【正文】 those between Hong Kong, the People’s Republic of China and Taiwan by Katz and Lee (1992) and those between Britain and America by Firth and Wesson (1991). The change of cultural factors in advertisements was also studied by scholars such as Belk and Pollay (1985), Cheng Hong (1996), and so on.介紹學者觀點，若沒有明顯過去時間標記，用一般現(xiàn)在時。 ETC在學術文章盡量少用 Previous Studies on Cultural Factors in Advertising at Home In China, some studies have directly or in part involved the cultural parison between Chinese and English advertising language. Gu Yunfeng (2004) analyzes the influence of cultural differences on advertisement translation. Hu Min and Wang Xijiu (2006) approach cultural differences in advertisement translation from angles of language practice and social values. Liu Ling (2007) seeks the cultural implication of Chinese and English advertising language from four points: thinking mode and advertising language, social values and advertising language, national psychology and advertising language, social duty and advertising language.By a prehensive survey of the above studies, it can be found that scholars have made thoroughgoing research in the following respects:(1) Lexicon and grammar: scholars have found that abbreviations, modifying adjectives, loanwords, pound words, simple sentences, imperative sentences, elliptical sentences, and so on are frequently used in advertisements.(2) Rhetorical devices: some rhetorical devices are frequently employed in advertising, such as pun, simile, metaphor, personification, repetition, alliteration, analogy, and so on.(3) Discourse analysis: scholars have done multidimensional research on discourse level about advertising language. Most of these studies are from pragmatic and cognitive perspectives.(4) Some studies involve cultural parison of advertising language.As far as the author of this thesis knows, the deep causes of the existence of those cultural factors are not disclosed in the abovementioned studies. In fact, in China, the present study of this topic about cultural differences in advertising is far from satisfaction. Previous Studies on Advertising TranslationActually, translation is a kind of attempt to overe barriers in international munication. In advertising, an advertiser sometimes depends on the translator’s professional view on the target culture to design and revise the advertisements. In this field, some scholars have already proposed their ideas on it. Previous Studies on Advertising Translation Abroad The term “advertising translation” was first discussed in the article “Peuton traduire la Langue de la Publicit233。” (“Can Advertising Language Be Translated”) by P. Hurbin in 1972. Venuti (2000: 121) claims that this article was published when linguistic study of translation was mainly concerned with Nida’s notion of equivalence, which is “submitted to lexical, grammatical and stylistic analysis”. Hurbin advocates that there are a number of translations for any original text, and it is translator’s task to choose the best one from them. His research demonstrates the value of studying advertising translation by his insightful ideas on the general concept of translation.During the twenty years after Hurbin’s article was published, translation studies had experienced a revolutionary shift from equivalence to functionalist translation theory. By the 1990s, more and more scholars started to realize the importance of advertising translation, and articles concerning the field of advertising translation began to emerge one after another in line with the development of international economic trade and cultural munication.In his Translation and 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 adv