The Principles and Skills In English Advertising TranslationIntroductionThis century is an era of globalization and Internationalization. Advertisement plays a very important role in business competition. With the rapid development of a promotional technique is becoming more and more pronounced. It promotes sales and plays a valuable role in economic prosperity. An effective advertisement should be attractive, attention grabbing and readable as well as containing great persuasive or selling power, which is critical to appeal to ones desire to buy the targeted goods. An integrated advertisement is usually made up of the brand or company trademark, title, body, slogan, and illustration, with the first two emphasizing a play on words. All these feature make the advertisement language a loaded language on the whole, which is more or less different from other types of language on the whole, which is more or less different from other types of language in style and effect. A persuasive advertisement can be accepted by the public through various medium. There is no one can keep away from advertisement. The charm of advertising depends largely on the language of advertisement. China has joined the WTO; cross-cultural ad-spreading is Inevitable. How to grasp the translation in cross-cultural advertisement is become more and more important. In this process, the correct use of language, lively and accurately to convey information, is the charming of advertising.1. History of AdvertisingIn the ancient and medieval world such advertising as existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century weekly newspapers in London began to carry advertisement, and by the 18th century such advertising was flourishing. The great expansion of business in the 19th century was accompanied by the growth of an advertising agencies. The first agencies became involved in producing the advertising message itself, including copy and artwork, and by the 1920s agencies had come into being that could plan and execute complete advertising campaigns, from initial research to copy preparation to placement in various media. In the 21st century, with an intensely competitive consumer market, advertisers increasingly used digital technology to call great attention to products. 2. Function of advertising Advertising is both applauded and criticized for its role in selling products and its influence on society. For years, advertisement bears critics because it affects peoples judgment on merchandise. Although every one knows that advertising is mainly a commercial method to promote sales, it is still be blamed by encouraging consumption. But the steady consumer growth of advertised product quality provides itself living and developing room. Besides the commercial function, advertising is also a cultural activity, so a translator is not only a translator but also a writer who creates perfect work which can achieve a good sale.2.1 The marketing function Along with sales promotion, public relations and personal feeling, advertising is one of the vehicles employed by a business or an organization to communicate with its customers or an organization to communicate with its customers. Although advertising is only one element in a companys overall promotional program, it is the most visible. It is also the key aim of advertisement.2.2 The communication function Advertisement is played on TV, printed on magazine, so it is not only a way to show the products or persuade others to buy the products but also transmitting different types of market information to match buyers and sellers in the market place. Advertising both informs and transforms the product by creating an image that goes beyond straightforward facts. 2.3 The economic function Advertising is a persuasive tool used by the marketers to distract consumers attention from the price of product, on the other hand, it is also as a source of information that increase consumers price sensitivity and stimulus competition.2.4 The social function and educational function Although the aim of advertisement is a way of marketing, it has its own influence beyond telling others the function or the information of the product. When we are translating advertisement what does it tell, what does it teach should be considered either. For example, the Nikes advertisement is “Just do it!” that a Hong Kong translator translated it into: “想做就做!” It is perfect in literally but received a lot of opposition of Hong Kong citizens. Because generally, the Chinese society is more conservative than American, and the “想做就做”will make people feel it is abetting young people do everything as their please, concluding the meaning of doing crime. Finally the translated text changed into “应做就去做”。This text obeys the Chinese peoples social custom and has no o