【正文】 by a native speaker of English is concise and plain, and through simile and bination of concrete scenes, it provides enough space for imagination. However, from the point of view of Chinese, it may be too plain. For example:?? Tiny islands are strung around the edge of the peninsula like a pearl necklace. Hunks of coral reef, coconut palms and fine white sand.? ??? If we translate it word by word, it will not meet Chinese readers’ expectation. So abundant modifiers such as“礁紅”，“成片”，and“如銀”，and fourcharacter phrases like “玲瓏小巧”，and“如詩如畫”are employed to make the translated version read beautiful.? ?? “座座島嶼玲瓏小巧，緊密相連，像一串珍珠綴成的項鏈，環(huán)繞著半島邊緣。? 島上珊瑚礁紅，椰樹成片，沙灘如銀，景色如詩如畫”。? ??? The bold characters add charm to the scenic spot and contribute to the whole rhyming structure but mean nothing to English readers because they are repetitive and wordy. The same is true that in CE translation, those superfluous modifiers should be omitted, adapted or implicit between lines so as to make the target version conform to the westerners’ aesthetic standards.??There is such an advertisement “歡迎來到天涯海角”, and the translator once translated it into “Wele to the end of world”. As a result, Hainan Island had bee “the ends of the earth 世界末日或大難臨頭 ”. Such improper translation made it bee a terrible place, who dares to travel there? So, when we make an advertisement, it is important to consider the culture factors. That causes the difference of thinking habits and processes, which is the best reflection of the different culture background. In order to avoid these mistakes caused by the different thought patterns, it is necessary for us to be familiar with the different thinking habits of people in different culture backgrounds. Different Aesthetic StandardsAs a means of business activities, advertisement itself is an important social culture. The aesthetic standards play an important role during the progress of translation. So, we should respect the aesthetic level of popular culture.“藕粉”is a kind of popular food in the West Lake of Hang Zhou. However, when being publicized to the market, it is translated into “Lotus Root Starch”. As we know, starch has the meaning of “淀粉”, but people in western countries are unwilling to buy this food, that is because starch always makes people get fat when eating too much. Latterly, the “starch” is changed to “powder” or “pudding”. As a result, the sale of product increases greatly in the foreign markets.The Japanese pany of Toshiba once uses an advertisement:?“東芝 Toshiba , 東芝 Toshiba , 大家的東芝”.This is a advertising lyric .The first “東芝”is translated into the sound “To shi ba”. Hence young people jokingly read it as“偷去吧，偷去吧，大家的東西”In this way ,there’s no solemnity at all.? Commercial ActivitiesToday, business activities are mon in the international market. In order to establish business relationship with the oversea customers, the translator should have a better understanding of the business notion, business etiquette and business negotiation. The mercial activities under different cultural conditions e to cultural negotiations. With the economic globalization and the frequent business contacts, cultural differences seem to be very important。 otherwise they could cause unnecessary misunderstanding, even affect the result of the mercial activities. This means it is very important to know the different culture in different countries and the ways to avoid the culture conflicts in the international mercial activities Differences in Business NegotiationPeople in different culture have different understanding toward the negotiations. When we negotiate with people from different countries or regions, we must take cultural factors into consideration. Thus, the business can achieve success on the premise that you are conscious of the differences between different cultures. According to the Chinese people’s personality, they would like to negotiate with principles firstly and then the detailed things. On the opposite, westerners prefer to negotiate with detailed things, and avoid negotiating with principles. This difference always makes the two parties e into trouble. Chinese people often seek mon points but reserve difference and then deal with the difference in detailed. Under these conditions, Chinese people always gain initiative and achieve successes in the negotiations. Differences in Business NotionThere are differences of munication habits between easterners and westerners. In western countries, it is an impolite behavior to ask a person’s age. People dislike someone to ask their ages, especially for women. Besides, the friendly greeting may be considered as malicious infringement. But there is no such taboo in China. This lies in people’s psychological characteristics in the different cultural environment. Such the matter can not be ignored during the business activities.For example, a newly graduate college student goes with a client who is above 60yearold to book a room in the hot