Keywords: advertising translation; the purpose of; purpose principle; cultural differences 
The development of our time, advertising has become an important source of information on modern life, become an indispensable part of life. As for the advertisement translation, we should attach importance to efforts to eliminate differences between different cultures in order to successfully implement its functions. This entry point will be translated into advertising, how to use the principle of purpose to achieve the function of advertising and how to eliminate the process of translation in cultural differences. 
First, the advertising and advertising Translation 
Advertising creative is a complex art, which combines sociology, aesthetics, psychology, literature, linguistics as a whole, advertising translation has obvious purpose. This requires the translator to be guided by the principle of purpose, using appropriate methods and techniques, so that the original translation has the same or similar effect. 
English translation theorists Newmark (Peter Newmark) in his "translation tutorial" (A Testbook of Translation) book, according to the text of different content, style and function, the text of the text is divided into three types: Text, expression Call of text, and text. Among them, the ads are included in the call of the text, the text features mainly for its content and form of extra-linguistic effect, therefore, during the time of advertisement translation to achieve the same effect, the translator can be changed to some extent the original content and form to complete the cross-cultural communication, to convey his ideas as far as possible translations, expressive and table form, received similar means, quite similar and the shape of three unified effect. 
Second, the principle aim and purpose of 
70 years of the 20th century, the German Functionalist Translation theorists Wei Mill (Hans Vermeer) put forward the "purpose of." According to the purpose of translation is the purpose of the real cross-cultural communication activities, the translation process should be to achieve the translation in the target language culture, the primary principle of the expected features, namely, the principle purpose of the translation. Purpose of the proposed widening the field of translation studies, translation for the translator to provide a flexible theoretical basis. 
Purpose of advertising is promotional products, advertising, language translation is successful to see if it played the role of promotional products. Thus, in order to achieve the purpose and effect of advertising, advertisement translation should not only seek to express accurate, but should also analyze how to follow the principle of purpose, coherence principle and the principle of loyalty, which modified the traditional "letter, and Elegance" principle , established a new translation of the principles of advertising, advertisement translation to inject new vitality. 
Third, the advertising slogan should focus on the elimination of cultural differences in translation 
The main purpose is to translate between different cultures play in the exchange and communication purposes, and especially for the advertising of such practical style. Translation of the advertising process, to achieve ad Pragmatic equivalence, not only to pay attention to the context of the original meaning, but also social and cultural communication requirements must be from the perspective of language use. Translators must be very familiar with the two different language in principle, with cross-language, cross-cultural communication of knowledge, to try to communicate different pragmatic meaning, only to achieve an equivalent translation. Based on the above point of view, making advertising translation, the translator should follow the principle of goal, principles and faithful to the principles of coherence. 
Principle as the first principle purpose of 
Different cultural backgrounds to communicate with language, cultural differences caused by the difference between the pragmatic fact that can not be avoided. Similarly, the linguistic and cultural differences affect the advertising campaign is also an important factor. Good translation plays an active role in promoting the sales, according to the principle purpose of teleology, the translator should pay attention to translation functions, making advertising translation to "do as the Romans." Such as "Roc" brand pencil sharpener English translation of ROC Sharpeners.Roc is the Han nationality in one of the biggest myths and legends of bird, Chinese in the "bright future", which has high aspirations, promising a compliment. However, the three capital letters ROC is also commonly used news words "Republic of China" in English acronym is bound to be misleading or unnecessary association, is not conducive to the good image of the creation of export commodities, is not conducive to safeguarding national dignity. Such as the ROC into Giant Bird will be better. 
English and Chinese thinking the same thing are not the same reasoning, ignoring the cultural differences, communication barriers can occur both sides of communication. For example: to lose weight for fashion in the United States, very popular weight loss health drugs. There is a test market of the United States exports, "Qingshenjianfei film" no one cares, market research found that the English translation of goods Obesity-reducing Tables consumer psychology against the buyers, because Americans, the drug is designed for obese people (big fat) consumed. Slimming Pills in the post-reform translated open market.

摘要：随着世界经济和文化的发展，作为一个应用程序的广告在当今社会的语言，广泛应用于通信介质。本文试图从功能翻译理论 - 以证明广告上的英语翻译的翻译方法和策略的分析开始的目的，采用客观的目的，原则，灵活的，一致的，忠实的原则很好地解决了不同的文化背景之间的广告翻译理解的过程中，一系列的问题所造成的障碍，起到了很好的理论指导翻译的原则。