【正文】 economy, the study of advertisement in the West has a history of more than thirty years. In contrast, the study of it in China is still in its infancy. Though a lot of articles and works have been done on the research of advertisement these years, they are superficial. And the research of advertisement translation still remains blank except for several articles sparkling in journals. So it is necessary to do a study in this perspective. I will start with analyzing the differences of advertisement culture and the differences of language. Then continue to explore new strategies in the advertisement translation. I. The Overview of AdvertisementA. The Definition of AdvertisementThere are various definitions of advertisement according to different perspectives or purposes. Albert Lasker, the father of modern advertisement, said advertisement was “salesmanship in print.” This saying indicates that the ultimate objective of advertisement is to sell. However, with the development of media and the expansion of the nature and scope of advertisement, this saying is quite limited.Encyclopedia Britannica defines advertisement as follows:“Advertisement is a form of munication intended to promote the sale of a product or service, to influence public opinion, to gain political support, to advance a particular cause, or to elicit some other response desired by the advertiser. …Advertisement is distinguished from other forms of munication in that the advertiser pays the media to deliver the message.”(Encyclopedia Britannica, Volume I, 1994)This definition extends the objective of advertisement to persuading people to do response. It indicates that advertisement is a form of munication, and it further points out that advertisement is different from other forms of munication in that the advertiser pays the media to deliver the message.In this study, I shall use the definition put forward by William F. Arenas and Courtland , which is a quite prehensive one: “Advertisement is the no personal munication of information, usually paid for and usually persuasive in nature, about products (goods and services) of ideas by identified sponsors through various media.We should prehend this definition as below:(1)Advertisement is directed to groups of people rather than individuals (no personal). The groups of people are the intended or the target audience of the advertisement munication.(2)Most advertisement is paid for by sponsors, except some public service ads.(3)Most advertisement is intended to be persuasive —to convince people to buy products or services, but some ads promote the images of enterprises.(4)The sponsor must be identified. It appears as trademark, brand name of products or services, or the name of an enterprise in the advertisement.(5)Advertisement reaches us through media.In China, the authoritative definition of advertisement is in the Advertisement Law of the People’s Republic of China. “Advertisement” refers to “Any mercial advertisement, which a modity operator or service provider pays for, through certain media or forms, directly or indirectly introducing their modities being sold or services being provided”B. The Functions of AdvertisementGenerally speaking, the functions of advertisement fall into two categories: the economic functions and the ideological functions.The economic role of advertisement may be its primary role. It bridges markets, products and consumer goods to the public and thus to support the free economy. It can help the consumers to identify and differentiate products and build brand preference and loyalty. To make an indepth study, we find that advertisement involves social values and attitudes. Nowadays, more and more advertisement adopts the style of emotion appeal. They suggest our concerns about relationship, our sense of social status, happiness and contentment and many others. It may be said that advertisement is a mirror of ideology and culture. By imposing images on the products and services, advertisement can influence our attitudes and feelings and meet our ideological needs so as to persuade us to act. For instance, some advertisers claim that the consumption of their products will give youth, love, social acceptance etc.C. The Classifications of AdvertisementAdvertisement can be classified by media (newspaper, magazine, radio, television, internet), by target audience (consumer, business), by geography (local, international), or by purpose (product advertising, non mercial advertisement, action advertisement).In this study, because of the limitations of materials, I will deal exclusively with print advertisement from the media of English and Chinese magazines and newspapers. And because consumer ads play an important role in all kinds of ads, and are most visible in our society, I mainly aim at the study of consumer advertisement.II. The Effects of Culture and LanguageWith the development and deepen of specialization, and globe incorporate tendency, the product circulation is frequent. In order to contest the world market, many panies want to sale their products. But the most important means is using advertisements makes goods and into world market. At the same time, because of the integration of China’s economy into the world market, the development and consummation of China’s economy system, advertisement which is a fundamental marketing tool plays an important role in China’s economy, and it contributes much to China’s sales of products and services in the international market, and it is also the carrier of transmitting culture. Advertisement activity is not only an economic activity, but also a cultural activity. It likes an invisible hand to affect people’s mode and consumer’s habit. It includes the culture of goods and the culture of market. Goods, it is a cultural carrier. In China, in The Silk Rode Times, people transmit their culture by goods. The Silk Rode brings westward not only silk, but also the anci