廣告論文.doc

I. INTRODUCTIONAdvertising is part of the increased globalization of mass media rapidly evolving into a truly global media village. Nowadays, thousands of firms are spending millions of dollars to influence people all around the world. The growth and expansion of firms operating internationally have led to the rise of the growth in international advertising. However, how to define a successful advertisement? It is generally agreed that an advertisement, if aiming to be successful, should be informative, impressive, and persuasive. Then, how to completely achieve these effects? The answer is: to know consumers wants. And how to know consumers wants? The answer is that the advertisements should aim to the cultures of target consumers.In most circumstances, we are relatively unaware of the tremendous impact our culture has on us. We automatically drive on the right-hand side of the road, try to arrive on time for appointments, and shake hands when we first meet someone. Without thought we react to our environment in a manner that is socially acceptable because that is how we have been socialized. Edward T. Hall points out, “No matter how hard man tries, it is impossible for him to divest himself of his own culture, for it has penetrated to the roots of his nervous system and determines how he perceives the world people cannot act or interact in any meaningful way expect through the medium of culture”(Hall,1966: 177). When we move into another culture, we carry our culture with us, responding to the foreign environment in ways that would be acceptable in our own culture but that may or may not be acceptable in different surroundings.If one wants to understand and communicate with a culture, investigation of the values of people in that culture provides a promising starting point. Personal values are values that individuals believe that they hold as motivating factors in their life. Individuals often conceptualize these values as basic principles in their life and may indeed use the term “value” to describe these basic motivators. Although cultural value orientations are not necessarily salient to an individual as a guiding belief, these orientations do have influences on individual behavior and these influences may be strong and pervasive. A value is a belief that is held very centrally and shapes a persons attitudes and behaviors. In fact, a value is a standard to guide actions, attitudes, comparisons, evaluations, and justifications to self and others. Values play a key role when advertising. In this case, cultural values are of primary importance in international advertising, so knowledge and understanding of cultural values are essential to successful advertising. Failure to understand the cultural environment can lead to misunderstandings, miscommunications, and marketing failures. And trying ones best to understand the cultural values better can lead him to be a successful businessman. Although there have been a great deal of interests in recent years in the relationship of consumer values to consumption, most of situations have dealt with personal values consumer characteristics.With what stated above, we can easily summarize that cultural value influences advertising, and meanwhile, advertisements reflects the values of people in that culture. Many researchers have said that advertising shapes the way people live. Since we have contiguity with many products that were made in America, and American advertisements are widely known throughout the world, this thesis, therefore, would show how American advertisements reflect the American peoples characteristics or values.Chapter two will simply introduce the characters or values of the people in the United States, namely, pioneering spirit, materialism, individualism, asking questions, informality, less social distinction, honesty, frankness, and directness. And chapter three, with concrete examples of American advertisements from a variety of sources, discusses in details the reflection of the values of American people in the advertisements. Chapter four concludes the paper.II. AMERICAN CHARACTERS AND VALUESA GENERAL REVIEWHistorically, because American people have come from so many nationalities, people of different races and of different sections in the United States have their own customs and attitudes. For example, the New Englander is described as stern and self-reliant, the Southerner as gracious and leisurely, and the Westerner as casual and friendly, most regional distinctions, however, have been gradually erased by modern transportation, communication, and mass production. The following part will summarize some of the main characters and values of the American people:The pioneering spirit of the immigrant is an important part of the American character. Most immigrants came to America voluntarily, and eagerly, in search of greater fortune and freedom. So the desire to become rich and undisciplined is especially noticeable throughout the nation. They are acquisitive and prepared to take the initiative, even when there is a risk in doing so. Americans like to believe that a difficult problem can be solved immediately; they take pride in meeting challenges and overcoming difficult obstacles. This can-do spirit has traditionally given Americans a sense of optimism about themselves and their country.“Success” in American society is often marked by the amount of money or the quantity of material goods a person is able to accumulate. A person accumulates money and goods by means of such valued qualities as hard work, cleverness, and persistence.As we know, the most notable American characteristic is individualism. Each person, Americans believe, has a worth simply because he is an individual. His ideas are important above all else. Americans generally believe that the ideal person is an autonomous, self-reliant individual. Most Americans see themselves as separate individuals, not as representatives of a family, community, or other group. They dislike being dependent on other people, or having others dependent on them.Americans are trained from childhood to question, analyze, and search. “Go look it up for yourself”, a child will be told.(Xu, 1993: 141) School tasks are designed to stimulate the use of a wide range of materials. Even in the primary grades, children are taught to use libraries, and to search for new ideas. And frequently one can find in America that junior staff members dare to challenge older executives or argue points with them. This is not to be considered an insult or loss of face to the older; nor is it an indication of “no confidence”.American is clearly characterized by much more informality and less social distinction than many other countries. Often people see American men working at office desks in shirt-sleeves, sometimes without their ties. They may lean far back in their chairs and even put their feet on the radiator or desk while they talk on the telephone. This is not meant to be rude in America. And dont be surprised if Americans do not shake hands. They often just nod or smile instead. A casual “Hi” or “How are you doing?” or “Hello” often takes the place of a formal handshake, but it means the same thing. Americans do not stick to one pattern.Americans have little feeling for “rank”, especially social rank. Most of them do not enjoy being treated with special difference for age or position; it makes them uncomfortable. Social conventions show that social distinctions are becoming fewer and fewer in America.In the United States truth has a higher priority than politeness. Americans are taught from babyhood that “honesty is the best policy”. With them trust and truth are of paramount importance. If they say of a man “you cannot trust him”, this is one of the most damning statements that can be made about him.The frankness of admitting certain weaknesses is another characteristic of the American people. However, its better not to agree with him too quickly. For Americans, they think that it would be quite all right if they admit their weaknesses, but they consider it an insult for them to be pointed out by someone else.Americans may be direct to a point that would seem offensive in many other countries. In the U.S., however, people feel that by asking direct questions and making direct statements, they are demonstrating honesty.III. REFLECTION OF AMERICAN CULTURAL VALUES IN ADVERTISEMENTSIt is critical to be aware of the effects that values have on consumers in order to be successful within a given target market. Understanding values is extremely significant in the field of consumer behavior, and advertising will be based on understanding the values of target consumers. “U.S. advertisers now run up an estimated annual advertising bill of more than $212 billion; worldwide advertising spending exceeds $414 billion.”(Coen, 1999: 126) The following parts will give some typical advertising samples to show how they can reflect the culture value of Americans.3.1 Freedom and Independence 3.1.1 MarlboroTwo lonesome, handsome cowboys ride the range at the foot of the snowcapped Rocky Mountains, an iconic picture of the eternally young and eternally immortal Marlboro Man. Through the political, economic, and religious philosophies there has grown the notion that the individual is important, that he should not be restricted, that in other words, he should have freedom. Without this freedom, the new land would not have been so attractive to the large numbers of them who came to live in it. Historically, America has allowed the freedom to differ, something vital in attracting members of different nationality groups. Without this value the country might still be sparsely settled. Freedom and independence as the absence of conditions which could restrict individual activity. They felt, for example, that there should be no excessive bail, fines, or punishments; that homes should not be searched without warrants; and that the government should not restrict freedom of religion, of speech, of the press, or of assembly. “One American is a free individual.”(Mencken, 1999: 2). Thats true. Americans follow their own inclinations and do everything at their pleasure. They also consider that lives are their own, no one can engage themselves to do what they do not want to do Just like the Marlboro Man!3.1.2 Sierra ClubThe Sierra Club advertisement displays a man who looks very peaceful and invigorated by exploring a national park. This ad is focusing on two values that are important to most Americans: freedom; mastery and control. The advertisement makes the world look like a beautiful place. It sends a message stating that consumers should respect their freedom by enjoying the world around them. They are trying to get consumers to join the Sierra Club by recognizing the importance of freedom. The ad also focuses on mastery and control through the environment. The ad not only incorporates beautiful scenery to stress the importance of freedom, but the uses the environment to display the value of mastery and control.3.1.2 Sierra Club3.2 Competition and Activity3.2.1 Just Do It3.2.1 Just Do ItAlmost all the advertisements of sports equipments focus on the value competition. Nike uses the famous slogan “Just do it”, to encourage people not to hesitate to do, and not to fear of competition.Michael Jordans slam dunk gave us deep impressions. He flew high with his Nike “Jumpman” shoes to a cloud-capped basket ring to show that he was the winner of basketball. This advertisement challenged all the Americans, and this exaggerated action made millions of young men to be stuck on Nike.3.2.2 Nike3.2.2 NikeThis Nike advertisement 3.2.2 features a young attractive girl in good physical shape. In todays society appearance, competition, beauty, and physical well-being are recognized highly by most consumers. The goal of Nike is to connect their product to the value of activity and youthfulness. Activity is defined to most Americans as keeping busy through physical or mental activity. Meanwhile, the advertisement demonstrates youthfulness. Americans focus on youth; they value being young mentally as well as physically. The ad does this by sending a message to the consumer that it is possible to remain youthful and competitive through physical activity and, of course, Nike products. “One American is a free individual; two are a competition; three are a contest.”(Mencken, 1999: 2)The American life is based on competition, and Americans are inherently competitive from an early age. The competitiveness may initially appear overbearing or rude at times to you, but it is an indisputable part of American culture.3.3 Achievement and Success3.3.1 AveryThis is an Avery advertisement. It focuses on the value of achievement and success, which individuals have recognized as highly important both historically and presently. Americans strive for success, and historically, Americans admire a winner. Although this value has different meanings to different individuals it is often used in studying consumer behavior. This advertisement features a middle age businessman. However, to many Americans these characteristics represent a successful individual.3.3.1 Avery3.4 Adventurism3.4.1 Diet CokeThis Coca-Cola Diet Coke advertisement shows us a man in a sling. It says, “Unlike your co-workers, you like it when your butts in a sling.” And beside the Diet Coke feature, it says, “Got a taste for adventure? This is the year to discover what youre make of. Why not bag a peak, ski Devils Dare or bike your brains out. Do it just for the thrill of it all Diet Coke. You are what you drink.” Literally, this catchline tells us that if you are exploring, bring the Diet Coke with you. It can relax your nerves and can instill courage or energy into your lives. Most Americans seem to have some relationship with nature. In their blood, they like adventuring; they love to be a conqueror. They take almost every chance to adventure with sports and adventure with work.3.5 Open-minded3.5.1 Levis3.5.1 LevisThe 1995 campaign gave Levis “501 Blues” reasons that young people should wear the original button-fly jeans.Among the best reasons for 3.5.2 Levisowning 501s, there is Reason No. 002, “Thats a dangerous place to put a zipper.” and Reason No. 031, “Theyre even better the second day.” And in a TV spot a young man tooling around the Eastern European city of Prague emerged from the car wearing only a nylon jacket and boxer shorts. Why no Levis? Reason No. 007, “In Prague, you can trade them for a car.” Interestingly there was no number-one reason; the numbers and reasons were arbitrarily chosen by the advertising agency.3.5.2 7UpFido Dido， the brand icon for Pepsi Foods 7Up clear lemon drink, is back as the “King of Cool”.One 7Up advertisement starts with a TV screen, which looks like signal-interfered. After several seconds, a 7Up symbolized red spot comes out, treads on the heels of the spot is Fido Dido the brand icon. After seeing this scene, the signal-interfered screen disappears, instead is rapid flotation of air bubbles yes, thats the air bubbles in the 7Up clear lemon drink bottle not a signal-interfered screen!Surprise? Each Americans mind is open and wide, so they can make advertisements different.Traditionally, all the people in American are open-minded. They think differently and have much creativity. This value is also due to their pioneering spirit and informality.3.6 Humor and QuipIn the award-winning “Got Milk?” video advertisement, the agency discovered through inquisitional groups that people never thought of milk until they were about to run out of it, and they only drank it with something else, such as a brownie, cereal, or a cookie. With this premise the agency created one spot in which a young man has just taken a big bite out of a peanut butter sandwich when the phone rings. “For $10,000, can you name the man who shot Alexander Hamilton?” He reaches for the milk to wash down the sandwich, but there are only a few drops left. He knows the answer Aaron Burr but all he can say is, “Awan Baa.”The advertiser indicates the theme exaggeratedly through a humorous and quipped way that if people do not drink their milk, lives may get dejected. The advertisement shows us something inessential about milk instead of using taste character as usual.Another example which can show Americans humor and quip is “Foster Farm chickens”, which featured two fugitive hens in the video. In one spot they crossed the California border and were stopped by a highway patrol officer, who shone a flashlight into the car and said, “Foster Farm chickens are never frozen. This looks like freezer burn to me.” “No!” squawked one of the birds, “its a curling iron accident.”The humorous dialogue just wants to tell consumers that Foster Farm chickens are never frozen. In the video, two counterfeit hens are debunked by a highway patrol officer also shows that the Foster Farm chickens idiosyncrasies are widely known.Americans are known as the optimists by all the people around the world. They are born with a sense of humor. The Americans not only know how to distinguish joke and seriousness, but also advocate carefree environment both in work and in life.IV. CONCLUSIONConsumers background may influence the process of their cognizing the advertisement. And consumers may have different brandknowledge and familiarity.Advertisements are also cultural products, and culture provides the context in which an ad will be interpreted. Advertisers who overlook the influence of culture are bound to struggle in their attempt to communicate with the target audience.Advertising reflects its own culture. Budweisers advertisement provides good example-Whassup call