【正文】 The former value family harmony and filial piety while the latter emphasis on selfrealization, wearing character and braveness and conceited. There are many . product advertisings demonstrated individualistic orientation of this dimension. Such as: Just do it. (Nike) Fit you well. (Reebok) The heartbeat of America. (Chevralet) Always CocaCola. (CocaCola).So they encourage young people to do themselves in daily life.From this we can see, different individual values bring great influence on the advertising across culture. With China strengthening foreign exchange, nowadays more and more Chinese people are begin to pursue personal freedom, privacy, promotion of individuality and personal space. Such as the advertisement of Anta: I do I Like.3. Ways to harmonize the differences and develop the advertisement Ways to harmonize the differences and develop the advertisement are very important. The development of human culture shows that the most effective way to protect national culture is development with epoch and the most effective way to inherit is innovation. If China wants to municate with other nations well, innovation is the only way. Such as “Haier Culture” is a culture that connects western culture with eastern culture and bees assimilated during the innovation. In the culture market, developing countries should not only introduce, but also export their culture. In the advertising transmission, we should connect advertisement with Chinese culture so that it cans posse bright character. For example, from”Haier, made in China.” to “Honesty Forever” is a good indication .Another example is about Coco Cola, the most successful advertising of Coco Cola is “polar bear”. It adapts to the taste of world people. In a word, we should enhance the ability of cultural transmission in international advertising transmission. The cultures of the whole world are developing in many ways. We should not deny all foreign cultures, because any culture has its own character, which can be suit for reference. When we advertise, we should pay attention to local culture and market culture. Today, nearly all the famous brands in the world have entered into Chinese market, the corporations across countries use these brands to start business in China, and Chinese people drink Coco Cola and use Colgate. ConclusionAdvertisement is an important carrier of culture transmission and it extends the achievements of human civilization. It is the product of mercial economy and it reflects the level of development of a country. Chi na and America are two big countries in the world, China represents eastern culture and America represents western culture. So advertising across the two countries faces many difficulties, such as different languages, social customs and individual values. In order to harmonize and develop the advertising in China and America, we should insist on the cultural innovation and sustainable development ，overe fixed ways of thinking and enhance the ability of cultural transmission, treat globalization and nationalization rationally. Knowing what should do is as important as knowing what should not do. Then a washing machine of Power is send to the door. This advertisement doesn’t have selfproclaimed words and posturing gesture, or even shout. Instead it is quite elegant and naturally conquer the consumers through the daughter’s filial piety to mother. The Chinese culture of zicimuxiao is played vividly here. Different from the power”, the advertisement of washing machine of queen is: Firstly, show the function of washing machine on the TV screen and then e a mentary:39。s very tired. A car drives from far away and her daughter’svoice es:’ Mom, I dreamed of the stream near the village, grandmother and you. I39。 Values of People in two countriesEveryone, even every nation is affected by the individual values. Different values may produce different effects on the same thing owns different effects. Advertising is carrier of productive and cultural information which its connection with national culture is in