【正文】 re, it’s under the influence and restrict of local culture. National culture influences and restricts the development and expression of advertising language which is the core content of advertisement .advertising language contains and reflects the social culture. Language exists in the munity and with the development of society and development, and culture among the definite role to play. A philosophy idea, thinking mode of race, the cultural mental state, moral concept, life style, customs and habits, social system, religion and faith…etc, will produce a function to the advertisement language by all means. No matter how the advertising art develop, as long as it is a popular method of munication involved, it will never take part from language , language will be the most important and effective munication tool. Advertisement through the performance function of language to describe the image of product, express the taste sensibility and make an introduction of related products knowledge lively and specifically. However, the current language is not merely the carrier of products。 plan personnel. The influence of Chinese and Western culture on advertising language is various, The Chinese and Western advertising language also reflect the Chinese and Western culture in many ways. The pany of American Pamp。 it is the most typical characterization of the nation and national culture. The relations of language and cultureLanguage is a means of expressing cultural customs, as a part of culture, and plays an important role in culture. Language can not separate from related culture to be independent. Some sociologists believe that the language is the cornerstone of culture—no language, no culture (Pan, 2001:30).From another aspect, language is affected by language and reflected the culture. Language is based on the historical and cultural aspects. The nation39。 antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. Etc (JIAN NAN CHUN Drink) Those two alcohol’s long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers (Chen, 2000: 62).The Western countries insisted the short term oriented culture。 wearing advertisement)。 their ads pay more attention to character display, ideas and humor. “Kodak film and your family happiness” (Yao, 2000:22) Is a popular advertisement in China’s market, but its ads in is a picture of one boy holding ponchos in one hand, and the other standing on a sword with the statements. “He just killed his last dragon”. (Yao, 2000:30) Kodak keeps happiness for Chinese, keep the feat for American. The whole world has a mon human emotion, such as kinship, friendship and love, but the expression is different. Westerners are more candid and Asians are more subtle. “Using your telephone to transmit love”. Bell Telephone Company deliver the message by illustrating picture of that: the daughter of an elderly parent far away give a phone call to them and say “I love you”, and excite the older parents by contract.“ Find one day for us to look through the romantic” (ads of one Hotel in Taipei) this conveys the love between husband and wife. The romance is subtle (Shen, 1999:20).In accordance with Chinese laws the content in ads about ethnic racial difference and gender discrimination is illegal, ads language must be truthful and standardized. It should conform to the construction of socialist spiritual civilization. The following example shows the difference. One American pany plants to recruit a female secretary, who looks like puberty girl, thinks like an adult male, walks like adult woman, works like a donkey! In American culture, this parlance has humorous effect. But it makes Chinese viewers angry: because it has the discrimination meaning toward to the female and the donkey means stupid in Chinese culture.Below there are two ads of advocating nonsmoking: The first one was a foreign plane that will make public service announcements, its center is a picture of a rifle, a bullet and a cigarette. The title is: rapid death, slow suicide. This ad directly put the death linked to smoking the language is explicit and straightforward, and has a strong visual impact. It works with undisguised and straightforward method of smoking hazards, to alert people not to smoke. However the other one is a domestic television mercial. It shows us that there is a glass of water on the table, and then a drop of ink is dropping in it, after that clean water turning into muddy, and the last is bigger ,with three drops... Chinese people like to wear red setting, glue “XI” word and send gifts when they get married , the color red is regarded as lucky. In the west, the red color is not ghillie. For example, one import and export pany of China uses the red material packaged the Red fireworks to sell to former Federal Republic of Germany and Sweden , as a result, nobody cared about them , only after using gray package ,the salesⅣ. SignificanceAdvertising Language contains a wealth of cultural connotations. Language itself is a carrier of culture。丁使杰，1998，《現(xiàn)代廣告通論 》，[M]中國物價出版社。姚小平，2000，《人文研究和語言研究 》，[M]外語教學與研究出版社朱華，1996，《產(chǎn)品廣告與民族文化》，[J].江南大學學報（人文社會科學版），第四期，第125第128