【正文】 pression of the product after gaining the spirit edifying and enjoying aesthetic feeling, arousing people’s desire to buy it , such antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. Etc Owing to the differences of Chinese and Western culture, the representation form is diverse. Advertising language also manifests different culture values and thinking mode. Chinese and Western culture has large different culture background, customs, behavior conduct and way of life. Thus, advertisers will no doubt consider the demands of consumer through their cultural background. There I list some examples of advertisement to pare and analyze how the Chinese and Western national culture influence their advertising language: Different Philosophy conceptThe Chinese nation has insists that the heaven and human units as the harmonious one. For example: something unexpected may happen any time, I have life insurance (The People’s Insurance Company of China).This ad indicates that people are not afraid of accident because the people have insurance. The accident and insurance is a unit and are dispensable. That the business loves customs is showed in this ad and it will e to an agreement between them. At last the goal of the ad es into truth. (Mueller, 1966:66).But in western culture they insist the standpoint of pluralistic. They pay attention to diversity and changes of material, emphasis specially on the change and difference of the nature ,stressed that personal freedom 、 self—development and personal enterprise. The biggest different between harmonious and pluralists if that the pluralists is not limited. Look at this English ad：Olympus, No limits. There is little you can’t be with the Olympus Zoom Lens Reflex series. The allinX cameras that won’t limit your creative ability. (Olympus camera). The camera have one more features make photographs produce different then to reflect individual creativity is in the continuing development and is not limited in this ad. The advertisements show the ultimate challenge and seek freedom can greatly stimulate consumer desire so enthusiastic consumption. (Chen, 2000:33) Different cultural values—orientedChinese cultural has a long history and the alcohol cultural is significant. To illustrate the quality of goods, they attempt to explain how long the water life by quotating the history. For example: (1) Legend quality, Century ZHANG YU.( ZHANG YU Tokay) (JIAN NAN CHUN Drink) Those two alcohol’s long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers (Chen, 2000: 62).The Western countries insisted the short term oriented culture。 “go and get it at once”, “buy it” , “fit it well”, “take action right now”, “call now” etc. is the mon use in foreign ads (Zhu, 1996:50).Value is the different views and attitudes of people regarding the matter. China is a traditional agricultural economy society, it is said that Chinese cultural system emphasized the collectivism and authoritative character, using the natural value orientation. This ad is a manifestation of this feature of Chinese culture: HUA LI killing mosquito tool—“silence without mosquito” dedication. This ad was excellent for using the partial tone of “mosquito” and “l(fā)isten”. It builds the image of unknown to public dedication of products and corporation. To praises of the heroes of our munity who quietly worked hard, this identity arouses the resonance in the minds of vast consumers.But in the Western capital society, individualism、equality and the dominant natural were the orientation ,they stress personality differences. This can be seen from many American ads products, there are many differences trying to explain from, even in the absence of any differences as well. In the United States ads, there is a popular phrase, it would be: to create different. For example: One airline painted the vivid colors on the airframe in order to catch people’s eye. In fact, the plane and service of other airplane pany are not much different. Different cultural psychology Advertiser often reflecting takes me the psychology and tries to appear the customers. wearing advertisement)。 the advertising language cater to the cultural psychology of Chinese, has persuaded function. Good fortune、salary、longevity 、happy and wealth were the symbol their ads pay more attention to character display, ideas and humor. “Kodak film and your family happiness” (Yao, 2000:22) Is a popular advertisement in China’s market, but its ads in is a picture of one boy holding ponchos in one hand, and the other standing on a sword with the statements. “He just killed his last dragon”. (Yao, 2000:30) Kodak keeps happiness for Chinese, keep the feat for American. The whole world has a mon human emotion, such as kinship, friendship and love, but the expression is different. Westerners are more candid and Asians are more subtle. “Using your telephone to transmit love”. Bell Telephone Company deliver the message by illustrating picture of that: the daughter of an elderly parent far away give a phone call to them and say “I love you”, and excite the older parents by contract.“ Find one day for us to look throug