【正文】 丁使杰，1998，《現(xiàn)代廣告通論 》，[M]中國物價出版社。 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 sales wearing advertisement)。 antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. Etc 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。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. 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: 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). 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。沈繼誠,2003，《美國民族性格與美國廣告語言》，[J]浙江師范大學(xué)學(xué)報（社會科學(xué)版）第二十八期，第87第90頁。 they do everything possible to the consumer to create visual and auditory sense of beauty, to enhance the consumer’s impression. People in different countries, nationalities, estate and era have different taste standard, this can be reflected in the architecture and style of clothes. In China’s feudal society, women with small feet is seems to be beautiful. But the taste standard of modern people is well proportioned. To the different taste standard, the association arousing in people’s brain is different. For example, the “cock” and “white elephant” are considered as the gook luck and lovely symbol in China. However, in Western eyes, “white elephant” is considered the “harm than benefit, useless and cumbersome things”, and “cock” is the slang meaning of “discharge of abusive words”. Another example is the “l(fā)otus” which is the symbol of clearness thing in China, but in Japan is not auspicious (Ding, 1998:15). of Chinese traditional culture. Chinese have the psychology of hearing nice words, so many products related to the mon use show menu of the family affection. For example: “A lot of good luck, a lot of satisfaction” (FU MAN DUO in