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ut of blows, friendship grows. (Typewriter) 译文:不打不相识 The first translating example is very creative because, for one thing, it imitates the Chinese idiom“怒气冲天”，suggestive of force and power; for another thing,“牛气”means "bull market", as against "bear market", a popular term used in stock exchange, suggesting prosperity. The second English advertising language has been translated by using a metaphor, which shows that intelligence is better than power. And Parker is an ideal image of intelligence. The third advertising translation version has made full use of pun. This piece of Chinese version is also an idiom which has lost the original meaning. At the present, if the consumers use this kind of typewriter, it will help them to have better interrelationship. This kind of translation is very humorous. 4.3.4 Utilizing the effective advertisement of the target culture There are so many famous and creative advertisements in the world. And advertising campaign itself involves a profound element of competition. To some extent, translator can utilize some of them to create a new one. This is another way to promote the sales. Those famous or successful advertising language have already had effective influence and the consumers have been very familiar with those advertisements and the products. So if the advertiser or the translator has connected their advertising language with those popular advertising languages, their advertising language will be welcome too. Then the products’ promoting work will be on the prosperous way. For instance, IBM appealed to buyers of their machines by I THINK THRERFORE IBM. The campaign is successful. IBM has made a global status. One of its competitors AMSTRAD follows it closely and tries to establish itself in the market by imitating the IBM’ slogan. It comes with I THINK MORE CAREFULLY THEREFORE I AMSTRAD. The slogan echoes the IBM slogan and at the same time hints that if the consumers choose rationally, he/she choose Amstrad. The "Don’t show me any other. But show me Black Sister" campaign of toothpaste brand Black Sister is another illustrative example Black Sister slogan in the American market cleverly imitates the English slogan of a famous glass goods manufacture, which goes,” Don’t show me the crystal. Show me Galway." The Black Sister advertising campaign might not be as successful as expected, for the establishment of a brand in the market is complex and gradual process, which advertising alone can not realize. However, it makes a good start. Its association with the Galway is very likely to arouse the interest of the American consumer. The same thing, if the translator adopts some famous advertisements which have already been welcome in the target culture because the consumers have the confidence on the products advertised expecting that the products are as good as those good ones, he or she will receive the good effect. Below are more examples of the type. (30) Just do it. (Nike) 译文:心动不如行动 (参照的是:心动不如行动-travel agency ) (31) 带给您无限精彩((a web site) 译文:Where wonder never ceases (参照的是:Where miracles never cease-Casio) However, advertising is a kind of marketing practice, which is disciplined by marketing laws and regulations. Imitating without the least variations runs the risk of infringing the intellectual right. This frequently happens with the translation of brand names. Registered brand names are protected by relevant laws and regulations. Therefore, t