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to the imagery pattern most of time. To some extent, the abstract pattern is little. Chinese people often put their feelings in the concrete objects and things. When a person sees an object, he/she will think of another familiar person. This is the common sense of Chinese people. So the advertisers often show a comparably concrete scene or an analogy, in order that the readers can think of the products easily. The thought of western people are used to be leaping and thoughtful. They prefer the abstract thinking pattern than the imagery pattern. So they often utilize the creative language, and give the readers a kind of novel ideas in order that the consumers can get a profound and favorable impression. For example: (16) THE SMOOTHER SIDE OF SUCCESS. (J&B wine) (17) Minolta. The simplicity of intelligence. (Minolta typewriter) (18) Comfort, care, dedication. We’ve put it all in our airline. ---Welcome to civilized aviation. (Swiss International Air Lines) 3.5 Respect of authority versus respect of self-performance[6] From long time ago, Chinese culture stresses on the public opinion. It insists that people should solicit comments and suggestions from other person outside his/her organization. And it also regards that the records can prove everything including the last, the present, and the future. The authority has a great power to affect the purchase of the consumers. So this is one important feature of Chinese advertisements. The advertisers often enumerate the honors and certificates and let them occupy a pivotal position, when the advertisers introduce the products to the readers. For example: (19) 上海名牌产品、IS9001国际体系认证、“中国环保产品质量信得过重点品牌”称号。干洗机1000元起价，培训技术。 (20)中国驰名商标，中国名牌，国家免检产品，优质更超值。 But different from Chinese advertisements, English advertisements have this kind of expressing way rarely. Because they have the successful realization of self-value. So the practical consciousness appeared here and there in English advertisements. 3.6 Difference social history background. [7] So if only the advertisers design the English advertisements by taking the consumers’ the essential interests as the base and by taking the idea of self value realization as the goal. in culture centers on the personal value, western people treat the official position as the very common thing. Western culture pays more attention on the personal value and self interests. It ad may lead to the dissimilarity in advertising translation. Such as the trademark " 白熊", should it be translated to" White Bear" or "Polar Bear"? This is something to do with the current politics. Along with the change of the international political situation," Polar Bear"( 北极熊) have already had another extra meaning, people may easy regard it as the nickname which refer to a kind of political power in the world. Therefore, "White Bear" may be more acceptable. When Japanese company Toyota firstly entered into the Chinese market, they created an advertisement slogan " Where there is a way for car there is a Toyota." this has borrowed from one of China’s colloquialism. But if publicized in the United States still remain this, it will make people puzzled. Hence they changed the advertisement language into" Not all cars are created equal" Everyone knows the history of the United States may understand that the first sentence of Declaration of Independ