Abstract：With the economic globalization and the frequent business contacts, realizing and eliminating cultural differences seem to be more and more important at present. Ignoring the culture differences may cause big misunderstanding, which is not good for communication between countries. This is also true of translation on commercial advertisements. Without proper translation, it is difficult for a new product to find its market in the new area. And good advertising often turn to take advantage of metaphor to build up its attractiveness. As a result, this paper aims to focus on studying metaphor in commercial advertisements and how to translate them properly. It will have a detailed research about advertising, metaphor, and translating methods respectively. Besides, many examples will also be listed to help the study. The study is very helpful for products’ promotion and foreign trade.
Key words: Commercial Advertisement; Metaphor; Translation

摘 要：在世界经济日趋全球化的今天，随着国际间商务交往活动的频繁和密切，认识和消除文化差异显得越来越重要。无视文化差别可能会造成很大的误会，这对国家之间的交流十分不利。同样，商务广告翻译也是如此。没有合适的翻译，新产品将很难在新市场打开销路。优秀的广告常常倾向于使用隐喻这一修辞手法来增加广告的吸引力。因此，本论文旨在重点研究商务广告中的隐喻，以及如何合适地翻译它们。本文将分别详细地对广告，隐喻及翻译方法展开研究，并最终提出自己的建议。此外，文中也会列举一些生动活泼的例子。这项研究对产品推广和对跨国贸易非常有帮助。
关键词：商务广告；隐喻；翻译

With the development of economic globalization, trade between china and other countries, especially countries using English as their first language, has been much more frequent and extensive than before.
Advertisement plays an essential role in trades between countries. With the help of impressive and attractive advertisements, commodities can successfully arouse customer’s interest and encourage them to have a try. Then, the company can sell large number of their commodities and make profit.
Metaphor, as an effective method of building up advertisements’ attractiveness, has been paid attention by scholars since Aristotle’s time. After careful study of adopting metaphor in advertisements, the author concluded that metaphor is essence of advertising language. It can never be overemphasized since it works so effectively in helping advertising to achieve its goal of boosting selling volume. The author studies metaphor’s definition, feature, and functions from different perspectives, and lists lots of examples to better illustrate the opinions.