This article reports some preliminary findings ofa research project comparing the pragmatic and discoursal aspects of British and Chinese TV advertisements and raises some issues concerning the detailed study of textual inferencing. We briefly discuss the changing Situation in television advertizing in China in terms of the 'hard-sell/soft-seir distinction. We then discuss in detail two contrasting Chinese advertisements on the 'hard-sell-soft-seU' continuum in order to characterize what linguistic/pragmatic factors constitute the contrast. Previous authors have characterized soft-sell advertisements mainly by negative contrast with hard seil, but our work led us to try to capture more positive discriminatory features of soft seil. We suggest that, other things being equal, the more nonobvious inferencing which has to be done to understand an advertisement, the more likely it is to be thought of äs soft seil. However, most work on inference to date has tended to deal with brief, often constructed examples, and the comparison of patterns of inference in different texts raises difficult issues concerning how to characterize, and thus quantify, inferences. This prob lern is particularly acute in data which have linguistic and nonlinguistic Information in both the audio and visual reception channels. We do not have elegant Solutions to these problems, but hope that our detailed textual analyses willpromote more study in this difficult, but crucial, area. Our work also reveals an interesting new kind of repetition phenomenon, inference repetition. Our data shows that the same inference may be made at the same or different moment(s) in different reception channels, and that an inference in one channel can repeat a more direct Statement in another channel. This kind of inference repetition can then, in turn, Help to characterize the hard-sell/soft-sell Opposition.