Based on an analysis of the characteristics and functions, we aim to study the English translation of Chinese advertisements from a new perspective of elegantization and popularisation. According to the research, three main factors influence the translation strategy of elegantization and popularisation: functional orientation, price positioning, and consumers’ social class. Elegantization is to make the language more beautiful, and the sentence structure more complex. Sometimes, poetic forms and poetic expressions are used. Popularisation is to use simple words and simple sentence structures to help the target audience better understand the characteristics of goods. In translation practice, translators are supposed to not only thoroughly understand the characteristics of Chinese advertisements, master the intention of advertisements, but also understand the characteristics of the target audience to appropriately translate the original Chinese advertisements, to enhance product recognition, and to arouse customers’ interests in buying the products.
Based on an analysis of their characteristics and functions, the English translation of Chinese advertisements is studied from a new perspective of elegantization and popularization. According to the research, there are three main factors influencing the translation strategy of elegantization and popularization: functional orientation, price positioning, and consumers?? social class. Elegantization is to make the language more beautiful, and the sentence structure more complex. Sometimes, poetic forms and poetic expressions are used. Popularization is to use simple words and simple sentence structures to help target audience better understand the characteristics of goods. In translation practice, translators are supposed to not only thoroughly understand the characteristics of Chinese advertisements, master the intention of advertisements, but also understand the characteristics of the target audience to appropriately translate the original Chinese advertisements, so as to enhance product recognition, and to arouse customers?? interests in buying the products.