【正文】 advertisers. SyntaxGenerally speaking, the sentences of mercial advertisings are short and straightforward. Simple sentences and imperative sentences are widely used. To ensure that the sentences can be easily bore in mind, the English translators try everything they can to avoid long pound sentences. In addition, phrases are the first choice and the plicated structure of grammar is often not adapted.Eg: The taste is great! （Nestle Coffee） Just do it! （Nike） The first advertising is the simple structure of “SVC”（Subject + Verb + Complement）. The second is an imperative sentence. The third and fourth are both noun phrases. RhetoricEnglish mercial advertisings is a collection of rhetoric devices. The frequently used ones including simile, overstatement, parallelism, pun, etc.Eg: Featherwater, light as a feather. （Featherwater Glasses） As gentle as mother’s hand. （Johnson baby soap）The word “as” in these two advertisings are the symbol of simile. This figure of speech can give the consumers relatively directive impression. The audience can get the leading properties of the product through the association between the source and target.Eg: The Best Friend Thirst ever Had. （Coco Cola） The Best or Nothing （MercedesBenz）The first advertising is born in the Great Depression. In that time, everyone is thirsty for a peaceful life and Coco Cola just made use of this social atmosphere to improve the faith of people. The second advertising is the slogan for Benz corporation and can be considered as its everlasting goal. Both of the two mercial advertisings often include superlative degree adjectives to reach a strong artistic effect. Although the properties of the products are overstated, it is still based on the fact because there are no absolute rules to judge the quality among such a large market.Eg: The misfits. The rebels. The troublemakers. （Apple） Crunchy Outside Spicy Inside （KFC） OIC （OIC Glasses）The first and second advertisings are both in parallel structure. The first is an employment adventure of Apple Company, which emphasizes the requirements of the personality of their staff. The second depicts the taste of the fried chicken of KFC. This structure is concise and has an effect of contrast in some way. The words are arranged in rhythm. The last one is made use of homophonic pun. It is a delicate bination of the sound “Oh, I see” and the brand of the pany. Features of Chinese Commercial Advertising Texts Strictly speaking, the history of modern mercial advertising is shorter than that in the West. Therefore, Chinese advertisers often borrow the experience of western mercial advertisers. However, the features of language between Chinese and English are so different that it is necessary to see Chinese mercial texts in a Chinese way. LexisIdiom is an important and special part in Chinese language. Chinese mercial advertisings often use idioms because of its particular and established impression in people’s mind. Beside, idioms make texts more polished and gentle.Eg: 車到山前必有路，有路必有豐田車。鑒于中英文文體差異較大，本文在第二部分分別從三個部分論述了中英廣告用語的不同特點。 一句翻譯到位的廣告詞往往可以瞬間在人們心中留下不可磨滅的印象。進度計劃：2012年12月至次年3月 確定題目及查閱相關文獻 2013年3月31號 列出提綱 2013年4月20號 確定初稿 2013年5月8 號 論文定稿指導教師意見： 指導教師簽名： 年 月 日教研室意見： 教研室主任簽名： 年 月 日XXXX大學本科生畢業(yè)論文（設計）文獻綜述Literature ReviewIn translation history, Functional Equivalence is a variant of the parable effect. Tylter, British translation theorists, was the first person who proposed the parable effect theory. In 1790, in his book On the Principles of Translation, he gave the good translation a definition: A good translation is to pletely convert the advantages of the original text to another language, enable those people in target language countries can clearly prehend, strong feelings, just as people using the original language prehension. This means that a good translation should be able to make the same effect in different language societies as that in the original one. The German translation theorists Kaul called it parable effect (same effect) in the book Art of Translation in 1896. The concept of functional adequacy in translating has been described in a number of books and articles as“dynamic equivalence”．It was first put forward in Toward a Science of Translating (1964) and elaborated in The Theory and Practice Translation (1969) in great detail. Functional Equivalence is the same that of dynamic equivalence. Thus dynamic equivalence is defined as ‘‘that in terms of the degree to which the receptors of the message in the receptor language respond to it is substantially the same manner as the receptors in the source language” (Nida＆Tabet,1969).At the end of the 19th century, Yan Fu, put forth the three principle of translation—faithfulness, expressiveness and elegance. Faithfulness means equivalence, mainly concerning the content. Expressiveness refers to the relationship between the message and the receptors. Elegance relate to style. In a word, Yan Fu made great contributions to the development of translation of China. Afterwards, there is a great number of translators and translation theorist such as Lu Xun, Qu Qiubai and Ji Xianlin, etc. They also put forward a lot of translation theories similar to equivalence theory in the western countries. All of them have contributed to the development of equivalence theory.Functional equivalence is one of the most suitable translation theories for advertising translation. The term “equivalence” in translation first appeared in ’s writing (1957) when he stated that “the socalled translation equivalence between two languages are never really equivalent” (SnellHornby, 1988). Briefly， ，Nida, Catford, Baker, Newmark and Wilss，all of these theorists have endeavored to interpret the notion of equivalence，approached equivalence fro