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With the development of the technology and the civilization of the modern society, advertisement gives us a comprehensive and systematical demonstration of the radical changes in every aspects of the society, among which the cultural factors play the most important part. As we all know, culture is generally viewed as the overall beliefs and practices of a certain society. The language which is of significant importance assists us to express and transmit these beliefs in the culture and helps us interact with each other. As a unique language style, advertisement offers us a way to have a better knowledge of the values of other people, know more about the tradition and resorts in the other places in our world, and have a relatively more direct and real understanding of other religions. In addition, advertisement makes us informed of the new versions of products and services and makes great contribution to the development of the society and the enhancement of the civilization of the people.
As Juliann Sivulka has put forward, “advertising mirrors a society and creates a society ”.For the reasons that it helps us have an idea of the nature of the changes and prepares us some ways of coming up the new changes, therefore it is an area which is of great value to investigate.
The discussion of the common characteristics and the differences between the cultural contents reflected in the Chinese and English advertising languages are of great significance. If the producers and designers know well of the methods concerning how to run an advertisement in consideration of different cultures and values, they can fasten the speed of marketing their articles and make more accomplishment than their counterparts, and of course lessen the cost of their efforts in other areas and make more profits for their company. This paper is of great meaning to cultivate the cultural awareness of the people and develop the cross-culture advertising.