【正文】 relation of language, culture and society, it is certain that advertising language is a social and cultural phenomenon as well.3. ChineseEnglish Cultural Differences Influence Advertising Language Advertising Language Affected by Collectivism or Individualism Chinese culture prefers the spirit of cooperation and unselfish devotion. It insists that the value of individuality should be reflected in his/her contribution. To Chinese people, the individual happiness should correspond to the collective interests, and the warmhearted care and considerate feeling are the virtue. Whereas the western culture pays attention to personality, freedom, selfdevelopment, ambitious spirits and so on. It insists that the personal interests should be the first. So the right of privacy and the right of freedom are more and more important in the western society as the necessary factors. Below are the Chinese examples: (1) 為你，為他，胃健康。s modern advertising language is explored as an important part. The traditional culture here discussed refers to social values, traditional morality and emotions etc.2. Interaction Between Culture and Language The Definition of Culture Sociologists define the culture as all the learned customs, beliefs, values, knowledge, artifacts, and symbols that are constantly municated among a set of people who share a mon way of life. People use culture to guide and give meaning to their social relations. Culture itself is the product of people interacting in a social system. Culture is what a people do, or the total life ways of a person, the social legacy the individual acquires from his group.(Gordon Marshall, ed, 1994: 104105) Over a century ago, Taloy (1871:1) defined culture as a plex whole which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society. Adamson Hoebel (1960:168) referred to culture as the integrated sum total of learned behavioral traits that are manifest and shared by members of society. Vern Terpstra and David Kenneth (1992) have also defined culture as learned, shared, pelling, interrelated set of symbols whose meaning provides a set of orientations for members of a society. It is clear that there is no shortage of definitions of culture. However, the above definitions reveal some monalities. It is generally agreed that culture is not inherent, but rather is learned. They also stress that culture is shared by members of a group. It is this shared aspect that enables munication between individuals within that culture. Crosscultural munication is so difficult because of the lack of shared symbols. On most occasions, people in a particular society live their lives relatively unaware of the tremendous impact that our culture has on them, Edwaed T. Hall (1966:177) points out No matter how hard man tries, it is impossible for him to abandon himself of his own culture, for it has penetrated to his mind and determines how he understands the world...people can not act or interact in any meaningful way except through the medium of culture. When people move into another culture, they carry their culture with them, responding to the foreign environment in ways that would be acceptable in their own culture, but that may or may not be accepted in different surroundings. The Impacts of Culture on Language We conduct our social lives with language. When it is used in munication, it is bound up with culture in many plex ways. As Claire Kramsch (2000:3) holds, language expresses cultural reality。 on the other hand, reflects various aspects of culture. Based on this, a proposal is made that creating advertising should take cultural differences into account. Finally, the impact of China39。s concepts on philosophy and value, aesthetic taste, model of mentality, custom and habit, social system, religion. However, as for any type of advertising, its transmission depends largely upon language. According to Verschueren’s Linguistic Adoptation Theory, the process of using language consist of “the continuous making of linguistic choices, consciously or unconsciously, for languageinternal () and/or languageexternal reasons” (Verscheren 1999:5556). Advertising language has a specific purpose, . to bring a specific response in the audiences. Therefore, lots of linguists have conducted a study of advertising language. Chen Bin said, Advertising translation is different from other translations, it also has the emotional transmission function apart from its language feature and expressive style.(1975:76) Advertising language distinguishes itself with the ultimate aim to persuade consumers to take a purchasing action, making a study of advertising language worthwhile in linguistic field. Researchers have made great contributions to advertising language studies, mainly concerning the vague expressions, rhetorical features, translating approaches, gender differences, etc. Although some scholars have already studied the relationship of advertising language and social culture from a cultural perspective, to make a further study of their relationship is still of the practical significance, especially nowadays when the world economy is being globalizing and in a new century when China39。畢業(yè)論文（設(shè)計(jì)）The Influences of ChineseEnglish Cultural Differences onAdvertising Language1. Introduction 12. Interaction Between Culture and Language 3 The Definition of Culture 3 The Impacts of Culture on Language 43. ChineseEnglish Cultural Differences Influence Advertising Language 6 Advertising Language Affected by Collectivism or Individualism 6 Advertising Language Affected by Authority or Fact 9 Advertising Language Affected by Indirect or Direct Communication 13 Advertising Language Affected by the Static Lifestyle or the Dynamic Life Style 154. Conclusion 19References 211. Introduction Modern society is inform