【正文】 ion was trying to preserve formal correspondence of the original, therefore， the translation is rigid. The example shows this problemin translating the advertisement “Connecting People. (Nokia)” with the meaning “連接你我 ”, thus, which cannot express the actual quality of the Nokia mobile phone. No matter what kind of cellophanes can achieve at this level and let readers have nothing serious about it, while this translation version “科技以人為本 ”, which can exactly describe the attractive features of this brand. It is the best choice. 3. 3 Conciseness The conciseness of advertising translation demands that the translated version should both be simple and brief, brief in wording and simple in syntax. Since advertising is to face audience with different educational backgrounds。分分秒秒維持肌膚水潤細(xì)致，舒展干燥皺紋 ，是肌膚煥發(fā)青春魅力。一夜之中，每時(shí)每刻，玉蘭油晚霜是您的肌膚始終保持濕潤，增強(qiáng)皮膚的自然再生能力，舒展細(xì)微的皺紋，讓您的皮膚顯得更輕柔，更年輕。 Taber 37) Nida defines translating, the process of translation as “decoding the meaning of a text in one language and encoding it into a different language, often reflecting a quite different culture.” He classifies Catford?s linguisticsbased translation theory as a “strictly linguistic approach to translating”, which focuses much upon the structures of source and target language (Nida 7). In order to overe the narrowness of this approach, he proposes a munication theory of translating, in which focus is given upon the source, the form, the content of the message, the receptors, the setting of the munication, the media, and so on, instead of mere verbal message, in order to achieve the purpose of verbal munication. Therefore, the closest natural equivalent must be found to match the message in SL text. Such kind of equivalence is named by Nida as Functional Equivalence, which means that the receptors of the message in the receptor language respond to it substantially in the same manner as the receptors in the source language. Functional theories in 1970s and 1980s mark a move toward a functionalist and municative approach to the analysis of translation. The functional equivalence theory of Nida is tremendously influential since his work is the move towards a functional definition of meaning where a word is meaningful only in its cultural context. The functional equivalence theory has widely been applied to the study of translation works, and these studies are mainly focused on literature translation. Functional Equivalence Theory must be based on analysis of the message embedded in source and target languages. In other words, no functional equivalence can be achieved without adequate analysis of the languages involved in translation process. To sum up, the traditional studies of advertisement translation are mainly included in literature translation, which investigate the style of advertisements through analysis of the lexical and syntactic features and probe into the translation approaches with contrast between the English and Chinese styles of advertisements. Unfortunately, it is largely neglected to study the translation of product advertisements in relation to the theory of functional equivalence. This thesis tries to link the wording of advertisements with its actual context and meaning, and attempts to examine how functional equivalence is reflected in the translation of advertisements in the hope of deepening the understanding of advertisement translation and the theory of functional equivalence. Thesis Statement Since the author pointed the importance of the advertisement translation above, there are some problems we are faced with in the process of translating. Different schools hold different views on the principle of advertisement translation. This paper will focus on Eugene Nida?s Functional Equivalence Theory and introduce this theory in detail and give some examples at the same time. And the author will analyze the current strategies of advertisement translation. Moreover, this paper will list two reasons and cite many examples to illustrate that functional equivalence should be viewed as the principle of advertisement translation. This paper will further argue that functional equivalence could be achieved at three levels in advertising translation, namely, lexical, syntactic and rhetoric level. At last, the author will conclude that Functional Equivalence Theory is the main principle in advertisement translation. 2. Advertisement Development and Features of Advertisement Language Advertisement is around us all the time. Whenever we read a newspaper or a magazine, on the TV, or on the puter and so on, we are confronted with advertisements. However, how is advertisement developed? What are the functions and language features of advertisement? And what are the methods applied in advertisement translation? These are the questions which we must have a good understanding. The development of advertisement The embryonic form of advertising in the world is street cries, which exist even today. The origin of advertisement dates back to thousands of years ago when the first known methods of advertising was an outdoor display, usually a sign or an announcement on the wall of a building. Such primitive advertisements offered various modities for sale and rent. Advertising was not unknown in ancient Greece and Rome, but advertising as were cognize did not start until the seventeenth century in the West. It was at about this time that newspaper began to circulate. Before that, it is printing which was first invented in China and then introduced to the West that played a vital role in the production of print advertising. Small types of advertising were dominant before the nieenth century and the style and language used in ads at that time tended to be direct and informative. The In