【正文】 部分也就是最重要的部分，我將陳述廣告翻譯的一些基本策略，其中包括了直譯，意 譯，轉(zhuǎn)譯，套譯，英譯與聯(lián)想，其中前兩部分是重點(diǎn)闡述的。 首先，在這篇文章中我將給大家講述寫這篇文章的必要性，和廣告翻譯的重要性，然后給出了廣告的基本概念，然后我將介紹廣告翻譯中的功能對(duì)等性原則，其中包括了它的背景知識(shí)和概念，再者分析了一些例子來闡述這一原則。 advertising’s free translation needs the translation expressing the original text’ s content, but may differ from the original text’s style. One may not use the literal translation, in these situations, one can try free translation. Free translation is a concept right opposite to literal translation. By free translation, we mean that translators usually abandon the linguistic form of the source text in order to preserve the content in the translated text. They are free to translate in any way they like but must guarantee that the basic information of the source text remains.(張美方，黃國文 2021； 363) The process of free translation of advertisements is one of creation instead of substitution in the target language of what the source text has said. According to functionalist approaches, translating is an activity that seeks to achieve a municative purpose between the source text and the target text. To put it further, a text is made meaningful by its receiver and for its receiver.(Nord 2021:31) A translator must take the readers in the target culture into consideration and take flexible measures to produce a ―readable‖ and persuasive text. Such measures may include addition, omission and creative translation. Addition Sometimes translators need to make some pensation for the original text in the target text solely for the convenience of producing a grammatically correct and semantically understandable text. I will present an example: Source text:溪口千層餅采用傳統(tǒng)工藝，制作精細(xì)，質(zhì)地松脆，清 香可口 . Translation: Xikou Thousand 一sheeted Cake is home made, using natural foods and traditional procedures. The cake tastes good, smells good and is crisp. 一《母語遷移造成的漢英翻譯失誤舉偶》 ( Translation is expected to bear some kind of relationship with the source text, which is what we refer to as the ‖fidelity‖, rule. However, fidelity does not mean translating word for word. According to this theory, the topranking rule should be the Skopos of the translation task. Apparently， the purpose of this advertisement is to pass on information of this cake to readers, impress them with the delicacy of this food and induce them to buy it. The word“千層餅” in the source text means there are many layers in this cake, but not there are a thousand sheets in it. So the translation ―thousandsheeted cake‖ is a wrong delivery of the source text information, which will inevitably confuse and even frighten readers in the target culture. Thus, to help the readers have a true understanding of the food, we can take advantage of Transliteration plus explanation to create an idiomatic English version. First I would like to present an example: Source text: You are at 35,000 feet. Your head is in New York. Your heart is in Paris. Your Rolex can be in both places at once. Translation: 身在 35000 英尺的紐約上空，巴黎的浪漫仍系心中??唯你的勞力士可兩地兼容 .(李克興 2021:66) Sometimes, translators amplify the source text for the sake of unearthing the profound implications and make the translation appealing to the readers. The underlined part“浪漫” in this translation is information nonexistent in the source text. Undoubtedly, if‖ your heart is in Paris‖ was translated literally into“心系巴黎” , the target text would be much more ‖faithful‖ to the source text and is more concise. However, reading such a translation, the readers may take along time to figure out the intention of the advertisement. In a society flooded with so much useless information, general readers would hate wasting time wondering such things. Obviously ―your heart is in Paris‖ intends readers to associate this city with arts, Paris fashion, perform and passionate Frenchgirls, all of which form a picture of romanticism. Therefore, it is wise for the translator to add the word“浪漫” in the target text as it can thereby arouse the readers’ interest and call for their action instantly. . Omission Omission means leaving out the redundant or useless information from the source text to make the target text terse, easy to remember and idiomatic. More often than not, this strategy is employed to deal with advertisement translation from Chinese to English for the primary reason that the English language is usually pact, explicit, and concise while Chinese is always wordy and implicit.(賈文波 2021:42) This linguistic difference is due in large part to the fact that English and Chinese are from two pletely different language families, both of which are deeply affected by history and culture. For example, through history Chinese people gradually developed a belief in the harmony of nature and man, while westerners would rather believe in the separation of nature from man. Whereas the Chinese language often features cliches and florid words, English is always terse and clear. There are few occasions where you can find redundant and unnecessarily wordy language in English. Generally speaking, translators adopt the strategy of omission for two reasons, o ne is to remove unwanted or semantically repetitive information: the other is to smooth away the cultural barrier between different nations. Present this example: ??上海國際展覽中心擁有國際標(biāo)準(zhǔn)的展覽空間，優(yōu)良的設(shè)施和高質(zhì)量的服務(wù)，自從 1992 年 3 月成立以來，該中心成功的舉辦了大規(guī)模的國際展覽，贏得了來自世界各地的主辦者，展商和廣大群眾的一致好評(píng)。22) Equivalent effect is absolutely necessary and it tends to be the only criterion in assessing the translation of advertising. Advertising language, which serves to persuade the target customers in making a purchase of the product advertised, mainly has a vocative function. Advertising translation, therefore, means the transformation of this vocative function from the source language to the receptor language. An advertising translator should make his translated work a functional equiva