随着经济全球化的优势为更多的国家所熟知并重视,不同国家之间的不同文化交流日趋频繁。广告作为传播本国经济和文化的工具,深刻影响着社会文化和意识。本文从中日广告用言,表达方式的差异出发,采用对比的手法,对两国在广告方面背后的商务文化,制度文化,历史背景三个方面进行考察,研究两国广告差异产生的原因,并提出相应的对策。 With the advantages of economic globalization being known and valued by more countries, different cultural exchanges between different countries are becoming more frequent. Advertising, as a tool to spread its economy and culture, profoundly affects the social culture and awareness. Based on the difference between Chinese and Japanese advertisements and expressions, this paper examines the commercial culture, institutional culture and historical background behind the advertising between the two countries by means of contrast and studies the reasons for the differences between the two countries’ advertisements. Put forward corresponding countermeasures.