【正文】 Ⅳ. SignificanceAdvertising Language contains a wealth of cultural connotations. Language itself is a carrier of culture。 (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。 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。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。 WEI LI washing machine, dedicated to a mother. (WEI LI washing machine)。李思屈,2002，《廣告大創(chuàng)意 》，[M]四川出版社。 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。 as從廣告角度比較中西方文化差異 I 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 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 sele