ZY广告论文doc.docx
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ZY广告论文doc.docx
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ZY广告论文doc
I.INTRODUCTION
Advertisingispartoftheincreasedglobalizationofmassmedia—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.Althoughculturalvalueorientationsarenotnecessarilysalienttoanindividualasaguidingbelief,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.
ChaptertwowillsimplyintroducethecharactersorvaluesofthepeopleintheUnitedStates,namely,pioneeringspirit,materialism,individualism,askingquestions,informality,lesssocialdistinction,honesty,frankness,anddirectness.Andchapterthree,withconcreteexamplesofAmericanadvertisementsfromavarietyofsources,discussesindetailsthereflectionofthevaluesofAmericanpeopleintheadvertisements.Chapterfourconcludesthepaper.
II.AMERICANCHARACTERSANDVALUES
—AGENERALREVIEW
Historically,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.Americansgenerallybelievethattheidealpersonisanautonomous,self-reliantindividual.MostAmericansseethemselvesasseparateindividuals,notasrepresentativesofafamily,community,orothergroup.Theydislikebeingdependentonotherpeople,orhavingothersdependentonthem.
Americansaretrainedfromchildhoodtoquestion,analyze,andsearch.“Golookitupforyourself”,achildwillbetold.(Xu,1993:
141)Schooltasksaredesignedtostimulatetheuseofawiderangeofmaterials.Evenintheprimarygrades,childrenaretaughttouselibraries,andtosearchfornewideas.AndfrequentlyonecanfindinAmericathatjuniorstaffmembersdaretochallengeolderexecutivesorarguepointswiththem.Thisisnottobeconsideredaninsultorlossoffacetotheolder;norisitanindicationof“noconfidence”.
Americanisclearlycharacterizedbymuchmoreinformalityandlesssocialdistinctionthanmanyothercountries.OftenpeopleseeAmericanmenworkingatofficedesksinshirt-sleeves,sometimeswithouttheirties.Theymayleanfarbackintheirchairsandevenputtheirfeetontheradiatorordeskwhiletheytalkonthetelephone.ThisisnotmeanttoberudeinAmerica.Anddon’tbesurprisedifAmericansdonotshakehands.Theyoftenjustnodorsmileinstead.Acasual“Hi”or“Howareyoudoing?
”or“Hello”oftentakestheplaceofaformalhandshake,butitmeansthesamething.Americansdonotsticktoonepattern.
Americanshavelittlefeelingfor“rank”,especiallysocialrank.Mostofthemdonotenjoybeingtreatedwithspecialdifferenceforageorposition;itmakesthemuncomfortable.SocialconventionsshowthatsocialdistinctionsarebecomingfewerandfewerinAmerica.
IntheUnitedStatestruthhasahigherprioritythanpoliteness.Americansaretaughtfrombabyhoodthat“honestyisthebestpolicy”.Withthemtrustandtruthareofparamountimportance.Iftheysayofaman“youcannottrusthim”,thisisoneofthemostdamningstatementsthatcanbemadeabouthim.
ThefranknessofadmittingcertainweaknessesisanothercharacteristicoftheAmericanpeople.However,it’sbetternottoagreewithhimtooquickly.ForAmericans,theythinkthatitwouldbequiteallrightiftheyadmittheirweaknesses,buttheyconsideritaninsultforthemtobepointedoutbysomeoneelse.
Americansmaybedirecttoapointthatwouldseemoffensiveinmanyothercountries.IntheU.S.,however,peoplefeelthatbyaskingdirectquestionsandmakingdirectstatements,theyaredemonstratinghonesty.
III.REFLECTIONOFAMERICANCULTURALVALUES
INADVERTISEMENTS
Itiscriticaltobeawareoftheeffectsthatvalueshaveonconsumersinordertobesuccessfulwithinagiventargetmarket.Understandingvaluesisextremelysignificantinthefieldofconsumerbehavior,andadvertisingwillbebasedonunderstandingthevaluesoftargetconsumers.“U.S.advertisersnowrunupanestimatedannualadvertisingbillofmorethan$212billion;worldwideadvertisingspendingexceeds$414billion.”(Coen,1999:
126)ThefollowingpartswillgivesometypicaladvertisingsamplestoshowhowtheycanreflecttheculturevalueofAmericans.
3.1FreedomandIndependence
3.1.1Marlboro
Twolonesome,handsomecowboysridetherangeatthefootofthesnowcappedRockyMountains,aniconicpictureoftheeternallyyoungandeternallyimmortalMarlboroMan.Throughthepolitical,economic,andreligiousphilosophiestherehasgrownthenotionthattheindividualisimportant,thatheshouldnotberestricted,thatinotherwords,heshouldhavefreedom.Withoutthisfreedom,thenewlandwouldnothavebeensoattractivetothelargenumbersofthemwhocametoliveinit.Historically,Americahasallowedthefreedomtodiffer,somethingvitalinattractingmembersofdifferentnationalitygroups.Withoutthisvaluethecountrymightstillbesparselysettled.Freedomandindependenceastheabsenceofconditionswhichcouldrestrictindividualactivity.Theyfelt,forexample,thatthereshouldbenoexcessivebail,fines,orpunishments;thathomes
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