【正文】 biguity.................................................................................. .7 Avoid Interpreting Without Real Understanding................................................... .7 Chapter 4 On the Strategies of Advertising Translation ........................................................... 8 The Characteristics of Advertising .................................................................................... 8 Liberal Translation ............................................................................................................ 9 Free Translation............................................................................................................... 10 Addition.................................................................................................................11 Omission .............................................................................................................. 13 Creative Translation ............................................................................................. 14 Adaptive Translation ....................................................................................................... 17 Associative Transliteration .............................................................................................. 19 Nonassociative Transliteration ............................................................................. 19 Associative Transliteration ................................................................................... 19 Chapter 5 Conclusion ................................................................................................................. 20 Bibliography ................................................................................................................................ 21 Chapter 1 Introduction Purpose and Significance of the Study With china’s accession to the WTO there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market while at the same time the increased transparency and advantages that WTO membership confers have ushered in a new sea of foreign goods into our domestic market. In this heated war of petition, the most powerful weapon available in shaping self image and promoting one’s goods is the advertisementit is this that prompts every enterprise. However, as we see in our daily life, the quality of those translated advertisement is not satisfactory. For some of those translated, people are just lost at sea in terms of the product information. for some others, people could even get an adversary impression of the product just due to the diversity of cultures. To advertising, such a special style, up till now, no one has put forward a clear and practical preliminary study on the features of advertising English, and based on that, es up with a translation principle. Structure of the Dissertation This paper is aimed at finding out a proper theory that can be employed by practitioners to the process of translation. It consists of five chapters. In the first chapter, a brief introduction to advertising is presented. Besides, the purpose of writing this paper and its structure are outlined. The second chapter of the dissertation is devoted to advertising English. Under that topic, the essay first tells what adverting is, ie, its definition. And the purposes of advertising The third chapter of the dissertation is the brief introduction of functional equivalence. The fourth chapter of the dissertation is devoted to the strategies of translation: literal translation, free translation, adaptive translation, translate translation, associative transliteration. The fifth chapter of the dissertation is conclusion of this dissertation Chapter 2 The Dimensions of Advertising A Brief Introduction to Advertising With the development of economic globalization, more and more panies will be involved in business interaction. In order to export their products and their modities. As a promotion device and an important way to put products into international market, advertising plays an increasingly significant role in developing a larger market. But it is an important issue how to make the consumers accept and prefer your products in a foreign market. Apart from other respects, advertising demonstrates absolutely essential significance, advertising also let the world know about China, since advertising can help to create wealth, so this chapter is mainly concerned with a general study of advertising. The Definition of Advertising With the development of economic, we can see advertising everywhere such as radio, TV, newspaper, billboards buildings。 and even when we on the metro or on the street. It is no exaggeration to say that there are few places in the public that are not permeated with advertisements. Advertising is the nonpersonal munication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (American Marketing Association)(Bovee, 1992, 7) Advertising is a way to promote the products. It can reach everywhere and everyone can see it, and it do not need the seller and buyer to get together. The consumer can get message from the advertisement, it contain the products’ message, it always es from short and easy to remember, it also es from our daily life whose words easy to see, for example, My goodness! My Guinness(我的天！我的健力士 ) good to the Last drop(Maxwell), That’s my way(la saunda), ―wear the world‖(國(guó)際時(shí)尚，戴在我手 )（珠寶廣告） advertising makes the brand well know, we know Intel Pentium(英特爾奔騰 ), Philips(飛利浦電器 ), Time(時(shí)代雜志 ), Guinness(健力士 ), Colgate(高露潔 ), Lipton(立頓 ),Cocacola(可口