【正文】 ers 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. The imagery pattern versus abstract pattern In Chinese traditional culture, the mode of thinking is belonging to the imagery pattern most of time. To some extent, the abstract pattern is little. Chinese people often put their feelings in the concrete objects and things. When a person sees an object, he/she will think of another familiar person. This is the mon sense of Chinese people. So the advertisers often show a parably concrete scene or an analogy, in order that the readers can think of the products easily. The thought of western people are used to be leaping and thoughtful. They prefer the abstract thinking pattern than the imagery pattern. So they often utilize the creative language, and give the readers a kind of novel ideas in order that the consumers can get a profound and favorable impression. For example: (16) THE SMOOTHER SIDE OF SUCCESS. (Jamp。B wine) (17) Minolta. The simplicity of intelligence. (Minolta typewriter) (18) Comfort, care, dedication. We’ve put it all in our airline. Wele to civilized aviation. (Swiss International Air Lines) Respect of authority versus respect of selfperformance[6] From long time ago, Chinese culture stresses on the public opinion. It insists that people should solicit ments and suggestions from other person outside his/her organization. And it also regards that the records can prove everything including the last, the present, and the future. The authority has a great power to affect the purchase of the consumers. So this is one important feature of Chinese advertisements. The advertisers often enumerate the honors and certificates and let them occupy a pivotal position, when the advertisers introduce the products to the readers. For example: (19) 上海名牌產(chǎn)品、IS9001國際體系認(rèn)證、“中國環(huán)保產(chǎn)品質(zhì)量信得過重點品牌”稱號。干洗機1000元起價，培訓(xùn)技術(shù)。 (20)中國馳名商標(biāo)，中國名牌，國家免檢產(chǎn)品，優(yōu)質(zhì)更超值。 But different from Chinese advertisements, English advertisements have this kind of expressing way rarely. Because they have the successful realization of selfvalue. So the practical consciousness appeared here and there in English advertisements. Difference social history background. [7] 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 白熊, should it be translated to White Bear or Polar Bear? This is something to do with the current politics. Along with the change of the international political situation, Polar Bear( 北極熊) have already had another extra meaning, people may easy regard it as the nickname which refer to a kind of political power in the world. Therefore, White Bear may be more acceptable. When Japanese pany Toyota firstly entered into the Chinese market, they created an advertisement slogan Where there is a way for car there is a Toyota. this has borrowed from one of China’s colloquialism. But if publicized in the United States still remain this, it will make people puzzled. Hence they changed the advertisement language into Not all cars are created equal Everyone knows the history of the United States may understand that the first sentence of Declaration of Independence is All men are created equal, By using this borrowing sentence ,Toyota make its declaration that the quality of their cars is much better than others’. Difference of aesthetics[8] The public aesthetics has a close tie to the advertisement translation. Aesthetic mind is a integrated cultural consciousness involving political standpoint, religious concept, life style, customs and habits...etc.. 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. The western aesthetics emphasizes the corpus affection and imagination intuitional beauty. This difference of aesthetics has resulted in the difference between Chinese and western advertisement culture. Chinese shows a kind of unified value to their culture, they believe in the authority, mon opinion, boon rather than fact, motif, and the personality es on top of other factors. While the westerner’s cultural psychology is plicated in the structure which is on the basis of “human root ” “recognition” and “behavior”. on Advertising Translation Because the advertisement is a worldwide product, the advertising translation is worthy of being mentioned. Bad advertising translation can result in the sales failure. So this chapter introduces four ways to deal with the problems in the advertising translation. Problems in advertising language translation 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 and Chinese has the direct effect on the products’ sale and image