The national holiday is an important component of national customs and traditions. Each nation has its own traditional method of celebrating festival. For example: China has many important traditional festivals, Spring Festival, Mid-Autumn Festival, and Dragon Boat Festival and so on. Different festival has different customs. Chinese festival is like the family reunion in Spring Festival, children wearing new clothes, fire the firecrackers, gift the red envelopes to each other, and say a few lucky phrases to get the fortune. In Dragon Boat Festival, everybody eats Chibaozi and dumplings, Mid-Autumn Festival is one of the festivals that Han ethnic miss his distant relatives; they will eat moon cakes and salty egg, etc. The background music to these ads gives a sense that arouses people’s cultural identity and makes people feel friendliness.

3.8 Different aesthetics

Beautiful music, the moving pictures, wonderful words and beautiful image, all above will give pleasure and deep impression to people. Many ads executives understand this very point; they do everything possible to the consumer to create visual and auditory sense of beauty, to enhance the consumer’s impression. People in different countries, nationalities, estate and era have different taste standard, this can be reflected in the architecture and style of clothes. In China’s feudal society, women with small feet is seems to be beautiful. But the taste standard of modern people is well proportioned. To the different taste standard, the association arousing in people’s brain is different. For example, the “cock” and “white elephant” are considered as the gook luck and lovely symbol in China. However, in Western eyes, “white elephant” is considered the “harm than benefit, useless and cumbersome things”, and “cock” is the slang meaning of “discharge of abusive words”. Another example is the “lotus” which is the symbol of clearness thing in China, but in Japan is not auspicious (Ding, 1998:15).

 

Ⅳ. Significance

Advertising Language contains a wealth of cultural connotations. Language itself is a carrier of culture; it divorced from the national culture factors, and divorce from the language exercise of national culture factors. Advertising language has profound society property and national culture connotation. We can dredge up special cultural connotation from different national culture’s advertising language. The Chinese and Western advertising language features have something in common and also have differences, it should learn from each other and complement each other. English advertisement has some practices; it is worth studying by Chinese advertising workers. Chinese advertising workers must work hard, innovate and make foreign things serve for China. Then, Chinese advertisement could make progress and exceed the level of the world’s advertising art. Therefore, in order to increase the attractiveness of advertising and promotion the cultural development. First of all, the western culture essence should be absorbed. Second, traditional culture and modern pop culture should be morally and civilly missed together. Third, it should make the traditional culture adapted to the development of the modern advertising, so to promote international communication. Thus it will make Chinese culture internationalize.

 

Ⅴ. Conclusion

Nowadays, advertisement not only represents the pure commerce, but also it is one new pattern language species which already is accepted by the public. Culture has a significant impact on the production of advertising execution. All successful advertisements were created according local national culture and advertising culture. Chinese and Western cultures have significant diversity, if the advertising producer didn’t pay attention to distinguishing different culture features while producing the advertisement, he will be hampered. Therefore, the thesis aims to combine Chinese culture and Western culture. In fact, only in this way, can people from different cultures communicate well so as to make China prosperous.

References：

Leech G N .The Language in Advertising [M]. London: Longmans, Green and Co.LTD, 1966

Mueller B. International Advertising: Communicating Across Culture [M]. Wadsworth Publishing Company, 1966.

Wayne J. Keeley, Evidence-Based Dental Advertising and Self-Regulation: A Perspective by the National Advertising Division [M], 1958.

陈秋萍，2000，《广告创意的民族文化内涵》，[M]广西社会科学出版社。

丁使杰，1998，《现代广告通论 》，[M]中国物价出版社。

李思屈,2002，《广告大创意 》，[M]四川出版社。

潘向光，2001，《现代广告学》，[M]浙江大学出版社。