广告必须在短暂的时间内让受众领会到其主要含义。而单纯的艺术图画、图像、动作或音乐在广告中只能表达有关广告的形象内容,却不能准确表达其主要含义。广告中只有用语言形式——广告语,才能在短暂的时间内产生画龙点睛的效果。另一方面,受众是否乐意接受发布的广告,其中的广告语是否能在民众中传诵,这也是衡量广告效果的标准之一。以上两方面的效果都与受众的民族文化有极大的关系。广告语中所表现的民族文化对广告的效果是至关重要的,本文从广 The ad must reach its audience in a short period of time to its primary meaning. While purely artistic drawings, images, movements or music can only express the image content of advertising in advertisements, they can not accurately express their main meaning. Advertising only with language - advertising slogan in a short time to produce finishing touch effect. On the other hand, whether audiences are willing to accept published advertisements and whether the slogan can be recited among the public is one of the criteria for measuring the effectiveness of advertisements. The effects of the above two aspects have a great relationship with the audience’s national culture. Advertising culture in the performance of the national culture is crucial to the effectiveness of this article wide