【正文】 luences advertising, and meanwhile, advertisements reflects the values of people in that culture. Many researchers have said that advertising shapes the way people live. Since we have contiguity with many products that were made in America, and American advertisements are widely known throughout the world, this thesis, therefore, would show how American advertisements reflect the American people’s characteristics or values.Chapter two will simply introduce the characters or values of the people in the United States, namely, pioneering spirit, materialism, individualism, asking questions, informality, less social distinction, honesty, frankness, and directness. And chapter three, with concrete examples of American advertisements from a variety of sources, discusses in details the reflection of the values of American people in the advertisements. Chapter four concludes the paper.II. AMERICAN CHARACTERS AND VALUES—A GENERAL REVIEWHistorically, because American people have e from so many nationalities, people of different races and of different sections in the United States have their own customs and attitudes. For example, the New Englander is described as stern and selfreliant, the Southerner as gracious and leisurely, and the Westerner as casual and friendly, most regional distinctions, however, have been gradually erased by modern transportation, munication, and mass production. The following part will summarize some of the main characters and values of the American people:The pioneering spirit of the immigrant is an important part of the American character. Most immigrants came to America voluntarily, and eagerly, in search of greater fortune and freedom. So the desire to bee rich and undisciplined is especially noticeable throughout the nation. They are acquisitive and prepared to take the initiative, even when there is a risk in doing so. Americans like to believe that a difficult problem can be solved immediately。 they take pride in meeting challenges and overing difficult obstacles. This cando spirit has traditionally given Americans a sense of optimism about themselves and their country.“Success” in American society is often marked by the amount of money or the quantity of material goods a person is able to accumulate. A person accumulates money and goods by means of such valued qualities as hard work, cleverness, and persistence.As we know, the most notable American characteristic is individualism. Each person, Americans believe, has a worth simply because he is an individual. His ideas are important above all else. Americans generally believe that the ideal person is an autonomous, selfreliant individual. Most Americans see themselves as separate individuals, not as representatives of a family, munity, or other group. They dislike being dependent on other people, or having others dependent on them.Americans are trained from childhood to question, analyze, and search. “Go look it up for yourself”, a child will be told.(Xu, 1993: 141) School tasks are designed to stimulate the use of a wide range of materials. Even in the primary grades, children are taught to use libraries, and to search for new ideas. And frequently one can find in America that junior staff members dare to challenge older executives or argue points with them. This is not to be considered an insult or loss of face to the older。 it makes them unfortable. Social conventions show that social distinctions are being fewer and fewer in America.In the United States truth has a higher priority than politeness. Americans are taught from babyhood that “honesty is the best policy”. With them trust and truth are of paramount importance. If they say of a man “you cannot trust him”, this is one of the most damning statements that can be made about him.The frankness of admitting certain weaknesses is another characteristic of the American people. However, it’s better not to agree with him too quickly. For Americans, they think that it would be quite all right if they admit their weaknesses, but they consider it an insult for them to be pointed out by someone else.Americans may be direct to a point that would seem offensive in many other countries. In the ., however, people feel that by asking direct questions