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as to be appreciated and accepted by Chinese readers. Moreover it achieves the commercial purposes. People in different countries inherit different history and culture, and have different thought and favors. Meanwhile owing to the influence of the different history and culture, there exist obvious differences in custom, psychology, and concept of the value and the world. 
Nida has posed in Language, Culture, and Translating that the most serious fault of translators is caused by neglecting the culture instead of the inferior arrangement ability to language. Each level of language codes depend on the culture of language environment. The Chinese translation of English advertisements with puns has to transfer the uniqueness and originality of English advertisements into the language of advertising corresponding to the Chinese culture.
The same advertising language is not appropriate in everywhere, and every culture has its own special written way about "sales promotion". In the process of Chinese translation of puns in English advertisements, we should make English advertisements realize localization.

Chapter Three Translation Skills of Puns in the Field of English Advertisements

Translation is the conversion of two different languages carrying information. Information covers various aspects, including the significance, content, sentiment, rhetoric, stylistic, style, culture and its form. The language of advertisement is subtle, concise, witty and full of inspiration and expression. The pun, in specific language context, was literary words of language to express dual meanings－obvious and hidden meanings. There are a lot of obstacles in translation of pun in English advertisement accordingly. Therefore the translation of English advertisement should apply appreciate Chinese language to avoid the loss of original information and preserve the original style under the guide of the above three principles based on the theory of "functional equivalence". This chapter proposes five translation skills in Chinese translation of puns in English advertisements through linking a number of practical examples. 
3.1 Respective translation
The pun, one of the figures of speech, makes use of a word or sentence with the same pronunciation or various meaning to express a dual meaning concerning about two things. It is very difficult to present completely the dual meaning in the Chinese translation of puns in the field of English advertisements. Therefore this paper proposes the respective translation which expresses the dual meaning of puns in this field in the advertising form and with the similar Chinese expression to English language.
( 1) The self－made woman. She is living better all the time.
译文：《自我》造就的女性，生活总是这么称心。
This is a women's magazine advertisements named "self" of United States. The word "self" has two levels of meaning, one is the name of a magazine, the other is successful self-cultivation. In modern society, more and more people promote equality between men and women than ever before; moreover women can be more independent, which is relevant to the spirit of "women's self struggle" promoted by this advertisement. And the word "self" with particularity, unconventionality and self-awareness itself, makes the reader know about effective influence enhancing unconsciously self-cultivat本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。