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by the translator. Here “many epochs” stands for “古今” and “many lands” refers to “中外”，so the whole sentence should be rendered as “我们纵览全球，古今中外了如指掌”. In a nutshell，both literal translation and liberal translation have their limits. Too much liberty，how ever，may be get a translation trimmed to half the original’s leugth which would be unjustifiable compression. On the contrary，too literal a translation may result in tritness and monotony. It deprives the original of its true value，and may even distort the author’s images and metaphors to an absurd degree. It should be stressed that any translation，bu it literal or liberal，must possess accuracy，charity and liness. Sometimes，we need to employ both literal and liberal translation approaches in order to achieve a maximum effect. For instance: This kind of biscuit is as sweet as honey. 这种饼干甜得像蜜一样。 3. Phonetic alphabets should not be used in advertisement translation Accordingly，it can be easily seen that literal translation is used. Liberal translation and the combination of the two must be employed flexibly and appropriately in the process of translation. The advertising translation methods and instances above are good. But not all the advertisements are translated well. A mount of Chinese enterprises always use phonetic alphabets when they translate the product’s names. For example “幸运豆” is rendered as “Xing Yun Dou”. This kind of product will not attractive because the consumer can not understand what does “Xing Yun Dou” mean. Here is another example，“汾煌雪梅” is very popular in our country. If you see the translation of it，you will be disappointed “Fenghuang white plum”， “white plum” means a kind of plum with t he white color，so this kind of advertisement is invaluable. Conclusion Advertisement translation is very important，if people cannot understand the connotation of the advertisements，they even do not know what is those advertisements for. If you want to improve your translating ability，you should not only understand the principles and the skills of translation but also put it into practice. To choose a kind of translation of advertisement is a great task for translators. Translators have to be familiar with the methods of translation，and to get the real meaning of advertisements. In fact，it still remains a lot of work for translators to do. Bibliography [1] New mark，P.A. A Textbook of Translation[M]. LONDON: Prentice Hall International (UK) Ltd, 1998. [2] New mark，P.A. Approaches to Translation[M]. Oxford: Pergamon Press, 1981. [3] Hong Qinghua. Practical Translation Course[M]. Shanghai: Foreign Education Press, 1995. [4] Belch and Belch. Introduction to Advertising and Promotion[M]. Homewood，IL:Lrwn, 1992. [5] Maggie-Jo， St John. Advertising and the Promotion Industry[M]. Beijing: Qinghua University Press, 2001. [6] 李中行：广告英语[M] 长沙：湖南教育出版社，1986. [7] 郭著章、李庆生：英汉互译实用教程[M] 武汉：武汉大学出版社，1998. [8] 李祥德： The English Translation Techniques of Four-words Phrase in Advertisements[J]. 中国翻译，1990年第3期：13页。 [9] 曹顺发：谈广告用语翻译[J] 培陵师专学报，2000年第3期：4-8页。 [10] 刘法公：论广告词的汉英翻译原则[J] 外语与外语教学，1999年第3期：38-40页。