It is the tremendous difference in Chinese and western consumer culture that the importance of advertising translation is self-evident. The cognitive defects of the consumption culture of both sides have led many products of good quality fail to open the international market smoothly. Therefore, this paper will analyze and study the advertising translation under the influence of consumer culture，propose relevant strategies for advertisement translation, and build a solid bridge for the exchange of goods to the cross-cultural market.

2 Advertising

With the progress in our social and economic life, especially the advance of economic globalization and the international business contacts, all the propaganda of goods cannot run without advertising. Nowadays western products have continuously entered into the Chinese market, and a growing number of Chinese products have also been imported into the other countries in the world. In this context, advertising translation is particularly important because it is related to the image of company and product sales.

2.1 The Definition of Advertising

Advertising, as the name suggests, is widely advertised, that is, to inform the general public of something. In terms of its meanings, they have generalized into narrow senses. Generalized advertising refers to advertisements that are not for profit, such as government announcements, political parties, religions, education, culture, municipalities, social groups, and other announcements and statements. Narrow sense advertising refers to advertisements for the purpose of making money. Usually refers to commercial advertising, or economic advertising. It is a way for industrial and commercial companies to sell goods or provide services to customers and users by advertising media to spread goods or services Information.

In the modern market economy, advertising is a planned publicity campaign for a certain kind of goods or services. It is intended to create, maintain, and expand the range of goods sold or services. In short, the so-called advertisement is actually a means of product promotion. It is through publicity to make potential consumers have a positive reaction to the performance and characteristics of the advertised product, thus prompting them to purchase the product and eventually increase the sales volume.

2.2 The Composition of Advertising

Advertisements exist in various forms in the corners of our lives. We can see advertisements in different forms no matter where we are. With communication media as standard, they are generally pided into five categories: traditional paper media (newspapers, magazine ads), television, radio, outdoor, and online advertising. With content as standard: product advertising, brand advertising, concept advertising, and public service advertising.

In addition, we also need to understand the elements of the advertising market. The birth of an ad is not as simple as we imagine. Starting from participants in advertising campaigns, the advertising market consists of advertisers, advertising companies, information, media, thoughts and techniques, audiences, costs, and effectiveness. Taking the mass communication theory as a starting point, the advertising constituent elements in the process of advertising information communication mainly include: advertising information, sources, media and other elements.

Advertisement in the narrow sense that is closely related to consumption is commercial advertising. Commercial advertising is pided into three categories. 1) Product advertisements are also known as product advertisements. It is based on sales to introduce the product quality, effect, tariff, label, producer, location of sales, and the uniqueness, and give customers information about the product which contains benefits and services and so on, pursuing recent and economic benefits. 2) Labor advertisements are also known as service advertisements, advertisements on contents include many aspects such as finance, assurance, tourism, food, vehicle maintenance, home appliance maintenance. 3) Reputation advertisements refer to advertisements that, through certain media, disseminate interest-related information to the public in a planned manner. The purpose of this type of advertisement is to arouse the public's attention, goodwill and cooperation with the company, thus increase the popularity and reputation, and establish a good corporate image. The content of reputation advertising is very extensive, mainly to introduce some of the overall features of the relevant companies. They can be the development history, corporate philosophy, business principles, service conditions, people quality, technical plant, service conditions and developing prospects; but also can be the CI concept of corporate philosophy, visual signs, and behavioral signs and so on.