Abstract：With economic globalization and fierce competition in the market, advertisement becomes essential for today international business promotion. In fact, advertisement plays a very important role in selling products. A successful advertisement contains many factors: becoming aware of cultural differences and making the appropriate adjustments. As a major research topic in the field of advertisement translation studies, the study of the influences of Chinese and English cultural differences on the advertisement translation has aroused great interests in the present context of unavoidable globalization. The study shows that, considering cultural elements and correct translation principles, advertisement can be translated preferably and thus increase the attraction of products. We hope that this study will provide some insights into the advertisement translation among different countries.

Key Words: product; cultural differences; commercial advertisement translation; translation principles

摘要：在经济全球化和激烈的市场竞争中，广告成为当今国际商务活动中必不可少的促销手段。事实上，广告在推销产品上扮演着很重要的角色，一个成功的广告包含很多因素：翻译时意识到中英文化存在差异并作出适当的调整。作为广告翻译领域中的主要课题之一，有关中英文化差异对商业广告翻译的影响在当前不可避免的全球一体化发展趋势下受到广泛的关注。研究中指出，考虑文化因素并且结合正确的翻译原则，广告可以翻译得很完美，从而增加产品的吸引力。我们希望通过本次研究能给不同国家的广告翻译提供一些见解。

关键词：产品；文化差异；商业广告翻译；翻译原则