【正文】 ess or person or anization pay money for publicizing one kind of special ideas.”(Rothschild 8)Advertising can be classified into two types. One is called narrow sense 攀枝花學(xué)院本科畢業(yè)論文 Body 3advertising. It only refers to mercial advertising which advertising persuading customers to buy products and make profits through advertising. Another called broad sense advertising. It refers to all kinds of advertising, including mercial or nonmercial advertising.In a word, the concepts of advertising mainly refer to face all customers and transmit information of products to them, then guide them to buy these products. B. The History of AdvertisingAdvertising is the product of mercial economy. Advertising appeared with the beginning of producing and exchanging of goods. The earliest advertising in the world is oral advertising, which is called selling advertisement. In servile society, goods should be exchanged so that people displayed all the goods and shouted to attract customers. Several millenaries ago, every street was full of the sound of selling the slaves and livestock in Ancient Greece and Rome. These were the most primitive forms of advertising.In feudal society, as the development of production, label became another format of advertising. Label is symbolistic type, for example, a mule drags the mill stands for a bake house in Ancient Rome. In Medieval England, a waving arm stands for the shop of goldsmith. In China, flag, with a word of “Alcohol”, stands for pub at that time.The contrivance of printing initiated the epoch of advertising. In Beijing Museum of History, there is an advertising copper which is from Jinan which is the earliest printing advertisement in the world. There are not only names and sentences, but also a label of rabbit. After the middle of Ming Dynasty, many businessmen printed beautiful picture on the books in order to sell them. After the printing technique spread into Europe, the advertising also got into the new stage. The first publisher printed many advertisements of seligion in 1473 of England. Then these advertisements were inhibited every streets in London. This is the earliest printing advertising. After the Industrial Revolution, advertising made a great progress. Newspaper was an important part in the development of advertising. In 1662, Weekly News published an advertising about one boll in England. In1710, the Observer published advertising for selling of tea, coffee, chocolate, book, medicine and so on. Until 1990c, in the trend of economic globalization, the cheap traffic and advanced electronic technology make advertising stronger and stronger.攀枝花學(xué)院本科畢業(yè)論文 Body 4C. The Important Function of Advertising in AcrossCultures1. An Important Carrier in the Cultural TransmissionCulture is one thing that should accumulate during a long living time in one nation. It roots in the national mind, this is the scope of consciousness. It is not very easy to change. Different countries have different cultures, they should municate with each other. Although they are many ways to exchange culture, advertising is one of best way to do it. Advertising is the cultural phenomenon that includes social forms and it is a picture of progressive society. Advertising transmission is a kind of cultural transmission. As Beity who was a famous person in American advertising said that if no one makes advertising, who can create culture? Advertising should not only transmit in native country, but also in other countries. It could transmit the most fashionable information, at the same time, it could also affect individual values, social customs and ways of living. It also transmits homeomorphism information such as “Rock Culture”, “Idolatry Culture” and so on. As the MTV of western countries transmits into China, western culture begins to enter China, such as Mickey Mouse created by Disney is very popular in China. These all show (Mickey Mouse)that cultural transmission is an important part during world’s cultural munication.But globalization poses a challenge to every national culture. On the international stage, China bees a little feeble. In the international advertising judges, there is no Chinese. This shows that we should make every effort to change this phenomenon. We should transmit more mercial information and publicize national culture, such as the advertising of Kongfu shows “make people miss homer”, Hongdou shows “a poem of Hongdou”. Chinese national culture is an endless treasure.Advertising is also a visual art, it would construct the cultural style while spreading the economic information. It is a prehensive cultural actions, it creates the cultural style, builds cultural atmosphere and expresses cultural information on the basis of aesthetic fascination. Specially, with the contrivance of transmission’s technology, advertising makes great progress. But the globalization advertising transmission also owns contradictory, which mainly refers to “cultural contradictory 攀枝花學(xué)院本科畢業(yè)論文 Body 5and cultural disappearance”. In order to mitigate a contradiction, there always are three styles of advertising across culture transmission. They are cultural vicissitude, cultural acmodation amp。 beautify the cityscape。 depends on that the development of national economy can’t leave advertising. With the improvement of living conditions, people need toyshop goods, they also turn to advertising. In modern time, advertising not only spreads information and thoughts but also is results in consuming. One of standard advertising people said: advertising