【正文】 icans 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. CONCLUSIONConsumers39。 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 municate with the target audience.Advertising reflects its own culture. Budweiser39。s advertisement provides good exampleWhassup call waiting. In this ad, a telephone conversation between two TVwatching, beerdrinking friends is interrupted by calls from three other friends. This advertisement does not talk about beer, but only shows people shouting Whassup! and laughing. The advertisers only show the brand logo in the last scene. If international advertising is nothing more than a translation of domestic advertising, this translation would be very ineffective. I believe this advertisement would not be as successful in Asian countries as it is in America, because it only reflects young Americans’ culture, which may not be wellinterpreted by Asian customers.In this thesis, I have presented some typical American advertisements to show their successful advertising strategies to the target market. Advertisements are a reflection of society. During the past fifty years advertisements have bee an inseparable part of the life of consumerseveryone who has ever spent money in order to survive. The phenomenon of advertising exists in all market systems. The way it is regulated and thus is impacting the receivers varies from system to system, but it undoubtedly influences society to behave in a certain way. In a capitalist society, just like the United States of America, advertising creates the need for products and services that could be — rightfully so — indispensable or, more probably, just to enhance your lifestyle.Advertising has infiltrated every sphere of society: arts, culture, sport, fashion, politics and even religion, the reason being that no discipline can survive in a petitive market without advertising itself or being used by products as a vehicle to promote itself. It stands to reason that advertisements yield great economic and cultural power and significance in dictating norms, values, lifestyles and consumer trends.Advertisements have bee a mirror of consumer needs and aspirations, but also a generator of higher ideals and wants. Advertisements are no longer just transmitters of functional product information but of social symbolic information that contributes to the shaping of cultural tendencies within society.“Advertising is not just a business expenditure undertaken in the hope of moving merchandise off the store shelves, but is rather an integral part of modern culture.”(Leiss amp。 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。 Brothers Publishers6. 7. Sivulka, J. (1998). A Cultural History of American Advertising. Ji Lin Province: China Northeast Finance and Economics University Press8. 許魯之. (1993). 新編英美概況. 青島：青島海洋大學出版社13 / 13