Abstract:

This study aims to discuss American cultural values from advertisement, study the reflect of cultural values on advertisement and the influences of advertisement on cultural values, analysis the reason for the interrelationship of advertisement and cultural values. The results show that American cultural values, such as: individualism, openness, independence and competition are fundamental cultural values in advertisement. Moreover , advertisement reflects some values, such as; pragmatism, liberty and equality. The material carrier of advertisement is media, so the development of advertisement is dependent on the development of economy. Furthermore, every nation has itself cultural personality. The cultural values reflecting in advertisement is just American mind.

Key words：advertisement; cultural values; interrelationship; reflecting

摘要: 

本篇论文的目的在于从广告的角度讨论美国的文化价值观，研究文化价值观在广告中的体现以及广告对文化价值观影响，分析广告和文化价值观这种相互关系的原因。研究结果表明：美国的文化价值观，例如：个人主义，开放，独立，竞争在广告中都是基本的文化价值观。然而，广告也反映了一些价值观，如实用主义，自由和平等。广告的载体是媒介，那么广告的发展也依赖于媒介的发展。更重要的是，每个民族都有自己的个性。那么广告中体现出来的文化价值观也是美国人的思想。

关键词：文化价值观；广告；媒介

1. Introduction
 With the development of economy, the form and content of advertisement become richer. To be popular culture, advertisement has gone deep into people’s life and influenced every aspect. Advertisement is not only a show of goods or element of language but also the carrier of culture. Advertisement carries and reflects different cultural values, with its rapid development and transmission, this has caused Chinese and western culture’s conflict, exchange and blending. Advertisement has been important carrier of cross-cultural communication.
Germany linguist Humboldt said:‘National language is national spirit. National spirit is also national language.’ He also thought‘Language is the product of national spirit, national spirit also firstly show in language. In return, language has great influence on national spirit’. Advertising language is transformation of language. Cultural values as the core of national culture influences advertising language.