Recently, the translation of advertisement is not very good, especially for the reason that there's not a uniform standard to guide it, The translation of advertisement shouldn't adopt the standard used for literature translation or technology translation. Athough advertisement plays a role in international communication, the purpose of advertisement is totally different from that of culture exchange. There's a need for advertisement translation to find its own theoretic foundation, and form its own translation principle or standard. For the readers, they can adopt the relevance theory from cognitive pragmatics to the standard of advertisement translation, finding the best relevance of the text to the readers, therefore to map out a functional equivalent between the original text and the translation version.
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