According to Nida's functional equivalence theory, advertisement translation shall be target language oriented and target culture oriented.
根据奈达的功能对等理论，广告应侧重于从目标语和目标文化角度进行翻译。
A target-oriented approach is suitable for translating language content and a source-oriented one is suitable for translating culture element.
而翻译文化因素时应尽量采用异化的方法，把原语文化译介给译文读者。
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