【正文】 any important traditional festivals, Spring Festival, MidAutumn Festival, and Dragon Boat Festival and so on. Different festival has different customs. Chinese festival is like the family reunion in Spring Festival, children wearing new clothes, fire the firecrackers, gift the red envelopes to each other, and say a few lucky phrases to get the fortune. In Dragon Boat Festival, everybody eats Chibaozi and dumplings, MidAutumn Festival is one of the festivals that Han ethnic miss his distant relatives。 WEI LI washing machine, dedicated to a mother. (WEI LI washing machine)。s way of thinking, values, concepts, habits and behavior will affect aesthetic language development. The formation of a national culture, development and absorption ought to pass the language to achieve. Language and culture influence each other。 IntroductionLanguage and culture are inseparable. Each national’s special culture mode es out of the speech and behavior of that race by all means. They use their own language to record the things happened by them. The advertisement is a kind of manifestation of culture, it’s under the influence and restrict of local culture. National culture influences and restricts the development and expression of advertising language which is the core content of advertisement .advertising language contains and reflects the social culture. Language exists in the munity and with the development of society and development, and culture among the definite role to play. A philosophy idea, thinking mode of race, the cultural mental state, moral concept, life style, customs and habits, social system, religion and faith…etc, will produce a function to the advertisement language by all means. No matter how the advertising art develop, as long as it is a popular method of munication involved, it will never take part from language , language will be the most important and effective munication tool. Advertisement through the performance function of language to describe the image of product, express the taste sensibility and make an introduction of related products knowledge lively and specifically. However, the current language is not merely the carrier of products。 plan personnel. The influence of Chinese and Western culture on advertising language is various, The Chinese and Western advertising language also reflect the Chinese and Western culture in many ways. The pany of American Pamp。 (JIAN NAN CHUN Drink) Those two alcohol’s long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers (Chen, 2000: 62).The Western countries insisted the short term oriented culture。 their ads pay more attention to character display, ideas and humor. “Kodak film and your family happiness” (Yao, 2000:22) Is a popular advertisement in China’s market, but its ads in is a picture of one boy holding ponchos in one hand, and the other standing on a sword with the statements. “He just killed his last dragon”. (Yao, 2000:30) Kodak keeps happiness for Chinese, keep the feat for American. The whole world has a mon human emotion, such as kinship, friendship and love, but the expression is different. Westerners are more candid and Asians are more subtle. “Using your telephone to transmit love”. Bell Telephone Company deliver the message by illustrating picture of that: the daughter of an elderly parent far away give a phone call to them and say “I love you”, and excite the older parents by contract.“ Find one day for us to look through the romantic” (ads of one Hotel in Taipei) this conveys the love between husband and wife. The romance is subtle (Shen, 1999:20).In accordance with Chinese laws the content in ads about ethnic racial difference and gender discrimination is illegal, ads language 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...Ⅳ. SignificanceAdvertising Language contains a wealth of cultural connotations. Language itself is a carrier of culture。姚小平，2000，《人文研究和語(yǔ)言研究 》，[M]外語(yǔ)教學(xué)與研究出版社朱華，1996，《產(chǎn)品廣告與民族文化》，[J].江南大學(xué)學(xué)報(bào)（人文社會(huì)科學(xué)版），第四期，第125第128