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a disadvantage that fails to serve the interests of the producers or those of the distributors. 2) Translation happens to be politically inappropriate. When introduced to foreign countries, the Chinese brand of canvas shoes“大鹏”is rendered as "ROC", which is a sort of giant bird in Arabic fables. However, "ROC" happens to be the abbreviation of "Republic of China". Obviously, the translation stirs up inappropriate political associations. 3) Translation is not elegant enough. In English, "cock" usually has the implied meaning of a certain part of human body. If the brand name“金鸡” is literally translated into "Golden Cock", the translated term will annihilate the good image of the products and leave the target audience the impression of vulgarity. In fact, there is a better version for“金鸡，’-Golden Rooster. 4) Translation by using Chinese phonetic letters coincides with English words with derogatory sense. The typical example is“马戏扑克”.The version "Maxi Puke” reminds the English consumers of something revolting and unpleasant, for "maxi" means big in English and "puke" indicates vomited food or drink. 1.5 Differences between character form[5] It is self-evident that various countries, nationalities and regions use a variety of characters. Furthermore, likes and dislikes for certain characters are widely divergent. It is reported that Japanese are in favor of such Chinese characters as“诚”、“梦”、“爱”、“愁”and “美” while most Chinese are accustomed to“福”、“寿”、“喜”and“乐”.In accordance with the American author Irving Wallace, the most beautiful English words are chime, golden, lullaby，melody and murmuring, etc. Since Chinese is a visual symbolic system with the most precise structure for recording human speech, the pictographic and associative Chinese characters are not only potential in transmitting message, but also offer great additional aesthetic function so as to arouse consumers’ positive reaction. Unlike Chinese, English is an alphabetical system of writing and can hardly produce artistic image only through its words. In consequence, it is by no means an easy job to give accurate and elegant English versions for the Chinese ads. In case of untranslatability arising from character differences, advertising translators have to exert all strengths to seek other methods, for instance, to create a completely new ad for the same product intended for the target market. When introducing its products to China, Japanese Toyota Automobile Company ingeniously employs“车到山前必有路，有路必有丰田车”to stimulate Chinese consumers into purchases. 1.6 Rhetoric contrast[5] English is rapidly becoming the universal language for international business. It is inevitable for Chinese producers to translate their ads into English to gain a place on the world market. Rhetoric devices are the most commonly used tools in English advertising copywriting. There do exist differences in rhetorical figures between Chinese and English, and these differences may put translators in a difficult position. For instance: (4) 黄河冰箱，领“鲜”一步。 This ad adopts the rhetorical device of pun, which is difficult to translate. The translator can hardly render the meaning without sacrificing the form, or maintain the original flavor without distorting the meaning. The translation of rhetorical devices in Chinese ads is a knotty problem, which has blocked the way of many translators of Chinese ads. As stated in the p