摘要：

社会文化影响、制约着广告语言及其表达,广告语言则蕴涵或反映社会文化。 探讨中西方价值观，道德观，哲学观及思维模式反映在广告语言中的差异,对于更好的理解和赏析广告语言,设计适合民族文化特征的广告语言具有十分重要的作用。
 
关键字：中西文化;价值观;广告语言

Abstract：

The language of advertising is influenced by its social culture, and it contains or reflects its social culture as well. The study of different way of thinking, philosophical concepts, cultural psychology and moral concepts reflected in advertisement language will help the better understanding and appreciation of the advertising language. It will play an important role in designing an advertisement which has the specific national cultural characteristics.
 
Key words: Western and Chinese culture; values; advertising language

1.Introduction
With the globalization of politics and economy, the economic and cultural exchanges with foreign countries are increasing. As a specific carrier of culture, advertising has become a significant instrument to communicate among all countries. Besides, advertising is subordinate to culture and influenced by culture. A sharp contrast exists in culture values between China and western countries.
Advertising is not only a product of economy, but also of culture. [1] Because of cultural peculiarity, the advertisings in different cultures are characterized by their own cultural features. As a form of communication, advertising inevitably involve culture values which belong to certain culture. There are differences between Chinese and American advertisings, which derive from their respective culture. It should be noticed that successful advertisings of the two cultures both take target market’s cultural features in to account. Therefore, to create an effective advertising, it is necessary to analyze the cultural background and factors of target market and customers otherwise it will fail to publicize.