【正文】 ry 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。 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 shirtsleeves, 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 don’t 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。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 marketing failures. And trying one’s 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 inf