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tion should be according to these principals of advertisement language in order to achieve an ideal effect. Meaning lost in reproducing advertisements across language is especially big if poorly handled. Further more. if the translator does not transfer the source culture to the target culture well. he or she will not express a novel and original conception. Then how translators should retain the effect achieved through the unique linguistic features in the target text is esteemed as a particularly challenging hard nut. In an effort to approximate the effect of the original text in the target consumption market, advertisement translator frequently make up by use of different linguistic devices in the target text. And every advertising translation should obey the target cultural principles in order to make a cultural oriented advertisement which will be well accepted. For example (21) Until the last drop…(Nestle coffee) 译文:滴滴香浓，意犹未尽…(雀巢咖啡) (22) My Goodness! My Guinness! (Wine) 译文:此酒只应天上有! (桂尼斯酒) (23)轻松一点，精彩无限(网站) 译文:Miracles Touch (Web-site) 4.3.2 Being compendious and widely read in the target culture Generally speaking, the advertising language is concise and comprehensive. It has strong sense of rhythmic and rhyming. Those peculiarities can make the advertising language attracting and popular because of being well read. Then the translation from one language to another, that is to say, from one culture to another, the advertisement should be compendious and widely read. So the translation must be accord with the principles of target culture. And the translators should be familiar with the cultural differences and grasp the requirements of target culture. For example: (24)青而不淡，浓而不艳. 译文:Xifeng wine, mellow and smooth. (25)Only your time is more precious than this watch. ( Watch) 译文:手表诚可贵，时间价更高 (26)We care because you do (An insurance company) 译文:关心着你的心 The first advertising example is grasping the main idea and makes its language concise and easily remembered. Chinese advertising is very rhythmic and rhymed with two words“淡”and “艳”.If the translator translates the Chinese words one by one, the English version will be tedious and lose the original style. So the translator translates the pith of these Chinese words, and also achieves a good effect. The second advertisement is about a kind of watch. The Chinese version of the English advertisement makes full use of Chinese poetry which is well-known, rhythmic and well read. This rendition is an imitation of“生命诚可贵，爱情价更高”，a line written by Hungarian poet. So this Chinese version has the glamour of poetry. The third advertisement’s Chinese version is originally a line in a popular Chinese song entitled "Hand in Hand", which has been virtually spread from lips to lips. So the Chinese version has a strong artistic appeal. 4.3.3 Employment of different language deviation devices of the target language In translating creative advertisements translators can adopt language deviation devices different from those used in the source text. Most language deviation devices in English advertisements have correspondents in the Chinese language. The replacement of one device with another one in the target language is often very rewarding. For example: (27)Growing fast (the stock) 译文:牛气冲天 (28) The pen is mightier than the sword. The pen is a Parker. 译文:千军万马难抵大笔一挥——此笔乃派克。 (29) O