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revious part of the thesis, what should be borne in mind is that communication becomes effective abroad only after the message has been appropriately translated. Without this adequate and expressive translation, it is very unlikely to produce an impact on the foreign consumer. Therefore, the author tries to make a study of the rhetorical devices used in advertising English to pave the way for the application of English rhetoric to the translation of Chinese ads. 1.7 The influence on the advertising translation Translation is a bilingual and bicultural activity. The translator always seeks to strike a balance between the two languages and two cultures involved in the activity. Any shift of emphasis from the source language and culture to the target counterparts or vice versa may result in the difference between literal translation and free translation, faithful translation and idiomatic translation, semantic translation and communicative translation, word-for-word translation and adaptation. As the major function of advertising is to encourage sales, i.e., to persuade the target audience to make a purchase, advertising translation, which aims at promoting sales on the overseas market, should necessarily lay its emphasis on the overseas audience, i.e., the target language readership. What should be favored in advertising translation is the message rather than the form, the sense instead of the words, the spirit and not the structure. In order to convey the original message, render the primary sense and display the right spirit, the form, words and structure of the source advertising text can be retained if possible, adapted and even converted if necessary. The translator must try, by hook or by crook, to produce the corresponding effect, or in other words, to create similar response from the target language readership. 2.Theoretical Background Two aspects of advertising language will be discussed in this part, the one is about cultural differences and the other is concerning about the advertising translation. 2.1 Relation between language, culture and thought According to Bernstein, language is something which both influences culture and is in turn influenced by culture, with the second influence apparently stronger than the first. According to Brown, culture is really an integral part of the interaction between language and thought. Culture patterns, customs and ways of life are expressed in language; culture-specific worldviews are reflected in language. 2.2 Culture and advertising language Advertising language is reflective of literature, psychology and aesthetics of the cultural community. It carries marks of influence of that cultural community’s tradition in its worldviews, social values, religion and the like. For instance, American advertisements mirror Americans’ cultural psychology-quest for adventure and individuality. This is suggested by the linguistic pReference for words like adventure, different, fearless, exhilarating, bold, new and innovative, whereas, the psychology reflected in Chinese advertisements tends to be pursuit for, say, kinship, perfection and family unification. The culture differences reflect on the language, especially on the advertising language. Therefore, there are certain concepts which can be activates by an English word but not by its Chinese equivalent. It is quite possible that a Chinese version of an American advertisement may not trigger the intende