【正文】 beginning. Instead, it presents us a scene of childhood which seemingly has nothing to do with cookies. The meaning does not dawn on us until the last two sentences show up. In fact, it is right the memory of the past that evokes nostalgic feelings of Chinese people and arouses echo in their heart. The success of this advertising creativity lies in the paring the recalling of childhood to the aftertaste of cookies, which accurately display the goods’ character and is duly in pliance with the roundabout way of thinking of Chinese people. Accordingly, this advertising creativity will not work effectively among the westerners if this kind of cookies intends to achieve western market penetration. In order to gain popularity among the westerners, the advertising creativity should be adjusted to the way of thinking of the westerners. Otherwise, it will get the westerners lost and deprives them of interest. Take the advertisement of “Power Bar” as an example,Be at you’re your best this morning with the iced Oatmed Raisin Harvest bar from Power Bar. It’s loaded with whole grains, 7grams of protein and 16vitamins and minerals. And it’s delicious with cinnamon, raisins, and the whole oats dipped in vanilla yogurt icing. Influenced by the climate, white dots might appear on the surface of the product, but the quality remainsunchanged (王曉燕 114) . (Power Bar ad) However, this advertisement gets straight down to the introduction of the goods’ brand and its materials with emphasis on its quality. At the same time, this advertisement exposes the goods’ defect which is resulted from the climate to the customers without concealment. By doing so, this advertisement draws great attention from the westerners with its frankness and directness. In view of the overall advertising creativity, it gives us an expression of directness by tightly organizing the language structure other than using redundant words, which closely corresponds to the way of thinking of westerners. It is hard to judge which the above advertising creativity is much better without taking culture into consideration because both of them respectively cater to their consumers who survive in different cultural environment. Different customs Because of the differences of cultural background, social economic and behavior norm, Chinese people and westerners have formed their own unique customs and taboos during the historical development. For example, when visiting guests, Chinese people prefer to send expensive gift while western people like to send wine or bouquet as gift. Chinese people are accustomed to eat in one pot while the westerners tend to eat in a separated bowl or plate. Thus, a quite universal scene that a family joyfully enjoy Chinese hot pot is melted into some advertisements, such as 王老吉, 可口可樂, which, however, might be odd and inprehensible to the westerners. As is well known to us, in China, the red color represents double happiness, representing joy, enthusiasm, auspiciousness and prosperity while it means cruelty, disaster and blood in western countries. To take it as an example, a sunglass foreign trading pany of China whose advertising creativity intends to gain popularity among the customers in Italy and Spain by packaging their goods with red boxes. Undoubtedly, nobody pays attention to them. The sales didn’t begin to gain ground until the red box was replaced by green package. From the above case, we can safely draw a conclusion that it is imperative for admen to get full knowledge of the taboos and the widelyaccepted customs in the target countries for fear that they might offend the customers. Once these taboos fall into neglect or even are applied in advertising creativity, the goods may fail in its sale promotion. What’s worse, these advertising creativity may even stir national grievance and resistance and consequently end in its brand damage. For example, when the Chinese “龍” brand batteries first entered the overseas market, its package carried a figure of dragon and its brand name was only simply translated into “ Dragon” in English which was considered as the best interpretation by the admen because “龍” is a symbol of power, nobleness and honor in China. What the advertiser did not recognize was that in westerners’ eyes, “Dragon” is labeled as the “evil thing”. In that case, who is willing to afford to buy such kind of goods? Instead, it may stimulate an angry response among the westerners if the goods march into the western market by directly using the name of Dragon. However, there are still some advertising creativity crowned with splendid success. For instance, in recent years, with the increasing Chinese immigration flooding into western countries, many western manufacturers start to target at the Chinese customers. In an attempt to promote sales, the western manufacturers bine their goods with Chinese traditional festivals which are also a significant ponent part of customs and cultural traditions, such as Spring Festival, Midautumn Festival and Dragon Boat Festival. For example, during the Midautumn Festival, an American Foodstuffs Company held celebrations like giving away moon cakes if one buys their goods in certain amount. It can be inferred that this advertising creativity stimulated a strong emotional response. Different Philosophy For thousands of years the Chinese people leading an agricultural life which ultimately cultivates agricultural civilization, the Chinese philosophy strongly advocates the harmony between human and nature, putting forward the thought of unity of heaven and man (任秀芹 167). Therefore, Chinese people form mild, implicate and harmonious character and pursuit harmony with nature. To take it as a good example, in the advertisement of tongyi green tea, fantastic scenery with green mountains and rivers first es into our view, giving us an impression of tranquility and beauty of nature. Though the goods are a kind of beverage, its selling point is that the t