Abstract: In this essay, functions of advertisement are briefly introduced to demonstrate the influence of cultural differences on advertisement translation. Sino-western cultural differences are boiled down in four aspects: differences in values, differences in thinking pattens, differences in aesthetic standards and differences in social customs. And under the guidance of Nida’s functional equivalence theory, transliteration, literal translation, imitation and creation are adopted as the major methods of advertisement translation accordingly. It confirms that the advertisement translator should take Sino-western cultural differences into account while translating advertisements in order to improve the translation in the field of advertisements and promote the exchange of Chinese and western cultures.

Key words: advertisement translation; Sino-western cultural differences; functional equivalence theory; translation methods

摘要：本文简单介绍了广告的功能以表明文化差异对广告翻译的影响。中西文化差异主要表现在四个方面：即价值观差异，思维方式差异，审美标准差异，社会传统习俗差异等。并且在奈达的功能对等理论的指导下，作者介绍了直译，音译，仿拟，以及创造等广告翻译方法。研究结果表明广告翻译工作者在进行广告翻译时，为避免造成文化误解，应将中西文化差异因素考虑在内以真正实现广告的商业功能，提高广告翻译水平，促进中西文化交流。

关键词：广告翻译； 中西文化差异； 功能对等理论； 翻译方法