This thesis aims to compare the forms and cultural values in Chinese corporations' television advertisements with those of Multinational corporations', employing a method of content analysis. Regarding the forms of advertisements which include models' regional background, background music, color, and construction styles, Chinese corporation's ads resort to Chinese regional characteristics more than global ones, while multinational corporations' ads resort to global ones more than Chinese ones. However, both corporations' ads use combination strategy beyond the dichotomy of standardization strategy and localization strategy. The most noticeable finding is that both Chinese and multinational corporations' ads use 'product centered construction style' and 'celebrity centered construction style' the most among all. However, Chinese ones use variant construction styles relatively, while more than 75% of multinational corporations' ads focus only on the two top styles. It seems that Chinese corporations experiment varied forms whereas that multinational corporations may have an assumption of Chinese market and consumers in modernist need and desire.In terms of cultural values, both corporations' ads most prioritize 'modern value'. However, Chinese ones have traditional confucian cultural values while multinational ones do not have even one ad. In addition, the Chinese corporations' ads have varied mixture of cultural values more than multinational corporations' ads. This finding seem to reveal that Chinese corporations' ads try to appeal to characteristics of Chinese society's abrupt, uneven, simultaneous, and complicated developments of cultural values while multinational corporations' ads approach Chinese market more in a modernist frame than others.