Abstract：
With the development of national economy, numerous brands of products manufactured in China enter the international market. These products need creative ads and good English translations of ads to achieve desirable profit. However, there is a cultural gap between China and the English-speaking countries because of different religious believes, different concepts of value, different background knowledge and different thinking patterns. And these cultural differences cause difficulties for advertisement translators in both interpretation and transformation. Meanwhile, it must be admitted that different cultures also give translators space for recreation in translating Chinese ads into English. Currently, the existent problems of advertising translation are mainly caused by lack of understanding of cultural differences among countries. Therefore this paper will explore effective principles and methods of C-E ad translation from the perspective of cultural differences. The paper is divided into six chapters. Chapter One is an introduction to the significance and major contents of this study. Chapter Two explains the close relationship between culture and translation. Chapter Three discusses the major aspects of differences between Chinese and English cultures that are often reflected in ad translation. Chapter Four is on the influence of the cultural differences upon the translation of Chinese ads. Chapter Five, on the basis of the previous chapters, makes a research on the principles and methods of advertising translation. Chapter Six makes a conclusion by again calling translators’ attention to the cultural differences when translating Chinese ads into English.

Key words: advertising translation; cultural differences; principles; methods.

摘  要：
随着国民经济的发展，中国生产的众多产品品牌走向国际市场。这些产品需要有创意的广告和好的广告英语翻译来帮助获得可观的利润。然而，中国和英语国家间由于宗教信仰不同，价值观念有别，背景知识差异以及思维方式等方面的不同存在着文化差异，这些差异在广告翻译过程中对于翻译的理解和转换都会造成一定的困难。但同时也必须承认，文化差异在中-英广告翻译中可以给译者带来再创造的空间。目前，广告语翻译中所存在的问题大多数是由于缺乏了解国家间的文化差异而造成的。因此本文从文化视角来探索中文广告英译的原则和有效的方法。本篇论文共分成六部分。第一部分是介绍一下研究的重要性以及主要内容。第二部分描述了文化与翻译的关系。第三部分是讨论在广告语翻译中，形成汉英文化差异的主要方面，第四部分是文化差异对中文广告语翻译的影响。第五部分在前文的基础上研究广告语翻译的原则及方法。第六部分做出总结，呼吁译者在汉英广告语翻译的过程中注重文化差异。

关键字：广告语翻译；文化差异；原则；方法

1 Introduction
Customers are exposed to many commercial messages every day in this modern society. With the development of social economy, advertisements have become a necessary part of people’s daily life. In order to win and promote the consumers’ confidence in the goods, manufacturers are more and more conscious of the importance of advertisements. “Advertising is not only a kind of economic action, but also a tool of communication”.