【正文】 e 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... 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). French people think that this expression is very romantic and attractive, but Chinese consumers think it hard to accept this extreme expression. Three drops can bring a love is fast open. Chinese people are conservative and cautious. They believe downtoearth do not believe that asking for the moon. So the instant love more difficult to accept.Chinese culture is known to family peace and harmonious, this is consistent with the physical environment, and this is related closely to the past several thousand years of selfsufficiency family’s economy systems. For example, the “Confucian Temple home wine” ads “home state” (Li, 2002:10). Its ads creativity is from their wine name “home wine Confucian Temples” (Li, 2002:20) in “home”. The phrase “Confucian Temple home wine, make people homesick.” is able to touch the hearts of so many people, because it reflects the homesick feelings of the people. Linked the liquor with a long history of traditional Chinese culture, it shows a profound cultural implication. The ad has strong cultural features, the values embodied in ads does not seem the least petitive, utilitarian, but with a human feeling and a great reunion of the family. Different concept of authority and selfworthHonor and certificates are often used as a tool to attract Chinese customers, because Chinese people always believe in authority. In fact, the honorary certificates don’t relate to the products self characteristic. For example: Shanghai shoes factory remends selection for the national wellknown trademarks, famous trademarks in Shanghai, Ministry of light industry. Shanghai highquality products. (Shanghai shoes factory), which is basically used for listing a large number of certificates and accolades in large space, this is persuasive to Chinese readers. These certificates and identification evidence means the reputation of high quality and reliable assurance. Several thousand years of feudal system produced the firm official position worship。Ⅴ. ConclusionNowadays, advertisement not only represents the pure merce, but also it is one new pattern language species which already is accepted by the public. Culture has a significant impact on the production of advertising execution. All successful advertisements were created according local national culture and advertising culture. Chinese and Western cultures have significant diversity, if the advertising producer didn’t pay attention to distinguishing different culture features while producing the advertisement, he will be hampered. Therefore, the thesis aims to bine Chinese culture and Western culture. In fact, only