With the above examples and transla

With the above examples and translations, we can see that the purpose ofliteral translation is to directly express the basic information contained in the advertisements. From the perspective of functional equivalence, using literal translation to translate puns in advertisements can achieve lexical equivalence. In other words, that is to find words in the translation that have the same or similar meanings as the original to achieve equivalence with the original. This translation method is faithful to the source text and at the same time achieves a high degree of equivalence between vocabulary and style. Using literal translation to translate puns in advertisements can not only convey the double meanings of the original text, but also help consumers to remember the brand name and feel the brand characteristics in a short time.