【正文】 一個你和動物們彼此傾訴的美妙世界。被喻為商業(yè)化身的廣告已滲透到社會的各個角落，逐漸成為人們?nèi)粘Ｉ钪械囊粋€重要組成部分，它不僅給人們帶來感官上的沖擊，而且是商家盈利的重要手段之一。 and even when we on the metro or on the street. It is no exaggeration to say that there are few places in the public that are not permeated with advertisements. Advertising is the nonpersonal munication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (American Marketing Association)(Bovee, 1992, 7) Advertising is a way to promote the products. It can reach everywhere and everyone can see it, and it do not need the seller and buyer to get together. The consumer can get message from the advertisement, it contain the products’ message, it always es from short and easy to remember, it also es from our daily life whose words easy to see, for example, My goodness! My Guinness(我的天！我的健力士 ) good to the Last drop(Maxwell), That’s my way(la saunda), ―wear the world‖(國際時尚，戴在我手 )（珠寶廣告） advertising makes the brand well know, we know Intel Pentium(英特爾奔騰 ), Philips(飛利浦電器 ), Time(時代雜志 ), Guinness(健力士 ), Colgate(高露潔 ), Lipton(立頓 ),Cocacola(可口可樂 ), and so on, why we know these brands? Because they have made advertisement and we know their advertisement very well, when we e to the market we may turn to these brands, so advertising help these panies create wealth and make the world know them. I think not every advertising can appeal people but a good advertisement can appeal people, so how to translate a good advertisement is very important. Chapter 3 A Brief Introduction to Functional Equivalence Background and Definition of the Equivalence The task of translation is actually an attempt to achieve functional equivalence, ., to produce the same effect (or one as close as possible) on the readership of the translation as is obtained on the readership of the original. This is the ―equivalent effect‖ principle proposed by Newmark. Nida calls it ―functional equivalence‖, which he defines as 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.(1982。?? Original translation: With its exhibition halls of international standard, excellent facilities and quality services. Intel Shanghai has, since its founding in march 1992, successfully held a variety of largescale international exhibitions, winning favorable ments from the anizing instructions, exhibitions and audiences of various countries.(殷燕 2021:57) Grammatically, the English version is very loyal to the original text. However, Judging from Western aesthetic standards, it is a bad translation, or we can say, nonsense. Foreigners may feel confused as to what the key point of the advertisement is. For them, the sentence ―successfully held a variety of largescale international exhibitions‖ only is enough to convey all the messages included in the original text. Thus, all the other information in the translation is unnecessary and unappealing to foreign customers. However, a little omission of the source text may produce a pletely different result. Creative Translation In a case of creative translation, one can hardly find the trace of the source language in the target text. It is mon knowledge that creating a good advertisement is difficult. However, transferring the source message with the original flavor and taste is even more difficult, or we can say, almost impossible. For instance there is a kind of traveler’s check in America called ―World Money‖. Although most readers can understand the literal meaning by translating it into“世界貨幣” , the function of advertising requires that a good advertisement should be provided with the nature of aesthetic sense, otherwise, it may not arouse the interest of customers. As the advertisement laid stress on promoting the convenience and credibility of this cheek, the Chinese version“旅游必備，全球通用” seems to be a more persuasive and appealing slogan than“世界貨幣” . Actually, the receivers prefer to accept the expressions in translation within the range of their knowledge of the world. Consequently, translation of advertisements must adapt to the target language style and target cultural concept.(何恩 2021:274) Only in this way can the translation serve the special purpose of advertisements which is to attain the persuasion function at its best. I will talk about this example: if you’re doing business in Philipines, it pays to get the pick of the crop. (從事多種事業(yè)，保管發(fā)財 ). From the advertising’s liberal meaning, if conditional statement means a kind of business trade, the main clause means you can gain abundant reward, but the real meaning is to persuade people building the relationship with the bank Because the think style is different, in the advertisement you can often see the contrary degree to express the same concept, in this situation you should be careful. To obtain as much as or even more attention value and memoir value in the translation pared with that in the original text, the translator always prefers adopting distinct words and expression, which may bring much more attention to the advertised product and produce a kind of association in readers’ mind, thus evoking the consumers’ passion for the product. Do you know why Sprite has been translated into ―雪碧 ‖? Sprite means elf or goblin(精靈， 妖精 ). As a name of a soft drink, it may sound very interesting and amazing to Englishspeaking people and arouse their desire to have a try. But ―女妖 ‖ as a name of a drink may sound very unpleasant to Chinese people especially in the early 1990’s when people were not used to unconventional ideas as they are now. ―雪碧 ‖ sounds to close to the English origin, also stimulates an association in the minds of Chinese people with a dri。在第四