【正文】 not enough for advertising translators only to know the literal meaning of an ad, for it may be endowed with extended meaning and cultural implication. Fully petent advertising translators are supposed to have a good mand of religions, traditions, ethnic attitudes, the spirit of munity, and purchasing habits of the target countries. Otherwise, the translated ads might go against the original intention of the producers.In the western culture, peacock is considered as an unlucky animal. It is often used to describe a person who is walking on air. So, in western countries, if we use the word peacock as the trademark, the misunderstanding may occur. so, the“孔雀” TV set does not use the trademark “Peacock” but “Uranus”, which is a name of a star. On the contrary, peacock is an auspicious animal for the Chinese, because people believe it is a good sign that peacock spreads its tail. Therefore many Chinese modities like to use the trademark name “孔雀”, for example one Chinese watch trademark “孔雀”. The Shanghaiproduced pen trademark as“白翎” could receive wele in Englishspeaking countries, for the trademark is translated as “White Feather”. Unfortunately, “white feather” is a symbol or mark of cowardice in English. It derives the connotation from the belief that white feather in a gamecock’s tail is a sign of a poor fighter. The English idiom, “show the white feather”, means “sneak away at a critical juncture”. Therefore, “white feather” is used to represent caitiffs. The translation nullifies the strengths of the pany on the international market and bees a disadvantage that fails to serve the interests of the producers or those of the distributors. AdvertisementsFollowing the economic enhancing, the economy bees global and every nation’s products, e to the world market．Therefore, the advertisement plays a decisive role. Advertisement is closely related to the culture. The purpose of an advertisement is to persuade target customers to buy the advertised products or services. Thus, it is a most important task to be aware of the differences between Chinese culture and western culture. Some defects and even unsuccessful advertisements are made because of the poor quality of translation. This paper proceeds from problems in advertising translation that the translators do not have a good mand of the nationspecific culture and is too adhesive to the advertisement’s superficial meaning while there are a lot of cultural factors hidden in the present advertising translation. In fact, advertisement translation requires more than just rendering sentences into another language. Translators have to convert the ideas and thoughts behind the sentences into the target language by applying the knowledge of the target culture. Cultural differences greatly affect the advertisements and the sale of products, because people have different cultural values, thought patterns and aesthetic standard which influence people’s judgment between East and West. Different Cultural Values Culture values can be classified into many categories, but we would like to discuss about collectivism and individualism, because they are the main factors which can determine the success or not in the intercultural business munication. Let us take a look at the differences between collectivism and individualism.Chinese culture puts emphasis on the values of collectivism, so the advertisements of Chinese products also put emphasis on family and affection. Take the advertisement of “孔府家酒” for example, this trademark name reminds people of family and affection. Therefore, it fits for Chinese people’s values and easily gets success during the promotion of the product. On the contrary, westerners focus on themselves and develop the value of individualism, so most of the advertisements in western countries are always individualcentered. For example, the advertisement of “just do it（想做就做） ” which is promoted by Nike Company, is a typical demonstration of such spirit. Thus Americans show the courage to challenge and emphasize personalized experience. Different Thought PatternsThought patterns, which can be defined as ways of thinking, play an important role in intercultural business munication. People in different cultures have different thought patterns, because every culture has its unique development history, thought patterns and would also be different from one another.On the contrary, western literature and art have been developing under the theory of imitating the reality. The English language reflects this theory and proves to be objective, factual and rational. It has tight sentence structure, meticulous stream of thought, and logical relationship between linguistic units, concise wording and straightforward description. All in all, brevity is the soul of wit, or in other words, a proper word in a proper place is good English. Abusing of florid language is forbidden in good English, for it is considered illogical and may harm the original meaning or munication. Thus Chinese and English advertisements are quite different, especially when describing scenery in tourist advertisements. It is a language for poets to give expression to special feelings instead of defining or judging. Even when describing sceneries, English displays a beauty of form, straightforward, explicit, objective, unlike the casual, subjective Chinese. For example, the following advertisement written by a native speaker of English is concise and plain, and through simile and bination of concrete scenes, it provides enough space for imagination. However, from the point of view of Chinese, it may be too plain. For example: Tiny islands are strung around the edge of the peninsula like a pearl necklace. Hunks of coral reef, coconut palms