【正文】 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, in。 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 Compaq Armada family is lighter, with new rounded edges for easier packing. (Compaq)3. Frequent Use of Some verbsG.., English linguist, lists 20 frequently used verbs in his English In Advertisement: Linguistic study of Advertisement In Great Britain. They are: make, get, give, have, see, buy, e, go, know, keep, look, need, love, feel, like, choose, take, start, taste. These verbs are frequent used in advertisements. You will often read such sentences in advertisement:“We’ll make this quick. (Hertz Car Return) All you need is a taste for adventure. (Millstone Coffee)You’ll love it even more with the C2000 ZOOM. (Olympus Camera)”All these frequently used verbs are monosyllabic and most of them have AngloSaxon that is the mon core of English vocabulary. It wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to buy a product. As a result, a translator 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. Give your business the sharp edge. (Sharp Corporation)…”Alliteration is the use of words that begin with the same sound in order to make a special municative effective. Usually they are pleasing to ears because of the clever choice of the word by the advertiser. In addition, the repetition of the beginning sound emphasizes the meaning the advertisement wants to express. Let’s take a look at the examples.“…, everything you need for that big bargain basement special.…, and vitamin E to leave skin soft and smooth”Using of rhetoric can solve some problems and make the modities known by the target consumers./P p2. Frequent Use of Emotive WordsA close scrutiny of recent advertisements suggests that the softsell technique is now popular. By softsell technique we mean the one that favors a more emotive and less directive approach to promote a product, mainly focusing on the building of brand image. As a result, emotive words, most of which are pleasant adjectives, are greatly encouraged to use.Data shows that the most frequently used adjectives are as follows:“New, good/better/best, fresh, free, delicious, sure, full, clean, wonderful, special, crisp, real, fine, great, safe, and rich.”These adjectives help to build a pleasant picture in readers’ minds and manage to create a belief in the potential consumer: If I buy this product or if I chose this service, I will lead a better lif