摘　要

随着全球化的影响，文化的交流与碰撞越来越吸引人们的眼球，而广告，作为一种信息传播的方式，也在向世界各国散播着文化，促进人们的交流。同时，广告作为文化的一部分，和文化相辅相成，影响着我们的生活。中美在文化上存在显著的差异，广义上说，它们又分别代表了传统的东方文化与开放的西方文化。
本文首先通过文献法总结并分析了文化与广告的关系，紧接着通过大量的文献检索，总结中美广告在文化理念、价值观与语言特点等方面的异同，进一步分析了中美文化对各自广告的影响
本文意在为商人、广告设计者与消费者提供参考价值，为商品的立足、广告的设计和消费的理念提供使用价值。基于以上基础，后续将着重于商业广告的研究。

关键词：广告；文化；文化差异
 
Abstract

Cultural exchanges and collision attracts more and more people with the impact of globalization, and advertising, as a method of information transmission, extends different cultures to the world, and promote the effective communication among people. Also, at the same time, advertising as a part of the culture, supply with it each other. There are significant cultural differences between China and the United States, broadly speaking, they represent the traditional Eastern culture and open Western culture.
   With access to many literatures, this essay clarifies the relationship between cultures and advertising. On the basis of more exploration into literatures, careful inductive analysis and on the basis of internet search and discussions with teachers and teammates, the author focuses on the cultural differences of advertisements between China and America in concept of culture, values and features of languages. Finally, the author further discusses the influence of cultural differences on application.
    This article is intended to provide a reference value for the merchants, advertising designers and consumers, practical value for base of commodity, advertising design and consumption concept. Based on the above basis, the follow-up research will focus on the commercial advertisements, and help Chinese businessmen to attract international investments and trades, boost commercial and economical development, meanwhile, make advertisements attractive to general customers.

Key words: culture, advertisement, culture differences

1 Introduction
   This paper mainly discusses culture differences between China and America in advertising, through researches and literatures of scholars, aiming to show importance of certain cultural differences in advertisements, and remind people to have proper attitudes toward culture and advertisements.