Because of the cultural differences, English and Chinese advertisement languages have different aesthetic characteristics in terms of both the languages themselves and cultural connotations.

English and Chinese idioms for advertisement have strong cultural traits.

There are abundant advertisements in the commodity society and using parodies cleverly and correctly in English and Chinese advertisements may bear good results.

This thesis will analyze respectively the similarities on language and differences on social culture between Chinese and English advertising.

Translation of Chinese advertisements into English is a restructuring process.

This article takes the Chinese advertisements,which target specially male or female consumers respectively,as the data,analyzes the language of those advertisements from the perspective of CDA and reveals the sex identity construction in the texts of advertisements.

Based on Jef Verschueren s adaptation theory, the present study analyzes how the advertiser achieves the purpose of advertising in the flexible use of idioms in Chinese advertisements, from the perspective of correlates of adaptability of contexts.