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1.1 Research Background研究背景
　　近百年来见证了我们生活中的戏剧性的变化，社会作为一个整体。尤其是从我们的视角对广告的发展分析。事实上，广告是我们日常生活中不可缺少的一部分，他们无处不在。The last hundred years witnessed a dramatic change in our life and the society as a whole. https://www.51lunwen.org/zhixiwenhuachayi/ This is especially true with our perspectives towards the development of the advertisement. In fact, it seems that advertisements are an indispensable part of our everyday life since we can come across them everywhere.
　　We are living in an increasingly global world, and thus, more and more products need exporting and importing. And the local people get to know more about foreign products through advertising. International advertising is an inevitable trend, among which translation between English and Chinese plays a key role.
　　Translation is done via the vehicle of language. However, like general language, advertising language also mirrors, carries culture and culture provides frame in which advertising language operates and functions. Culture imprints advertising language with all its marks. Therefore, advertising translation, in essence, comes to be an across-cultural activity.

1.2 Research Method, Aims, and Significance研究方法，目标和意义
　　First of all, this thesis presents a brief introduction to the definition of advertising. Then the thesis has shown that English and Chinese cultural differences can influence the advertisement translation from many aspects. Then, the author analyzes the cultural differences on advertising translation between English and Chinese. At last, this thesis suggests the principles and strategies of advertisement translation. At the same time, this thesis will use the research methods of examples, quotation and comparisons to discover the influence of western and Chinese cultural differences on advertising translation.
　　This thesis embarks on three deep-rooted aspects of cultural differences before offering the principles on the cross-cultural advertising translation. Then this thesis suggests the fundamental strategies for handling the three aspects of cultural differences. All this aims to achieve an ideal state that those who have read it will be well aware of cultural differences in advertising translation and acquire the ability to take up specific advertising translation between English and Chinese.
　　Wang Zuoliang said “… translator must be the intellectual.” [1]In other word, he must master two languages at least. But if a person cannot understand social culture of the language, he can never really be familiar with the language. Different countries have different cultures and people
from different cultural backgrounds may interpret the same information of language differently. Therefore, the advertising translation is involved in cross-cultural differences, which becomes extensive and complex problems. Nowadays, many researchers have a deeply probing to the advertising language, such as, language characteristics, translation methods, etc. But in the background of international globalization, the study of cross-cultural advertising translation for products from all over the world has the profound significance.

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