| Language is a means to transmit message and exchange emotion. Translation, which means to express one language by way of another language, is a kind of language activities. With the rapid development of economy and acceleration of the globalization process, the field of international communication and cooperation is being extended unceasingly and day by day the foreign trade and business is also increasing. Language is the basis to doing business well and advertisement as a main method of promoting sales has already become an indispensable part in people's daily life. With the improvement of people's appreciation ability and their endless pursuit of beauty, poetry as an elegant and high-class art form has successfully been introduced into advertising industry. It is due to its unique stylistic beauties----beauties in sound, form and sense that such a new type of advertisement creates a special commercial effect. Actually, this kind of advertisement is called poetic advertisement which is a combination of poetry and advertisement. It not only poses difficulties in translation study but provides new material for the study of language and translation as well. The thesis discusses poetic advertisement translation from the perspective of XuYuanchong's Three Beauties Principle. Poetic advertisement translation lays stress on enhancing the advertising function of the target text through its linguistic beauty, that is, using its poetic language to arouse consumers'purchasing desire so that it can achieve its commercial purpose of advertising and promoting its products. Interestingly, as far as Xu's Three Beauties Principle is concerned, it regards reproducing three beauties of the source text so as to make the target readers understand, enjoy and delight as its criteria and aim, therefore, it provides a brand-new and effective means to solve the problem in this field.This thesis consists mainly of five parts. Chapter one elaborates the research background, significance and framework of this thesis. In chapter two, the definition of poetic advertisement and its unique features as well as the present situation of its translation study are introduced. Moreover, various constrains the translator has to face in translation and the special requirements to the translator are also interpretated. Chapter three briefly introduces Xu Yuanchong, the theoretical background and main contents of Xu's Three Beauties Principle as well as its applicable advantages. Chapter four, on the basis of previous chapters and from the perspective of Xu's Three Beauties Principle, the author starts with a discussion to several contradictions in translation, including science versus art, fidelity versus beauty, creation versus translating and solution of aesthetical conveyance, for the purpose of exploring the nature and criteria of poetic advertisement translation. What's more, through analyzing the examples, the author explains and describes how to apply this Principle to this field. Finally, based on the study above, the significance is also concluded. That is, it is better for the information conveyance, readers'acceptability and realizing Advertisements'Functions. In the last chapter, the major findings are presented and the limitations of this thesis as well as the further studies are illustrated.
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