广告作为一种现代商业战略和武器，其目的是商业性的，但其表现形式是一种文化艺术，广告的产生和发展是社会发展的必然产物，同时也是文化的产物。广告是现代文化精神的特殊表现。广告语言作为反映现实的一种手段，也是文化的组成部分。广告调整人们的活动或发挥社会作用。广告是一种多语言的艺术，它向人们传递信息，以语言为载体，因此，广告语言应该简单易懂，流畅流畅，同时也要注意修辞方式。中西广告列举多种修辞来达到促销的效果，消费者不自觉地加深了产品的印象，获得精神的陶冶和享受美感，激发人们的购买欲望，如对偶、夸张、仿拟、比喻、押韵、反复。由于中西文化的差异，表现形式多样。广告语言也表现出不同的文化价值和思维方式。中西文化有着不同的文化背景、风俗习惯、行为方式和生活方式。因此，广告商无疑会通过文化背景来考虑消费者的需求。我列举了一些广告实例来比较分析中西方民族文化对广告语言的影响。
Advertising, a kind of war as a modern business strategy and weapons, their purpose is commercial in nature, but its manifestations is a cultural and artistic.Emergence and development of advertising is the inevitable product of social development, the same time, is also a product of culture. Advertisement is the special performance of modern culture spirit. As a means of reflecting the reality, advertising language also is the component of culture. Advertisements adjust people's activity or bring the society effect into play. Advertisement is a multi-language arts conveying information to people and using language for the carrier .Therefore, the advertising language should be simple and easily understood, fluency and clear, we should 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 aesthetic feeling, arousing people's desire to buy it , such as antithesis, Hyperbole, Parody, metaphor, rhyme and repeatedly. Owing to the differences of Chinese and Western culture, the representation form is diverse. Advertising language also manifests different culture values and thinking mode. Chinese 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 Western national culture influence their advertising language
