【正文】 (3) Aesthetic function. This function is being increasingly necessary in modern advertisements. In a situation where it is technologically possible for more firms to produce largely identical products, it is advertisement’s responsibility to persuade consumers to buy a specific modity, thus advertisement nowadays needs to be more attractive. It has not only to provide information but also to make people feel a sense of enjoyment, especially in modern times.3. Features of English advertising language It is said that we are surrounded by air and advertisements. Though this statement is a little bit exaggerated, it happens to give us a real image of the modern life. It does not only mean that advertisements, like air, are everywhere in our life but also as important as air. Advertisement is the bridge between the products, services, and concepts advertised and the consumers. It spreads information to as many receptors as possible in an exact and efficient way. As we have mentioned, advertisement, as a special style with high mercial value, has a very important function to convince people to purchase products or services, or to direct people to look at or do something. Therefore, advertisement texts must have selling power. That is to be eyecatching/earcatching and readable. And the features of English advertising language are closely related with the above characteristics of advertisement.English advertising language is a kind of loaded language, bearing a strong persuasive power. It has many unique features at different levels, which are respectively lexical, syntactical, and rhetorical levels. Lexical features English advertising language is not like the English language in mon use. The lexemes of it are always succinct, special and creative. Creation of new words Misspelling Some copywriters purposely misspell the words which are familiar to everyone so as to achieve the aim of attracting attention and being unique to be easier to remember. For example:(1) Drink a Pinta Milk a Day(2) We know eggsctly how to sell eggs.(3) Krispy cream doughnut.(4) Going East, Staying Westin. (Westin is a hotel.)Example (1) is an advertisement for a brand of milk, which, in the right way, should be “Drink a Pint of Milk a Day.” The copywriter takes the advantage that the pronunciation of “of” sounds like the pronunciation of “a” after “pint”. Thus, this advertisement arouses people’s attention and interest。第四部分是對功能對等的介紹。在本文中，作者認為功能對等應(yīng)該作為英語廣告漢譯的指導(dǎo)原則。功能對等為廣告翻譯提供了一個理論基礎(chǔ)。這也讓英語廣告漢譯的重要性在增加中國人的信息量的過程中逐漸突顯出來。然而，作為一個實用性文體，廣告與一般的文學(xué)作品有很大不同。由尤金奈達提出的功能對等指出了從最小到最大的各程度上的對等，被定義為“譯文對譯文接受者所起的作用應(yīng)與原文對原文接受者所起的作用大體對等”(奈達 1969:24)。而且，在英語廣告漢譯中達到功能對等必須分別在語義、文體及修辭等三個層次上實現(xiàn)對等。第五、六部分是全文的重點部分。 meanwhile, it also achieves beauty and rhythm of the language of advertisement.Example (2) is an advertisement for selling eggs. The word “eggsctly” es from the word “exactly”. Since this advertisement is for selling eggs, the misspelling impresses the readers by “egg”, which is exactly what the advertisement aims at. In example (3), “Krispy” is actually “crispy”. Example (4) is an advertisement for a hotel. The copywriter misspells “western” to “westin” on purpose, because the name of the hotel is “Westin”. Coinage In order to make the advertisement peculiar and fascinating, copywriters always coin new words. They usually make some changes to the trade names or full words like adjectives and verbs. For example:(5)The orangemostest Drink in the world.(6) When your taste grows up, Winston outtastes them all. (An advertisement for cigarette) (7) Give a Timex to all, to all a good Time. (An advertisement for watch) The bold italics in the examples above are coinages. Example (5) is an advertisement for orange. The word “orangemostest”=orange+most+est, which indicates the superb quality of the orange. In example (6), the pound word “outtaste” is not exactly in English vocabulary. But we all know that “out” usually means outstanding. Thus, the newly created word “outtaste” does not only indicate the excellent taste of the cigarette but also work in concert with the word “taste” in the first half of the sentence, which creates a sense of rhythm. In example (7), the word “Timex” is actually pounded by the words “time” and the prefix “ex”. In English, the prefix “ex” always stands for excellent in quality。 Eat amp。 (3) That the translation should have all the ease of the original position to Mona Baker’s (1992) equivalence at word level, above word level, at grammatical level, at textual level and at pragmatic level, among which, Nida’s equivalence theory is one of the most mutual and pete. Nida’s formal equivalence and dynamic equivalence As Belloc (1924) stated: “There are, properly speaking, no such things as identical equivalence”, so, one must in translating seek to find the closest possible equivalence. Thus, Nida states two kinds of equivalence in his book Toward a Science of Translating, namely, formal equivalence and dynamic equivalence. Formal equivalence focuses on the message itself, in both form and content. With this approach, one is concerned with the correspondences such as poetry to poetry, sentence to sentence, and concept to concept. Viewed from this formal orientation, one is concerned that the message in the receptor language should match as closely as possible the different elements in the source language, which means, for example, that the message in the receptor culture is constantly pared with the message in the source culture to determine standards of accuracy and correctness. On the other hand, dynamic equivalence is based upon the principle of equivalence effect. In such translation, instead of paying much attention to the match between the TL message and the SL message, the translator has to be more concerned with the dynamic relationship between receptor and message which should be substantially the same as that existing between the