摘　 要

在西方有在衣食住行方面的巨大差异。我们讨论了中西方思维方式的差异。思维方式形成在人类认知过程中具有一定的普遍性和稳定性的思维方式和思维方式的结构，这是思维规律和结合形式的思维方式的统一。这里的分析分为对思考西方的方式，多角度的差异的详细研究的几个方面，大多数西方人喜欢的线性思维，喜欢来点，然而，中国人的思维习惯曲线，绕道而行。思维的差异，具有悠久的历史。在现代生活中的广告可以说是无处不在，无孔不入。广告具有三大功能：商业功能，社会功能和文化。

关键词： 广告；思维差异；思维方式

Abstract

There are great differences in the basic necessities of life in the west.  We discuss the differences between Chinese and Western ways of thinking.  Way of thinking to develop a universal and some stability in the process of human cognition mode of thinking and way of thinking structure, this is the thinking law and combined with the unified form of thinking.  The analysis here is divided into the thinking of the Western way, some of the differences in perspective, linear thinking most Westerners love, love to the point, however, Chinese thinking habits curve, detour.  The difference in thinking, has a long history.  In the modern life the advertising can be said to be everywhere, get in by every opening.  Advertising has three functions: commercial function, social function and cultural.

Key words: advertising; the differences of thinking; thinking mode

1 Introduction
In the West there is a huge difference in the aspects of basic necessities of life. We discuss the differences in the Western way of thinking. Mode of thinking is formed in the process of cognition of human beings with a certain universality and stability of the structure of thinking mode and thinking mode, which is the unity of thinking rules and ways of thinking of the combination form. The analysis here is divided into several aspects of detailed study of several angle difference of Western way of thinking about the, most Westerners like linear thinking, love come to the point, however, Chinese thinking habit of curve, detour. The difference of thinking that has a long history. Advertising in modern life can be said to be everywhere, get in by every opening. Advertising has three functions: the function of commercial function, social function and cultural. The, cultural function means that it must rely on certain cultural background, reflect the specific social culture. In general, the advertising must be limited in time and space, firmly seize the reader's attention and to arouse the reader's interest. Therefore, we can say that advertising style is able to reflect a nation's aesthetic ideal, aesthetic interest and pursuit. In a variety of conflicting cultural background, any commercial advertising can not only operation, which convey commodity information, also have a mission of cultural dissemination. Analysis of Western advertising different, in order to explain the differences between Chinese and Western culture, is of great significance.