1、 Language and culture are inseparable. Each nationals special culture mode comes out of the speech and behavior of that race by all means. The y use thEir own language to record the things happened by them. The advertisement is a kind of manifestation of culture, its under the influence and restrict
2、 of local culture. National culture influences and restricts the development and expression of advertising language which is the core content of advertisement .advertising language contains and reflects the social culture. Language exists in the community and with the development of society and deve
3、lopment, and culture among the definite role to play. A philosophy idea, thinking mode of race, the cultural mental state, moral concept, life style, customs and habits, social system, religion and faithetc, will produce a function to the advertisement language by all means. No matter how the advert
4、ising art develop, as long as it is a popular method of communication involved, it will never take part from language , language will be the most important and effective communication tool. Advertisement through the performance function of language to describe the image of product, express the taste
5、 sensibility and make an introduction of related products knowledge lively and specifically. However , the current language is not merely the carrier of products; it adjusts tradition and modern culture factors to make them carry more contents richer than it. In fact, the advertisement language of t
6、he social culture reflection is easily comprehended and accepted by people, this can promote the effect of advertisement. Take cognizance of this, make great effort to discuss the inside relation of national culture and advertisement language, it has important function to create and design the adver
7、tisement language which matches the basic principle of advertisement expression and suites particular national cultural characteristic. Each advertisement language has its trace of social national culture, according to every nations thinking mode, mental characteristic, living custom, value judgment
8、 ,even the political belief, social system to consider an advertisement creation, in order to keep with “native son” taste, match “native son” mindset has already been earnestly practiced by numerous advertisement plan personnel. The influence of Chinese and Western culture on advertising language i
9、s various, The Chinese and Western advertising language also reflect the Chinese and Western culture in many ways. The company of American P&G named its shampoo “pert-plus” in the United States, bEIng named “perjoice” in the Asia, and its Chinese name is “float soft” to cater for Chinese market, and
10、 it can explain a problem very much. Owing to the differences of Chinese and Western culture, the representation form of Chinese and Western advertisement is diverse, advertising language also manifests different culture value and thinking mode. As the culture background, customs, behavior principle
11、, life style of Chinese and Western have great distinction. Therefore, every countrys advertisement businessman will think over the culture background of consumers. The aim of the paper is to lay out the influences to by comparing Chinese and Western advertising languages. . The relationship between
12、 culture and language .1 The concept of the language and culture Culture is the all and the one which consist by social behavior, art, beliefs, customs transmission through society conduct and all other products of human work and thinking .Language is accompanied by the creation of the human society
13、, it is the direct manifestation of thinking. Language reflects the characteristics of a nation, which not only includes the nations historical and cultural backgrounds, but holds on the nations view of life, the way of life and thinking. Culture is diverse, language is also varied （Chen,000:20）.Whe
14、n the nation as a language, living areas, economic life and psychological stability community appears in the history of mankind, language is deeply stamped with the brand of a nation; it is the most typical characterization of the nation and national culture. .The relations of language and culture L
15、anguage is a means of expressing cultural customs, as a part of culture, and plays an important role in culture. Language can not separate from related culture to be independent. Some sociologists believe that the language is the cornerstone of cultureno language, no culture （Pan,001:30）.From anothe
16、r aspect, language is affected by language and reflected the culture. Language is based on the historical and cultural aspects. The nations way of thinking, values, concepts, habits and behavior will affect aesthetic language development. The formation of a national culture, development and absorpti
17、on ought to pass the language to achieve. Language and culture influence each other; we should try to understand language and culture and to learn them. Language is like a mirror which reflects the entire culture, and every nation has its own culture. Language as the carrier and idea of culture, its
18、 representation form is influenced and restricted by culture. Understand their unique cultural background to understand the language features. Only more exposure to foreign cultures, familiar with different language national history amorous feelings, way of life, value and national psychology, open
19、up their vision, learn more about the cultural and language differences. Culture promotes the development of advertising language, the language of advertising propagandize its culture. Chinese and Western advertising language has its own unique form of language which contain the beautiful scenery of
20、 language and culture. The charm of the language of instruction is fully displayed in the advertisement. Meanwhile, the Chinese and Western social and cultural knowledge which contained in language make us experience the infinitude delight .Chinese and Western advertising languages let us deepen our
21、 understanding of foreign countries, and bring to the world of cross-cultural exchanges. .The features of Chinese and Western advertisement Advertisement is the special performance of modern culture spirit. As a means of reflecting the reality, advertising language also is the component of culture.
22、Advertisements adjust peoples activity or bring the society effect into play. Advertisement is a multi-language arts conveying information to people and using language for the carrier （Chen,000:12）.Therefore, the advertising language should be simple and easily understood， fluency and clear, we shou
23、ld also pay attention to the rhetoric manner at the same time. Chinese and Western advertisement cited a variety of rhetoric to achieve the effect of merchandise promotion, and consumers are not consciously deepened the impression of the product after gaining the spirit edifying and enjoying aesthet
24、ic feeling, arousing peoples desire to buy it , such as antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. Etc Owing to the differences of Chinese and Western culture, the representation form is diverse. Advertising language also manifests different culture values and thinking mode. Chin
25、ese and Western culture has large different culture background, customs, behavior conduct and way of life. Thus, advertisers will no doubt consider the demands of consumer through their cultural background. There I list some examples of advertisement to compare and analyze how the Chinese and Wester
26、n national culture influence their advertising language: .1 Different Philosophy concept The Chinese nation has insists that the heaven and human units as the harmonious one. For example: something unexpected may happen any time, I have life insurance （The Peoples Insurance Company of China）.This ad
27、 indicates that people are not afraid of accident because the people have insurance. The accident and insurance is a unit and are dispensable. That the business loves customs is showed in this ad and it will come to an agreement between them. At last the goal of the ad comes into truth. （Mueller, 19
28、66:66）. But in western culture they insist the standpoint of pluralistic. They pay attention to diversity and changes of material, emphasis specially on the change and difference of the nature ,stressed that personal freedom 、 selfdevelopment and personal enterprise. The biggest different between ha
29、rmonious and pluralists if that the pluralists is not limited. Look at this English ad：Olympus, No limits. There is little you cant be with the Olympus Zoom Lens Reflex series. The all-in-X cameras that wont limit your creative ability. （Olympus camera）. The camera have one more features make photog
30、raphs produce different then to reflect individual creativity is in the continuing development and is not limited in this ad. The advertisements show the ultimate challenge and seek freedom can greatly stimulate consumer desire so enthusiastic consumption. （Chen,000:33） .Different cultural valuesori
31、ented Chinese cultural has a long history and the alcohol cultural is significant. To illustrate the quality of goods, they attempt to explain how long the water life by quotating the history. For example: （1） Legend quality, Century ZHANG YU.（ ZHANG YU Tokay） （2） Tang palace drink, JIAN NAN CHUN （J
32、IAN NAN CHUN Drink） Those two alcohols long history were given expression to only sentences, showing the deep feeling toward consumers, narrowing the gap between the products and consumers （Chen,000:2）. The Western countries insisted the short term oriented culture; the main reason is the history is shorter than China. They dont do the business like Chinese who often use the factors of history and tradition, but use the strong and direct marketing strategy （hard sale）, a product of the “immediate results” as a selling point. For example: “go and get it at once”, “buy it” , “f
