【正文】 ement language is concise, vivid, vigorous, and pregnant with meaning. Advertisement translation must express meaning exactly, not apply explanation in the dictionary mechanically. Therefore, translating ads can bring forth new ideas flexibly。 Frenchmen do not like blackish green but show favoritism to blue. Thought that relate to disease green in Malaysia. Brazilians resent pale brown. Westerners depend on white it is a pure, beautiful symbol, but in china, it is not a lucky color. In western culture, people may link up with “l(fā)ack experience” green, green in China to represent in spring, symbolize new vitality and hope. 攀枝花學院本科畢業(yè)論文 Body 11 E. Differences in Psychological Structures Most important function of ads is not promotion, but linking up advertisement businessmen with customers. So translators must know psychology structure of advertisement receivers, especially when translating public welfare ads. In China, some public welfare ads belong to imperative expression, and the tone is serious. This is according with Chinese psychology of “selfrestraining”, “selfquestioning” and “selfexamination”. However, translators can’t translate them into English directly. Because westerners advocate taking adventure and overstepping, so translators must translate them with consoling tone. Otherwise, there will be a contrary result. For example: “friends don’t let friends drive drunk”. This ad persuades friends who are driving with kind and amiable tone. The effect of this way is better than with imperative tone. Chinese products are inclined to emphasize to win some prizes and honor, and to use advanced technology when produced, so the words “advanced”, “scientific” are often found. The effect is ideal. However, people aboard value function of products, not prizes and honor. They advocate return to nature, and they aren’t interested in the products of advanced technology. So translators can’t translate them directly, . “拳頭產(chǎn)品 ” (fist articles)。 關鍵詞 文化差異；廣告翻譯；跨文化交際；商標翻譯 攀枝花學院本科畢業(yè)論文 Introduction 1 Introduction In modern times, with the mercialization of society, the role of advertisement bees more and more important in everyday life. We live in a world of advertisement. With the deepening of economic internationalization, advertisement as sales stimulus plays a crucial role in delivering information. Therefore it appears to be more important to understand, appreciate and translate advertisement language properly. EnglishChinese advertisement is a transnational and crosscultural way to promote the sales of various modities. In the practice of EnglishChinese advertisement, translators play a decisive role in the using of appropriate advertisement language. Meanwhile, the style of EnglishChinese advertisement is different from other texts and emphasis on crosscultural feature, so the translation of them requires the application of suitable translation strategies. The intensification of EnglishChinese exchanges and severe petition creates a growing need for advertisement and thus for advertisement translation. Advertisement translation is getting more and more important, and its role in EnglishChinese marketing is indispensable. It is the ultimate purpose of all mercial advertisements to persuade the target audience or potential consumers into buying a product. The English advertisement is a lively and distinctive field. What are the features of English ads at a linguistic dimension and how to translate them well into Chinese? All this is given a careful discussion and a detailed study in this paper. 攀枝花學院本科畢業(yè)論文 Body 2 I. A Brief Introduction to EnglishChinese Advertisement We live in a world of advertisement. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Inter, etc. Advertisement bees indispensable in the modern world. With the entry of China into WTO, lots of foreign products pour into Chinese market and pete with the homemade products. In addition, we need improve our external trade, and expand the foreign market too. Under such EnglishChinese and economic circumstances, it is necessary for us to notice and investigate English advertisement. A. The Definition of Advertisement What is advertisement therefore? There are so many kinds of sayings. One of the famous sayings like that “advertisement is a business of words”. According to the Definition Committee of American Marketing Association (FangWei, 1997, 20), advertisement is defined as follows: Advertisement is the not personal munication of information usually paid for and usually persuade in nature about products, services or ideas by identified sponsors through the various media. Advertisement provides a valuable service to society and its members, because it defines the meaning and the role of products, services, and institutions for consumers. Advertisement also tell the consumer what a specific product, brand or service should do when it is used and thus help him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service and ideas, advertisement promote sales and profits. Finally, advertisement is one of the major forces that are helping improve the standard of living around the world. 攀枝花學院本科畢業(yè)論文 Body 3 B. The Origins of the Advertisement “Advertisement may be described as the science of arresting the human intelligence long enough to get money from it.” Stephen Butler