【正文】 cts, respectively, lexical, syntactical, and rhetorical. In the fourth part, the author introduces the theory of functional equivalence. Part five and Part six are the key parts in this paper. The author lists requirements and principles for functional equivalence in English advertisement translation into Chinese, and cites many examples to illustrate that functional equivalence should be viewed as the principle of advertising translation. And in the final part, a conclusion of the whole paper is made. Here the author states again that functional equivalence is the right theory to guide advertising translation.Key word: advertising advertising language functional equivalence advertisement translation 摘要隨著許多跨國企業(yè)進(jìn)入中國市場，英語廣告在為企業(yè)建立正面形象還有向中國社會推銷產(chǎn)品中起著越來越重要的作用。它有一個很明確及實際的目的就是吸引消費者的注意并說服他們在閱讀了廣告之后采取行動。不論一則廣告被翻譯成何種語言，其吸引消費者注意并刺激消費的唯一目的是不會變的。本文主要包括了七個部分。作者列出了在英語廣告漢譯過程中實現(xiàn)功能對等的要求及原則，并列舉許多例子來說明為何功能對等應(yīng)該作為廣告翻譯的指導(dǎo)原則。 meanwhile this is an advertisement for watch, the word “Timex” makes people think of the watch in good quality. Borrowed words In many English advertisements for food, drinks, garments and so on, there are often French or Spanish words. With the borrowed words, the advertisements make the readers think of foreign countries. For example: (8)These superb cigarettes have been skillfully created for the discerning clientele who have e to expect the legendary perfection of the House of Cartier. The French word “clientele” creates a romantic, elegant, and graceful image of France. Abnormal word collocation According to psychology, advertising language must achieve the effect to attract consumers’ attention and keep their interest so as to stimulate their desire to purchase. So, the advertisement designers always like to break the regulations and create something that generally never occurs to us. For example:(9)When it is difficult to municate clearly with words, speak Polaroid... When you talk about life, speak Polaroid. Grammatically, the word “speak” cannot collaborate with the word “Polaroid”. However, this is just what catches readers’ eyes and leaves them a deep impression. Frequent uses of adjectives and their parative degree and superlative degreeThere are usually a lot of evaluative and descriptive adjectives in advertisement texts, which are used to mend the products or services advertised, such as soft, tender, beautiful, good, real, delicious, smooth, gentle, fresh, new, fabulous, marvelous, wonderful, superb, refreshing, lovely, juicy, special, great, supreme, ideal and so forth. For example:(10)An unrivaled international connection of exceptional natural fiber bedding, clothing, intimate apparel and personal accessories, for discussing adults and some very fortunate children.In this ad, we can see the adjectives count one third of its total number of words, which makes the ad more vivid and persuasive. Furthermore, the parative degree and the superlative degree of adjectives are also frequently used in advertisements, which is because a product’s advantages bee more prominent when pared with its counterparts and the superlative degree of adjectives could assure the fine quality of that product. For example:(11)For the first time, there’s a remarkable gel that can give your hair any look you wantsleeker, fuller, straighter, curlier, more natural, even wetwithout a drop of alcohol or oil.(12) The world’s most fortable car. The successive use of parative degree in example (11) and the superlative degree in example (12) enhance the ads’ persuasiveness. Frequent uses of short forms and pound words The basic feature of advertisement is to convey as much information as possible in limited time and space, so there are many short forms and pound words in English advertisement. For example: （13）For Rent: . 210/mo. A/C avail after Xmas. This is a very classical ad with short forms. In this ad, the words “bdm”, “mod.”, “furm”, “Mo.”, “A/C”, “avail”, “Xmas” respectively stand for “bedroom”, “modern”, “furniture”, “month”, “air conditioning”, “available”, and “Christmas”. Besides, pound words are flexible and expressive, such as bestseller, pipinghot coffee, shinninglean and so on. Syntactical features Advertisement language has its own characteristics in syntax pared with other types of writing. Using simple and short sentence Being terse is the best style of advertising language, because short sentences are always vivid and lively and easy for readers to understand. For example: (14) I love this game. (An ad for NBA) (15) Eatamp。 Not Feel the Least Bit Guilty. (An ad for popcorn) (16) The taste is great. (An ad for the Nest Coffee) From the examples above we notice that short and simple sentences are easier to organize and express. They are directive, clear, and vivid。 also, the quality of a translation should also be measured by readers’ responses, like he says (2001:116)“it is essential that functional equivalence be stated primarily in terms of a parison of the way in which the original receptors understood and appreciated the text and the way in which receptors of the translated text understand and appreciated the translated text”. It is known to us that all ads are created for consumers, the whole processes of advertising, like, media selecting, and copy writing must take the target audience into consideration. An ad translator, certainly, has to consider the readers, such as their educational backgrounds, religions, customs, and consumer behaviors, etc. What’s more, testing the translation of an ad does not consist in merely the parison of texts to see the extent of verbal consistency or conformity, but in determining how its target audience reacts to it. The translation of an excellent ad which cannot fulfill its original function and achieve the effect it is supposed to achieve cannot be regarded as