【正文】 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，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。還有什么地方能讓你和你的家人得到如此這般與動物為友的樂趣呢？一整天妙不可言的表演，表演，表演！一切盡在海洋世界。 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。在第四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，轉譯，套譯，英譯與聯(lián)想，其中前兩部分是重點闡述的。隨著我國社會經(jīng)濟的迅速發(fā)展，改革開放的進一步深化，以及加入世貿組織已成為事實，大量的外國商品涌入中國市場，中國產(chǎn)品也大量進入到國際市場，各種產(chǎn)品在市場上的競爭越演越烈，而廣告在促進產(chǎn)品銷售和繁榮市場經(jīng)濟等方面的作用也越來越明顯，廣告翻譯的地位也隨之顯得越來越重要 , 但是現(xiàn)在的廣告翻譯的不足越來越不能滿足市場的要求，特別是中國市場，這將意味著競爭力的不足， 和財富的損失，并且也不能在消費者心中創(chuàng)立產(chǎn)品的良好形象，所以探索廣告的更好翻譯已經(jīng)成為亟待解決的問題，在這篇論文里我將帶領著大家一起探索廣告翻譯的基本策略。 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 the most important part of this thesis, in this chapter I will talk about the basic strategies of advertising translation, but first of all I have to write about the character of advertising, then I will present several strategies to translate the adverting. These strategies are as following: literal translation, free translation, adaptive translation, associative transliteration. Key words: advertising, international translation, strategy 摘要 在經(jīng)濟全球化得今天，廣告作為一種特殊的行業(yè)，在當今社會發(fā)揮著日益重 要的作用。被喻為商業(yè)化身的廣告已滲透到社會的各個角落，逐漸成為人們日常生活中的一個重要組成部分，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。 首先，在這篇文章中我將給大家講述寫這篇文章的必要性，