During the process of the globalization, the development and renovation of the national ethics culture should embody the principles of "human-orientation", individual s well-being and justice, only through this, a universal value conception could be come into being.

The ethnical ethics is nearly in the inferior position in modern historical stage,and the whole ethical system has been hit by the external ethnical ethics.

There are two basic categorrie of the attribute in the ethnical ethics : the dharma of ethnics and the ethnical character of morality.

The sports were related with national ethics,politics,economics and culture and proc.

There is no doubt that national ethnics is a discipline which many scholars have made great contribution.

The conclusion is that advertisement language must conform to national culture psychology,must accord with public s receive capability and must respect human dignity without resentment.

All the differences are closely related to national culture psychology.

This paper holds that "the water" of The Book of Songs has expressed national culture psychology and that artistic experiences of which have benefited the later generation until the Chinese modern literature.