【正文】 stant noodles) (Yao, 2000:4)and “A bowl nice glue ball round and round , a good reunion after eating (a advertisement of Chinese glutinous rice flour) are two types examples which emphasis Chinese value. (Yao, 2000:16) In contrast, the Western culture takes more emphasis on independence and individuality。 (2) Tang palace drink, JIAN NAN CHUNⅢ.The features of Chinese and Western advertisementAdvertisement is the special performance of modern culture spirit. As a means of reflecting the reality, advertising language also is the ponent of culture. Advertisements adjust people’s activity or bring the society effect into play. Advertisement is a multilanguage arts conveying information to people and using language for the carrier (Chen, 2000:12).Therefore, the advertising language should be simple and easily understood， fluency and clear, we should also pay attention to the rhetoric manner at the same time. trace of social national culture, according to every nation’s thinking mode, mental characteristic, living custom, value judgment ,even the political belief, social system to consider an advertisement creation, in order to keep with “native son” taste, match “native son” mindset has already been earnestly practiced by numerous advertisement it adjusts tradition and modern culture factors to make them carry more contents richer than it. In fact, the advertisement language of the social culture reflection is easily prehended and accepted by people, this can promote the effect of advertisement. Take cognizance of this, make great effort to discuss the inside relation of national culture and advertisement language, it has important function to create and design the advertisement language which matches the basic principle of advertisement expression and suites particular national cultural characteristic. Each advertisement language has its we should try to understand language and culture and to learn them. Language is like a mirror which reflects the entire culture, and every nation has its own culture. Language as the carrier and idea of culture, its representation form is influenced and restricted by culture. Understand their unique cultural background to understand the language features. Only more exposure to foreign cultures, familiar with different language national history amorous feelings, way of life, value and national psychology, open up their vision, learn more about the cultural and language differences. Culture promotes the development of advertising language, the language of advertising propagandize its culture. Chinese and Western advertising language has its own unique form of language which contain the beautiful scenery of language and culture. The charm of the language of instruction is fully displayed in the advertisement. Meanwhile, the Chinese and Western social and cultural knowledge which contained in language make us experience the infinitude delight .Chinese and Western advertising languages let us deepen our understanding of foreign countries, and bring to the world of crosscultural exchanges. Owing to the differences of Chinese and Western culture, the representation form is diverse. Advertising language also manifests different culture values and thinking mode. Chinese and Western culture has large different culture background, customs, behavior conduct and way of life. Thus, advertisers will no doubt consider the demands of consumer through their cultural background. There I list some examples of advertisement to pare and analyze how the Chinese and Western national culture influence their advertising language: Different Philosophy conceptThe Chinese nation has insists that the heaven and human units as the harmonious one. For example: something unexpected may happen any time, I have life insurance (The People’s Insurance Company of China).This ad indicates that people are not afraid of accident because the people have insurance. The accident and insurance is a unit and are dispensable. That the business loves customs is showed in this ad and it will e to an agreement between them. At last the goal of the ad es into truth. (Mueller, 1966:66).But in western culture they insist the standpoint of pluralistic. They pay attention to diversity and changes of material, emphasis specially on the change and difference of the nature ,stressed that personal freedom 、 self—development and personal enterprise. The biggest different between harmonious and pluralists if that the pluralists is not limited. Look at this English ad：Olympus, No limits. There is little you can’t be with the Olympus Zoom Lens Reflex series. The allinX cameras that won’t limit your creative ability. (Olympus camera). The camera have one more features make photographs produce different then to reflect individual creativity is in the continuing development and is not limited in this ad. The advertisements show the ultimate challenge and seek freedom can greatly stimulate consumer desire so enthusiastic consumption. (Chen, 2000:33) Different cultural values—orientedChinese cultural has a long history and the alcohol cultural is significant. To illustrate the quality of goods, they attempt to explain how long the water life by quotating the history. For e