广告文化现代化是国家现代化的重要组成部分。没有广告文化的社会现代化,就没有国家现代化。随着世界经济一体化趋势的进一步发展,中美广告交流日益增多,但两者由于意识形态、文化背景、传统习惯等方面存在的巨大差异,使得中美两国广告文化存在着严重的冲突,难以有效融合。在现代中美广告文化冲突与融合必要性的基础上,建议两者之间相互适应、改造、超越和整合,以达到合理的融合选择。 Advertising culture modernization is an important part of the country’s modernization. Without social modernization of advertising culture, there is no national modernization. As the trend of world economic integration further develops, the exchange of advertising between China and the United States has been increasing. However, due to the huge differences in ideology, cultural background and traditional customs between the two countries, there has been a serious conflict in the advertising culture between China and the United States. Difficult to effectively integrate. On the basis of the necessity of the conflict and integration of modern Chinese and American advertising culture, it is suggested that the two should be adapted, transformed, surmounted and integrated with each other so as to achieve a reasonable fusion choice.