SUMMARY
Rely on the technological progress, particularly in the fields of communications and global growth of commercialization and consumerism, advertisements become international. Popularity and successfulness of a product shows the using of appropriate advertisement techniques. Transferring the appropriate content is not just for using the best techniques, but an experienced and competent translator who is familiar with language and culture of both source and target country has a very essential effect. The translator acts like a linkage between the advertor and the consumer. The cohesion of this link and relationship depends on the knowledge and competence of the translator. The present research tries to study equivalence in the Persian translation of some English advertisements. The researcher selected nearly 150 sample advertisements randomly. The data were categorized by Newmark’s model of translation. The results show that after communicative translation, literal translation, loan translation, and transcription have the most frequency. And then some data were studied by skopos theory in detail. According to skopos theory commercial advertisement should be translated operative to persuade the potential consumer to buy the product. The present study shows that nearly most of the translators ignore the operative aspect of the advertisement and translate it informatively. This shows the essentiality to pay more attention to translating the commercial advertisements.