This research on auto advert takes the concept of appellative power from functionalist school and analyzes it with the help of appraisal theory in linguistics and the AIDMA theory in advertising studies. Parallel English-Chinese auto advert is the object of study with the focus on appellative power reconstruction in Chinese translated advert. Through a detailed qualitative analysis on 4 cases and a quantitative analysis on 131 pairs of auto advertising texts, it is found that hyperbole and parallelism is frequently employed in Chinese translated auto texts compared with source texts. Target texts are more frequently saturated with attitudes. More intensification of attitudes and higher scale of intensification are found in Chinese target texts. A particular effort is then made to interpret possible reasons behind these different linguistic features between source texts and target texts which contribute to the appellative power of advertising texts.