Although the present study contributes to the better understanding on the cultural comparison of western and Chinese advertising, there are also quite a few limitations。 First, the most obvious limitation of the present study is owing to the author's limited knowledge and the lack of practical experience。 The knowledge and understanding of this specific area are not as profound and thorough as that of the professionals。 However, this does not mean that the present analysis is insignificant。 But it means that further studies should be encouraged to have a better understanding in the future。