Advertising plays an important role in building brand image. Advertisements often use rhetoric to attract audience’s attention and stimulate consumption desire.As an effective rhetorical and linguistic means, pun often appears in pronunciation, semantics and other aspects. Translators will encounter various problems in phonetics and semantics in the process of translation. Meanwhile, cultural differences increase the difficulty of translation and affect the accuracy of translation. This paper mainly introduces four different translation strategies: literal translation, free translation, loan translation and annotation. Translators should adopt appropriate translation method according to the characteristic of different puns and strive to convey the information of the original text completely and accurately.

Huiwen Zhang. E-C Translation Strategies of English Advertising Puns. Academic Journal of Humanities & Social Sciences (2024) Vol. 7, Issue 1: 89-96. https://doi.org/10.25236/AJHSS.2024.070114.

[1] Nida, E. A(1993). Language, Culture, and Translating[M]. Shanghai: Shanghai Foreign Language Education Press, 32.

[2] Lu Ying(2008). On the Cognitive Interpretation of Advertisement Pun[J].Journal of Hefei University of Technology, (02):80.

[3] Yao Jun(2004). A Cognitive Approach to the Pun in Advertising[J]. Journal of Sichuan International Studies, (05):102.