摘要：Nowadays, advertising has become an important part in human life. Advertising is not only a carrier of information,but also an important part of culture. As a kind of cultural phenomenon, advertising has permeated throughout people's social life. In its course of spread, it transmits cultural information and embodies different values. Thus it influences people's thoughts and values unconsciously, leads and changes their behaviors and patterns of *** this essay, I will demonstrate the latent relationship between advertising and culture through analyzing different cultures reflected in Chinese and American advertisements. And this essay offers many solid theories and abundant examples acquired from books and periodicals of various ages.

摘要：advertisements,as an important business strategy,are now *** a kind of strategy of language expression,pragmatic presupposition plays an extraordinarily important role in *** on many classical cases of Chinese and English advertisements,this paper is aimed to discuss and analyze the types and features of pragmatic *** findings of this paper will provide advertisement producers with theoretical knowledge and practical strategies about how to apply pragmatic presupposition to create effective and persuasive advertisements which can really catch the eyeballs of consumers.

摘要：近年来"送礼"广告呈泛滥之势。从模因论的视角,探讨"送礼"广告成为强势模因的原因,阐释社会文化与"送礼"广告模因之间的相互关系,发现"送礼"广告模因反映了社会文化,并对社会文化、价值观等产生影响。