【正文】 evitable. The figures of Chinese culture, such a dragon symbolize traditional Chinese culture. Chinese people feel very proud of these appellations, these are always attributive spirit of Chinese, and they can be called National Imagined Community. Individualism or CollectivismChinese value always attaches importance to the Collectivism. The advertising of NaoBaijin adapts to the Chinese value so that it is very successful in China. It expresses the thought on respecting and caring for the old. But American culture has different explanations about this. It can be said to esteem the Individualism. American culture is dominant culture, so American people always think their nation is better than others. They attach importance to their own personal goals, enjoy creating something new, surprisingly win in a distinctive style。 39。s subordinate status, the Women39。s more, in China, the dragon has been given great power and is a symbol of the rights and status. However, in America, the dragon is not an auspicious thing. In the ., the dog can be said to be a member of the family which will be considered a very rude behavior in China instead. Therefore, about the phrase in advertising, we must pay more attention to the different taboos in different countries. Besides, in China, advertising should serve the Chinese important festivalSpring Festival. There is an advertisement mainly narrating important festival that a piglet wants to go home and reunite with its family. Coco Cola brings it back home. This advertisement cleverly connects Chinese lunar calendar new year with Coco Cola. It adapts to the Chinese social custom. it had invited the 32nd . President Franklin D. Roosevelt to advertise for their products surprisingly. s ancient printing spread to the west, the development of Western advertising had been greatly promoted. After the Industrial Revolution, advertisement made a great progress. The center of the 18th century advertisement was passed from the British to the United States. Until 1990s, in the trend of economic globalization, the cheap traffic and advanced electronic technology make advertisement stronger and stronger. To the economy, as one way of spreading information, advertisement would introduce the product’s information, link up the need and output, guide the customers to purchase the products, speed up the mercial circulation and improve the corporation’s petitiveness in the market. On the other hand, advertisement is an important way to promote a brand and make it popular in the market. In modern time, advertisement not only spreads information and thoughts but also is results in consuming. Nowadays, advertisement is a part of our daily life which can exist everywhere. In all, Advertisement is an important way to build up the figure of one business, the function of advertisement is tacit.2. Embodiment of differences between Chinese and American culture in advertisementAdvertisement leads the world’s fashions. At the same time, it is also a way to spread culture across countries. Language Differences Language is the carrier of culture, and every word stands for one meaning. When we speak mother language in our hometown, it must be easy. But in the trend of globalization, every country should municate with others, so do China and America. These two different languages are obstacles when the two countries are exchanging cultures. In the advertising across culture transmission, the function of language is very obvious.Although America has 50 states, American language is much unified, there is no dialect. American people study standard American English very hard. The unit of language brings the unit of culture. The unit of culture means the unit of social values. What is called unit of advertising brings convenience for American business to set market, at the same time, unit advertising influences the whole America. In China, there are many dialects so that it is difficult to set a conception of national advertising. The advertising effect is also not very good from central TV station to regional TV station. All of these are bas