【正文】 his： Using this production is safe, easy, quick and with fun. Compared with the changed one with the original one, it is easy to find that the elliptical sentences are more brief and forceful, thus more fascinating to readers. Rhetorical features Rhetoric may serve several functions in advertisement, like attracting attentions, generating a positive mood, or municating the essence of a message in a fast and effective way vividly. Moreover, the creative use of rhetoric in advertising language may result in advertisements which are emotionally alive, intellectually appealing and unfettable. Repetition and metaphor are the main techniques using in advertisement language. Repetition is used to emphasize a point and leave readers a great and deep impression. For example: “You can?t Xerox a Xerox on a Xerox”Xerox copier. In this advertisement, “Xerox” is repeated 3 times. The repetition of the word leaves a deep impression on its readers and urges them to discover more about the product advertised. Also, metaphor is widely used in advertisement language. Advertisements bee more appealing and eyecatching with the help of it, just like a glasses advertisement “Featherwater, light as a feather” (Featherwater 眼鏡，輕如羽毛 ). In general, advertisement language is quite different from other genres. In order to be concise, simple and easy to remember, it has its own linguistic features on lexical, syntactic and rhetoric levels respectively. 3. Three Requirements for Functional Equivalence Theory Applied in Advertisement Translation The soul of all principles and standards is “faithfulness”. Acknowledging the vital importance of “faithfulness”, Eugene A. Nida proposed a new principle of translationfunctional equivalence, which aims at producing a translation which is the closest natural equivalent to the original message, so as to be as distinctly understood and strongly felt by the target language receptors as by the source language receptors. His concept of translation is expressed in the following statement, “translating consists in reproducing in the receptor language the closest natural equivalent of the source language message , first in terms of meaning and secondly in terms of style”(Nida 12). In the concept of closest natural equivalent, it also has three requirements in guiding the translation. Naturalness Nida?s functional equivalence requires that ??translating consists in reproducing in the receptor language the closest natural equivalent of the source language, first in terms of meaning and secondly in terms of style” (Nida amp。 advertisement translation Table of contents 1. Introduction ................................................................................................................ 6 General Introduction ......................................................................................... 6 Literature review .............................................................................................. 6 Thesis Statement .............................................................................................. 8 2. Advertisement Development and Features of .................................................... 10 The development of advertisement ................................................................. 10 Features of Advertisement Language.............................................................. 11 3. Three Requirements for Functional Equivalence Theory Applied in Advertisement Translation ........................................................................................ 14 Naturalness ...................................................................................................... 14 Accuracy.......................................................................................................... 15 3. 3 Conciseness .................................................................................................... 15 4. Strategies for Advertisement Translation ................................................................. 17 Equivalence at Lexical Level .......................................................................... 17 Equivalence at Syntactic Level ....................................................................... 18 Equivalence at Rhetoric Level ........................................................................ 19 5. Conclusion ............................................................................................................... 21 Works Cited.................................................................................................................. 23 1. Introduction General Introduction It is well known that advertisements have bee a very important and indispensable part of our life. Nowadays, we live in a world full of advertisements. We can see them everywhere. It is a main method of promoting products or services. The main function of advertising is informing and persuading. Advertisement translation, as a type of munication, is receiving more and more attention than ever before. Advertisement is a practical text style, quite different from mon literary works, with a very unique purpose of attracting consumers? interest and persuading them to take action. As we all know, no matter in what way to translate the advertisements, this only purpose has never changed. However, many advertisements are still translated under the guidance of traditional theories。 therefore, advertisement translation plays an important role in the publicity and spread of the products. As a main method of promoting sales, the main purpose of advertisements is to draw consumers? attention and stimulate them to purchase the product or service. Although many people have done many researches