【正文】 and the one which consist by social behavior, art, beliefs, customs transmission through society conduct and all other products of human work and thinking .Language is acpanied by the creation of the human society, it is the direct manifestation of thinking. Language reflects the characteristics of a nation, which not only includes the nation’s historical and cultural backgrounds, but holds on the nation’s view of life, the way of life and thinking. Culture is diverse, language is also varied (Chen, 2000:20).When the nation as a language, living areas, economic life and psychological stability munity appears in the history of mankind, language is deeply stamped with the brand of a nation。 as Ads reflected the cultural psychology of language is quite mon. Such as:congratulate to make a pile to wele new year, have long luck Goldlion (Goldlion the idea has been affecting the country. The government awarded a certificate of honor and technology to pany, than the certificates have priceless efficiency.In sharp contrast with China’s ads, English ads is not seen such expression in the ads. Even some international brands and ads will not honor any identification certificates to prove. In the Britishbased culture, people pursue the selfworth, not deliberately seeking to cross over location. Through individual efforts to shoot for success in career means the dramatic increase of social status and material wealth. The practical spirit has been fully reflected in ads. This can be seen in the following example: Selected by James Bond the sign of Excellence (OMEGA) Switzerland famous swatch, superb work and expensive, is the best option of successful people. Ads have chosen James Bond, the successful spy, to represent the swatch, he has a tremendous attraction for ads, has galactic impel power. Different gender imageChinese and Western culture have different gender image position, this can be found in ads language. Two thousands traditional Confucian ideology influences Chinese idea, the concept of Chinese women has been defined within the framework of gentle graciousness. Thus, in the ads, female models are basically the front feminine beauty. If ads creativity wants to show the performance of lofty aspiration, it will do through man to express generally. To list the example of alcohol ads, in the long course of several thousand years of China history, it seems that alcohol is only the matter for man to express his emotion. In Chinese alcohol ads, a lot of that background is ancient warrior uniform and they carouse do as their pleases, displayed the heroic mettle. And in the 1920s of 20th century, feminist movement began in the United States and then spread to the entire Western world narrowing the gender gap significantly. There is a liquor ads for a blow mobile coach and matcher, women’s pride soaring. China also had female heroes, but if a woman used to the ads, I wonder if people can accept psychologically. Different customsAs the differences of natural environment, economic levels and national development history, each nation has its own unique and accustomed lifestyle. For example: Chinese and Japanese use chopsticks to dine, Westerners use forks. Chinese people like to invite guests and give gifts, and the Westerners rarely entertain guests at home。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 in this way, can people from different cultures municate well so as to make China prosperous.References：Leech G N .The Language in Advertising [M]. London: Longmans, Green and , 1966Mueller B. International Advertising: Communicating Across Culture [M]. Wadsworth Publishing Company, 1966.Wayne J. Keeley, EvidenceBased Dental Advertising and SelfRegulation: A Perspective by the National Advertising Division [M], 1958. 陳秋萍，2000，《廣告創(chuàng)意的民族文化內(nèi)涵》，[M]廣西社會(huì)科學(xué)出版社。李思屈,2002，《廣告大創(chuàng)意 》，[M]四川出版社。 began. But many successful examples of “into the taboo, do as the Romans do were numerous. For example, the Swiss Nestle pany put the ads into Chinese market in 1984, use the psychological of “hospitality” of Chinese as breakthrough to occupy the consumer market, the warm hospitality and decency as a customerled is dominant (Leech G N,1966:82).Quote one Chinese official phrase “extreme surprise” to suit the favor of Chinese people (Wayne J. Keeley,1958:52). This led to a strong emotional response, eliminate the psychological distance between Chinese and Westerners, develop and occupy China’s coffee market effectively. The national holiday is an important ponent of national customs and traditions. Each nation has its own traditional method of celebrating festival. For example: China has m