Abstract

Pun is a common rhetorical means in English advertising. The translation of puns is a difficult one in itself while the translation of puns in advertising is more complicated. The content of the advertisement is generally short, but it has to show the characteristics and advantages of the product in a short period of time and content. While the use of puns can best reflect the wit and humor. The rhetoric of puns is a commonly used technique for advertising. Pun means the use of a language in a specific language environment to express two meanings both in the form of a clear one and a dark one which are attractive and can lead to association. Puns have many rhetorical effects such as concise, funny, novel and so on. It highlights the characteristics of advertising and thus gets a lot of advertising applications. This paper will just analyze its usage in the advertising language, try to find its principles and the issues, finally give the systematic proposals.

Keywords: Pun; Translation; Cultural difference; Advertising