【正文】 The psychology structure of Chinese citizen is known as humanity, practicality, endurance”. The formation is special to aesthetic mindset, which is mainly subjected to the Confucian thought method influence of the doctrine of the mean”. Aesthetic requires to be astringent and is beautifullyunified. Compared with western esthetic sense of blatant mentalism, Chinese aesthetic may e more objective. So if only the advertisers design the English advertisements by taking the consumers’ the essential interests as the base and by taking the idea of self value realization as the goal. in culture centers on the personal value, western people treat the official position as the very mon thing. Western culture pays more attention on the personal value and self interests. It ad may lead to the dissimilarity in advertising translation. Such as the trademark干洗機1000元起價，培訓技術(shù)。 (Swiss International Air Lines) We’ve put it all in our airline. Wele to civilized aviation. From the advertisement above, it can be seen that the frank, candid, and efficient attitudes. The advertisers show the peculiarities and functions of the products straightforwardly. The words are very reliable and convincible. This direct expressing way of advertising plies with the western people’s style and gives good impression to the western readers. In Chinese traditional culture, there is a public feeling that the words should be conservative and, implicit. Because the unsaying words are very meaningful and can achieve an ideal state. In the Chinese articles, there are some words that seem unrelated, which highlight the theme. To some extent, there are a few words about the peculiarities and the functions of the products. For examples: Rare Old Scotch whisky, aged to perfection. The result of over 170 years of expertise. (Premier whisky) (9) 讓妻子從繁重的家務(wù)中解脫出來,這是每個丈夫的職責. Collectivism versus individualism[6] Water from the Paradise” es from the fivethousandyearold Chinese culture. (7)一份好奶，一片云。 Differences in Advertising Language Rhetoric contrast[5] “On the contrary, western literature and art have been developing under the theory of imitating the reality. The English language reflects this theory and proves to be objective, factual and rational. It has tight sentence structure, meticulous stream of thought, and logical relationship between linguistic units, concise wording and straightforward description. All in all, brevity is the soul of wit, or in other words, a proper word in a proper place is good English. Abusing of florid language is forbidden in good English, for it is considered illogical and may harm the original meaning or munication. Jin Huikang[2] pares the Chinese and English languages in details. In view of syntax, Chinese sentences connect minorclauses according to chronological or logical order. The structure seems short and loose. It seldom focuses on one rigid point but moves according with the logical order and the changing rhythm. Unlike the Chinese structure, English sentence displays a spatial arrangement with the verb as a center. They are clear in meaning and tight in structure. Therefore, Chinese syntactic structures usually employ parataxis, while English adopts hypostasis. In translation, we must get rid of our own way of thinking, and arrange sentences conforming to the target rules and conventions. The following examples show these intrinsic differences working in Chinese and English, and help us explore some plausible translation methods.翻譯人員要充分運用目標文化知識，把句子后而所承載的思想、概念尤其是文化傳遞給譯入語的目標消費者。既然廣告語言的目的是勸導目標消費者購買其產(chǎn)品或服務(wù)，那么充分理解中西文化差異就成了一項舉足輕重的任務(wù)。 culture difference。 然后，文章分析了廣告語言翻譯中存在的問題，從文化的角度提出了有關(guān)廣告翻譯的藝術(shù)的有效方法。 Shen xiaolong[1] once summarizes that western languages are rulegoverned while the Chinese language is peoplegoverned. In other word, Chinese is a language governed by meaning. Chinese is regarded as a flexible language which can be long or short in its lexical units, and is based on the language of logic phrase chunks while Western language are made up of verb central elements which are inflexible. (3) 東芝(Toshiba) , 東芝(Toshiba) , 大家的東芝”.This is a advertising lyric .The first “東芝”is translated into the sound To shi ba. Hence young people jokingly read it as“偷去吧，偷去吧，大家的東西”In this way ,there’s no solemnity at all. 4) Translation by using Chinese phonetic letters coincides with English words with derogatory sense. The typical example is“馬戲撲克”.The version There do exist differences in rhetorical figures between Chinese and English, and these differences may put translators in a difficult position. For instance: The translation of rhetorical devices in Chinese ads is a knotty problem, which has blocked the way of many translators of Chinese ads. As stated in the previous part of the thesis, what should be borne in mind is that munication bees effective abroad only after the message has been appropriately translated. Without this adequate and expressive translation, it is very unlikely to produce an impact on the foreign consumer. Therefore, the author tries to make a study of the rhetorical devices used in advertising English to pave the way for the application of English rhetoric to the translation of Chinese ads. Two aspects of advertising language will be discussed in this part, the one is about cultural differences and the other is concerning about the advertising translation. Culture and advertising language for Monism versus pluralism[6] has(Beverage)媽媽,我給您捎去一樣好東西。 (11) For the man who makes his own rules. (白沙集團) From long time ago, Chinese culture stresses on the public opinion. Difference of aesthetics[8] Following the economic enhancing, the economy bees global and every nation’s products, e to the world market. Therefore, the advertisement plays a decisive role. So the quality of the advertisement translation between English