【正文】 nsfer of culture. It is necessary for us to know something about advertisements’ features if we want to do a good job on advertisement translation. We should pay more attention to the relationship between language and culture. To be an adequate advertiser we also need to fully handle the culture differences and get to know the basic standards of a good translation of advertisement. This paper tries to make people know how important a transnational advertisement can be in today’s business world at first. And then it explains the definition of an advertisement and shows us an advertisement in general. It has also shown us that cultural differences can influence on advertisement translation in so many ways. At last this paper offers us some useful methods and skills in advertisement translation. Biography[1][J].大連教育學(xué)院報(bào)，2010 (1) :50.[2][J].遼寧師專(zhuān)學(xué)報(bào)(社會(huì)科學(xué)版)， 2004 (3):95[3][M].合肥：安徽科學(xué)技術(shù)出版社， 2001 :21.[4][J].青年文學(xué)家，2010 (7) :195197.[5][J].閩西職業(yè)大學(xué)學(xué)報(bào), 2004（4）:80.[6] Discourse of Advertising[M].London: Routledge, 1992 :124.[7]Hu of Intercultural Communication[M]. Beijing: Foreign Language Teaching and Research Press, 2003 (10) :64.[8]Leech, in Advertising[M].London: Longman, 1996 :4752.[9]Rawson Dictionary of Euphemisms and other Doubletalk [M]. New York: Crown Publishers, 1981 :240.[10]Shuttleworth,M.amp。Translation version: The Hero Pen Factory the main subsidiary of Shanghai Hero Co. Ltd, was founded in 1931. After more than 60 years of growth, the pany has bee famous in China and aboard for its Hero and Doctor Brand Pens and for its Hero golden Pens which are used for important national affairs.In this example, the fact is put into an important place and no cultural background information is supplied in the original version. Literal translation is applied for the purpose of conveying the function of the original version. Example 19: the brand name “Goldlion” is translated into“金利來(lái)”. Translators want to translate it into“金獅” at first, because“獅”represents the power and the authority in royal Britain. Unfortunately this product was not so weled when it entered in Hongkong for the first time because“獅”sounds like“輸”(lose) in Cantonese. However, when it is translated into“金利來(lái)”again，it became so popular at that time and earned its reputation eventually.Example 20: When LG first introduced the KG 90 smart phone, they used the “I chocolate you” as the slogan. Chocolate is a gift which a girl sends to a boy on a valentine’s day. In this case, the slogan would be great if it is translated to “我愛(ài)你”.④:196Example 21: “Challenge the limits.” （“挑戰(zhàn)極限”） This is an advertisement of Samsung product. The order of Chinese characters is in full accordance with the English words in the translated version in which has a “verbobject” structure. Example 22: Breakfast without orange juice is like a day without sunshine. Translation: 沒(méi)有桔汁的早餐猶如沒(méi)有陽(yáng)光的日子 The using of homonyms Example 23: We often use transliteration for a transnational product, but sometimes we need to use homonyms to translate an advertisement more accurately. Take BENZ as an example, if we translate it into “笨死” following the transliteration rule, this would not meet the aesthetic view of Chinese people. So it has been changed to“奔馳”and it has bee a success ever since. Targetlanguagecultureoriented principleThe special purpose and function of advertising requires that the translation of an advertisement should adapt both to the target language and the target culture. It means due to the purpose and function of advertisements, advertisement translation must be targetlanguagecultureoriented. Here are some examplesExample 24: 喝孔家酒，做天下文章。ofclosenessalsowithonly”Translation version: “opening and eating immediately”. It describes how convenience the food is.However, there is a problem of this translated version. Foreigners may think this food will go bad immediately if you do not eat it in time. This is totally a disaster to the reputation of this product.Advertisementsofinfluence advertisement translation.PeoplemonEveryone tends to be independent. Everyone is unique (why should I do the same as others?). So advertisements there never advocate people to follow the public to show admiration to the socalled authority people. What is reflected in the advertisement are “individuality”, “independence” and “privacy”. Example 1: “obey your thirstspirit” (服從你的渴望). “impossible made possible” (使不可能成為可能). ③:21Example 2: “孔府家酒，叫人想家”Chinese people put more emphasis on collectivism while western countries value individualism more. From this advertisement we can see the typical spirit of Chinese people. Example 3: Western countries value the spirit of innovation while Chinese people follow the spirit of mediocracy. And people in western countries don’t feel like running only in one groove. Take the slogan of Apple as an example: Apple thinks different(蘋(píng)果電腦，不同“凡”想). ③:21 The different social history background can influence advertisement translation. Western people treat the official position as the very mon thing. Western culture pays more attention to the personal value and self interest. It may lead to the dissimilarity in advertising translation. Just look at these following examples of brand name translation in advertisement translation. E