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【正文】 d use Blue Bird as the trade mark of the car? Blue bird getting blue to chirp bird, cultural meaning its “happy”, so English national people drive blue bird car of card, the cultural orientation in the heart is “happy”. But, Chinese who drive the blue bird brand car do not probably know in “good fortune”, and only feel that drives the embodiment that the famousbrand car of the world is a kind of identity and symbol of wealth. It is cruel and ferocious, unlucky that English country looks at “red”, mean bleeding red. Indicating that in China joyous red, Chinese are us ually wearing red clothes to getting married. While engaging in trade, the businessman hopes for “the good beginning”. Americans do not generally like purple。 Frenchmen do not like blackish green but show favoritism to blue. Thought that relate to disease green in Malaysia. Brazilians resent pale brown. Westerners depend on white it is a pure, beautiful symbol, but in china, it is not a lucky color. In western culture, people may link up with “l(fā)ack experience” green, green in China to represent in spring, symbolize new vitality and hope. 攀枝花學院本科畢業(yè)論文 Body 11 E. Differences in Psychological Structures Most important function of ads is not promotion, but linking up advertisement businessmen with customers. So translators must know psychology structure of advertisement receivers, especially when translating public welfare ads. In China, some public welfare ads belong to imperative expression, and the tone is serious. This is according with Chinese psychology of “selfrestraining”, “selfquestioning” and “selfexamination”. However, translators can’t translate them into English directly. Because westerners advocate taking adventure and overstepping, so translators must translate them with consoling tone. Otherwise, there will be a contrary result. For example: “friends don’t let friends drive drunk”. This ad persuades friends who are driving with kind and amiable tone. The effect of this way is better than with imperative tone. Chinese products are inclined to emphasize to win some prizes and honor, and to use advanced technology when produced, so the words “advanced”, “scientific” are often found. The effect is ideal. However, people aboard value function of products, not prizes and honor. They advocate return to nature, and they aren’t interested in the products of advanced technology. So translators can’t translate them directly, . “拳頭產品 ” (fist articles)。 “省優(yōu)部優(yōu) ”（ awarded the superior quality product by the provincial government and the ministry concerned） . Foreigners will feel puzzled after they see the above translated texts. As a result, translators must take into consideration the cognition and psychology of other people, so that the target consumers can better understand the content of the ad. F. Differences in Sense of Cultural Values Many differences between Chinese and western culture are related to one basic difference, that’s the difference between individualist and collectivist cultures. In Chinese culture, the spirit of selfsacrificing and collectivism is advocated. For example, Nestl233?！痵 ad: 雀巢咖啡伴侶：默默奉獻，為香濃加分！ This ad emphasizes contribution spirit. However, in America, its corresponding ad is: “coffee’s perfect mate!” The meanings of the word “mate” are “male friend, fellow, worker or 攀枝花學院本科畢業(yè)論文 Body 12 panion” in English. What is actually meant is that the relation between coffee and coffee mate is equal, and if they two cooperate, sweetsmelling and delicious coffee can be created. In this ad, if it is translated into English directly, I’m afraid it will not leave favorable impression. Because Americans hold that everyone is equal, and they advocate freedom and individualism. The terms “默默奉獻 ” will make them have a relevance, that is: Lose one and follow blindly other people. This behavior isn’t advocated in American culture, and it runs counter to the spirits of humanitarianism and liberalism. From this example we can find that different culture decides different sense of value. So the contents and expressing ways of ads are also changed with different sense of value. Translating Skills of EnglishChinese Advertisement Translation Advertisement language is concise, vivid, vigorous, and pregnant with meaning. Advertisement translation must express meaning exactly, not apply explanation in the dictionary mechanically. Therefore, translating ads can bring forth new ideas flexibly。 above all, it must accord with the conditions of other countries, to make customers pleased to accept the information of the product. The target language must be equal to source language in semantics, social culture, style and pragmatics. The translation needs not only transmit the information of the original text faithfully and precisely, but also conform to the features of advertisement language. That will achieve the effect of source ads, and can gain ideal economic benefit. A. Literal Translation Translators can apply some words or expressions which are corresponding to the target language. That’s to say, on the basis of not going against expressing way of the target language and psychology of the target consumers, the target language should reserve the form of the source language, including metaphor, image and features of 攀枝花學院本科畢業(yè)論文 Body 13 the nation, . 典雅大方 (elegant and graceful), 汰漬到，污垢逃 (Tide’s in, dirt’s out), 安全可靠 (safe and stable). These translations not only have the language feature of Chinese adsfour characters, symmetry, but also not go against the custom of English ads. B. Liberal Translation In order to transmit the message of source ads more exactly, translators may m