广告英语(English in Advertising)作为一种应用语言,从根本上说它也属于普通英语(Common English)。但是同时它也受语言学、心理学、经济学、营销学、社会学甚至美学等多种学科的影响,它有着自己独特的语言风格和特点。因此在翻译标准方面,广告翻译中除了要遵守普通英语的一般标准之外,还有根据自身特点具有自己的标准。本文讨论在广告翻译的过程中,显化思维的重要性。它要求译者对广告的深层寓意挖掘出来,以达到与译出语读者接触到该广告时同样的效果。 As an application language, English in Advertising is also a Common English. But at the same time it is also influenced by many disciplines such as linguistics, psychology, economics, marketing, sociology and even aesthetics. It has its own unique language style and features. Therefore, in translation standards, advertising translation in addition to comply with the general standards of ordinary English, there are also according to their own characteristics have their own standards. This article discusses the importance of manifesting thinking in the translation of advertisements. It requires the translator to excavate the deep meaning of the advertisement in order to achieve the same effect as the translator’s exposure to the advertisement.