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【Abstract】As a kind of media transmission， advertisement is required to transmit information to the public. Just as the name implies， the cross-culture advertisement involves culture differences， especially in the way of expression， from one country to another. Thus， it is crucially important for every consumer to understand the difference between Chinese and Western expression in advertisement.
【Key words】advertising English； different expression
【摘要】作為一种媒体传播，广告需要向公众传播信息。正如名字所暗示的那样，跨文化广告涉及从一个国家到另一个国家的文化差异，尤其是在表达方式上面。因此，了解广告中的中西方差异对每一个消费者来说都是至关重要的。
【关键词】广告英语 中西方哲学观念的差异
As a kind of practical language， the advertising language has different expressions under different cultural background， which are mainly reflected on philosophical thoughts. Meanwhile， to understand the differences between the advertising languages，such as English and Chinese advertising languages， will help us understand different expressions between China and Western countries. To some degree， this paper tends to reveal the different expressions between Chinese and Western cultures by analyzing the English and Chinese advertising languages on expression.
Vivid expression is a common characteristic of thought in Chinese and Western ads. People tend to express their ideas by using specific and directive language， and to make the advertisement lively and vividly by rhetoric. “Usually， simile and metaphor are involved in ads.” （Yang 2000） For example， “冰柜给您一个冰凉的世界。”（Cosmetics） “This example expresses the characteristics and function of the product through a simile.” （Zhang
【Key words】advertising English； different expression
【摘要】作為一种媒体传播，广告需要向公众传播信息。正如名字所暗示的那样，跨文化广告涉及从一个国家到另一个国家的文化差异，尤其是在表达方式上面。因此，了解广告中的中西方差异对每一个消费者来说都是至关重要的。
【关键词】广告英语 中西方哲学观念的差异
As a kind of practical language， the advertising language has different expressions under different cultural background， which are mainly reflected on philosophical thoughts. Meanwhile， to understand the differences between the advertising languages，such as English and Chinese advertising languages， will help us understand different expressions between China and Western countries. To some degree， this paper tends to reveal the different expressions between Chinese and Western cultures by analyzing the English and Chinese advertising languages on expression.
Vivid expression is a common characteristic of thought in Chinese and Western ads. People tend to express their ideas by using specific and directive language， and to make the advertisement lively and vividly by rhetoric. “Usually， simile and metaphor are involved in ads.” （Yang 2000） For example， “冰柜给您一个冰凉的世界。”（Cosmetics） “This example expresses the characteristics and function of the product through a simile.” （Zhang