The unequivalence of Chinese and English translation for advertisement and Nida s functional equivalence;

The most confused problem for every translator is the unequivalence of two languages.

The translation of advertising languages should be done under the guideline of the theory of functional equivalence by exploiting the method of literal translation,semantic equivalence and cultural equivalence,thus reflecting the features and functions of the original ads and promoting consuming.

In this paper,the author proposes that the cultural equivalence principle must be taken into account while translating advertisements so as to make the addressee accept the messages conveyed by the translator and lessen the conflict between the original culture and the target one.