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1、广告论文简要概述英文版I. INTRODUCTIONAdvertisingispartoftheincreasedglobalizationofmassmediarapidlyevolvingintoatrulyglobalmediavillage.Nowadays,thousandsoffirmsarespendingmillionsofdollarstoinfluencepeopleallaroundtheworld.Thegrowthandexpansionoffirmsoperatinginternationallyhaveledtotheriseofthegrowthinintern
2、ationaladvertising.However,howtodefineasuccessfuladvertisement?Itisgenerallyagreedthatanadvertisement,ifaimingtobesuccessful,shouldbeinformative,impressive,andpersuasive.Then,howtocompletelyachievetheseeffects?Theansweris:toknowconsumerswants.Andhowtoknowconsumers,wants?Theansweristhattheadvertiseme
3、ntsshouldaimtotheculturesoftargetconsumers.Inmostcircumstances,wearerelativelyunawareofthetremendousimpactourculturehasonus.Weautomaticallydriveontheright-handsideoftheroad,trytoarriveontimeforappointments,andshakehandswhenwefirstmeetsomeone.WithoutthoughtWereacttoourenvironmentinamannerthatissocial
4、lyacceptablebecausethatishowwehavebeensocialized.EdwardT.Hallpointsout,44Nomatterhowhardmantries,itisimpossibleforhimtodivesthimselfofhisownculture,forithaspenetratedtotherootsofhisnervoussystemanddetermineshowheperceivestheworld.peoplecannotactorinteractinanymeaningfulwayexpectthroughthemediumofcul
5、ture,(Hall,1966:177).Whenwemoveintoanotherculture,wecarryourculturewithus,respondingtotheforeignenvironmentinwaysthatwouldbeacceptableinourownculturebutthatmayormaynotbeacceptableindifferentsurroundings.Ifonewantstounderstandandcommunicatewithaculture,investigationofthevaluesofpeopleinthatculturepro
6、videsapromisingstartingpoint.Personalvaluesarevaluesthatindividualsbelievethattheyholdasmotivatingfactorsintheirlife.Individualsoftenconceptualizethesevaluesasbasicprinciplesintheirlifeandmayindeedusetheterm“value”todescribethesebasicmotivators.Althoughculturalvalueorientationsarenotnecessarilysalie
7、nttoanindividualasaguidingbelief,theseorientationsdohaveinfluencesonindividualbehaviorandtheseinfluencesmaybestrongandpervasive.Avalueisabeliefthatisheldverycentrallyandshapesapersonsattitudesandbehaviors.Infact,avalueisastandardtoguideactions,attitudes,comparisons,evaluations,andjustificationstosel
8、fandothers.Valuesplayakeyrolewhenadvertising.Inthiscase,culturalvaluesareofprimaryimportanceininternationaladvertising,soknowledgeandunderstandingofculturalvaluesareessentialtosuccessfuladvertising.Failuretounderstandtheculturalenvironmentcanleadtomisunderstandings,miscommunications,andmarketingfail
9、ures.Andtryingone,sbesttounderstandtheculturalvaluesbettercanleadhimtobeasuccessfulbusinessman.Althoughtherehavebeenagreatdealofinterestsinrecentyearsintherelationshipofconsumervaluestoconsumption,mostofsituationshavedealtwithpersonalvaluesconsumercharacteristics.Withwhatstatedabove,Wecaneasilysumma
10、rizethatculturalvalueinfluencesadvertising,andmeanwhile,advertisementsreflectsthevaluesofpeopleinthatculture.Manyresearchershavesaidthatadvertisingshapesthewaypeoplelive.SincewehavecontiguitywithmanyproductsthatweremadeinAmerica,andAmericanadvertisementsarewidelyknownthroughouttheworld,thisthesis,th
11、erefore,wouldshowhowAmericanadvertisementsreflecttheAmericanpeople,scharacteristicsorvalues.ChaptertwowillsimplyintroducethecharactersorvaluesofthepeopleintheUnitedStates,namely,pioneeringspirit,materialism,individualism,askingquestions,informality,lesssocialdistinction,honesty,frankness,anddirectne
12、ss.Andchapterthree,withconcreteexamplesofAmericanadvertisementsfromavarietyofsources,discussesindetailsthereflectionofthevaluesofAmericanpeopleintheadvertisements.Chapterfourconcludesthepaper.II. AMERICANCHARACTERSANDVALUESAGENERALREVIEWHistorically,becauseAmericanpeoplehavecomefromsomanynationaliti
13、es,peopleofdifferentracesandofdifferentsectionsintheUnitedStateshavetheirowncustomsandattitudes.Forexample,theNewEnglanderisdescribedassternandself-reliant,theSouthernerasgraciousandleisurely,andtheWesternerascasualandfriendly,mostregionaldistinctions,however,havebeengraduallyerasedbymoderntransport
14、ation,communication,andmassproduction.ThefollowingpartwillsummarizesomeofthemaincharactersandvaluesoftheAmericanpeople:ThepioneeringspiritoftheimmigrantisanimportantpartoftheAmericancharacter.MostimmigrantscametoAmericavoluntarily,andeagerly,insearchofgreaterfortuneandfreedom.Sothedesiretobecomerich
15、andundisciplinedisespeciallynoticeablethroughoutthenation.Theyareacquisitiveandpreparedtotaketheinitiative,evenwhenthereisariskindoingso.Americansliketobelievethatadifficultproblemcanbesolvedimmediately;theytakeprideinmeetingchallengesandovercomingdifficultobstacles.Thiscan-dospirithastraditionallyg
16、ivenAmericansasenseofoptimismaboutthemselvesandtheircountry.“Success“inAmericansocietyisoftenmarkedbytheamountofmoneyorthequantityofmaterialgoodsapersonisabletoaccumulate.Apersonaccumulatesmoneyandgoodsbymeansofsuchvaluedqualitiesashardwork,cleverness,andpersistence.Asweknow,themostnotableAmericancharacteristicisindividualism.Eachperson,Americansbelieve,hasaworthsimplybecauseheisanindividual.Hisideasareimportantaboveallelse.Americansgenerallybelievethattheidealper
