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d response in the Chinese consumers, and what’s worse, it may not be understood by them. Hence, the more a translator knows about how a cultural group view such things as humor, interpersonal relationship, life and work style, the more successfully he or she will be able to produce an effective advertisement translation. 3.Cultural Differences in Advertising Language The faster the economy grows; the more exchange there will be. Because of the global economic market, culture differences can be reflected everywhere. The advertisement is the active constituent in the whole market, and the advertising language is full of abundant culture. So a qualified advertiser should know clear about the basic cultural differences and he or she can make a competitive advertisement, which can be well understood and arouse the sympathetic purchasing action. Thus this chapter will explain the basic cultural difference from the six aspects. 3.1 Monism versus pluralism[6] From the aspect of culture basic form, Chinese culture has the monism viewpoint and the western culture has the pluralism viewpoint. "Nature and human are in oneness" is one of Chinese philosophy concepts in Chinese traditional culture. It insists that nature and human should be in harmony. Contrary to the Chinese culture, the western culture insists on the view of pluralism. It emphasizes on the changes and differences of the matter, self-development, and enterprising spirits. Some Chinese advertisements meet the culture psychology of Chinese public, and create some preferable advertising words. For example: (5)天堂水沏的龙井茶，娃哈哈矿泉水茶饮料。(Beverage) (6)天地间造化，动静皆风云。(Car) (7)一份好奶，一片云; 远在天边，近在你我心间…… 天生的好奶，天山雪。 (Fresh Milk) The three advertising examples take advantage of the idea "Nature and human are in oneness", and create imagining language in the way of empathy. The means of artistic expression attract the readers’ attention and the advertisement gets its ideal effect. The advertiser takes the Wahaha beverage as the holy water from Paradise by using a metaphor. "Water from the Paradise” comes from the five-thousand-year-old Chinese culture. The myth makes the common water noble and mysterious. The consumers feel it should be out of ordinary if they buy the merchandise. The pure, the holy and the rich fragrant make the tea beverage be the essence of heaven and earth. So the products fascinate the consumers so much that arouse the people’s enthusiasm and the strong purchase desire. This advertisement gets it goal. The English advertisements are affected by the pluralism viewpoint of western culture which prefers the individual freedom, self-development and the creative ability. It also encourages people to transform world and conquer the nature. These advertisements highlight the importance of person self-development, and publicize their products from point of view of personality. They show the ideas in western value system that people can change everything and people can create everything. The advertisements manifest the beliefs that people should pursuit the freedom and the self-development, and create the future. Theses expressions satisfy the consumers’ personality development and arouse the sympathetic responses. 3.2 Collectivism versus individualism[6] At the value aspect, the Chinese culture worships the selfless dedication. Personal value lies in the dedication. In China’s traditional culture,