Advertising Translation in the Perspective of Functional Equivalence Theory

With the development of China's national economy, middle class has expanded and consumer power increased. Especially in recent years, demand for international luxury brands is also on rise. The next ad text can be seen everywhere your daily life one longest types handled by professional translators real work. This study uses brand copy as a corpus based functional equivalence theory translation adopts case analysis method, this found analyzing target groups, positioning stories. each brand. original emphasizes attractiveness appeal brand, highlights consumer's purpose suggests an adaptive strategy. Through practice translation, translator discovered that author used positive vocabulary-level adjectives to highlight merits product attract customers. In sentence patterns, module convey information, relatively high-pitched long sentences are skillfully reflect elegant style cultural height increase distance from audience or use short sentences. Bring closer with warm caring tone. More more consumers show interest brands. authors argue when dealing translations, should try characteristics effect.