【正文】 naturally, they will think this mobile phone must be convenient and speedy to use. Another example, ―收費廁所 ‖ is translated into ―toilet of collecting money‖, foreign tourists feel obscure after seeing it, because ―Collect Money‖ has the meaning of contribution in English. It should be translated into ―Pay Toilet‖, in order to attain equivalent pragmatics. Due to the cultural differences between China and other countries, literal translation isn‘t suitable in many cases, even unable to translate literally. If those ads are translated literally reluctantly, neither express message of source ads exactly, nor reach the expected translation goal. Even it‘s possible to end up with a blunder. Under these circumstances, liberal translation is able to have the effect of expressing message precisely. C. Translation of Parody Parody is to translate Chinese ads by applying inherent English models, on the basis of not destroying the source ads‘ effect. If a translator can imitate ingeniously corresponding English syntax and structures, as well as expressing ways when translating ads, it can make the target language accord with the psychology of consumers, respect cultural tradition and language expressing ways of the receivers, and keep the image of products. Moreover, translators can imitate successful English ads and English verses, as well as English proverbs. 百聞不如一嘗 . Tasting is believing. This translation imitates an English idiom: ―Seeing is believing‖. People in Englishspeaking countries must be familiar with this idiom, so applying this idiom can make them learn about this product well. Only changing a word, the effect is still similar to source ad. 寧可食無肉，不可居無竹葉清?！畇 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 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。 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 ―lack experience‖ green, green in China to represent in spring, symbolize new vitality and hope. 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(chǎn)品 ‖ (fist articles)。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.‖ B. Differences in Numbers As everyone knows, in the west, ―13‖ is considered to be the unlucky figure, its reason relates to the fact that Jesus is betrayed by the 13th disciple Judas of his in the Holy Bible story. So, in the western countries, people usually avoid using this figure of ―13‖. In the traditional culture of China, the figure ― 13 ‖ does not have such cultural meaning, but the influence with western culture, this kind has contained but been accepted by patriots recently. In the traditional culture of China, because ―nine‖ with the ―long‖ unisonance, ―nine‖ is often used for expressing the meaning ―for a long time‖. So, there are ―999‖ medicines in our country, nine in English does not have this kind of meaning. But don39。 關鍵詞 文化差異；廣告翻譯；跨文化交際；商標翻譯 Introduction In modern times, with the mercialization of society, the r