第1页共14页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共14页I.INTRODUCTIONAdvertisingispartoftheincreasedglobalizationofmassmedia—rapidlyevolvingintoatrulyglobalmediavillage.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,“Nomatterhowhardmantries,itisimpossibleforhimtodivesthimselfofhisownculture,forithaspenetratedtotherootsofhisnervoussystemanddetermineshowheperceivestheworld…peoplecannotactorinteractinanymeaningfulwayexpectthroughthemediumofculture”(Hall,1966:177).Whenwemoveintoanotherculture,wecarryourculturewithus,respondingtotheforeignenvironmentinwaysthatwouldbeacceptableinourownculturebutthatmayormaynotbeacceptableindifferentsurroundings.Ifonewantstounderstandandcommunicatewithaculture,investigationofthevaluesofpeopleinthatcultureprovidesapromisingstartingpoint.Personalvaluesarevaluesthatindividualsbelievethattheyholdasmotivatingfactorsintheirlife.Individualsoftenconceptualizethesevaluesasbasicprinciplesintheirlifeandmayindeedusetheterm“value”todescribethesebasicmotivators.Althoughculturalvalueorientationsarenotnecessarily第2页共14页第1页共14页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共14页salienttoanindividualasaguidingbelief,theseorientationsdohaveinfluencesonindividualbehaviorandtheseinfluencesmaybestrongandpervasive.Avalueisabeliefthatisheldverycentrallyandshapesaperson’sattitudesandbehaviors.Infact,avalueisastandardtoguideactions,attitudes,comparisons,evaluations,andjustificationstoselfandothers.Valuesplayakeyrolewhenadvertising.Inthiscase,culturalvaluesareofprimaryimportanceininternationaladvertising,soknowledgeandunderstandingofculturalvaluesareessentialtosuccessfuladvertising.Failuretounderstandtheculturalenvironmentcanleadtomisunderstandings,miscommunications,andmarketingfailures.Andtryingone’sbesttounderstandtheculturalvaluesbettercanleadhimtobeasuccessfulbusinessman.Althoughtherehavebeenagreatdealofinterestsinrecentyearsintherelationshipofconsumervaluestoconsumption,mostofsituationshavedealtwithpersonalvalues—consumercharacteristics.Withwhatstatedabove,wecaneasilysummarizethatculturalvalueinfluencesadvertising,andmeanwhile,advertisementsreflectsthevaluesofpeopleinthatculture.Manyresearchershavesaidthatadvertisingshapesthewaypeoplelive.SincewehavecontiguitywithmanyproductsthatweremadeinAmerica,andAmericanadvertisementsarewidelyknownthroughouttheworld,thisthesis,therefore,wouldshowhowAmericanadvertisementsreflecttheAmericanpeople’scharacteristicsorvalues.Chaptertwowillsimplyintroducethecharactersorvaluesofthepeopl...
