Abstract: As a form of public media transmission, advertisements directly reflect the social and culture background of the creators and his way of thinking. The creative thinking of advertisements can not be separated from advertising culture which subordinate to public culture. So different creative thinking reflects different value orientations, which brings out advertising culture with individual characteristics. Comparing the eastern advertisements with the western advertisements, we find there are some similarities and differences in terms of notions, forms and choices of languages. This paper is to compare and analyze the differences and similarities of creative thinking in advertisement design by examples to better understand cultural differences between the west and the east.

Key words: advertisements, creative thinking, compare and analyze

摘要：广告作为大众传媒的一种传播形式，直接反映着创作人的社会文化背景以及他的思维方式，广告创意离不开广告文化，广告文化又从属于大众文化。不同的广告创意反映出不同的价值取向，从而孕育出各具特色的广告文化。通过分析比较，我们发现中西方的广告在创作理念、形式、语言应用等方面都存在着明显的差异。文章结合相关实例，试比较及分析中西方广告中所反映出的思维方式上的差别进而更好的了解文化上的差异。

关键词：广告，创造性思维，分析和比较