This research focuses on advertising in newspapers and magazines, and aims to investigate the reasons for such mediation and its effects from the perspective of presupposition. The corpus for the study composed of 158 translated advertisements, covering dozens of categories ranging from cosmetics to fashion, banking etc. Thus, this chapter aims to explain - from the perspectives of presupposition - the reasons that cultural images are seemingly manipulated and distorted in the translation of advertisements - and to provide practical suggestions for translators as well as a useful reference for translation scholars.