Chinese And English Advertisement Translation In The Perspective Of Functional Equivalent Theory And Cultural Elements

Under the circumstance of international relation closer and the global economic integration, advertisements play a significant role today in commercial activity and interaction. A Multinational corporation's competitive force is to successfully develop a national advertisement into global advertisement campaign or initiate the new advertisement movement.As one of special applied literary style, all written advertisements have shared the common feature, i.e. the author vigorously convinces to its target readers and persuade them to take the action to purchase product or the service. Carrying on the advertisement translation, we must organically combine the advertisement communicative goal with some translation theory in translation to display advertisement convincible function. Therefore, Nida's functional equivalent theory has a role of important instruction to the advertisement translation. A cultural multiformity is infiltrated in term of advertisement form and content, advertisement translation is one of higher-level cross-cultural behavior, the translator also should consider its cross cultural elements when transferring the discourse.This article elaborates on the advertisement characteristics including linguistic, lexical, rhetorical, syntactical and pragmatics features. Based on Nida's functional equivalent theory, the author adopts massive advertisements examples and the qualitative-analysis research methodology to compare the cultural difference of Chinese and International advertisements, discuss how to realize coordination and equivalence from many aspects. The author makes every effort to present more translation principles and strategies to advertisement translation, and finally fulfill the cultural translation from the literal translation.