【正文】 the sense, not the words’ is the translator’s last resource,and essential resource, certainly, and a touchstone of his linguistic sensitivity and creativity, not to mention his alertness and perspicacity, when words mislead.” (Newnark, 2001:76) See the following examples:(23) Connecting people. (Callphone)科技以人為本。(諾基亞)(24) It happens at the Hilton. (Hilton)希爾頓酒店有求必應(yīng)。 (希爾頓酒店)(25) It’s all within your reach. (Tele)聯(lián)絡(luò)世界，觸及未來。 (ATamp。T電訊) Complimentary approachSee the following examples:(26) Be the object of sin visit us and make them envy your body (Spa Beauty)何不敞開胸懷，前來做護(hù)理服務(wù)，擁有讓人羨慕的身材。The phrase “visit us”can literally translated into “拜訪我們”,making all the readers confused, but while the translator plemented the purpose of our ing, the consumers are easily inclined to try the product. Besides, here‘sin’refers to being sexual.(27) Machete滅草特(pesticide)(28) Hismanal息斯 （antiallergic pill）(29) Whisper護(hù)舒寶 （napkin）(30) Dakmane帶爾眠 (sleeping pill)In the examples above, the Chinese characters “草”,“息”, “護(hù)舒寶”and “眠”carry respectively something relevant to the products, some even showing the function of the products with similar sound to the English pronunciation. Displacement of the expressions in English advertisingDisplacement is used when literal translation is possible but may not accord with natural usage in the target language. For example:(31) You need a video tape so technologically advanced that it can keep your picture even after hundreds of replays.您需要有一種錄象帶，其技術(shù)之進(jìn)步，使錄象畫面，即使放過百次之后依然完美無暇。(32) If it isn’t elegant, sleek and sculpted in every detail, it isn’t BMW, no matter what the puter says.無論電腦說什么，如果它外觀不漂亮雅致，不精雕細(xì)刻，就不是BMW。The two examples show the partial difference between Chinese and English in sentential structures: Normally, Adverbial structures are placed before verb predicates in Chinese while at the end of sentences in English。 Chinese has Cause before Result while English likes Result before Cause in general. That is why Displacement happens in translation. Highlighting rhetorical featuresIn the translation of advertisements, the translated version may as well stand out the rhetoric features employed in the original. Different from other stylistics, advertisements are often characteristically filled with figures of speech designed to draw attention.(33) Think once, think twice, think bike.請想一想，再想一想，想一想自行車。(34) Kodak is Olympic color.柯達(dá)就是奧林匹克的色彩。(35) Gentlemen prefer Hanes.漢斯絲襪，男士鐘愛。The trade boom and the economic reform in China has led to deepen the petition in China’s share market. And now the advertising has bee the weapon in the quest of the profit. Many foreign panies want to share China’s market, also, China’s panies want to share the international market. Advertisement plays an important role in it. The correct translation of advertisements forms the centerpiece of any marketing strategy and thus, how to translate the advertising correctly has bee an issue of great practical significance. Bovee’s definition that advertisement is “the nonpersonal munication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” was explored in detail as it is necessary to proceed from a working definition of what an advertisement is, and is not. It is only with a prehensive definition that the goal of advertising maybe fully understood, that is the standpoint of arousing the consumers’ interests and including them to buy the product advertised in an authentic and effective way. As any advertising must follow the principle of AIDA, that is attention, interest, desire and act, the international advertising translation also has to abided by this rule. The translated advertisement can resort to various kinds of rhetorical means to gain attractiveness. And only when the translated one appears fascinating, will consumers of the target market be interested in it and go on reading. This principle, of course, has its premise, that is the original style should be pleasing and interesting. When it es to the problem of acceptability, as advertisements of different countries belong to different cultures, cultural differences do influence the acceptance of international advertisements. The translator should acquire the necessary techniques and have a full understanding of the source language and the original text, so that he can translate correctly, and the advertisement can be considered and appreciated successfully.ReferencesEugene Nida. Language, Culture and Translation. Shanghai: shanghai foreign language education press, 1993.Leech, G. N. The Language in Advertising. London: Longman, 1966.Newmark, Peter. Approaches to Translation. 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