Abstract：
Advertisement is closely related to the culture due to the increasingly globalized world. Since the purpose of an advertisement is to persuade target customers to buy the advertised products or services, it is a very important task to be able to fully understand the differences between Chinese and Western culture. In Chinese-English advertisement translation, there are many unsuccessful cases which even result in sales setback. As for the reason, it is the translator who is not capable of reining culture, simply sticking to the literal meaning of the original text, or does not know enough about the culture of target language. In fact, advertisement translation requires more than just rendering sentences into another language. Translators have to convert the ideas and thoughts behind the sentences into the target language by applying the knowledge of the target culture. Effected by the culture, advertisement can directly reflect the close relationship between language and culture. Therefore, advertisement is a kind of art form with rich culture and characteristic of times. In this paper, the author will introduce the origins and functions of the advertisement, analyze the differences of cultural and linguistic between Chinese and English advertisements and the characteristics of Chinese-English advertisement, and finally put forward to some effective methods of translating Chinese and English advertisements.

Key words：advertising language; culture difference; translation

摘  要：
因为全球的经济一体化，所以广告语言涉及了大量的文化知识。既然广告语言的目的是劝导目标消费者购买其产品或服务，那么充分理解中西文化差异就成了一项举足轻重的任务。中英广告的互译中，有许多不理想的实例，有的甚至导致了销售挫折。究其原因，主要是译者却没有足够的文化的驾驭能力，太拘泥于原文表层或者对目标文化不够了解。事实上，广告的翻译不是简单地把句子翻译出来。翻译人员要充分运用目标文化知识，把广告里所承载的思想、概念尤其是文化传递给译入语的目标消费者。作为文化的产物，广告可以更加直接地表现语言与文化之间的关系，所以广告语言是一门具有浓郁文化色彩与时代特点的艺术形式。在本篇论文中，作者会介绍广告的起源以及功能，并分析中西方广告中所体现出来的文化差异、语言差异，中西方广告翻译的特点，最后在此基础上提出翻译中西方广告的几种有效方法。

关键词：广告语言；文化差异；翻译

1 Introduction
In this modern society, the role of advertisement is becoming increasingly important in the economic and social development. Through television, newspaper, magazines, posters, journals, etc, thousands of products or services, different or similar, are introduced to the public with multifarious advertisements widely disseminated. In a sense, it seems reasonable to say that we live in the world of advertisements in much the same way that we live in the air. In an age of mass production, only by winning great popularity can a product dominate the severely competitive market, but great popularity results from successful publicity.