【正文】 Following the economic enhancing, the economy bees global and every nation’s products, e to the world market. Therefore, the advertisement plays a decisive role. So the quality of the advertisement translation between English and Chinese has the direct effect on the products’ sale and image in the international market. Culture differences in internat。 Problems in advertising language translation The western aesthetics emphasizes the corpus affection and imagination intuitional beauty. This difference of aesthetics has resulted in the difference between Chinese and western advertisement culture. Chinese shows a kind of unified value to their culture, they believe in the authority, mon opinion, boon rather than fact, motif, and the personality es on top of other factors. While the westerner’s cultural psychology is plicated in the structure which is on the basis of “human root ” “recognition” and “behavior”. The public aesthetics has a close tie to the advertisement translation. Aesthetic mind is a integrated cultural consciousness involving political standpoint, religious concept, life style, customs and habits...etc.. Difference of aesthetics[8] is All men 白熊, should it be translated to White Bear or Polar Bear? This is something to do with the current politics. Along with the change of the international political situation, Polar Bear( 北極熊) have already had another extra meaning, people may easy regard it as the nickname which refer to a kind of political power in the world. Therefore, White Bear may be more acceptable. When Japanese pany Toyota firstly entered into the Chinese market, they created an advertisement slogan Where there is a way for car there is a Toyota. this has borrowed from one of China’s colloquialism. But if publicized in the United States still remain this, it will make people puzzled. Hence they changed the advertisement language into Not all cars are created equal Everyone knows the history of the United States may understand that the first sentence of Difference social history background. [7] (19) 上海名牌產(chǎn)品、IS9001國(guó)際體系認(rèn)證、“中國(guó)環(huán)保產(chǎn)品質(zhì)量信得過(guò)重點(diǎn)品牌”稱(chēng)號(hào)。 From long time ago, Chinese culture stresses on the public opinion. Respect of authority versus respect of selfperformance[6] (Minolta typewriter) (17) Minolta. The simplicity of intelligence. (Jamp。 (16) THE SMOOTHER SIDE OF SUCCESS. The imagery pattern versus abstract pattern Crest Plus Gum Care is the only cavity of getting toothpaste that’s so effective。 (15) JUST WHAT THE DENTIST ORDERED.啊，滴滴香濃，意猶未盡!(白沙集團(tuán)) (貴府酒) (12) 自己人，不玩虛的，貴府酒。 From Johnnie Walker (11) For the man who makes his own rules. Our personal service will appeal to your individual taste. The author of these Chinese advertisement places oneself among the consumers. We can easily found something tender and affable. Adopting the empathy of feeling, arouse the consumer’s family affection and friendship. Therefore, the ad read very human. Show consideration to the others, the kind and justice universal love, respect the old and love the young, the peaceful family have been the virtue that the our country publicizes in the traditional culture, But these advertisement give these traditional virtues for product, with a thick affection color took into exaggeration, making a claim that the product can be trusted and feel warm with it .On the contrary, English advertisement emphasize the personal struggle, person freedom and ego realization, encouraging character development is usually an English advertisement claim method. Such as:(威力牌洗衣機(jī)) 　媽媽,我給您捎去一樣好東西。 (8) 媽媽,我又夢(mèng)見(jiàn)了村邊的小溪,夢(mèng)見(jiàn)了 At the value aspect, the Chinese culture worships the selfless dedication. The advertisements manifest the beliefs that people should pursuit the freedom and the selfdevelopment, and create the future. Theses expressions satisfy the consumers’ personality development and arouse the sympathetic responses. The myth makes the mon water noble and mysterious. The consumers feel it should be out of ordinary if they buy the merchandise. The pure, the holy and the rich fragrant make the tea beverage be the essence of heaven and earth. So the products fascinate the consumers so much that arouse the people’s enthusiasm and the strong purchase desire. This advertisement gets it goal. The three advertising examples take advantage of the idea Nature and human are in oneness, and create imagining language in the way of empathy. The means of artistic expression attract the readers’ attention and the advertisement gets its ideal effect. The advertiser takes the Wahaha beverage as the holy water from Paradise by using a metaphor. 近在你我心間……(Car)(Beverage) has western From the aspect of culture basic form, Chinese culture has the monism viewpoint and Monism versus pluralism[6] the more exchange there will be. Because of the global economic market, culture differences can be reflected everywhere. The advertisement is the active constituent in the whole market, and the advertising language is full of abundant culture. So a qualified advertiser should know clear about the basic cultural differences and he or she can make a petitive advertisement, which can be well understood and arouse the sympathetic purchasing action. Thus this chapter will explain the basic cultural difference from the six aspects. Hence, the more a translator knows about how a cultural group view such things as humor, interpersonal relationship, life and work style, the more successfully he or she will be able to produce an effective advertisement translation. The culture differences reflect on the language, especially on the advertising language. Therefore, there are certain concepts which can be activates by an English word but not by its Chinese equivalent. It is quite possible that a Chinese version of an American advertisement may not trigger the intended response in the Chinese c