广告受到特定的社会文化环境的鲜明的影响。如果比较西方文化和中国文化，西方文化是一种开放型的文化，从总体上而言,西方广告在题材的选择上也非常大胆、开放，给人的一个直观感觉就是百无禁忌：可以将总统、政府作为广告调侃的对象；可以非常坦然地展示人的欲望。西方广告的攻击性很强，针对竞争对手的比较广告较多。比如苹果电脑发布最新操作系统TIGER时的广告就是微软，准备好复印机吧。中国广告在题材选择上则与此形成鲜明反差，在中国文化崇尚的价值体系中，国家、民族、集体的利益高于一切，人们习惯于依照群体的善恶标准规范自身的行为，以社会群体认同或推崇的标准为自己的追求目标。国家、民族、家庭、事业、亲情、朋友这些都是中国人在生活中非常关注的。中国文化崇尚“中庸之道”，要求人的言行举止不偏不倚，把握好分寸。这就决定了中国广告题材的选择不像西方广告那样毫无顾忌。
參考答案:来了
The advertisement is subjected to environmental fresh and clear influence of particular social culture.If the more western culture and Chinese culture, the western culture is a kind of culture that opens a type, from total top and speech, the west advertisement is in the top of the choice of the topic also very courageous,open, give the person's a keep impressions to feel be a without restraint:Can be the object that advertises to make fun of the president,government;Can display the person's desire very peacefully.The offensiveness of the west advertisement is very strong, aiming at a rival of comparison the advertisement is more.For example the advertisement for Apple Computer to release the latest operate system TIGER is a Microsoft, readying to duplicator.The advertisement in China chooses in the topic up then is fresh and clear and anti- with this formation bad, in the Chinese culture emphasize of the worth system, the nation,race,collective benefits is high in everything, people make it a rule to a standard norm oneself of good and evil of adhere to the community of behavior, take social standard of community approbation or worship as to pursue a target ownly.Nation,race,family,business,natural affection,friend all of these is what Chinese pay attention to very much in the lifes.The Chinese culture emphasize"middle way approach", requesting the person's words and actions bearing unbiased, hold good proper restraint.This choice that comes to a decision advertisement topic in China is unlike the west advertisement to have no to have scruples about so.
