【正文】 Advertising: Going Global, Candace Seguinot (1995: 54) claims that “the marketing of goods and services across cultural boundaries involves an understanding of cultural and semiotics that goes well beyond both language and design”. His arguments are thoughtprovoking since they shed light on the translator’s role in the trend of globalization. Another influential masterpiece on advertising translation would be Mathieu Guidere’s Translation Practice in International Ad, published in 1995. In 2000, he published another book on his field, namely Translating Ads. Like Seguinot, Mathieu also aims at discussing the issue of advertising translation, especially at the time of globalization. In his book, Mathieu analyzes advertising translation with various illustrative examples in different languages, and presents his ideas very clearly with shrewd analyses and convincing explanations. Most importantly, “the clarity of the argument makes it possible to grasp the originality of the approach.” (Guinle, 2002: 433).書名統(tǒng)一用斜體，文章名用雙引號。；夾注中年份與頁碼間空一格，全文同 Previous Studies on Advertising Translation at HomeThe study of advertising language and advertising translation in China can be divided into three stages. Some articles on advertising language started to appear in some major domestic foreign language journals as a symbol of the beginning of the first stage since the mid80s of the last century. And the translation studies, especially on advertisements, began in the early 1990s. Most papers focus mainly on the methods to translate specific terms of advertisements and the problems existing in the English versions of Chinese advertisements. Following this, some indepth studies were involved in the methods and principles of advertising translation, and many scholars expressed their different views from various perspectives, such as language aesthetics, text message, and consumer psychology.By the late 1990s, more and more scholars started to study issues in the field, and the study progressed to deal with some more advanced issues such as the translation of rhetorical features, the transmission of affective ponents, and the reproduction of brand image and so on.Li Ming, an associate professor in the Foreign Studies College of Northwestern University, analyzes the achievements on advertising translation over more than twenty years. Here is a brief summary of her analysis:(1) View on linguistic flexibility In 1992, Li Fan proposed that the excellently phrased advertising language asks the translators to break through the limitations of the original text and to translate in a creative way.(2) View on linguistic simplicityAdvertisements should firstly attract the consumer’s attention by being simple and to the point, thus to be easy to recognize and remember. A principle for the advertising language should be KISS, namely to keep it short and sweet (Guo Ke, 1992: 58).(3) View on advertising translationBased on Nida’s theory of functional equivalence, Jiang Lei (1994:38) argues that mercial advertising translation should follow three kinds of equivalence: semantic equivalence, sociocultural equivalence and stylistic equivalence.(4) View on aestheticsBeing a vital part of advertisements, the factor of aesthetics contains both the beauty of connotation and the beauty of language. Thus the translator should try to represent the beauty of the original text (Wang Wenge, 1999: 86). When the denotative meaning and the sense of aesthetics cannot be both represented in a translation, the translator should hold on to the latter to strengthen the advertisement’s effect of attraction. (Tang Yanfang, 2003:112)若夾注在句尾，將夾注放在句點之后，請統(tǒng)一全文格式(5) View on implicit styleThe munication function of advertisements confines its language choices when they are translated. Thus, the language for advertisements should be both concise and implicit in the following four aspects: word choice, sentence pattern, rhetoric device and ethniccultural psychology. (Xie Jianping, 2002: 37)泛指廣告時，用ADVERTISING或advertisementsBesides all those views, different methods guiding the advertising translation are also proposed by various scholars, like Li Dexiang’s (1990: 13) literal translation, free translation and figurative translation, Yang Quanhong’s (2000: 13) deductive translation method and Meng Lin and Zhan Jinghui’s (2001: 48) five specific methods to translate puns in advertisements.Last but not least, most papers on advertising translation are frequently relying on Nida’s theory of functional equivalence and the German functionalist approaches to translation studies as the theoretical basis. Those papers have analyzed the samples of advertising translation from the perspectives of functional equivalence, textual functions, skopos, and so on, giving some guidance to the practice of advertising translation. Present Situation of Advertising Translation Although it may seem that the essays and papers about advertising translation are “more than enough”, the quality of the domestic research on this field is actually “far from being good enough”. Other than some silly grammatical and spelling mistakes, the advertising translation studies in China has another fatal defect, namely, lack of suitable, systematic and appropriate study and theoretical basis. Thus there are a lot of immature, or put it more frankly, unsuccessful advertising translation in the current Chinese market. Mistranslation can be seen frequently in the field of advertising translation. These mistakes can be categorized into the following three types: firstly, mistakes at lexical level。 secondly, mistakes at syntactic level。 thirdly, mistakes at the level of cultural transmission. These mistakes are the direct reflection of the translators’ lack of thorough knowledge on both linguistic and cultural differences between Chinese and English advertisements. But the real problem here, in my opinion, is the separation of theory and practice, and the la