【正文】 important of all, the situation of the target market. Only when the translator chooses the terms that can conquer the heart of the target consumers, the aim of the translation is achieved. Therefore, before translating, it would be better if the translator conduct a survey on the target consumers, including their requirements and psychological state. In addition, as time goes by, the translator should change their advertising texts with time. If there are different advertisings concerning one product, the connection between the neighboring texts should be attached great importance.Commercial advertising translation, in some way, can be seen as a kind of cultural munication in the business field. A very important point we cannot neglected in this process is the sense of existed barriers between the target culture and source culture. The translators must be aware of the difference between Chinese culture and western culture. “It would be more accurate to argue in favor of an advertisement that is attractive, seductive, and expressed in terms that respect the average level of taste and culture.” （Guo, 2009） If translators cannot switch the words into the ones that fit the aesthetic standards of the target consumers, the translation will be a failure which cannot reach the expected effects.First of all, the translators should understand the foreign culture and the psychological state of the foreign people. Take a kind of lipstick named “芳芳” in Chinese as an example. This name of brand has a nice and rosy implication in Chinese, which is connected with a figure of a pretty girl. However, if we translate this brand name just by transliteration as “Fangfang”, the readers with an English background will get a sense of terror. Because “fang” is also an English word which means “a long , sharp tooth of a dog” or “a snake’s poisontooth”. Thus, the image that emerges in their mind in not a pretty little girl but a violent dog or snake. Another case is a very popular instant flour named “白象”. If the translator does not have the knowledge that “White Elephant” in English means “a burdensome possession”, it is likely that “White Elephant” will be their first choice, which will be a joke in translation.Secondly, in order to transfer the original message to the target consumers, sometimes it is necessary to make some transformation. For example, if we translate the brand “玉兔” as “Jade Rabbit”, the result is not as good as “Moon Rabbit”. The reason why “Moon Rabbit” is better is that “Jade Rabbit” will probably be mistaken because the rabbit toy is probably made in jade stone. What’s more, “玉兔” is an image in ancient Chinese myth. In that story, 玉兔 keeps pany with the goddess in the moon, where there is a laurel tree. Thus, 玉兔 can be seen as the symbol of moon in the mind of Chinese people. And “Moon Rabbit” reflects the shadow of traditional Chinese culture, which will be accepted quickly and easily. In that way, although the translation doesn’t hew to wordtoword principle, the aesthetic feeling of western people is the same as “玉兔” of Chinese people. Another excellent translation which is acclaimed by many scholars is a kind of soft drink named “7up”. It’s Chinese translation is “七喜”. The word “up” has many cultural active implications in English. As an adjective, it could be understood as “being or moving higher and higher in position or greater and greater in value”. On the surface level, it equals “上” in Chinese. But if the translator replaces “喜” with “上”, another problem appears. “七上” is closely related to “八下” as an idiom which is used to indicate the unsettled state of one’s mind, meaning being in fear and trembling. “喜” can be understood as the upward tendency of one’s mood, producing a subtle coincidence with the meaning of “up”. Criteria for a Good Commercial Advertising Translation of Translation at Macro Level Before talking about the criteria of mercial advertising translation, it is obliged to have a brief scan of the criteria of translation on the macro level. Then the application of the translation criteria to mercial advertising translation is to be discussed.Speaking of translation criteria, we tend to think of the pioneer Yan Fu who for the first time came up with three words as the criteria of translation, namely, “faithfulness, expressiveness, and elegance”. These three words are the guidance of Chinese translation of foreign literature for a long time in history. Yan Fu’s “faithfulness” means being loyal to the original version. The translator should express the message of the original version pletely and without any grammatical mistake. Moreover, faithfulness, as Mr. Lu Xun point out, means keeping the style of the original writer. The second word “expressiveness” requires the translator to create a smooth and clear version rather than an intricate and obscure one. By expressiveness it means that the translator must have a good grasp of the target language, not only the grammar and lexis, but also the cultural idioms. The stylistic requirement of translation is “elegance”. Yan Fu’s elegance refers to “the use of classical Chinese before the Han Dynasty.”（Guo，2011:14） He held that “ only the language before the Han Dynasty could be considered elegant and old vocabulary, old structure of Chinese must be used in order to represent the original fully and adequately.”（ibid.） Among Yan Fu’s three principles, the first two have practical value nowadays, which are still seen as the basic criteria for translation. But as culture arises, there are more and more kinds of translation apart from classical literature such as humorous jokes, practical writings, and mercial advertisings, needing different styles of translation. And sometimes, there are contradictions between expressiveness and faithfulness. It is hard to state one’s perspectives in a foreign view about a subject with local color so fluently that no one can notice any hints of translationese. A