【正文】 star LeBron James defeated 3 carton enemies all looked like traditional Chinese characters. For western people this is a very interesting ad but it was strongly protested by Chinese consumers. In China this ad is considered insulting China because Chinese people think it is shame to make western people defeat any Chinese people. There are many similar incidents happened in China. Like Nippon Paint’s Chinese dragon advertisement () showing two Chinese traditional pillar, one was painted with Nippon Paint and one did not. The Chinese dragon curve on the pillar with Nippon fell down on the ground to show that their paint is smooth enough. This ad is protested strongly in China for the same reason. Chinese Dragon is a symbol of China.11Also, some jokes which related to sex, politic or religion are needed to be carefully chosen when producing an advertisement for different language version. Use of Slogans, Idioms and PhraseExpressions of culture are particularly recognizable in the use of slogans, idioms and phrase. The use of slogans, idioms and phrase is a mon cause of misunderstandings and ineffective munications in marketing.When translating a paragraph, a mon difficulty is to let consumers from other country understanding slogans, idioms and phrase. Different languages have different vocabularies. Some languages cannot find vocabularies that equivalent to Chinese expressions. Ads often involve a play on words, themes that are relevant to one country, or slang. The images called to mind in the originating language are distorted or poorly municated in another sometimes. In Chinese advertisements, poems and idioms are widely used. When producing an international version of the advertisement, if translate it faithful to the original Chinese copy, it will only make the target consumers feel confusing. The same thing happens on the Western advertisements. For example: Americans are often using sports metaphors without understanding that many of their sports are not actively played or even seen by large groups in other countries. A ballpark estimate is a typical American cultural influence related to American baseball. 12As Nida (1993) pointed out, The greater the differences between the source and target languages, the greater the need for adjustments. In general, however, the differences in culture give rise to more important adjustments than the differences in language. Chinese and English are two distant languages representing two distinct cultures. When translations involved, certain adjustments are needed. Therefore, stressing on the word equivalence can only lead to awkward copies. It is best to avoid playing with words and using colloquialisms, and to keep the message simple, short and direct.ConclusionAdvertising is deeprooted in a country’s cultural environment, having an inherent association with the country’s history, customs, values, nationality, etc., suggesting the basic characteristics of a culture in prehensive and detailed extent. The references of ads are familiar to the audience and their appeals are in accordance with the audience’s taste and expectations since the purpose of ads is to persuade people of a particular culture. It serves as a mirror, from which we can have a full view of whatever the culture helped to created and whatever concepts and ideals the culture advocates. Markets are increasingly being more global and multicultural. Virtual as well as foreignbased multinational firms using niche marketing techniques will bee more important in garnering the consumer’s brand loyalty worldwide. The increasing globalization of business places unique demands on advertising agencies to evolve into either “specialists” or “generalists in terms of their scope of services, market coverage, and creative petence. Increasingly, there will be an extra feedback to those who are able to recognize cultural differences plus adapt quickly to different and changing environments.13The significance of the different roles of munication across cultures for international marketing professionals is that they need to consider different cultures’ influence for measuring effectiveness worldwide. Therefore, in their efforts to chase the classic global successes of the world39。s super brands, marketing professionals must remember that consumers prefer products and munications that have local branding elements that identify with their culture. Remember, different people have different expectation on the same product. Speaking in the language of marketing39。s famous four P39。s: Product, Price, Place, and Promotion, a marketing professional always makes adjustments in at least one of these four strategic elements, frequently promotion (language) when attempting to address cultural differences.Advertising, an important part of the economic activities of modern society, has bee an indispensable element in the promotion of economic prosperity. Advertising is culturally relevant. It is penetrating into every aspect of our social life, and conveying cultural messages with the advantage of mass media. Cultural differences can be reflected from the advertising language. This paper has shown that culture differences can influence the advertisement from so many aspects. On the basis of analyzing the problems which has appeared in adapting the advertisement to Chinese and western culture, this paper suggests the requirements and important points of advertisement adaption nowadays.To make a good advertisement and to influence the behavior of potential customers toward a predetermined direction, corporations will try to produce memorable and attracting works. Following the economic growing, the market bees a global one and the petition bees more drastic. So making clear of the features of each culture is the most urgent task. Do as Romans do the advertisement should according to the nationspecific culture. In this way the advertisement can achieve its goal that it can