[摘 要]

思维方式与语言密切相关，不同的思维方式反映出不同的语言表现形式。因此，思维差异对广告翻译的影响是不言而喻的。本文列举了中西方思维差异在语言上的典型的变现，以及这些差异的分析带给广告翻译的一些相应的启示。目的是使广告翻译能结合其本身的文本功能和目的做好内容与形式的相互转化，以使广告译文能符合读者的思维习惯，更有效地被读者接受以更好地达到其商业目的。

[关键词] 思维方式；语言；广告；翻译

Abstract:

The modes of thinking and languages are closely related. Different modes of thinking reflect different language forms. Therefore, it is obviously that the differences of Chinese and Western thinking have a deep influence on advertisement translation. This paper lists several typical expressions of language which are reflected by the differences between Chinese and western thinking. The analysis of differences of Chinese and western thinking brings some corresponding strategies to advertisement translation, which aims at making advertisement translation transform its form and content correctly to conform to the thinking modes of target readers. Therefore the advertisement will be better understood and also help the merchants realize their commercial purposes.

Keywords: modes of thinking; language; advertisement; translation 

1.    Introduction
With the enhancement of the opening-up and reform policy, especially with China’s entering into WTO, globalization of economy has brought us with opportunities and challenges. Nowadays, companies do not limit their ambitions to the domestic market, and also they endeavor to expand international market as well. Definitely, advertising is a vital tool to conquer the beachhead of the international market. Therefore, in the process of globalization, it is not only necessary but also urgent to make a laborious study on advertising translation. As a kind of conversion activities from one language to another, translation is not only a linguistic activity but a thinking activity. Language and thinking connect with each other and meanwhile influence each other. In the long historical process of west and east, it has developed different national cultures. There are many differences in the mode of production, historical legends, philosophical thinking and language, which must make the thinking mode of Chinese and western different. However, these differences are very easy to be ignored in the process of language transformation, which will result in hardly understanding or even mistakes. There is no exception in advertising translation. Therefore, in the process of advertising translation, not only the text function and purpose of advertising should be taken into consideration but also the influence of Chinese and western thinking differences on language expression should be paid attention. Thereby, try our best to decrease or avoid negative effects, which may be caused by the lack of valuing the transformation of thinking modes.