Applying the relevant theory of reception aesthetics to advertising retranslation,this paper holds that an advertising text,like a literary text,is an uncompleted appealing structure and the interpretation of its meaning depends on readers participation.

More on advertising translation;

The cultural background is extremely important for cross-cultural advertising translation.

An attempt is tried in this paper to approach ad translation in the light of communication.

It holds that the fulfillment of the intended functions of the target text should be the guiding principle in ad translation.

As a new field and perspective of cross-cultural studies, domestic research on ad translation focus on the application of certain translation strategies and traditional equivalence-based theories, there are lots of work left to do to find a link between translation theories, different cultural images and translation strategies.

In the process of English translation of advertisement,we should realize the cultural differences between China and the West and then deal with the cultural factors properly to make sure the translated text obtains the same promotion effect as that of the original.

On cultural difference and advertisement translation;

On constraints of advertisement translation from theory of functional translation;