AbstractWith the development of economy and technology, advertising plays more and more important role in our daily life. Advertising language as a special kind of language is very different from common language. It has its own features in morphology, syntax, and rhetorical devices. Based on that, we should choose proper words to express the advertising` meaning when we translate the four groups -Consumer Advertising, Business Advertising, Service Advertising, and Public Interest Advertising.This paper will be presented in four parts. The first part is the introduction and the last is conclusion. The focus of this paper is laid on the middle parts which respectively approach to the features of advertisement language, the cultural difference in Chinese and English advertisement translation, the principle of advertisement translation.Key words: Translation; English Advertisements; Principle; Cultural difference摘要随着经济的发展，广告已经渗透到人们生活的各方面,而作为广告重要组成部分的广告语言文字，也脱颖而出，具有自己独特的风格和说明力。
广告英语经过长期的发展，在用词、造句、修辞等方面具有一定的特点。
根据不同的特点，在翻译消费广告、商业广告、服务性广告及公益广告这四类主要广告时，也要同样注意使用恰当的词汇、修辞，来表现广告应有的含义。
本文共分为四个方面着重探索广告的特征，以及广告翻译过程中的文化差异，广告翻译的原则。
Contents1 Introduction (1)2 Features of Advertising (1)2.1English Morphology in Advertising (1)2.1.1Simple and Informal (1)2.1.2Misspelling and Coin Words (2)2.1.3Use of Adjectives (3)2.2 English Syntax in Advertising (3)2.2.1 More Simple Sentences, Less Complex Sentences (3)2.2.2 Disjunctive Clause (4)3Cultural Differences in Chinese and English Advertisement (4)3.1Relationship Between Culture and Advertising Language (4)3.2Culture-Specific in Advertisement Translation (6)3.2.1Differences in Related Cultural Background (6)3.2.2Differences in Cultural Values (7)3.2.3 Differences in Numbers (7)4The Principle of English-Chinese Advertisement Translation (8)4.1 Understanding Target Language Culture Adequately (8)4.2 Balancing the Relationship Between Metaphase and Paraphrase (9)4.3Adopting Transliteration and Free Translation (9)5 Conclusion (10)References (11)1.IntroductionWe live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of products or services information from various media including newspapers, magazines, television, radio, posters and Internet, etc. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institutions. Advertising also tells the consumer which a specific product, brand or service to choose when it is used and thus helps him or her understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people be aware of products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined these entirely communicational factor with marketing and social functions, advertising becomes indispensable in the modern world when they are translated into Chinese, and some methods are adopted.2. Features of AdvertisingThe wide use of advertising has created a special style of English—advertising English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, advertising has formed its own features in several aspects.2.1 English Morphology in AdvertisingAs a means to disseminate information, advertising English must be compact, vivid, visual, emotional and attractive. Therefore, morphology in advertising is quite different fromcommon English.2.1.1 Simple and InformalThe function of advertising is to provide information, attract consumer, exploit market, and promise the quality. Therefore, advertisement must pay attention to its impelling language, and the first step is to use popular and oral language to make it easy to understand and memorize. （Zhu Jifang,2004) For example:“I couldn’t believe it, until I tried it!”“I’m impressed! I’m really impressed!”“Y ou’ve gotta try it!”“I love it!”This is an advertisement of a microwave oven. The words in it are very simple and oral. It uses the slang “gotta”, which means “got to” in American English, to give an impression that this advertisement comes from the real life.We have another two examples to make it clear:A: Lose ounces, save pounds! (失去几盎司，省下几英镑．）B: My goodness! My Guinness! （我的天啊！Guinness 啤酒．）2.1.2 Misspelling and Coin W ordsIn some advertisements, the advertising copywriter misspells some words on purpose, or adds some suffix or prefix to the common words. Although the new words still keep the original meanings, they are quite different from the original words in spelling, which will make the advertisement more vivid, interesting and attractive. (Zhu Jifang, 2004)e.g. We know eggsactly how to sell eggs.(我们知道如何分辨鸡蛋。