Abstract：With the development of global economy, commercial advertisements play a very important part in multinational selling. Successful advertisements can help the businesses to build good images and help the products to win popularity. But how to encode practically into target language remains a good question to all the businesses. Basically, words must be closed to the target country’s culture.  

　　　In this study, based on related-material reading the characteristics of Western and Chinese commercial advertisements have been studied and listed, and some basic rules of designing and translating advertisements terms have also studied. On some analysis of some typical commercial advertisements, this paper tries to find some characteristics in both Western and Chinese commercial advertisements. Though finding the similarities and the differences between Western and Chinese commercial advertisements. This study hopes to help producing functioning and popular advertisements to customers.

Key Words: commercial advertisements; Skopostheory; characteristics; similarities; differences

摘要：随着全球化经济的迅速发展，商业广告成为跨国销售的重要手段。成功的广告能为企业树立良好的形象，也能为商品赢得人气。但是，跨国的广告语该如何翻译才能更贴近目的国的文化和语言习惯成为企业的一大难题。

　　　在本次的研究中，笔者通过阅读，了解了中西方广告语的特点和跨国商业广告的基本撰写及翻译规则。然后，通过分析一些有代表性的商业广告语，从中发现中西方商业广告语的撰写特点并罗列出了中西方商业广告的异同点。希望本文和总结能对今后撰写跨国广告语提供一些有益的参考。

关键词：商业广告；目的论；特点；相同点；不同点