【正文】 g [M]. London: Longmans, Green and , 1966Mueller B. International Advertising: Communicating Across Culture [M]. Wadsworth Publishing Company, 1966.Wayne J. Keeley, EvidenceBased Dental Advertising and SelfRegulation: A Perspective by the National Advertising Division [M], 1958. 陳秋萍，2000，《廣告創(chuàng)意的民族文化內(nèi)涵》，[M]廣西社會(huì)科學(xué)出版社。沈繼誠(chéng),2003，《美國(guó)民族性格與美國(guó)廣告語(yǔ)言》，[J]浙江師范大學(xué)學(xué)報(bào)（社會(huì)科學(xué)版）第二十八期，第87第90頁(yè)。李思屈,2002，《廣告大創(chuàng)意 》，[M]四川出版社。 it divorced from the national culture factors, and divorce from the language exercise of national culture factors. Advertising language has profound society property and national culture connotation. We can dredge up special cultural connotation from different national culture’s advertising language. The Chinese and Western advertising language features have something in mon and also have differences, it should learn from each other and plement each other. English advertisement has some practices。 began. But many successful examples of “into the taboo, do as the Romans do were numerous. For example, the Swiss Nestle pany put the ads into Chinese market in 1984, use the psychological of “hospitality” of Chinese as breakthrough to occupy the consumer market, the warm hospitality and decency as a customerled is dominant (Leech G N,1966:82).Quote one Chinese official phrase “extreme surprise” to suit the favor of Chinese people (Wayne J. Keeley,1958:52). This led to a strong emotional response, eliminate the psychological distance between Chinese and Westerners, develop and occupy China’s coffee market effectively. The national holiday is an important ponent of national customs and traditions. Each nation has its own traditional method of celebrating festival. For example: China has many important traditional festivals, Spring Festival, MidAutumn Festival, and Dragon Boat Festival and so on. Different festival has different customs. Chinese festival is like the family reunion in Spring Festival, children wearing new clothes, fire the firecrackers, gift the red envelopes to each other, and say a few lucky phrases to get the fortune. In Dragon Boat Festival, everybody eats Chibaozi and dumplings, MidAutumn Festival is one of the festivals that Han ethnic miss his distant relatives。 until the whole clean water mixed to dirty pletely. Acpanied outer sound: “If smokes, the lung of us will be like this cup of water...” ( Shen,1999:36) This ads like the first one, want to remind people of the hazards on body health, but it keeps away from the death and through the subtle language like the clean water bee muddy, hints the relations between smoking and death. The ads above show the different cultural atmosphere of different nation and countries. From this, we can see that the foreign ads try to forbid smoking strongly and straightforwardly, but local ads is meant to remind the rise of smoking people quit smoking subtly and unobjectionable. The western ads make people think seriously after shocked, the domestic ads is allowed people know the hazards while tasting. This is not just the feeling difference of performance, but more important is that it is through language and images to reflect the cultural differences. Different cultural atmosphere Chinese people are not accustomed to express their ideas directly, but to use the euphemism, tortuous way to express. Han nationality affected by Confucian ideas is modest, introverted and conservative. This is unlike European and American national export and lively personality. In France, for example, a perfume advertisement: “The one drop is to the beauty, two drop is for the lover, three drop is enough to lead to one love affair.” (Zhu,1999:28). WEI LI washing machine, dedicated to a mother. (WEI LI washing machine)。 the main reason is the history is shorter than China. They don’t do the business like Chinese who often use the factors of history and tradition, but use the strong and direct marketing strategy (hard sale), a product of the “immediate results” as a selling point. For example:s way of thinking, values, concepts, habits and behavior will affect aesthetic language development. The formation of a national culture, development and absorption ought to pass the language to achieve. Language and culture influence each other。G named its shampoo “pertplus” in the United States, being named “perjoice” in the Asia, and its Chinese name is “float soft” to cater for Chinese market, and it can explain a problem very much. Owing to the differences of Chinese and Western culture, the representation form of Chinese and Western advertisement is diverse, advertising language also manifests different culture value and thinking mode. As the culture background, customs, behavior principle, life style of Chinese and Western have great distinction. Therefore, every country’s advertisement businessman will think over the culture background of consumers. The aim of the paper is to lay out the influences to by paring Chinese and Western advertising languages. IntroductionLanguage and culture are inseparable. Each national’s special culture mode es out of the speech and behavior of that race by all means. They use their own language to record the things happened by them. The advertisement is a kind of manifestation of cultu