Advertisement translation is a distinct and unique language style, and its irreplaceable social pragmatic function has become an important subject of social pragmatics research. More importantly, advertisement translation highlights the differences in traditional culture between China and the West. Advertisement is subordinate to the commercial culture of sub-culture, a certain cultural traditions and beliefs and values will penetrate into this cultural carrier, reflecting the different countries of different national characteristics and personality. The acceleration of the globalization process has led to an acceleration in the globalization of marketing, which has led to an increasing spread of cross-cultural advertising. The purpose of the advertising language is to persuade the target consumers to buy their products or services, then fully understand the differences between Chinese and Western culture which has been a pivotal task. The process of translation is not only the process of language conversion, but also reflects the different characteristics of different cultures. The paper focuses on the characteristics and the translation of advertisements from the Perspective of sino- western cultural differences. Under the guidance and analysis the adaptation-relevance theory, the paper tries to give detail explanation to the characteristics of sino-western cultural differences and its impacts in advertisements. The paper also give some useful strategies in solving the problem of advertisement translation . The research of the paper has significant role in giving suggestions on the advertisement translation due to the sino-western cultural differences.
Key Words:Advertisement translation; Relevance- relevance theory; Cultural differences
