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. They are clear in meaning and tight in structure. Therefore, Chinese syntactic structures usually employ parataxis, while English adopts hypostasis. In translation, we must get rid of our own way of thinking, and arrange sentences conforming to the target rules and conventions. The following examples show these intrinsic differences working in Chinese and English, and help us explore some plausible translation methods. (1) 境内西湖如明镜，千峰凝翠，洞壑幽深，风光绮丽。 The West Lake is like a mirror, embellished all around with green hills and deep caves of enchanting beauty. [3] Obviously, the original structure is changed in the target text. The structure of the Chinese advertisement is loose with some short clauses, whereas the English one breaks it into one sentence, which is centered on a verb, with modifiers of participle phrase, proposition phrase, and noun phrase around it. By doing so, the translation emphasizes the central meaning in the SV structure "The West Lake is like a mirror" and specifies the implied logical relationship in the surface form. Reflecting linguistic features of English language, the translation is a successful one in both content and function. 1.2 Flowery language vs. concise wording[4] “When concerning about the rhetoric, Chinese tends to use gorgeous words while English has a vivid character of conciseness. “Chinese is good writer to express their feelings by writing and try their best to apply grand vocabulary to describe beautiful and moving images to be sounded elegantly. Many high-sounding words can be found in Chinese. For instance, in Chinese advertisements we frequently see words like“一流”(first class)，“完美”(perfect)，“独特”(specific) regardless of the quality of goods being advertised. With regard to language forms, the Chinese language strives for symmetry in structure and rhyme in sound, hence reading neat, implicit and musical. For example, four-character phrases, parallelism, antithesis appears frequently in Chinese. In order to achieve rhyming, emphasis or neat structure Chinese language often resorts to tautology. “On the contrary, western literature and art have been developing under the theory of imitating the reality. The English language reflects this theory and proves to be objective, factual and rational. It has tight sentence structure, meticulous stream of thought, and logical relationship between linguistic units, concise wording and straightforward description. All in all, brevity is the soul of wit, or in other words, a proper word in a proper place is good English. Abusing of florid language is forbidden in good English, for it is considered illogical and may harm the original meaning or communication. “Thus Chinese and English advertisements are quite different, especially when describing scenery in tourist advertisements. It is a language for poets to give expression to special feelings instead of defining or judging. Even when describing sceneries, English displays a beauty of form, straightforward, explicit, objective, unlike the casual, subjective Chinese. For example, the following advertisement written by a native speaker of English is concise and plain, and through simile and combination of concrete scenes, it provides enough space for imagination. However, from the point of view of Chinese, it may be too plain. For example: (2)Tiny islands are strung around the edge of the peninsula like a pearl necklace. Hunks of coral reef, coconut palms and fi