摘  要

美国是一个年轻的国家，但是它的文化却很斑斓丰富,毋庸置疑美国鲜明的多民族文化，不但深深地影响着这个民族的广告语言，而且成为世界各国在广告营销上的学习对象。本文试图从不同历史背景中，通过一些当时典型的广告例子来分析美国广告业的发展历程，并更深一层地揭示当时显著的文化特点。本文还将对美国文化在广告营销中的反映加以展示，并通过对典型的美国优秀广告实例的分析，来探讨美国文化对其广告语言创作以及该民族品牌建设的作用。与此同时，分析不同的历史时期美国广告的不同特点来看美国当时的文化特点。历史因素体现在文化上，文化又会表现在广告上。因此，我们可以从不同历史时期的广告中看到相应的美国文化的特色。同时，本文也总结了美国文化的学习对相关企业的一些意义。在企业想要赢得一个市场的时候，应该更多地学习一下这个市场的文化。

关键词：美国文化；广告；营销

Abstract

As we all know that America is a young country, but its culture is quite splendid. There is no doubt that the distinct American multinational culture does not only affect its advertising language, but also becomes the model for companies all over the world. This paper tries to analyze the development of American advertising in different periods of history. Besides, this paper will present the reflection of American culture in advertising marketing through the analysis of several typical advertising cases to discuss the significance of American culture for advertising creation and brand building. Meanwhile, the paper also intends to analyze the culture traits through different periods of history. The historical factors reflected in the culture, and the culture reflected in the ads. So, we can see the culture traits in different period of history clearly. In the paper, several excellent cases will be presented to analyze the culture in ads. The paper will conclude the significance of American culture learning in managing and advertising of enterprises. The enterprises can learn more about the culture factors if they want to win the market.

Key words: American culture; advertising; marketing