【正文】 s by identified sponsors through various media.We should prehend this definition as below:(1)Advertisement is directed to groups of people rather than individuals (no personal). The groups of people are the intended or the target audience of the advertisement munication.(2)Most advertisement is paid for by sponsors, except some public service ads.(3)Most advertisement is intended to be persuasive —to convince people to buy products or services, but some ads promote the images of enterprises.(4)The sponsor must be identified. It appears as trademark, brand name of products or services, or the name of an enterprise in the advertisement.(5)Advertisement reaches us through media.In China, the authoritative definition of advertisement is in the Advertisement Law of the People’s Republic of China. “Advertisement” refers to “Any mercial advertisement, which a modity operator or service provider pays for, through certain media or forms, directly or indirectly introducing their modities being sold or services being provided”B. The Functions of AdvertisementGenerally speaking, the functions of advertisement fall into two categories: the economic functions and the ideological functions.The economic role of advertisement may be its primary role. It bridges markets, products and consumer goods to the public and thus to support the free economy. It can help the consumers to identify and differentiate products and build brand preference and loyalty. To make an indepth study, we find that advertisement involves social values and attitudes. Nowadays, more and more advertisement adopts the style of emotion appeal. They suggest our concerns about relationship, our sense of social status, happiness and contentment and many others. It may be said that advertisement is a mirror of ideology and culture. By imposing images on the products and services, advertisement can influence our attitudes and feelings and meet our ideological needs so as to persuade us to act. For instance, some advertisers claim that the consumption of their products will give youth, love, social acceptance etc.C. The Classifications of AdvertisementAdvertisement can be classified by media (newspaper, magazine, radio, television, internet), by target audience (consumer, business), by geography (local, international), or by purpose (product advertising, non mercial advertisement, action advertisement).In this study, because of the limitations of materials, I will deal exclusively with print advertisement from the media of English and Chinese magazines and newspapers. And because consumer ads play an important role in all kinds of ads, and are most visible in our society, I mainly aim at the study of consumer advertisement.II. The Effects of Culture and LanguageWith the development and deepen of specialization, and globe incorporate tendency, the product circulation is frequent. In order to contest the world market, many panies want to sale their products. But the most important means is using advertisements makes goods and into world market. At the same time, because of the integration of China’s economy into the world market, the development and consummation of China’s economy system, advertisement which is a fundamental marketing tool plays an important role in China’s economy, and it contributes much to China’s sales of products and services in the international market, and it is also the carrier of transmitting culture. Advertisement activity is not only an economic activity, but also a cultural activity. It likes an invisible hand to affect people’s mode and consumer’s habit. It includes the culture of goods and the culture of market. Goods, it is a cultural carrier. In China, in The Silk Rode Times, people transmit their culture by goods. The Silk Rode brings westward not only silk, but also the ancient culture. The substance of product culture contains design, produce, and packing and decorates of the products, and also the adding cultural value in the development course. It is a unity of timesspirit, national spirit and science spirit, and also a unity of using function and aesthetic function. It is the central content of advertisement culture. The market culture on the premise of culture concept refers to the market art and philosophy on the principles of being close to the needs of psychics of men, the spirit temperament and the aesthetic interest, which is the concentrated expressive form of advertisement culture. Commodity culture es true ultimately through the achievement of market culture. Advertisement culture is obviously characterized by popularity and nationality. A certain cultural tradition, belief, orientation of values affects the mind and action of business operator and consumer. The international advertisement is a propaganda form of strideborder and crossculture of product’s sell. Compared with domestic advertisement, the international advertisement faces many different problems which es form language, traditional habit, regulation, education, environment, religion and economic condition, and so on. The translator is in a position to apply advertisement languages. The translator is a messenger who is good at munication in the sociality activity. The translation of business advertisement is different from literature, technology, news.A. The Effects of Culture.1. Different Cultural ValuesThe Chinese of cultural values possesses profound the spirits of humanism. People’s value is acted in” introspection” and “restraining oneself” The Confucians had advocated “cultivate character, regulate the family and run the state, manage nation”. And they emphasis the ability of moral standard. Thus, it es into being the introverted mind step by step. The professor Yang who is a Chinese American thinks: “the Chinese people pay attention to the texts of products in the advertisement. Its cultural background is the ethic and religion which e from Taoist school, Buddhists and Confucians”. It