本文以广告语为切入点,对语言与文化的关系进行了探究。认为广告语的确定与流行都与文化特征有紧密的关系,只有符合文化特征的广告语才能真正流行开来。相反,随着社会经济的不断发展,广告在人们生活中的作用越来越不可忽视,广告本身已经成为现代文化的一部分。作为广告中最核心的广告语决定着广告的成败,也决定着广告文化。进而也对现代文化产生影响。 This article takes slogan as the starting point and explores the relationship between language and culture. It is considered that the definition and popularity of slogans are closely related to the cultural features, and only the slogan in line with the cultural characteristics can really become popular. On the contrary, with the continuous development of social economy, the role of advertising in people’s life is more and more neglected, and the advertisement itself has become a part of modern culture. Advertising as the core of the advertising language determines the success or failure of advertising, but also determines the advertising culture. Which in turn has an impact on modern culture.