【正文】 lent of the original so that the readers of the translation will respond to the translation in the same manner as the readers of the original to the original. Human beings, unlike animals, have similar physiological structures and share a great deal in both their physical and mental activities. As an old Chinese saying goes, human beings, whatever their race or color, have at least seven human emotions in mon, namely, joy, anger, sorrow, fear, love, hate and desire. With the rapid development of science and technology, especially that of mass media, the world has bee small and munication between people speaking different languages has bee more and more frequently. The similarities between men are finally much greater than the differences. The Advertising’s Semantic Equivalence Among the mercial advertising, the semantic equivalence is the most important element and also is the basic factor. It must conform to this element from vocabulary to the whole text. Not only should us consider the basic meanings but also should us consider the metaphorical meaning, not only should us think about the literal meaning, but also should us think about the implied meaning. Firstly, we should pare the differences between the English and Chinese and make clear the differences, it can contribute to us know about the semantic equivalence. Now, I am taking some examples to analyse this point. In Chinese we always accord the usage and material criterion, classify the cup as different kinds: cup(杯子 ), glass(玻璃杯 ), mug(圓筒形有把的杯子 ), beaker(燒杯 ), tankard(帶蓋大杯 ), and so on. We call them cup, but they have different usages, so we should contact the context when we are translating these cups, but sometimes we may use the bination words or other words: wineglass(酒杯 ), beer mug(啤酒杯 ), teacup(茶杯 ), eggcup(蛋杯 ). Secondly, because of the Chinese and English have logical thinking differences, they also appear in the numbers’ using, such as: a pair of gloves, a pair of socks, but in Chinese them also say: 一副手套和一雙襪子 . What is more, in Chinese, the trousers and the passes have two legs but we also translate the ―a pair of trousers‖, ―a pair of passes‖ as ―一條褲子 ‖, ‖一個(gè)圓規(guī) ‖. From these points, the semantic differences exist everywhere Avoid Us Producing Ambiguity The part name, business name and the brand always contain something nice, in these situations, we should be careful when we translate them, especially the export products, if they have something wrong in translation, they may affect the sales volume. Taking the export product ―芳芳 ‖ lipstick for example, in Chinese the 芳芳 ’s pingyin is Fangfang, but in English it means poison fang, in this situation, who dare to buy? Avoid Interpreting Without Real Understanding In English, some phrases, idioms and custom seems to be parallel to Chinese , actually, they have other meanings beyond the outside meanings, so one should be careful while one are translating them, now I would like to take some examples to you. ―五羊 ‖牌自行車 , original translated as ―five rams‖ bicycle, ―五羊 ‖ is standing for Guangzhou, there is a beautiful fairy tale, the immortal gave Guangzhou fine goats, they help the Guangzhou people carry paddies, so people do not need to worry about their grain. In Guangzhou, there are a lot of brands use ―五羊 ‖, like the ―五羊 ‖ watch, ―五 羊 ‖ soap, ―五羊 ‖shampoo. While, ram means saucebox, the consumers may think they are easy having traffic accidents, it should be translated as ―five goats bicycle.‖ Chapter 4 On the Strategies of Advertising Translation The Characteristics of Advertising Example: where else can you reach out to so many different marine animals? To talk. To touch. To laugh. To love. To understand each other. And where else can you and your family be so entertained by your new animal friends? With a whole day of fabulous shows, shows, shows! It can only happen at sea world. Where you can talk to animals. And they can talk to you. Translation: 除了這里， 還有什么地方能讓你認(rèn)識那么多的海洋動物呢？彼此交談，彼此歡笑，彼此相愛，彼此了解。 Abstract In modern society, advertising, as the embodiment of merce, is being an important part of our daily life. Not only is it supposed to be appealing, it is also used as a tool for manufacturers to improve their products’ marketability. With globalization accelerating, more and more businesses of all types are operating internationally in various ways. With china’s accession to the WTO there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market while at the same time the increased transparency and advantages that WTO membership confers have ushered in a new sea of foreign goods into our domestic market. To survive in the fierce global market, they have to make a lot of promotions for their products in foreign markets. In this situation, advertisement translation is increasingly showing its importance. However, in all national markets, particularly in China, unsatisfying translation is appearing in media ever and again, which not only means financial loss, but also impairs the public image of manufacturers as well. Hence, it bees an urgent task for those devoted to translation practice to seek a suitable theory for guidance. Therefore, this thesis will talk about the advertising English and its translation. First of all, I will talk about the purpose and significance of the study, it includes the importance of the advertising, then, I will talk about the dimensions of advertising and, in this part I will take a brief introduction to advertising and the definition of advertising. In chapter 3 I will present a brief introduction to functional equivalence, it includes its background and definition. Then, I will give some examples of semantic equivalence, and analyse these examples. Chapter 4 is th