This thesis aims to study the English to Chinese (hereafter E-C) translations of automobile advertisements of two top British brands, Land Rover and Rolls Royce, from the perspective of the appraisal theory. The translation of advertisements has its unique features when compared with other types of translation. To be specific, the translators are given free rein to modify the texts in order to conform to the target culture and social values to appeal to potential consumers. This study intends to identify the attitudes embedded in the source texts (hereafter the ST) and the target texts (hereafter the TT) of automobile advertisements and to find out if any changes in attitude have been made to conform to the target culture. The study also explores the possible reasons behind such changes. Martin and White's (2005) appraisal theory is applied to analyze the attitudes conveyed in the texts collected from the official English and Chinese websites of Land Rover and Rolls-Royce. Instances of Affect, Judgement and Appreciation, which are the three sub-systems of the attitude framework of the appraisal theory, embedded in the texts are counted. The analysis results are made into tables and represented in percentage. The analysis shows that in the ST, while there are few cases of Affect, more than half of the appraisal resources are valued on the dimension of Appreciation. The results in the TT are similar but see a decrease in Judgement and an increase in Appreciation. The text type has contributed to the general distribution trend. But more importantly, differences in social cultures, languages, and target consumers have resulted in the changes between the STS and the TTs. Key words: translation of automobile advertisements; appraisal theory; attitude; social cultures; language differences; target consumers