This paper is pided into six parts。 Chapter one is introduction。 It is the background of the research on advertising translation。 Chapter two is literature review。 It mainly introduces the previous researches and present situation on advertising translation both domestically and aboard。 It also describes the development of functional equivalence theory。 Next chapter is a brief introduction of advertising in terms of its history, definition, features and functions。 Chapter four is a description of three levels of equivalence in advertising translation。 Chapter five is the core part of this paper。 It argues that functional equivalence should be viewed as the principle of the advertising translation and the equivalence could be achieved at three levels named lexical level, syntactic level and semantic level。 The last part is the conclusion of the paper and offers some suggestions for further research。

2。 Literature Review

The previous chapter has given a brief framework of the whole thesis and this chapter will introduces the previous researches and present situation on advertising translation and it will also do a review on the development of Functional Equivalence Theory。   

2。1 Previous Researches on Advertising Translation

The term “advertisement translation” was first discussed in the article Peut-on traduire la Langue de la Publicité (‘Can Advertising language Be Translated’) by Hurbin P。 In 1972。 Since then, the advertising translation began to spread in Western translation field。 Candace Seguinot and Mathieu Guidere played an important role in the process of ad translation。 Candace Seguinot presented in his Translation and Advertising: going global that the marketing of goods and services across cultural boundaries involves an understanding of cultural and semiotics that goes well beyond both language and design。 His views argue the importance of the translator because of their effects in the tread of globalization。 Mathieu Guidere presented his ideas with many examples in his book Translation Practice in International Ad to further the point of Candace Seguinot。 

The Chinese advertising translation research can be pided into three stages。 First of all, in the mid-80s of last century, there appeared some articles about advertising language published on some of the major foreign language magazines。 By the early 1990s, translator began to focus on the specific terms of advertisements and the methods and principles of advertising translation。 Many scholars have put forward different translation perspectives, such as language aesthetics, text message and consumer psychology。 The second stage began from the late 1990s。 During this time, more and more translators began to further the study of more specific issues。 Such as the rhetorical features of translation, emotional expression and so on。 The third stage began from 21st century。 Li Ming, the professor of Xinan University, presented the view that the excellent advertising translation requires the translator to break the restrictions of the original text and translate the advertisement in a creative way。 

2。2 Present Situation on Advertising Translation来自优W尔Y论W文C网WWw.YoueRw.com 加QQ7520,18766

There are still a lot of problems and many immature things in advertising translation in China。 These questions can be summarized as follows: First is the lexical mistake。 This kind of mistakes mainly due to that the translator are unfamiliar with the English words。 The second problem is the syntactic mistake。 This kind of mistakes mainly due to the translators’ lack of knowledge on language structure differing from Chinese and English advertisements。 The third kind of mistake results from the cultural differences。 The translator needs to bring himself into the cultural background of the target language when do advertising translation。 The basic reason of the above mistakes is that there is no systematic and appropriate theory as the guidance in the process of advertising translation。