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1、CultureDifferencebetweenChinaandWesternCountries:AComparisonStudyfromthePerspectiveofAdvertisement IIntroductionLanguageandcultureareinseparable.Eachnational’sspecialculturemodecomesoutofthespeechandbehaviorofthatracebyallmeans.Theyusetheirownlanguagetorecordthethingshappenedbythem.Thea
2、dvertisementisakindofmanifestationofculture,it’sundertheinfluenceandrestrictoflocalculture.Nationalcultureinfluencesandrestrictsthedevelopmentandexpressionofadvertisinglanguagewhichisthecorecontentofadvertisement.advertisinglanguagecontainsandreflectsthesocialculture.Languageexistsinthec
3、ommunityandwiththedevelopmentofsocietyanddevelopment,andcultureamongthedefiniteroletoplay.Aphilosophyidea,thinkingmodeofrace,theculturalmentalstate,moralconcept,lifestyle,customsandhabits,socialsystem,religionandfaith…etc,willproduceafunctiontotheadvertisementlanguagebyallmeans.Nomatterh
4、owtheadvertisingartdevelop,aslongasitisapopularmethodofcommunicationinvolved,itwillnevertakepartfromlanguage,languagewillbethemostimportantandeffectivecommunicationtool.Advertisementthroughtheperformancefunctionoflanguagetodescribetheimageofproduct,expressthetastesensibilityandmakeanintr
5、oductionofrelatedproductsknowledgelivelyandspecifically.However,thecurrentlanguageisnotmerelythecarrierofproducts;itadjuststraditionandmodernculturefactorstomakethemcarrymorecontentsricherthanit.Infact,theadvertisementlanguageofthesocialculturereflectioniseasilycomprehendedandacceptedbyp
6、eople,thiscanpromotetheeffectofadvertisement.Takecognizanceofthis,makegreatefforttodiscusstheinsiderelationofnationalcultureandadvertisementlanguage,ithasimportantfunctiontocreateanddesigntheadvertisementlanguagewhichmatchesthebasicprincipleofadvertisementexpressionandsuitesparticularnat
7、ionalculturalcharacteristic.Eachadvertisementlanguagehasitstraceofsocialnationalculture,accordingtoeverynation’sthinkingmode,mentalcharacteristic,livingcustom,valuejudgment,eventhepoliticalbelief,socialsystemtoconsideranadvertisementcreation,inordertokeepwith“nativeson”ta
