CultureDifferencebetweenChinaandWesternCountries

Chinese and Western advertising language also reflect the Chinese and Westernculture 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 Chinesename is"float soft"to cater for Chinese market,and it can explain a problem verymuch.Owing to the differences of Chinese and Western culture,the representationform of Chinese and Western advertisement is diverse,advertising language alsomanifests different culture value and thinking mode.As the culture background,customs,behavior principle,life style of Chinese and Western have great distinction.Therefore,every country's advertisement businessman will think over the culturebackground of consumers.The aim of the paper is to lay out the influences to bycomparing Chinese and Western advertising languages.II.The relationship between culture and language2.1 The concept of the language and cultureCulture is the all and the one which consist by social behavior,art,beliefscustoms transmission through society conduct and all other products of human workand thinking.Language is accompanied by the creation of the human society,it is thedirect manifestation of thinking.Language reflects the characteristics of a nation,which not only includes the nation's historical and cultural backgrounds,but holds onthe nation's view of life,the way of life and thinking.Culture is diverse,language isalso varied (Chen,2000:20).When the nation as a language,living areas,economiclife and psychological stability community appears in the history of mankind,language is deeply stamped with the brand of a nation;it is the most typicalcharacterization of the nation and national culture.2.2 The relations of language and cultureLanguage is a means of expressing cultural customs,as a part of culture,andplays an important role in culture.Language can not separate from related culture tobe independent.Some sociologists believe that the language is the cornerstone ofculture-no language,no culture (Pan,2001:30).From another aspect,language isaffected by language and reflected the culture.Language is based on the historical andcultural aspects.The nation's way of thinking,values,concepts,habits and behaviorwill affect aesthetic language development.The formation of a national culture,development and absorption ought to pass the language to achieve.Language andculture influence each other;we should try to understand language and culture and tolearn them.Language is like a mirror which reflects the entire culture,and everynation has its own culture.Language as the carrier and idea of culture,itsrepresentation form is influenced and restricted by culture.Understand their unique