【正文】 xample: (1) Legend quality, Century ZHANG YU.( ZHANG YU Tokay) the advertising language cater to the cultural psychology of Chinese, has persuaded function. Good fortune、salary、longevity 、happy and wealth were the symbol they will eat moon cakes and salty egg, etc. The background music to these ads gives a sense that arouses people’s cultural identity and makes people feel friendliness. Different aestheticsBeautiful music, the moving pictures, wonderful words and beautiful image, all above will give pleasure and deep impression to people. Many ads executives understand this very point。潘向光，2001，《現(xiàn)代廣告學》，[M]浙江大學出版社。 it is worth studying by Chinese advertising workers. Chinese advertising workers must work hard, innovate and make foreign things serve for China. Then, Chinese advertisement could make progress and exceed the level of the world’s advertising art. Therefore, in order to increase the attractiveness of advertising and promotion the cultural development. First of all, the western culture essence should be absorbed. Second, traditional culture and modern pop culture should be morally and civilly missed together. Third, it should make the traditional culture adapted to the development of the modern advertising, so to promote international munication. Thus it will make Chinese culture internationalize. 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。 “go and get it at once”, “buy it” , “fit it well”, “take action right now”, “call now” etc. is the mon use in foreign ads (Zhu, 1996:50).Value is the different views and attitudes of people regarding the matter. China is a traditional agricultural economy society, it is said that Chinese cultural system emphasized the collectivism and authoritative character, using the natural value orientation. This ad is a manifestation of this feature of Chinese culture: HUA LI killing mosquito tool—“silence without mosquito” dedication. This ad was excellent for using the partial tone of “mosquito” and “l(fā)isten”. It builds the image of unknown to public dedication of products and corporation. To praises of the heroes of our munity who quietly worked hard, this identity arouses the resonance in the minds of vast consumers.But in the Western capital society, individualism、equality and the dominant natural were the orientation ,they stress personality differences. This can be seen from many American ads products, there are many differences trying to explain from, even in the absence of any differences as well. In the United States ads, there is a popular phrase, it would be: to create different. For example: One airline painted the vivid colors on the airframe in order to catch people’s eye. In fact, the plane and service of other airplane pany are not much different. Different cultural psychology Advertiser often reflecting takes me the psychology and tries to appear the customers. Chinese and Western advertisement cited a variety of rhetoric to achieve the effect of merchandise promotion, and consumers are not consciously deepened the impression of the product after gaining the spirit edifying and enjoying aesthetic feeling, arousing people’s desire to buy it , such 從廣告角度比較中西方文化差異 IⅡ. The relationship between culture and language The concept of the language and cultureCulture is the all