【正文】 (28) Kodak is Olympic color. (Metaphor) Example (26) is an ad for a brand of garment. Simile is used in this ad, which pares the garment to breeze and cloud to make readers think about the excellent quality of the garment. In example (27), Sakura Bank is pared to a thriving sakura, the tree of Japan, which indicates that the Bank is in good management and running very well. In example (28), metaphor is used. The word “Olympic” makes people think of the spirit of the Olympic Games which is higher, faster, and stronger. Kodak is pared to Olympic color indicating its good quality. Pun Pun is an amusing use of a word of phrase that has several meanings or that sounds like another word. There are usually three approaches to achieve pun: by the pronunciation, meaning, or grammar. Puns are frequently used in ads to attract the readers’ attention because it can create a sense of humor and wit. The following are examples: (29) More sun and air for your son and heir. (30) Spoil yourself and not your figure. (31) Coke refreshes you like no other can. In example (29), the copywriter uses the two pairs of words sunson and airheir, which have the same pronunciation, to make the ad rhythmical and easy to remember. In example (30), the word “spoil” has two meanings. The first meaning is “indulge” while the second meaning is “destroy”. This is an ad for an icecream, which will naturally arouse the readers’ desire to purchase. Personification By personification we mean that something without life is represented or thought of as a human being, or things having qualities or feelings of human beings. The use of personification in ad texts will make the ads livelier. For examples: (32) Apple thinks different. (Apple is a brand of PC) In example (32), the ad designer personifies “Apple”, like it can think as human beings. Thus, the ad will be more affectionate and vivid. More examples: (33) Unlike me, my Rolex never needs a (34)“Hi, I’m Rusty Jones.” –Matex Company Rhyme Rhyme in ad texts makes the ads rhythmical and easy to remember. Take an ad for a beer “My goodness! My Guinness!” for example. In this ad, the alliteration and the end rhyme of the word “goodness” are the same as those of the word “Guinness”. Therefore, the ad is rhythmical to read and easy to remember. Another example: (35) Sea，sun，sand，seclusion—and Spain!4. Functional equivalenceTranslation equivalence has been used by many translation theorists to describe the nature and extent of the relationship which exist between source language (SL) and target language (TL) texts or smaller linguistic units. This theory has long been discussed. From the three principles proposed by . Tytler (1790): (1) That the translation should give a plete transcript of the ideas of the original work。 Eat amp。在最后一部分，作者對(duì)全文作了總結(jié)并重申了功能對(duì)等是廣告翻譯的最佳指導(dǎo)原則。第一部分是對(duì)全文的簡要介紹；第二部分對(duì)廣告作了簡要的介紹，第三部分分別從詞匯、句法、修辭等三個(gè)方面介紹了英語廣告語言的特點(diǎn)。從這個(gè)角度看，功能對(duì)等可以作為廣告翻譯的最佳原則。這就要求廣告的翻譯版也必須在目標(biāo)語中達(dá)到其原始價(jià)值及功能，如注意價(jià)值、記憶價(jià)值、可讀性、表達(dá)性、引導(dǎo)性及美感功能。畢業(yè)論文（設(shè)計(jì)）Acknowledgements First of all, I would like to thank my family for their being supportive for my entire life. I would never be able to achieve so much without them. I also wish to express my thanks and appreciation to my tutor Mr. Zhang Hongwu, whose careful reading and professional advice are invaluable to me throughout my thesis writing. I also like to give a lot of thanks to all teachers and schoolmates who have helped me so much in these four years, especially Mr. He Jiaju, Mr. Meng Fanyi, Yang Manru, Lin Yingping, Zhan Qiuchan, and Zhang Liyan. I also feel very grateful to my best friends Liu Jiachun, Ke Hongyu, Chen Peng, and Liao Lianhua. Thank them for being helpful during my writing this thesis while working. Only because of them can I be able to be who I am now. AbstractAs many transnational enterprises are entering into China’s market, English advertisement is playing a more and more essential role in establishing a positive image of the enterprises and promoting products to the Chinese society, which makes the English advertisement translation into Chinese more and more important in enhancing Chinese people’ s information volume. However, as a practical text style, advertisement is quite different from mon literary works. It has a very specific and material purpose of attracting consumers’ attention and persuading them to take action after reading, which requires that the ads texts be as fully expressed as possible in the target language so as to achieve their original values and functions such as attention, memory, readability, expressiveness, directivity, and aesthetics. Functional equivalence provides a theoretical base for the ad translation. Functional equivalence, raised by Eugene A. Nida, which implies different degrees of adequacy from minimal to maximal effectiveness factors, is defined as “in terms of the degree to which the receptors of the message in the receptor language respond to it in substantially the same manner as the receptors in the source language” (Nida 1969:24). It does not matter which language an ad is translated to, the only purpose of drawing consumers’ attention and stimulating them to purchase the product or service being advertised will never change. From this point of view, functional equivalence could be viewed as the right principle of advertising translation.In this thesis, the author holds the view that functional equivalence should be regarded as the principle of English advertisement translation into Chinese. And functional equivalence in English ad translation into Chinese should be achieved at three levels, namely, semantic level, stylistic level, and rhetoric level.This paper consists mainly of seven parts. The first part is a brief introduction to the whole thesis. In the second part, a brief introduction to advertising is presented, and the third part deals with the features of advertising language from three aspe