Abstract:
Advertising can reflect not only the culture it represents, but also national way of thinking. Different cultures have different way of conducting their advertising. The main target of studying Chinese and western advertising culture is not to study the main objective differences, but to search for cultural roots behind the advertising performance. In the end, the language learners can learn and come to an understanding of the basic rules of Chinese and western advertising.
Keywords: Chinese and western advertising  Chinese and western culture Chinese and western differences.

广告用语不仅反映了它所代表的文化，而且反映了一个民族的思维方式和价值观念。而不同的文化有不同的广告用语原则，所以本论文应建立在对中西方两种广告的原则有一定的了解的基础上,通过对比中西方两种传统广告文化的差异，论述由此所产生的语用差异，总结出在中西方两种不同思想和价值体系下的广告用语差异的文化根源。最终对中西方广告文化原则达到一定的认知，以更好地适应广告已经充斥了我们生活方方面面的经济文化全球化时代。
关键词  广告  文化  差异
  
Involved in the impact of globalization, culture is conducting an unprecedented exchange of modern advertising. It is a new generation of cultural patterns of social advertising. Through efforts to explore the cultural differences of Chinese and Western advertising, we must be able to feel the pulse of Chinese advertising culture, identify the weaknesses of China's advertising culture, and follow the example of the creation of the essence of western culture.
Have sensed the spiritual vibration and shock brought by the tide of the globalization of economy and culture.
Marx(The economic and philosophical manuscripts,1884) had pointed out that the history of mankind is a history of “nature evolving for human being”. This means that the natural living conditions of individuals are replaced by those humanized cultural conditions. It also means that the sole ethnic cultural background is replaced by national cultural background The world’s culture is experiencing an unprecedented communication in the tide of globalization. Every ethnic group must attach their culture to the pathway of the world’s civilization and walk towards the modernization
of culture according to the rules of the development of society.