【正文】 are of those dedicate flowers, please” would be great because it arouses people’s sympathy for them. DifferentmonisEveryone tends to be independent. Everyone is unique (why should I do the same as others?). So advertisements there never advocate people to follow the public to show admiration to the socalled authority people. What is reflected in the advertisement are “individuality”, “independence” and “privacy”. Example 1: “obey your thirstspirit” (服從你的渴望). “impossible made possible” (使不可能成為可能). ③:21Example 2: “孔府家酒，叫人想家”Chinese people put more emphasis on collectivism while western countries value individualism more. From this advertisement we can see the typical spirit of Chinese people. Example 3: Western countries value the spirit of innovation while Chinese people follow the spirit of mediocracy. And people in western countries don’t feel like running only in one groove. Take the slogan of Apple as an example: Apple thinks different(蘋(píng)果電腦，不同“凡”想). ③:21 The different social history background can influence advertisement translation. Western people treat the official position as the very mon thing. Western culture pays more attention to the personal value and self interest. It may lead to the dissimilarity in advertising translation. Just look at these following examples of brand name translation in advertisement translation. Example 4: Western people treat the official position as a pretty mon thing. Western culture pays more attention on the personal value and personal interests. Such as the trade mark “白熊”. There are two versions of translation: “polar bear” and “white bear”. Which one is better? This is something related to politics. “Polar bear” has another meaning in the political field in western countries, so people could get confused easily. In this case, “white bear” would be a better choice.④:195Example 5: “金龍食用油，綠色的食用油”Dragon is definitely a sign of lucky and fortune in China, but in western countries it is just an evil creature, so this is so inappropriate if you translate the brand name “金龍” to “golden dragon”.Example 6: Southern Comfort— the spirit of New Orleans since 1860. Actually, this advertisement is total a success in America because it relies on native people’s understanding of American traditional culture. “Southern Comfort” wine just like the American Jazz all es from New Orleans. Due to the cultural identity, we can easily figure out its pun meaning which means a lot in a good advertisement translation. “Southern Comfort” wine has bee widely familiar in America from middle period of 19th century when people began to create Jazz music. It presents the spirit of New Orleans somehow－deploitation, innovation and optimism. However, due to the lack of related cultural background, it is hard for Chinese reader to perceive cultural connotation in the original text. So, the translation should be based on Chinese audience’s point of view and mainly focus on cultural apprehension.Example 7: “Fresh Up with SevenUp” (七喜廣告語(yǔ))Numbers in an advertisement is an important factor that we should pay much attention to. The word seven is a positive word in these areas: America and Europe. Seven is equal to the number eight in China which stands for a good luck. The different traditions and customs can influence advertisement translation. It is well known that if you want to learn a foreign language you should get to know the local traditions and customs first. The influence of traditions and customs is so obvious in people’s daily life. For example, every language and corresponding cultural system contains specific constrains in speech such as taboo words. We should pay attention to this aspect.Example 8: Take the word “l(fā)ady” as an example, you never translate the word “l(fā)ady” in an English advertisement into “小姐” cause “小姐”is a taboo word in China.④:196 Example 9:金雞鞋油（Golden Rooster shoes polish） In this example Rooster can not be replaced by the word “cock”, because “cock” has another meaning in English slang which is also a taboo word.④:196 The different taste for beauty can influence advertisement translation.The word “aesthetic” means the taste for beauty.To reach elegance in sound, appearance and meaning, Chinese advertisement language tends to use lots of couplet, parallel structure or fourcharacter structure. You have to admit that this has something related to the unique aesthetic of Chinese people. Just look at this advertisement below. Example 10：A divorced man advertises an advertisement like this: “尋尋覓覓，韶華轉(zhuǎn)眼飛逝；猶猶豫豫，知音再度難逢”. “尋尋” and “覓覓”and “猶猶” and “豫豫” do have the same meaning. They sound good in rhyme and are natural and harmonious in meaning. While In English, “synonyms repetition” is always avoided. Thus the translation would be better if we erase the unnecessary words.From the aesthetic perspective, symbolizing the beauty and shaping beautiful characters can help people shape a better psychological reaction and visual effects. Example 11: “CocaCola” is translated to“可口可樂(lè)”. Example 12: “Cola Cao” is translated to“高樂(lè)高”. Example 13: “Clean Clear” is translated to“可伶可俐”.Example 14: “Colgate” is translated to“高露潔”.Example 15: We often see that“增白”is translated into “white the skin” in Chinese skin care product.“增白”is a mendatory term in China. However, in western countries, people belie