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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,themostnotableAmericanch
17、aracteristicisindividualism.Eachperson,Americansbelieve,hasaworthsimplybecauseheisanindividual.Hisideasareimportantaboveallelse.Americansgenerallybelievethattheidealpersonisanautonomous,self-reliantindividual.MostAmericansseethemselvesasseparateindividuals,notasrepresentativesofafamily,community,oro
18、thergroup.Theydislikebeingdependentonotherpeople,orhavingothersdependentonthem.Americansaretrainedfromchildhoodtoquestion,analyze,andsearch.44Golookitupforyourself,achildwillbetold.(Xu,1993:141)Schooltasksaredesignedtostimulatetheuseofawiderangeofmaterials.Evenintheprimarygrades,childrenaretaughttou
19、selibraries,andtosearchfornewideas.AndfrequentlyonecanfindinAmericaIhatjuniorstaffmembersdaretochallengeolderexecutivesorarguepointswiththem.Thisisnottobeconsideredaninsultorlossoffacetotheolder;norisitanindicationof“noconfidence”.Americanisclearlycharacterizedbymuchmoreinformalityandlesssocialdisti
20、nctionthanmanyothercountries.OftenpeopleseeAmericanmenworkingatofficedesksinshirt-sleeves,sometimeswithouttheirties.Theymayleanfarbackintheirchairsandevenputtheirfeetontheradiatorordeskwhiletheytalkonthetelephone.ThisisnotmeanttoberudeinAmerica.Anddon,tbesurprisedifAmericansdonotshakehands.Theyoften
21、justnodorsmileinstead.ACaSUaIHiorHowareyoudoing?”orHello“oftentakestheplaceofaformalhandshake,butitmeansthesamething.Americansdonotsticktoonepattern.Americanshavelittlefeelingforrank”,especiallysocialrank.Mostofthemdonotenjoybeingtreatedwithspecialdifferenceforageorposition;itmakesthemuncomfortable.
22、SocialconventionsshowthatsocialdistinctionsarebecomingfewerandfewerinAmerica.IntheUnitedStatestruthhasahigherprioritythanpoliteness.Americansaretaughtfrombabyhoodthatthonestyisthebestpolicy”.Withthemtrustandtruthareofparamountimportance.Iftheysayofaman“youcannottrusthim,thisisoneofthemostdamningstat
23、ementsthatcanbemadeabouthim.ThefranknessofadmittingcertainweaknessesisanothercharacteristicoftheAmericanpeople.However,it,sbetternottoagreewithhimtooquickly.ForAmericans,theythinkthatitwouldbequiteallrightiftheyadmittheirweaknesses,buttheyconsideritaninsultforthemtobepointedoutbysomeoneelse.American
24、smaybedirecttoapointthatwouldseemoffensiveinmanyothercountries.IntheU.S”however,peoplefeelthatbyaskingdirectquestionsandmakingdirectstatements,theyaredemonstratinghonesty.III. REFLECTIONOFAMERICANCULTURALVALUESINADVERTISEMENTSItiscriticaltobeawareoftheeffectsthatvalueshaveonconsumersinordertobesucce
25、ssfulwithinagiventargetmarket.Understandingvaluesisextremelysignificantinthefieldofconsumerbehavior,andadvertisingwillbebasedonunderstandingthevaluesoftargetconsumers.U.S.advertisersnowrunupanestimatedannualadvertisingbillofmorethan$212billion;worldwideadvertisingspendingexceeds$414billion.,(Coen,19
26、99:126)ThefollowingpartswillgivesometypicaladvertisingsamplestoshowhowtheycanreflecttheculturevalueofAmericans.3.1 FreedomandIndependence3.1.1MaHboroTwolonesome,handsomecowboysridetherangeatthefootofthesnowcappedRockyMountains,aniconicpictureoftheeternallyyoungandeternallyimmortalMarlboroMan.Through
27、thepolitical,economic,andreligiousphilosophiestherehasgrownthenotionthattheindividualisimportant,thatheshouldnotberestricted,thatinotherwords,heshouldhavefreedom.Withoutthisfreedom,thenewlandwouldnothavebeensoattractivetothelargenumbersofthemwhocametoliveinit.Historically,Americahasallowedthefreedom
28、todiffer,somethingvitalinattractingmembersofdifferentnationalitygroups.Withoutthisvaluethecountrymightstillbesparselysettled.Freedomandindependenceastheabsenceofconditionswhichcouldrestrictindividualactivity.Theyfelt,forexample,thatthereshouldbenoexcessivebail,fines,orpunishments;thathomesshouldnotb
29、esearchedwithoutwarrants;andthatthegovernmentshouldnotrestrictfreedomofreligion,ofspeech,ofthepress,orofassembly.uOneAmericanisafreeindividual.,(Mencken,1999:2).That,strue.Americansfollowtheirowninclinationsanddoeverythingattheirpleasure.Theyalsoconsiderthatlivesaretheirown,noonecanengagethemselvest
30、odowhattheydonotwanttodoJustliketheMarlboroMan!TheSierraClubadvertisementdisplaysamanwholooksverypeacefulandinvigoratedbyexploringanationalpark.ThisadisfocusingontwovaluesthatareimportanttomostAmericans:freedom;masteryandcontrol.Theadvertisementmakestheworldlooklikeabeautifulplace.Itsendsamessagesta
31、tingthatconsumersshouldrespecttheirfreedombyenjoyingtheworldaroundthem.TheyaretryingtogetconsumerstojointheSierraClubbyrecognizingtheimportanceoffreedom.Theadalsofocusesonmasteryandcontrolthroughtheenvironment.Theadnotonlyincorporatesbeautifulscenerytostresstheimportanceoffreedom,buttheusestheenviro
32、nmenttodisplaythevalueofmasteryandcontrol.MembershipMakesAMonumentalDifkkrence.3.1.2SierraClub3.2 CompetitionandActivity3.2.1JUStDoltAlmostalltheadvertisementsofsportsequipmentsfocusonthevalue-competition.NikeusesthefamoussloganuJustdoit”,toencouragepeoplenottohesitatetodo,andnottofearofcompetition.
33、MichaelJordan,sslamdunkgaveusdeepimpressions.HeflewhighwithhisNike“Jumpman”shoestoacloud-cappedbasketringtoshowthathewasthewinnerofbasketball.ThisadvertisementchallengedalltheAmericans,andthisexaggeratedactionmademillionsofyoungmentobestuckonNike.322NikeThisNikeadvertisement3.2.2featuresayoungattrac
34、tivegirlingoodphysicalshape.Intodayssocietyappearance,competition,beauty,andphysicalwell-beingarerecognizedhighlybymostconsumers.ThegoalofNikeistoconnecttheirproducttothevalueofactivityandyouthfulness.ActivityisdefinedtomostAmericansaskeepingbusythroughphysicalormentalactivity.Meanwhile,theadvertise
35、mentdemonstratesyouthfulness.Americansfocusonyouth;theyvaluebeingyoungmentallyaswellasphysically.Theaddoesthisbysendingamessagetotheconsumerthatitispossibletoremainyouthfulandcompetitivethroughphysicalactivityand,ofcourse,Nikeproducts.tOneAmericanisafreeindividual;twoareacompetition;threeareacontest
36、.,(Mencken,1999:2)TheAmericanlifeisbasedoncompetition,andAmericansareinherentlycompetitivefromanearlyage.Thecompetitivenessmayinitiallyappearoverbearingorrudeattimestoyou,butitisanindisputablepartofAmericanculture.3.3 AchievementandSuccessThisisanAveryadvertisement.Itfocusesonthevalueofachievementan
37、dsuccess,whichindividualshaverecognizedashighlyimportantbothhistoricallyandpresently.Americansstriveforsuccess,andhistorically,Americansadmireawinner.Althoughthisvaluehasdifferentmeaningstodifferentindividualsitisoftenusedinstudyingconsumerbehavior.Thisadvertisementfeaturesamiddleagebusinessman.Howe
38、ver,tomanyAmericansthesecharacteristicsrepresentasuccessfulindividual.3.3.1Ave】y3.4 Adventurism3.4.1DietCOkeThisCoca-Cola-DietCokeadvertisementshowsusamaninasling.Itsays,uUnlikeyourco-workers,youlikeitwhenyourbutt,sinasling.AndbesidetheDietCokefeature,itsays,“Gotatasteforadventure?Thisistheyeartodis
39、coverwhatyou,remakeofWhynotbagapeak,skiDevisDareorbikeyourbrainsout.DoitjustforthethrillofitallDietCoke.Youarewhatyoudrink.Literally,thiscatchlinetellsusthatifyouareexploring,bringtheDietCokewithyou.Itcanrelaxyournervesandcaninstillcourageorenergyintoyourlives.MostAmericansseemtohavesomerelationship
40、withnature.Intheirblood,theylikeadventuring;theylovetobeaconqueror.Theytakealmosteverychancetoadventurewithsportsandadventurewithwork.3.5Open-mindedLEVsTYPErJEANS3.5.1 LevisThe1995campaigngaveLevi,s“501Blues“reasonsthatyoungpeopleshouldweartheoriginalbutton-flyjeans.Amongthebestreasonsforowning50Is,
41、thereisReasonNo.002,Thatsadangerousplacetoputazipper.andReasonNo.031,Theyreevenbetterthesecondday.AndinaTVspotayoungmantoolingaroundtheEasternEuropeancityofPragueemergedfromthecarwearingonlyanylonjacketandboxershorts.WhynoLevi,s?ReasonNo.007,“InPrague,youcantradethemforacar.Interestinglytherewasnonu
42、mber-onereason;thenumbersandreasonswerearbitrarilychosenbytheadvertisingagency.FidoDido,thebrandiconforPepsiFoods,7Upclearlemondrink,isbackasthe“KingofCool,One7UpadvertisementstartswithaTVscreen,whichlookslikesignal-interfered.Afterseveralseconds,a7Upsymbolizedredspotcomesout,treadsontheheelsofthesp
43、otisFidoDidothebrandicon.Afterseeingthisscene,thesignal-interferedscreendisappears,insteadisrapidflotationofairbubblesyes,*u*,z*1bubblesinthe7Upclearlemondrink3527lbottlenotasignal-interferedscreen!Surprise?EachAmerican,smindisopenandwide,sotheycanmakeadvertisementsdifferent.Traditionally,allthepeop
44、leinAmericanareopen-minded.Theythinkdifferentlyandhavemuchcreativity.Thisvalueisalsoduetotheirpioneeringspiritandinformality.3.6HumorandQuipIntheaward-winning“GotMilk?”videoadvertisement,theagencydiscoveredthroughinquisitionalgroupsthatpeopleneverthoughtofmilkuntiltheywereabouttorunoutofit,andtheyon
45、lydrankitwithsomethingelse,suchasabrownie,cereal,oracookie.Withthispremisetheagencycreatedonespotinwhichayoungmanhasjusttakenabigbiteoutofapeanutbuttersandwichwhenthephonerings.uFor$10,000,canyounamethemanwhoshotAlexanderHamilton?Hereachesforthemilktowashdownthesandwich,butthereareonlyafewdropsleft.
46、HeknowstheanswerAaronBurrbutallhecansayis,ttAvvanBaa.Theadvertiserindicatesthethemeexaggeratedlythroughahumorousandquippedwaythatifpeopledonotdrinktheirmilk,livesmaygetdejected.Theadvertisementshowsussomethinginessentialaboutmilkinsteadofusingtastecharacterasusual.AnotherexamplewhichcanshowAmericans
47、,humorandquipis4TosterFarmchickens,whichfeaturedtwofugitivehensinthevideo.InonespottheycrossedtheCaliforniaborderandwerestoppedbyahighwaypatrolofficer,whoshoneaflashlightintothecarandsaid,44FosterFarmchickensareneverfrozen.Thislookslikefreezerbumtome.No!squawkedoneofthebirds,uit,sacurlingironacciden
48、t,ThehumorousdialoguejustwantstotellconsumersthatFosterFarmchickensareneverfrozen.Inthevideo,twocounterfeithensaredebunkedbyahighwaypatrolofficeralsoshowsthattheFosterFarmchickens,idiosyncrasiesarewidelyknown.Americansareknownastheoptimistsbyallthepeoplearoundtheworld.Theyarebornwithasenseofhumor.Th
49、eAmericansnotonlyknowhowtodistinguishjokeandseriousness,butalsoadvocatecarefreeenvironmentbothinworkandinlife.IV.CONCLUSIONConsumersbackgroundmayinfluencetheprocessoftheircognizingtheadvertisement.Andconsumersmayhavedifferentbrandknowledgeandfamiliarity.Advertisementsarealsoculturalproducts,andcultureprovidesthecontextinwhichanadwillbeinterpreted.Advertiserswhooverlooktheinfluenceofc
