【文章內(nèi)容簡介】 t to translate the advertisement clearly, the most important thing is that we should keep the same function of original advertisement and translation in mind. “People should know the purpose of translation”. [3] From where the author stands, the development of translation cannot rely on its own. Instead, it is developing with the economy, culture, and any respect of the society. To translate the best writings, we should bine the theory and practice. Ⅲ. Chapter Three Advertisement and Automobile Advertisement The definition and characteristics of advertisement Most of scholars think advertisement contains a lot of things, and has many implications. There are many different views from different persons who have invested in advertisement. Weil Basher made a summary of those different views. “Advertisement is a kind of mercial behavior. Advertisers and marketers are using it to make profits through the mass media. And they hope customers can accepted and believed the information of products.American Marketing Association gives a definition of it. “Advertisement is the nonpersonal munication usually paid for and persuasive in nature about products, services or ideas by identified sponsors through the various media.” We can give the definition of advertisement language in both broad sense and narrow sense. For broad sense part, advertisement language is various linguistic that uses in advertisement munication. It consists of pure linguistic means and nonlinguistic means. As for narrow sense part, advertisement is mere language and literary device that using in advertisement munication.From the above definitions, we can know the most basic function of advertisement was provided information to audience. Except spreading information and arousing people’s desire to buy the product, it also can help to establish a good brand image. Overall, advertisement has educational function, cultural function, social function and economic function. In order to achieve these functions, Leech put forward an abbreviation principle called “AIDA”. It means attention, interest, desire, and action. [4] He thought that a good advertisement should arouse people’s attention and awaken the potential interest. Then it caused their desire to buy the advertisement products. Finally, people put their desire into buying behavior.Advertisers often use several of media to transfer information. The automobile advertisement also use the same way. Motor producer usually promoting sales through different media, such as TV, advertisement, radio, poster, magazine and internet. Automobile advertisement languageIt was not until 20th century that the first car was born. Therefore, automobile advertisement is a new field in the history of advertisement. To us, there is no definition of automobile advertisement at present. We can define the automobile advertisement language through summarized the basic definition of automobile and advertisement. “Automobile advertisement language is a kind of munication modes. It can provide basic information, service and culture of automobiles. Advertisers transmitted advertisement through mass media.” Before analyzing the translation of automobile advertisement which is a part of translation, we need to look back to the advertisement translation.Foreign advertisement translation studies were introduced in 1970s. Since the beginning of twentieth century, the auto industry has bee one of the most important manufacturing industries. When the first “Ford Model T” was made in 1906, mass production has been introduced into the manufacturing industry. If a producer wants to play to mass production advantage, they must have huge market demand. Thus, we need do some advertisement. At present, cars are ubiquitous tools in our daily lives. This is very much due to auto advertisement. In the 1920s to 1960s of America, a large number of print advertisements were used to promote auto sales. And it is also called “golden age of period ads” in America. It is well known that the United State can be described as “a country on wheels”. In addition to advanced mass production technologies and efficient transportation systems, the automobile advertisement also has an irreplaceable influence.In China, along with the opening to the outside world and the establishment of socialist market economy, auto advertisement developed at the unimaginable speed in the past 20 years. Auto advertisement has developed rapidly in recent years along with the soaring of Chinese automobile market, especially the familycar market. Therefore, translators need to study on the characteristic of automobile advertisement language and the translation between east and west。 they can get much idea of motor information. And it also has a practical meaning of China automobile industry.Ⅳ.Chapter Four The Influence of Culture DifferenceTranslation is a kind of language activities. It transforms one language into another language. [5] But for social culture part, there are many differences between Chinese and Western people which make people have different cutin points and notions on the same thing. The same thing has different ideas under different culture background. Accordingly, we must consider the cross cultural factors in our advertisement translation. The influence of different values Chinese has been affected by Confucianism for a long time, people stick to loyalty, piety, benevolence and righteousness in their cultural value. The character of Chinese is selfdiscipline and introversion. However, the westerners are not the same. They tend to be characterized by strong personality and extroversion. The value of westerners is that they put money in a very important position, and the doctrine is unchangeable.People are sensitive about the money. Take the word “expensive” as an example。 westerners are more sensitive about th