Abstract: As the development of international marketing, culture difference becomes one of the most important factors that affect the international companies’ marketing strategies. The article summarizes the new researches of the culture’s effect on advertising. First, it introduces the concept and the structure of culture. Second, it outlines the effect of culture on advertising, mainly on the audiences’ attitude about the advertising, advertising operational ways, the media habits, advertising strategies and the advertising limitations. Last, it describes the three main international advertising strategies: standard strategy, local strategy and the in-between strategy.

Key words: culture, values, advertising, advertising strategy