【文章內(nèi)容簡介】 the broad sense) with due appreciation of culturespecific conditioning factors, stereotypes, and the peculiarities of the advertising industry” and of “creativity involved in the process of rewriting texts ”(ibid.:269).From Masa, we can infer that the role of translators clearly goes beyond the traditionally accepted role of bilingual scribe. In printed ads, it is essential to orient toward the receptor to achieve rhetorical objective, which also holds true for ads translation. Cristina(2000)advances the proposition on translation strategies by analyzing reception factors in translating ads, such as target audience, new products, target culture habits, phonetic factors and print styles, arriving at the conclusion that “certain modifications in the visual and oral ponents are required in order to convey the intended effect of advertisements on the target audience”(ibid.:280).Similarly, functionalist who considered ads as one typical text gives high regard to text function. Reiss put ads in the categories of operative texts of a persuasive nature and assigned to them an “adaptive” mode of translation to tailor to the needs and conventions of the receptors of TT (Adab, 2004:164). Hatim and Mason (2001:156) propose a classification of text types according to “dominant contextual focus”. According to them, ads, with dominant focus consists of triggering a particular response of behavior in the recipient, are included in the group of instructional texts. Different from the aforementioned authors, Nord proposes a model of the translation process which consists of all the elements pertinent in the real practice of translation and is demonstrated by applying it to the translation of an ad instead of focusing on translation skills, role of translator and reception factor. She puts forward that ads translation entails production of a municative event in a new culture, having a corresponding functional role to that of the source culture text (Nord, 1997:50). By doing survey on specific examples and connecting them to the municative aim of advertising messages, Adab (2000) tries to offer principles for a more systematic approach to ads translation.Apart from above researches, contributors of The Translator (an international journal), which launched a special issue about the translation of advertising materials in 2004, aired their observations from different perspectives. De Mooij (2004) alleges that consumer behavior and the way consumers municate are heavily reliant on their cultural values, and consumers’ needs, motives and emotions are also due to cultural influence. Also within the cultural context, Torresi (2004) explores the stereotype of cleanliness ing out of British, Italian and Russian ads for cleaning products, stressing culturespecific traits.Ho (2004) makes the propositions on the conception of “genetic engineering” process and maintains that translation, especially ads translation, is not only a linguistic and cultural activity, but also a key mercial activity. He further claims that ads translation involves transfer between different mindsets aside from text transfer and cultural adaptation. Sumberg (2004) studies how the approach to target text production adds to or detracts from the effectiveness of tourist brochures translated from French into English and whether their promotional function is being achieved. Some bold explorations are even made on some issues the former researchers haven’t stepped in before. The one is about parison between different media. Considering ads as semiotic entities and thus translation as an intersemiotic process, Freitas(2004) studies how the same advertising concept of a given product or services is conveyed in different media (magazine vs. TV).In the context of marketing, Chiaro(2004) examines advertising translation through parison between print and web advertising of Italian Agrofood products. The other tricky issue is about relationship between the verbal and nonverbal. By revisiting linguistic characteristics of advertising as well as audience, purpose and crosscultural transfer, Munday (2004) demonstrates that “the visual and multimodal in general, must be incorporated into the fuller study of the translation of advertising” Chinese Scholars’ Researches into Ads Translation Compared with the western researchers, Chinese scholars and researchers have made more efforts in the field of ads translation which are proved by numerous publications in journals or thesis. The author attempts to sum them up along the following 5 categories with some publications as exemplification.（1）Stylistic Approach Advertising texts are explored in terms of phonetic, lexical, syntactic, semantic and rhetorical levels and then translation strategies are located. With analysis on rhetorical devices in English and Chinese advertising, Gai (蓋靜, 2003) investigates advertising language features .She finally proposes several specific techniques on how to handle rhetorical devices in ads translation and confirms that “translation without consideration of the readership will be all in vain in practice” (ibid.:1).Similarly, Zhu (朱海燕, 2003) concludes that ads translators should break themselves from the practice of seeking equivalence in terms of form and content since ads translation is a recreation based on the originality of the source text.（2）Pragmatic Approach Some scholars carried out studies from the pragmatic approach. With the help of Thomas’ distinction between pragmalinguistic failure and sociopragmatic failure, Shi(石永清, 2002)explores the causes for crosscultural pragmatic failure. He reveals that the reason of failure lies in the interference of pragmalinguistic and sociopragmatic rules of mother tongue. Zhang (張玲玲, 2003) makes a similar research and concludes that differences in language and culture make the proper translation of pragmatic force challenging. In the framework of relevance theory, Pan(潘莉, 2003) who explores how to unde