广告论文简要概述英文版.docx

广告论文简要概述英文版I. INTRODUCTIONAdvertisingispartoftheincreasedglobalizationofmassmediarapidlyevolvingintoatrulyglobalmediavillage.Nowadays,thousandsoffirmsarespendingmillionsofdollarstoinfluencepeopleallaroundtheworld.Thegrowthandexpansionoffirmsoperatinginternationallyhaveledtotheriseofthegrowthininternationaladvertising.However,howtodefineasuccessfuladvertisement?Itisgenerallyagreedthatanadvertisement,ifaimingtobesuccessful,shouldbeinformative,impressive,andpersuasive.Then,howtocompletelyachievetheseeffects?Theansweris:toknowconsumers'wants.Andhowtoknowconsumers,wants?Theansweristhattheadvertisementsshouldaimtotheculturesoftargetconsumers.Inmostcircumstances,wearerelativelyunawareofthetremendousimpactourculturehasonus.Weautomaticallydriveontheright-handsideoftheroad,trytoarriveontimeforappointments,andshakehandswhenwefirstmeetsomeone.WithoutthoughtWereacttoourenvironmentinamannerthatissociallyacceptablebecausethatishowwehavebeensocialized.EdwardT.Hallpointsout,44Nomatterhowhardmantries,itisimpossibleforhimtodivesthimselfofhisownculture,forithaspenetratedtotherootsofhisnervoussystemanddetermineshowheperceivestheworld.peoplecannotactorinteractinanymeaningfulwayexpectthroughthemediumofculture,(Hall,1966:177).Whenwemoveintoanotherculture,wecarryourculturewithus,respondingtotheforeignenvironmentinwaysthatwouldbeacceptableinourownculturebutthatmayormaynotbeacceptableindifferentsurroundings.Ifonewantstounderstandandcommunicatewithaculture,investigationofthevaluesofpeopleinthatcultureprovidesapromisingstartingpoint.Personalvaluesarevaluesthatindividualsbelievethattheyholdasmotivatingfactorsintheirlife.Individualsoftenconceptualizethesevaluesasbasicprinciplesintheirlifeandmayindeedusetheterm“value”todescribethesebasicmotivators.Althoughculturalvalueorientationsarenotnecessarilysalienttoanindividualasaguidingbelief,theseorientationsdohaveinfluencesonindividualbehaviorandtheseinfluencesmaybestrongandpervasive.Avalueisabeliefthatisheldverycentrallyandshapesaperson'sattitudesandbehaviors.Infact,avalueisastandardtoguideactions,attitudes,comparisons,evaluations,andjustificationstoselfandothers.Valuesplayakeyrolewhenadvertising.Inthiscase,culturalvaluesareofprimaryimportanceininternationaladvertising,soknowledgeandunderstandingofculturalvaluesareessentialtosuccessfuladvertising.Failuretounderstandtheculturalenvironmentcanleadtomisunderstandings,miscommunications,andmarketingfailures.Andtryingone,sbesttounderstandtheculturalvaluesbettercanleadhimtobeasuccessfulbusinessman.Althoughtherehavebeenagreatdealofinterestsinrecentyearsintherelationshipofconsumervaluestoconsumption,mostofsituationshavedealtwithpersonalvaluesconsumercharacteristics.Withwhatstatedabove,Wecaneasilysummarizethatculturalvalueinfluencesadvertising,andmeanwhile,advertisementsreflectsthevaluesofpeopleinthatculture.Manyresearchershavesaidthatadvertisingshapesthewaypeoplelive.SincewehavecontiguitywithmanyproductsthatweremadeinAmerica,andAmericanadvertisementsarewidelyknownthroughouttheworld,thisthesis,therefore,wouldshowhowAmericanadvertisementsreflecttheAmericanpeople,scharacteristicsorvalues.ChaptertwowillsimplyintroducethecharactersorvaluesofthepeopleintheUnitedStates,namely,pioneeringspirit,materialism,individualism,askingquestions,informality,lesssocialdistinction,honesty,frankness,anddirectness.Andchapterthree,withconcreteexamplesofAmericanadvertisementsfromavarietyofsources,discussesindetailsthereflectionofthevaluesofAmericanpeopleintheadvertisements.Chapterfourconcludesthepaper.II. AMERICANCHARACTERSANDVALUESAGENERALREVIEWHistorically,becauseAmericanpeoplehavecomefromsomanynationalities,peopleofdifferentracesandofdifferentsectionsintheUnitedStateshavetheirowncustomsandattitudes.Forexample,theNewEnglanderisdescribedassternandself-reliant,theSouthernerasgraciousandleisurely,andtheWesternerascasualandfriendly,mostregionaldistinctions,however,havebeengraduallyerasedbymoderntransportation,communication,andmassproduction.ThefollowingpartwillsummarizesomeofthemaincharactersandvaluesoftheAmericanpeople:ThepioneeringspiritoftheimmigrantisanimportantpartoftheAmericancharacter.MostimmigrantscametoAmericavoluntarily,andeagerly,insearchofgreaterfortuneandfreedom.Sothedesiretobecomerichandundisciplinedisespeciallynoticeablethroughoutthenation.Theyareacquisitiveandpreparedtotaketheinitiative,evenwhenthereisariskindoingso.Americansliketobelievethatadifficultproblemcanbesolvedimmediately;theytakeprideinmeetingchallengesandovercomingdifficultobstacles.Thiscan-dospirithastraditionallygivenAmericansasenseofoptimismaboutthemselvesandtheircountry.“Success“inAmericansocietyisoftenmarkedbytheamountofmoneyorthequantityofmaterialgoodsapersonisabletoaccumulate.Apersonaccumulatesmoneyandgoodsbymeansofsuchvaluedqualitiesashardwork,cleverness,andpersistence.Asweknow,themostnotableAmericancharacteristicisindividualism.Eachperson,Americansbelieve,hasaworthsimplybecauseheisanindividual.Hisideasareimportantaboveallelse.Americansgenerallybelievethattheidealper