摘要：

本文通过对比分析中西文化的不同点，包括思维习惯，价值观以及文化背景等，举例论证和归纳总结,指出在翻译过程中所遇到的一些不可译文化元素并且探讨如何充分利用中西文化的不同点来进行恰当的翻译。具体而言，在翻译的过程中，不但要尊重各自不同的文化，还要尽可能的做到直译，使广告语言尽量直白，容易被消费者接受。但是针对具体的广告，我们也应该选择意译、音译以及增补型翻译等不同的方法来进行翻译。同时为了达到促销的目的，我们还可以根据具体的情况加入适当的修辞使广告语言变得更加精彩，从而吸引更多的消费者的眼球，使更多的消费者更好的接受广告宣传产品。

关键词：广告翻译；语言差异：文化差异；不可译文化元素；翻译方法

Abstract:

This paper analyzes the cultural differences between Chinese and English advertisements, including sentence structure, thinking pattern, and values, focusing on the untranslatable elements. By equivalent theory, it is concluded that culture plays a very important role in the process of advertisements translation, and we should respect the cultural differences to find a good way. As usual, we should respect their values, thinking patterns, the way of expressing. At the same time, we should make full use of these differences and choose the best method to translate. Generally speaking, we should use the method of literal translation as much as possible. However, we can choose some other methods according to different advertisements. We can use some kind of figure of speech to make advertisements more wonderful if it is necessary so as to attract more attention from the consumers.

Key words: advertisements translation; language differences; cultural differences; untranslatable cultural elements; methods

1.    Introduction
With the development of the economy and China’s entry into the WTO, a great amount of foreign commodities pour into China. At the same time, Chinese commodities are sold abroad with great quantity. Consequently, the advertisement about the commodities is becoming more and more significant in the sales of these commodities. The proper advertisement can contribute to the increase of the sale, whereas the improper advertisement will be an obstruction to the foreign market. Therefore, translating advertisement from the source language to the target language becomes a critical task. Accordingly, the study of advertisement translation attracts the attention of more and more scholars. Articles about advertisements translation are published frequently in the journals of translation study and linguistic study.