【正文】 and based on that, es up with a translation principle. Structure of the Dissertation This paper is aimed at finding out a proper theory that can be employed by practitioners to the process of translation. It consists of five chapters. In the first chapter, a brief introduction to advertising is presented. Besides, the purpose of writing this paper and its structure are outlined. The second chapter of the dissertation is devoted to advertising English. Under that topic, the essay first tells what adverting is, ie, its definition. And the purposes of advertising The third chapter of the dissertation is the brief introduction of functional equivalence. The fourth chapter of the dissertation is devoted to the strategies of translation: literal translation, free translation, adaptive translation, translate translation, associative transliteration. The fifth chapter of the dissertation is conclusion of this dissertation Chapter 2 The Dimensions of Advertising A Brief Introduction to Advertising With the development of economic globalization, more and more panies will be involved in business interaction. In order to export their products and their modities. As a promotion device and an important way to put products into international market, advertising plays an increasingly significant role in developing a larger market. But it is an important issue how to make the consumers accept and prefer your products in a foreign market. Apart from other respects, advertising demonstrates absolutely essential significance, advertising also let the world know about China, since advertising can help to create wealth, so this chapter is mainly concerned with a general study of advertising. The Definition of Advertising With the development of economic, we can see advertising everywhere such as radio, TV, newspaper, billboards buildings。 Comments: this is one of a sea world’s advertisement, depend on using the pound sentences, a vivid describe the people in the sea world playing, funning, and to be kind and love to each other’s, attracting people ing there. Advertising is different from others, you should calculate the expenses, so when you are in limited time and space you should make the advertising as well as possible, so you may use the elliptical sentences, so as to make the sentences short, in advertising English you may omit subject, predicate, object or other things. In addition people may use ma, semicolon, dash noun, ellipsis, question mark, exclamation mark, or other marks apart the message to add the information and marketing effect. Literal Translation Literal translation means to translate literally and to translate word for word, but you should not obey the writer’s meaning. Literal translation is mainly used to deal with some advertisements with simple sentence structures and understandable semantic meanings. That is to say, if translated literally, the target text, can convey both the ―superficial‖ meaning and the essence message of the source text. Actually, there is no lack of such successful authentic examples around. Here are some of the examples of effective translation: examples: what a good time for a good taste of Kent! (鍵牌香煙其味無窮，其樂也無窮 ). After 20 years of daily use, the only thing we had fixed on this Zipo Lighter was the hinge. (席普牌打火機(jī)每天使用，二十年后唯一該調(diào)換的零件無非是鉸鏈 ). Drive carefully – the life you save may be your own. (安全駕駛 —救人一命即救己 ). Nike, just do it! (耐克，想做就做 ) The above advertisements are all examples of literal translation from English into Chinese. Taking the last example for instance. Nike is a famous brand name that can be seen almost everywhere in China. The source text ―just do it‖ is expressed in a simple sentence to pass on information that people who wear Nike sportswear can do anything they like. Accordingly, when translated into Chinese, the slogan bees ―想做就做 ‖, which equally delivers the information that the original text intends to convey. Besides, the source text is an imperative sentence and the target text preserves this feature as well. Thus, both the source text and the target text make a hit in stimulating customers’ purchasing desire. Where the Chinese language happens to correspond to the English language, the technique of literal transfer can be taken into consideration. Example: 輕如風(fēng)，柔如云 .(light as breeze, soft as cloud). It is a slogan for clothes. The source text employs a figure of speech to show that this kind of garment is of high quality. It so happens that there is a corresponding phrase ―as… as…‖ in English which expresses exactly the same meaning as the original text. Besides, the appropriate and vivid wording may easily get people thinking of clothes swaying in the wind. Therefore, the translation is a powerful one. Free Translation It means a halfbaked demarcation vaguely meaning it is something different from literal or verbatim translation, neither of which exists。 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