To Revisit Advertising Translation under Nida’s Translation Theory

With the rapid development of the global economy, the production of commodities has become extremely prosperous, and the competition has become exceedingly fierce. Therefore, in order to promote sales, manufacturers of each country try their best to set up their images and trademarks of the products through advertising. After a careful study, it concludes that Nida's functional equivalence is an effective principle for C-E advertisement translation. It also suggests that the translation of advertisement should be "natural", "accurate", and "concise". The theory "content over form" advocated by Nida is mainly for the purpose of solving cultural differences in translation.