【正文】 沈繼誠,2003，《美國民族性格與美國廣告語言》，[J]浙江師范大學學報（社會科學版）第二十八期，第87第90頁。李思屈,2002，《廣告大創(chuàng)意 》，[M]四川出版社。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)意的民族文化內涵》，[M]廣西社會科學出版社。 it divorced from the national culture factors, and divorce from the language exercise of national culture factors. Advertising language has profound society property and national culture connotation. We can dredge up special cultural connotation from different national culture’s advertising language. The Chinese and Western advertising language features have something in mon and also have differences, it should learn from each other and plement each other. English advertisement has some practices。 they do everything possible to the consumer to create visual and auditory sense of beauty, to enhance the consumer’s impression. People in different countries, nationalities, estate and era have different taste standard, this can be reflected in the architecture and style of clothes. In China’s feudal society, women with small feet is seems to be beautiful. But the taste standard of modern people is well proportioned. To the different taste standard, the association arousing in people’s brain is different. For example, the “cock” and “white elephant” are considered as the gook luck and lovely symbol in China. However, in Western eyes, “white elephant” is considered the “harm than benefit, useless and cumbersome things”, and “cock” is the slang meaning of “discharge of abusive words”. Another example is the “l(fā)otus” which is the symbol of clearness thing in China, but in Japan is not auspicious (Ding, 1998:15). 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 many 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。 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 beaut