HYPERLＩNＫ”http:/／ｗww．cnshu.ｃn/"I。INTＲＯDUCTＩONＡdｖeｒtiｓｉｎｇispartoftheincreasedglobalｉzationｏfmassmｅｄia—ｒaｐｉdlyevolｖｉngｉntoatrulyglobalｍｅdiavillage.Ｎowadays,tｈoｕsaｎdsoffirｍsａresｐｅndｉngｍillionsoｆdolｌarstoinfluencepeｏｐｌeａｌlaｒouｎｄthｅworld。Thｅgrowｔhａｎdｅxpaｎｓiｏnofｆiｒmsoｐeratingintｅｒnaｔioｎallyhaveledtothｅｒiｓeoｆｔhegrowthiniｎternatioｎaladvertisｉng.Hｏweveｒ,ｈowtｏｄefineasｕcｃessfuｌaｄvｅｒtｉsemｅｎｔ？Itisgeneｒallｙagreeｄthatａｎadvｅｒtisｅｍent，ifaimingｔｏbesｕcceｓsｆｕl，ｓhouldｂeinｆorｍatiｖe，impressｉve，aｎdpersuaｓive.Ｔhen,hoｗｔｏcompｌetelyachieveｔheseｅffectｓ？Theanｓweｒis：toknowconsumerｓ’wants。Andhｏｗtｏkｎoｗｃoｎｓumｅrs’waｎｔs？Tｈｅaｎswｅriｓthaｔthｅadvertiｓemｅnｔsshouｌdaimtoｔheculturｅsoftaｒｇeｔｃonsumers．Inｍosｔcircumstaｎｃes，weaｒeｒｅlativeｌyunａwareｏftｈetreｍendousimｐactourｃｕｌturehａsonus．Ｗeautoｍatｉcaｌｌydrｉｖeonthｅriｇht－h(huán)ａｎｄsｉdeoｆthｅｒoad,trｙtoａrrivｅoｎtｉmeｆｏrappｏintments，andsｈａkehandswhｅnwefirｓtｍeetsｏmeone。Wｉｔhｏｕtthｏuｇhtｗereacｔｔｏoｕrenviｒonmｅnｔｉnamaｎneｒthａt(yī)issｏcialｌyａcｃepｔablｅｂecauｓetｈaｔisｈoｗwehavebeｅnsocialized.ＥｄｗａrｄT。Halｌpoｉnｔｓout,“Noｍatｔerhowhａrdmanｔries,itisiｍpossibｌeforhimtoｄiｖｅsｔhimｓｅlfofhisｏwｎculture，foritｈaspenetraｔedtoｔhｅrootｓｏｆhｉｓnervoussysｔｅｍａｎdｄeｔｅrｍineshｏwｈeperceiｖestｈeworld…peoplecａnｎotactoriｎtｅractinanyｍeaningfuｌｗayｅxpecｔthrｏughthｅmediumofculture”(Ｈall,19６6：1７7).Ｗｈenwｅmoveｉntoanｏthｅｒcｕltｕre,wecaｒｒyourculｔurｅｗitｈus，resｐondingｔothefoｒeigｎenvｉronmeｎｔiｎwａyｓｔhatwouldbeaｃcepｔaｂｌeｉｎourownｃｕltuｒｅbｕtthatｍａyormayｎoｔbeaccepｔabｌeinｄｉfｆerentsuｒｒoundings.Ｉfonewantstoundeｒｓtａndandｃomｍunｉcaｔｅwiｔhａculturｅ，investｉgatioｎoｆthｅvalｕesofｐeoplｅｉnthaｔｃvidesaprｏmiｓｉngｓｔartingpｏｉｎｔ.Perｓｏnalvaluesaｒｅｖaｌuesthaｔindｉｖidｕaｌsbelieveｔhattｈｅyhｏｌdａsmotivatingfａctorsinｔhｅirliｆe。Inｄｉvidualsoftenｃonｃeptualiｚeｔheｓeｖａｌｕesaｓbasicprincipｌesｉnｔhｅｉrlifeandmａyｉndｅedusetｈeteｒm“valuｅ”todescribethesebａｓｉcｍoｔivaｔoｒs.Alｔhougｈcuｌturalvａｌueoｒientationsａrenotnｅcessarｉlyｓａｌieｎttoanｉｎｄivｉｄuaｌａsaｇuｉdingbelief，thｅｓｅorｉｅntaｔionｓdｏhaveinfluｅncesoninｄiｖidualbeｈaviorandtｈｅｓeｉｎfluｅｎcｅsmayｂestronｇandpervaｓiｖｅ．Avalｕeisabeｌiefthatｉshｅｌdvｅｒycentｒalｌyandsｈaｐｅｓapeｒsoｎ’satｔｉtuｄｅsandｂehaｖｉors。Infacｔ，avａｌueisastａndardtｏｇuidｅactioｎs，aｔｔｉtudes，compaｒiｓonｓ,evaｌuatioｎｓ，ａnｄjuｓtificａｔiｏｎstoselfandotherｓ。Vaｌueｓpｌayakeyroleｗｈenaｄvertisinｇ.Inthisｃａsｅ，culturalvalueｓareofｐrimａryiｍportanｃeiｎinｔeｒnaｔionaladvertisinｇ，soknｏwledｇeａｎdunderstanｄｉngofcultuｒalｖaluｅsareeｓｓentiａltosｕcceｓsfuｌadveｒtisinｇ.Ｆaiｌuretoｕnderｓｔａndtｈｅculturalenｖｉrｏnmeｎtcanlｅadtomisundｅrｓtandingｓ,mｉｓcｏmmｕnicａt(yī)ioｎs，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—AＧＥNERＡLREVＩEWＨistｏｒically，beｃaｕｓeAmericanｐeoｐleｈａvecoｍeｆｒoｍsomａnｙnａt(yī)ｉonalｉtieｓ,pｅｏpleofdifferｅnｔrａcesandofdｉｆferｅntｓectｉonｓintheUｎitedStaｔeshaｖetｈeiｒoｗｎcｕstomsanｄattitudes．Foｒexamｐｌｅ,tｈeNeｗEnglandeｒｉｓdesｃribｅdaｓstｅrnaｎdseｌf-relｉant，tｈeSouｔｈｅrneｒasgraciousanｄleiｓurely，andtheWeｓteｒneｒasｃasｕaｌandｆｒiendly,mostｒegionａlｄistincｔｉons,howｅvｅr，haｖｅｂｅenｇrａdｕalｌｙｅrａsedbymoderｎtraｎｓpｏrtａｔion,communication，andmａsspｒoｄuctｉon.ＴhefｏllowｉnｇｐaｒｔwillｓuｍmarｉzesomeofthemainｃharaｃｔersandvaluesｏfｔhｅＡmerｉｃanｐｅoｐlｅ：ThepioneeｒｉngｓｐｉｒiｔofthｅimmigｒaｎtisanimｐｏrtａntpaｒtoftheAｍｅricancharaｃtｅr.MostimmigraｎtscａmetoAmericaｖolｕntariｌy，anｄｅaｇｅrｌy，ｉｎsｅaｒchofgreaterfortuneanｄfｒeedｏm．Ｓothedｅｓｉreｔoｂｅcoｍｅrichaｎdｕndiscipliｎｅdisespｅｃiaｌlynｏtｉceabｌethrｏuｇhoutｔｈeｎaｔion.Thｅyａreacquiｓitiveａndｐreｐaｒｅdtotakethｅinｉtiatiｖe,evenｗhenthｅreisarｉsｋｉｎｄｏingｓｏ．Ａmerｉｃansliketoｂｅlievetｈatａdiffｉｃuｌｔpｒoｂleｍcanbesoｌｖeｄiｍｍeｄiａt(yī)elｙ;ｔｈｅytakeprideinｍeetinｇchaｌｌengｅsaｎｄｏvｅrｃomingdｉfｆicultobsｔａcｌｅs。Tｈｉscaｎ－ｄospirithasｔraｄｉtioｎalｌygiveｎＡmeｒｉcansａsenseoｆｏptiｍiｓｍaｂoutthemsｅlveｓａndｔhｅircountry。“Sucｃess”inAmericａnsoｃieｔyisofｔenｍarkedbytheamountｏfmoneyｏｒｔheqｕａntiｔyofmaｔeｒialgooｄｓapersonisablｅtoaccumulate。Apｅrsonacｃumｕｌａt(yī)ｅsmoｎｅyａｎdgoodsbymｅanｓofsuchvalｕedquａlｉｔiｅsaｓhardwｏrk,clｅvｅｒness，andpersｉsｔｅnce.Aｓwekｎｏw，ｔhemｏstnotaｂｌeAｍerｉcancharactｅristicｉｓｉndｉviｄualiｓm．Eａchpｅｒｓon,Ａｍeｒicａnsｂelｉｅvｅ，hasawoｒｔhsimplｙbecauｓeheisaninｄividuａl.Hiｓiｄeaｓａrｅｉmporｔanｔａbovｅallelse．Ａｍｅricansgｅneｒａlｌｙbｅlievethaｔtｈｅiｄealpeｒsonｉsanautoｎomouｓ,selｆ—reliaｎtindividuaｌ。ＭｏsｔＡmericansｓeeｔheｍselｖeｓａsseparatｅindｉviｄuals，ｎｏtａsreprｅsenｔativesoｆafamiｌy，cｏmmuｎitｙ，oroｔｈｅrgroup.Tｈｅｙdisliｋｅbｅingdｅpendｅnｔoｎoｔherｐｅoplｅ，ｏrｈaｖｉngoｔherｓｄｅpendentontheｍ。Aｍｅricａnsaretraiｎeｄfromｃｈｉｌdhoodtｏqｕestiｏn,analｙｚe,andsｅaｒｃｈ?！癎oｌookitupfｏryourｓelｆ”，achｉldwiｌlbetoｌd。(Xu,199３：141）Schooｌtasksaredesｉgｎeｄtoｓtiｍｕlatetｈeuseofａｗiｄeｒangeｏfｍatｅrials.Eｖeninｔheprｉmarｙｇrａdes，childｒeｎaretaｕghttouseｌiｂraries，ａｎdｔosｅaｒchｆｏrｎewideas。AndfｒequentｌｙonｅcanfiｎdiｎAｍericａt(yī)haｔjunｉorｓｔａffmeｍbersｄａｒｅtochａllｅngeolderexecuｔivｅsｏｒａrguepoｉntsｗiththｅm.Thiｓｉｓnoｔtobeｃonsidｅｒｅdaninsulｔorｌosｓoffａｃetotheoｌder;noriｓｉtaｎindｉcationof“ｎoconfiｄence”．Americａnisclｅaｒlychａractｅrizedbｙmｕchmoreinfoｒmａｌｉtyandlesssoｃialdｉstｉncｔiｏnｔhanmanyotｈercountrｉeｓ。OfteｎpeopleｓeeAｍericanmｅnworkｉngａt(yī)ｏffiｃedｅskｓinshirｔ—sleeves，someｔｉmeｓwｉtｈｏuｔｔhｅiｒtｉes.Theyｍayｌeaｎfaｒbacｋiｎｔｈeirｃｈaｉｒsaｎdeveｎpuｔtｈeｉrfeeｔoｎthｅradiａt(yī)orｏrdeskwhiｌetheytalkoｎtheｔelephonｅ。ThisｉsnｏｔmeａｎtｔoberｕdｅｉnAmerica.Ａndｄon’ｔｂｅｓurpriｓｅｄifAmｅｒｉcａnsdｏnoｔｓｈakehanｄs。Tｈeyofｔｅnjuｓtｎodorｓmiｌeinsｔeａd。Aｃasuaｌ“Ｈi”or“Howareｙoｕdoing？”ｏｒ“Heｌlo"ｏｆtenｔakestheplaceｏfａformalhａｎｄｓhaｋe,ｂutiｔｍeansｔhesａｍethinｇ。Amｅrｉcansdonoｔsｔiｃktooneｐatteｒn.Amｅriｃａnshavｅlitｔlｅfｅelｉngfor“rank",espeｃiallysｏcialrank。Mosｔofthemdｏnotenjoｙｂｅingtreaｔedwiｔｈspecｉalｄｉfferenceforａｇeoｒpｏｓiｔｉon;ｉtmakesthｅmuｎｃomfoｒｔａble.Soｃｉalｃonventionsｓｈowthａt(yī)sociａldistinｃtｉonsarebecominｇfｅwerａｎdfewerｉnAmeｒica.IｎtｈeUｎitedStaｔｅsｔruthhasahigheｒpriｏｒｉtythaｎpolｉtｅnesｓ。Ameｒｉcanｓａreｔaｕghtfｒomｂabｙｈoodthaｔ“hｏnestyiｓthｅｂesｔpolｉcｙ”.Wiｔhthemtrustａｎｄtruthareoｆpａrａmoｕntiｍｐｏrｔａｎcｅ.Iftheysayofaｍan“yｏucannｏｔtrｕｓthｉm”，thisiｓｏneofｔhemosｔdaｍninｇsｔatemｅntsthatcanbｅｍadeabouthｉm.TheｆrankneｓsofａdｍittingcertａinweaknessesisanｏtherchaｒacterisｔicoftheAｍｅｒｉcanｐｅople．However，iｔ’sｂeｔｔerｎottoagreｅwiｔhhimｔooｑｕｉcklｙ.ForAmerｉcａnｓ，tｈeythinktｈaｔiｔwouldｂequiteaｌｌrｉghtiｆｔｈｅyａdｍiｔthｅirｗｅaknesses,bｕtｔｈeｙconsidｅｒitａninsultfoｒthｅｍtobeｐoｉｎtedoｕｔbysｏｍeｏneelse。Ameriｃanｓmaｙbｅdｉrecttoapointｔhatwouｌdsｅｅmoffeｎsiveｉnｍanyothercouｎtrｉes．IｎtheU。S.，hoｗｅver,ｐeopｌeｆeelthatbyaskingdireｃtqｕesｔionsａndmakiｎｇdirecｔstatｅments,tｈeyａredｅｍoｎｓtｒatｉngｈoneｓty。ＩIＩ。RＥFLECＴIONOFAMEＲＩCANCUＬTUＲＡLVALＵESINAＤVＥRＴＩSEMＥNTSＩｔiｓcｒitiｃalｔｏbeawａreoftheeffｅctsｔhatvａｌｕｅshavｅｏnconsumerｓｉnorderｔobesuccessfulwithinagｉveｎtaｒgetmarkｅt。Ｕｎdeｒｓtａnｄｉngvａｌｕesisextｒｅmeｌysｉgniｆicantinthｅfieldofcｏｎｓumeｒbｅhaｖiｏr，aｎｄａdvｅｒtｉsingwillbｅｂaｓedonuｎｄersｔanｄｉnｇtheｖaluｅsｏｆtargetｃonsumerｓ。“U.Ｓ．a(chǎn)dｖerｔiseｒsnowruｎupanesｔimａt(yī)edannuaｌadvertｉsingｂillofｍorethan＄2１2ｂｉllioｎ；woｒｌdwiｄeaｄｖeｒtisiｎgspenｄingｅxceeｄｓ$414billｉon?！?Coen,1９9９：126）TheｆollowinｇpartｓwillgｉｖesomｅtｙpiｃaladvertｉsiｎgsａmｐlestoｓhｏwｈｏwｔhｅycanreｆlecttｈeculｔurevａluｅｏfAmerｉcanｓ。3．1FrｅedomandIndeｐendｅnce3。１．1Mａｒｌboro3。１．1MａｒｌboroTwoｌoneｓｏme，handsomeｃowbｏｙsriｄetｈeｒaｎgeatthefootoｆｔｈesnowｃappedRoｃkyMｏunｔains，aｎicｏnｉcpiｃtｕreoftｈｅeteｒｎａllyｙoｕnｇａndeternallyimmｏrｔaｌMａｒlboroMan．Throughthｅｐoｌiｔiｃaｌ,ｅconｏｍｉc,andreliｇｉousphilｏｓophｉestｈerehaｓgrownthenoｔionthatｔhｅiｎdiｖiduａliｓimportaｎt，ｔｈathｅshｏuldnｏtberｅｓtrｉctｅｄ,thatinotｈerworｄｓ，hｅshouldhavefrｅｅｄom。Wｉthoutthisfreedｏm,theｎewｌandwｏuldnoｔｈaｖｅｂeｅnsoatｔｒactivetｏthelarｇenuｍｂerｓｏftheｍwhocａｍetoｌiveiｎｉt．Histｏrｉcaｌly,Amｅricahａsａllｏwedthefreedoｍtoｄiｆfer,somethｉｎｇviｔalｉnaｔtractiｎgmembersofdiffeｒentnａｔionａlｉtygrｏｕps。Withouｔtｈisvａlｕeｔhecouｎｔrymigｈｔstiｌlｂesparｓelｙsettｌed。Freedｏmandindｅpendenceａｓthｅabsencｅofｃoｎditioｎｓwhiｃhcｏuldｒestｒictiｎdiｖidｕａlactivｉtｙ。Ｔhｅｙｆｅlt，forexaｍple，thａｔthereshouldｂenoexｃeｓsiveｂaiｌ，finｅs，ｏrｐunｉshmentｓ；tｈathomｅsshoｕldｎoｔbｅｓearchｅｄwｉthouｔｗaｒｒants;aｎdthatthegoｖeｒnmentshouldnotrｅstｒiｃｔfreedomofｒｅligion,ofspｅech,ofthｅｐreｓs，oｒoｆassembly.“OｎeAmerｉcanｉsaｆreeindiｖidual。”（Mencken,19９9:2).Thａt(yī)'ｓtruｅ。Ａmｅricansfｏllｏｗtheiｒｏwｎinclinationsaｎdｄoｅveｒyｔhiｎｇattheｉｒplｅasurｅ.Thｅyａｌsoｃoｎsｉdertｈaｔlivesarethｅｉｒown,noonecanengaｇeｔheｍselvｅsｔodowhatｔheydonotｗａnttodo—JustｌiketｈｅMａrｌbｏroMan!3.１。２SiｅrrａClubThｅSierrａClubadvｅｒtｉsｅｍeｎtｄisｐｌａysamａnwｈｏlｏoｋsvｅrypeａcefulanｄinvｉgoraｔedｂyexplｏringanaｔｉonaｌpａrk。ThisａdｉsfocusinｇontwoｖａｌuestｈatａreimｐortａnttｏmostＡｍｅricans：frｅｅdoｍ；mａsｔeryａndcｏntrol．Tｈeadvｅｒtiｓementmaｋｅstｈeｗｏrｌdｌoｏklikｅａbｅautiｆｕlplaｃe．Itsendsamｅssagｅstatingthａｔcｏnsumｅrｓｓhｏuｌdreｓpecttｈeｉrfｒｅｅdombyｅnｊｏyｉngtheworｌdarｏunｄtｈem。ＴｈeyaretｒyinｇtogetcｏｎｓuｍｅrstoｊointheＳｉerraＣlｕbｂyrecｏｇnｉｚｉngｔheimportanｃeoffreedom。Tｈｅadalｓofocusｅsｏnmａstｅryandcontrolｔhroughｔheｅnvironmｅnt.Thｅaｄnｏtonlyｉncｏrpｏratesbｅａutｉfｕlｓceneｒytｏstresstｈeimportaｎcｅoffreedom，ｂuｔthｅuｓeｓthｅｅnvｉｒonmentｔodisplａｙtｈevａlueofmasteｒyandcｏntｒｏｌ．3.１。２SiｅrrａClub3．1.2SierｒaＣlub3．1.2SierｒaＣlubＣomｐeｔitｉonanｄActivity3。2．1JuｓｔDoＩt3。2．1JuｓｔDoＩt3.2。1ＪustＤoItAｌmostallｔｈｅadｖertiｓｅmentsoｆｓpｏrtｓeｑｕiｐmentsfｏcusｏｎthevalue-coｍpｅｔｉtion。Ｎikeｕｓestheｆaｍouｓｓlｏgan—“Jｕｓtdoit”,toencourａgepeｏpleｎoｔtｏｈｅsiｔaｔetodo,ａndnｏttｏfｅarofｃoｍｐeｔiｔion。3.2。1ＪustＤoItＭｉchaelJｏrdａn’ｓslaｍdunkgaveusdeｅpimｐressioｎs.HeｆlｅwhｉghwｉｔhhisNｉke“Juｍpｍan”ｓhoestoacｌｏud－ｃａppedbａｓketringtｏｓhｏwｔhathewastｈewiｎｎｅroｆｂaskｅtball。ThisadveｒtisemenｔchａllｅngｅdalltheAmｅricanｓ，aｎdｔhiｓexａggeｒatｅdactionｍademillionｓofyouｎｇmｅｎtobｅstuckonＮike.3。2.2Nikｅ3。2.2Nikｅ3.２.２NikeThisNikeａｄvertisemenｔ3。２.2feａt(yī)ｕreｓayoungattractｉveｇｉｒliｎｇｏodphysｉcａlshａｐe.Ｉｎtodａy’ｓsocietyappearance,coｍpetiｔion,beａuty,andｐhysicalwell－beingａrerｅcｏgｎｉｚedhiｇhｌybｙmｏstｃｏnsumers.ＴｈeｇｏalofNikeistoｃoｎnecｔｔhｅｉrpｒｏducttothｅvａlｕeofａctivｉtｙandｙoｕthfulnｅsｓ.ActivｉtyiｓdｅfiｎedtｏｍostAmericansaskeepingbusythroｕgｈphysicalorｍentaｌacｔｉviｔy。Meanｗhｉle，tｈeａｄvertiｓｅmｅnｔdeｍonｓtratesyｏuthｆulnesｓ.Americaｎsｆocuｓonｙｏuth；theｙｖalueｂeingｙoungmenｔａllyａsｗellasphyｓiｃalｌy.Ｔheadｄoｅsthisbysendiｎgａmeｓｓagetotｈeconsumertｈａt(yī)itisｐossibｌeｔoremainyouｔhfulａndcoｍpetitivｅthroughphｙsｉcａlａｃtivityand,ofcｏurｓe，Nikeｐroducts.“OnｅＡmeｒiｃanisafｒｅeｉndｉviduaｌ；twｏａreacompetition;tｈreｅａreａconｔeｓｔ?！保∕enckeｎ,199９:2）3.２.２NikeTｈeＡｍericanｌifeisbasｅdｏｎcomｐetiｔｉｏn,andAｍeriｃansareiｎherentlyｃoｍpeｔitiveｆrｏｍaneaｒlｙagｅ。Ｔhecomｐetｉtｉvｅnｅsｓmａyiniｔｉalｌyappearoｖerbeａｒｉngoｒrｕdｅatｔimeｓtoyou,bｕtiｔisａnindispｕtaｂleparｔoｆAｍeｒｉcaｎｃultuｒe.３。３ＡｃhiｅvemenｔａｎdSuｃcｅsｓ３。３.1AveryThiｓisanAveryadvｅｒtisｅｍeｎt.Itfocusｅsonthevalueofacｈieｖemｅntandｓｕｃｃess，whｉchinｄiｖiduａlshａveｒecｏgnizeｄaｓhiｇhlyiｍｐoｒtantｂothhｉsｔorｉcａlｌyandpresently．Amｅｒicanｓstrivｅforsucｃｅｓs，andhisｔoricaｌly，Ａmericansadmirｅａｗｉnner．Ａlｔhoｕｇhｔhiｓvaluehasdifferｅntmｅaｎingｓtodifｆeｒｅntindiｖidualsｉｔｉｓoftｅnusediｎｓtudyingｃonsumerｂeｈavioｒ.Ｔｈisadｖｅrｔiseｍentfeatｕresamｉddleageｂusｉnessman。Hoｗｅｖｅr,ｔomanｙAmeｒicaｎsthｅsｅchaｒａcterisｔicsrｅpresentasuccessfuｌinｄividual．３。３.1Avery3.3.１Aｖeｒy3.3.１Aｖeｒy3。4Ａdｖenturｉsm３。4。1DiｅｔＣoｋe３。4。1DiｅｔＣoｋeThisCｏca—Cola-DieｔCokeadvertisｅmeｎtshｏwsusａmaｎinasｌing.Iｔｓａｙｓ,“Unｌikｅyourco-ｗｏrkers,ｙoulｉkeitwｈｅnyｏuｒbｕtt’sinａslｉｎg.”AｎｄbesidetheＤietCｏkefeatuｒｅ,itsaｙｓ,“Gｏtａｔasｔｅfｏradｖeｎtｕre?Thisistheyeartoｄiscovｅrｗhaｔyｏu’ｒemaｋeof.Whynｏtbａｇapｅaｋ，sｋiDeｖil’sDareorbｉkeyourbrainsoｕｔ.DoitｊｕｓtｆortｈｅｔhrillofitaｌｌDiｅtCoｋe.Youarewｈatｙｏuｄriｎk。”Liｔｅrａlly，ｔｈiscａt(yī)chlineｔelｌｓustｈａt(yī)ifyｏuareexpｌｏriｎｇ，ｂringｔhｅＤiｅtＣokｅwitｈyoｕ。Ｉtcａnｒelaxyourneｒvｅsaｎdcaninstillcoｕrａgｅoｒｅneｒgyintoｙourlivｅs。ＭosｔAmｅｒiｃansseemtｏhａｖｅｓomerｅｌaｔｉonｓhｉpwithｎaｔure．Intheirｂloｏｄ,ｔheｙlikeaｄventuring；ｔheylovetoｂeaconｑuｅroｒ。Thｅｙtakeａlmosｔｅverychancｅtoaｄvｅnｔｕrewithｓporｔsandａdventｕrewithworｋ。３。5Open-minded3。5.1Leｖi'3。5.1Leｖi's３.5．1Levi’３.5．1Levi’sＡmｏｎgthｅbeｓtreａsonsfor3。5.２Levi'sｏwniｎg50１s，ｔｈｅreis3。5.２Levi's３．5.27Ｕp３．5.27ＵpＦidｏＤido，thebｒandｉｃonforPepｓiFooｄｓ’7Ｕｐcｌｅarleｍonｄｒink，isbａckａstｈe“KingofＣool”．Oｎe7ＵｐａdvertiseｍentstartｓｗithａＴＶscreｅｎ，wｈｉcｈlｏokｓlikｅｓｉgnａl—interｆered.Aftｅｒｓeveralseｃonds,a7Upsymbolizedrｅｄspotcｏｍesｏuｔ,trｅadｓｏntｈeheelｓoｆthespotｉsFidoＤidｏ-thebrandｉｃon。Aｆterseeingthisｓｃene,thｅsiｇnal－iｎｔerferedscreeｎdisappears，insｔeａdisrapｉdｆlotatioｎoｆaｉrｂubbleｓ—yｅs，that’ｓtheaｉｒbubblｅｓinthｅ７Upcleａrｌemondｒｉnｋｂotｔlenotasignａl－interｆereｄｓｃreen！Surpｒｉｓe?EaｃhＡmericａn'smindiｓopenａndwｉｄe,sotheycaｎmakeａdvｅｒtisemｅｎtsdifｆerｅｎt.Tｒaditｉｏｎally，ａlltheｐeoplｅiｎAｍｅricaｎａrｅoｐen-miｎdｅd.Theyｔｈinkｄifｆerｅntlyａndｈavemuｃhｃreaｔivity.Thiｓｖalｕｅｉsalsｏduｅtｏtｈｅirpioｎeｅｒingｓpｉrｉtrｍaｌitｙ．3.6ＨｕｍｏｒandQuiｐIｎthｅawarｄ-winninｇ“GotMilk?”videoaｄｖertisemenｔ,tｈeagencydisｃoveredtｈrouｇhinquｉsitiｏnaｌgroupsthaｔpｅoplenevｅrthoughｔofｍilkuｎｔiltheywereａｂouｔtorunouｔｏfit，anｄtheｙonlydrankｉtwithsomｅthｉnｇelse,suｃhasａbrownie，cereal，orａcookie。Withthｉｓpreｍiseｔｈeagencycｒeatedonespoｔinwhｉchayｏunｇmanhaｓｊusttakenabigbiｔeoutofaｐeanutbutｔersandｗichwｈentheｐhoｎｅrings.“For$10，０00,canyoｕnamethemａnwhoshｏｔＡｌexandeｒHamilton?”Ｈeｒeachesfｏrthemilktowａshdownthesanｄｗich,buｔtheｒeａreonlyafewdｒｏpslｅft．Ｈeknowｓtheaｎｓｗｅr—ＡａronBurr—ｂutaｌlhecansａyis，“AwaｎBaa?！盩heaｄveｒtiserindiｃａｔeｓthethemeeｘaggerａt(yī)edlythroｕghaｈumｏroｕsandquipｐedwａytｈａt(yī)ifｐeoｐｌedonotdrｉnktｈｅk,livｅsmaｙgetdejected.Ｔｈｅadvｅrtiseｍｅnｔshｏｗsussometｈinginesｓｅnｔialaboutmｉlkiｎsteａdｏfuｓingｔasｔｅcｈaracterａsusuａl.AnotｈｅｒexamplewhｉchｃanｓｈowAｍeｒicans’humoｒaｎｄquipis“ＦｏｓterFarmｃhｉｃｋens”，ｗhiｃhfeaturｅdｔｗofugiｔivehenｓinthｅvideo。InonｅspottheyｃｒossedｔｈｅＣalｉfoｒniaｂoｒderanｄwerｅstopｐeｄbyａｈiｇｈwaｙpａt(yī)ｒolｏfｆicer，whosｈonｅaｆlashｌigｈtintothecaｒandsaiｄ,“FoｓｔeｒFａrmchickeｎsａｒenｅveｒfrozeｎ．Thislooksｌｉkefreezerburnｔｏme.”“No!”sｑｕawkeｄoｎeofthebirds,“it’ｓaｃurliｎgｉronaccident?！保詇ehumorouｓdｉaloｇuｅjｕｓtwantsｔｏｔelｌｃonsumerｓthaｔFosteｒFａrmchickensaｒeｎeｖerfrozｅn．Iｎtheｖideo，twocｏunterｆeitｈensaｒeｄｅbuｎｋeｄｂyahｉghwaypatrｏlofficeralsoshowsthattheＦoｓteｒFarmｃｈickｅnｓ’iｄｉｏsｙｎｃｒａsiesarewｉdelyknｏwn。Ａmeriｃansａｒeknowｎasthｅoptimｉｓtｓbｙａllthepｅoplｅaroｕndthewｏｒld.Thｅyarebornwiｔhaｓｅnseofｈumor．TheＡmericansnotonlyｋnowhowｔodｉｓtinｇuishjoｋeａnｄserｉｏｕsnesｓ，ｂutaｌsoadvｏｃatecaｒeｆrｅeenvｉrｏnmeｎtｂothinworｋａndinlife．IV.CONCLUＳIONCｏnsｕmｅrｓ'ｂaｃkgｒounｄｍayiｎfluencｅｔhepｒｏcessoftheirｃognizinｇtｈeａdvertisemｅｎt.Andcｏnsuｍｅｒsmayhavｅdｉfｆerｅntbrandｋnｏwlｅｄgeaｎｄfamｉｌiaritｙ.Advertisｅmenｔsareaｌsｏcｕlturalpｒoducts，aｎdｃulturｅpｒｏviｄesthｅconｔexｔinｗｈicｈaｎadwiｌlbeintｅrpｒeted．Aｄveｒtiｓersｗhｏoｖerlooktheinflｕenceofｃulｔurｅareｂoundtosｔruggleｉｎtｈｅiratｔemptｔｏcommｕnicａｔeｗiｔhtｈetargeｔauｄｉｅｎcｅ．Adｖeｒtｉｓingrefleｃtsｉts”own”cuｌture。Budweisｅr'saｄvｅrtisemenｔpｒoｖidesｇｏｏｄexaｍpｌｅ——"Wｈassupcallｗaiｔｉng。”Iｎthｉsａd，aｔｅlephonｅｃonｖｅｒsatｉonbeｔwｅｅntwoTＶ-ｗatｃｈing，beer-drinｋinｇｆｒｉeｎdｓｉsintｅrruptedbｙcallsｆｒoｍthreeｏtheｒfrｉenｄs．Thiｓadｖeｒtisｅmentdoｅsnotｔaｌｋａｂoutbeer，butｏnｌyｓhowsｐeｏplesｈouting＂Ｗhassup!＂andlaughiｎg.Ｔｈｅadvertiser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