【正文】 should learn about these differences, and try his best to eliminate the barriers. Then the target consumers can understand the ads’ meaning.B. The Principles of EnglishChinese Advertisement Translation“Scopos Theory” holds that advertisement translation, essentially an intentional crosscultural munication, should take the functions the target text is to achieve in the target culture as the primary reference, which is called Scopos rule by Vermeer. According to this theory, the paper proposes that the fulfillment of the intended functions of the target text should be the guiding principle in the translation of advertisements. The translation should base on an analysis of the stylistic features, reader’s response and target culture.Guided by “Scopos Theory” and based on the different characteristics of English and Chinese ads, the principle of advertisement translation is explored.When translating Chinese ads, translators should adhere to the following basic principles: natural and exact, succinct and vivid, easy to read and remember.“Natural” refers to repeat the original slogan through using smooth expressions which the target consumers can accept. At least, readers will not have too much strange feeling./P p“Exact” refers to that the translated texts should pass on the original slogan precisely, or it will mislead the target consumers. So accuracy is life of advertisement translation.“Succinct” refers to transmit most information with least and tersest words. Translators can leave out some parts, which are noninformative ones and go against the expressing ways of the target language.“Vivid” refers to that translators should use all kinds of rhetoric and various sentencetypes, in order to make the target slogan s imaginable, vivid.“Easy to read” refers to that the target slogans should be simple, brief, and easy to read.“Easy to remember” refers to that the target slogans can arouse abundant association in readers’ mind. At the same time, the target consumers will not forget after seeing it. Advertisement slogan, which is a form of crosscultural munication, has distinct language features and styles. The quality of ads matters subsistence of enterprises. To embody the function of ads’ propagating, translators must form crosscultural sense, and master translating skills of advertisement slogans. Finally, they should make the target slogans achieve the rule of “AIDMA”, which are: Attention, Interest, Desire, Memory, Action, and finish five assignments of ads effectively: Information, Persuasion, Maintenance of Demand, Creating Mass Market, and Quality. The translation should be faithfulness, attractiveness and acceptability. Cultural DifferencesThe different states cultural differences in EnglishChinese advertisement are not allowed to neglect major problem. The cultural difference creates the different thinking mode, the psychological characteristic。 the value idea and so on can affect the understanding of the advertisement as well as the advertisement effect. So, the advertisement should change the focal point, angle and style of the advertisement according to the characteristics of different countries when being held to draft people, carry on the new intention to conceive in the way that the audiences can understand, can be accepted, can bee interested it. While carrying on the EnglishChinese advertisement translating, translators must pay special attention to the cultural differences. We must find one to suit and click in foreign culture and national culture. Cultural differences have an essential bearing upon translation. Even approximate equivalent and loan words have different implications and usages in English and Chinese. Most problems, however, concern the core of culture: ways of life, values (including ethical criteria, ideology, religion, and relevant terms of address and relations of kinship) and ways of thinking and writing, which vary greatly from Chinese to English. Typical examples in importandexportoriented advertisement translation are cited to show that how to avoid mistranslation, and in order to help us translate it better. The varieties of cultural make languages differences between nationalities quite plicated. It is necessary to make intercultural munication today when EnglishChinese contacts are more and more frequent. We need not only to master the basic skill of languages, but also to understand cultural differences, of which impact on translation may be showed from the discussion of the differences of value criterions, religious beliefs, historical and traditional culture, customs and geographical locations.A. Differences in National Characteristics and Aesthetic AttitudeIt is the crosscultural munication that the person from different cultures carries on the course of munication. Different nationalities have different historical background, national characteristic and customs. So, many translators are engaged in the personnel whose EnglishChinese advertisement translates must understand and grasp the national cultural difference of this country and foreign country, try to make these differences disappear in the course of spreading and translating, find the accurate word in translating and entering languages at the same time, make the culture of foreign country reproduce in translating and entering languages. The language is a part of the culture, and the carriers of the culture which it plays an important role in culture. Translate the mutual conversion is not only two languages in language border, but also the transmission of two kinds of culture. Culture is a factor that can39。t be ignored in translating, just as Eugene, the famous translator of . Endure and reach saying: “Want really outstanding doing translation well, grasp two kinds of even more important than to grasp two languages culture, because it is meaningful in particular culture that the word is only used.”/P pB. Differences in Numbers As everyone knows,