Finaliy , a conclusion is drawn that the closest functionai equivalence can be achieved under the guidance of a proper theory integrated with transiation skilis and an adequate knowiedge of the discipline concerned 三、为更好地实现功能对等，译者应以译入语为导向，充分发挥译入语的优势，使译文自然、简洁、流畅。
In the process of translating , the translator should , with the psychological differences of tl and sl readers in mind , under the guidance of " functional equivalence " , use the translation strategies such as adaptation and rewriting to reproduce the original function in order to make the version conform with the tl readers ' psychology , and arouse their emotional needs in production promotion 指出在翻译过程中，译者应该立足于译入语读者的角度对原文读者和译文读者的心理差异进行处理，著眼于广告实际效果，对广告原文进行再创造，或改写或变通，不拘泥于译文与原文内容形式，而重译文与原文功能对等，使译文能够符合译入语读者的心理，引起他们的情感需求，从而达到广告翻译促销的目的。
