation.Punningistheuseofawordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlysamesoundwithdifferentmeanings,whichcannotonlyappealtoconsumers’attentionbutalsobringa
4、bouttheirimagination.Punshavemanyrhetoricaleffectssuchasconcise,funny,humorous,novel,special,etc.Thus,punsarelargelyemployedinadvertisements.1LanguageCharacteristicsofEnglishAdvertisements1.1LexicalFeaturesWordsinEnglishadvertisementsareabundantandcolorful,andtheselectionan
5、dusingofthemserveforthisultimateaim---marketinggoods.Therefore,theyarearmedwithencouragementandinfluence.Lexicalfeaturescanbesummarizedasfollowed:Firstly,adjectivesanditscomparativeandsuperlativedegreesareapplied.Forexample,Famousworld-widegourmetcuisine.Excellentdailyspeci
6、alsandmouthwateringdesserts.Tastersricher…mellower…moresatisfying.Secondly,newwordsandoddwordsarecreatedtocausethesenseofnovelty,tomakenovelty,oddnessandspecialtyoftheproductsmoreoutstanding,tosatisfy13consumers’mindstopursuingfashionandflauntinghumanity.Forinstance,Fortwog
7、ether,theultimateallinclusiveonepricesunkissedholiday.“Twogether”isderivedfromthesoundoftogether,andthatitistranslatedintotwopeopleismorevividthanthattranslatedintotogether,whichaddsmoretastestothisadvertisement.Thirdly,repetitionofwordsisused.Therepetitionisacommonskillwhi
8、chcanachievetheeffectsofemphasizingandrendering.Andsucheffectisrightaneffectthatad
