1.Introduction

1.1 Background and Significance of the Present Study

As more and more companies do their business abroad and with the entry into WTO and the huge influence of the 2008-Olimpic-Games, we are exporting and importing different kinds of cars all over the world more and more frequently. Therefore, the translation of Chinese and English automobile advertisement will play an increasingly crucial role in introduction and promotion of commodities. The choice of combing advertising translation with memetics is out of the consideration that the contagious nature of memes has the potential to harness the propagation of the transferred message in advertisement translation.

Under such a background, many researchers and translators domestic and abroad are beginning to study how western and eastern cultures influence the automobile advertisements. And many advertising translation theories have been put forward and practiced by them.

The world is getting increasingly globalized. Advertisement is closely related to the culture. The purpose of an advertisement is to persuade target consumers to buy the advertised products or services. Thus, it is a most important task to be aware of the differences between Chinese culture and western culture.

Some defects and even unsuccessful advertisements are made because of the poor quality of translation. This paper proceeds from problems in advertisement translation that the translators do not have a good command of the nation-specific culture and is too adhesive to the advertisement#8217;s superficial meaning while there are a lot of cultural factors hidden in the present advertising translation. In fact, advertisement translation requires more than just rendering sentences into another language. Translators have to convert the ideas and thoughts behind the sentences into the target language by applying the knowledge of the target culture. In these advertisements,automobile advertisements are perfect examples.Because everyone in the world needs to buy a car. They need advertisements to provide useful suggestions to find a nice car. This paper suggests some methods to make advertisement translation in view of the culture differences,especially in automobile ones.

1.2 Objective of the Study

This thesis focuses on how cultural difference influences automobile advertisement.It can be seperated to three parts:Famous automobile advertisements,which includes Mercedes Benz,BMW,Audi,etc;The advertisements of them in west is not the same as their in China;And find how culture influence this.Through the study we can learn many useful information and give suggetions on how to design auto mobile advertisements.

1.3 Structure of the Thesis

Chapter One is a brief introduction to the thesis and states the background, the significance and the objective of the study.