Unlike traditional translation theories, which focus on verbal comparison between the original text and its translation, the concept of headline translation shifts from “the form of the message” to “the response of the receptor”. It is reader-oriented. In such a translation, the translator is concerned with a dynamic relationship, and this relationship between receptor and message should “be substantially the same as that which existed between the original receptors and the message”, and it demands “complete naturalness of expression” and does not require the reader to understand the culture patterns of the source-language context in order to comprehend the message. A translation of dynamic equivalence aims at complete naturalness of expression, and tries to relate the recipient to modes of behavior relevant within the context of his own culture.

 The following examples are extracted from a commercial real estate project: 

 As is known to all, the direct gains from a successful commercial headline should encompass the follows: (1) increase the level of awareness of the product; (2) develops knowledge of product qualities; (3) has limited influence on image aspects which are not directly related to use; (4) stimulates interest in, and learning from headline, so does its equivalent translation. It seems that a successful translation of commercial headline should possess the following qualities: (1) reads fluently; (2) with no cultural barriers; (3) fully reflect the product quality by digging into the hidden meaning behind the facade of words.