【正文】 onesty.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. “. advertisers now run up an estimated annual advertising bill of more than $212 billion。 Jhally, 1986:7) Advertisements of different countries reflect different cultural values and characteristics of their people, therefore, it is important to understand that this difference of cultural connotations is crucial to international advertising. If the cultural differences have not been carefully taken into consideration, the advertisement used without any change in an alien land will have no fruitful results and even cause misunderstandings.BIBLIOGRAPHY1. Bezuidenhout I. A DiscursiveSemiotic Approach to Translating Cultural Aspects in Persuasive Advertisements. 2. Cirillo, A. The Relationship between Values and Consumer Behavior. 3. Coen, R. J. (1999) Spending Spree. New York: The Advertising Century4. Englis, B. G.. (1994). Global and Multinational Advertising. New Jersey: Lawrence Erlbaum Associates5. Graham, S. (1957). American Culture: An Analysis of Its Development and Present Characteristics. New York: Harper amp。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 pletely 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 righthand 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 municate 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 person’s attitudes and behaviors. In fact, a value is a standard to guide actions, attitudes, parisons, 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, mismunications, and marke