本文重点根据AIDA理论,指出广告语的功能特点及其对广告语翻译的影响。并提出“对等理论”在英汉广告语翻译时应遵循的两条原则,着重探讨对对等原则的理解及在广告语翻译中的应用,其旨在为教学者提供帮助。 Based on the AIDA theory, this article points out the function and features of the slogan and its impact on the translation of slogans. And put forward two principles that “equivalence theory ” should be followed in the translation of English and Chinese advertising language, focusing on the understanding of the principle of reciprocity and its application in the translation of advertising language, which aims to provide help to the teaching staff.