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

CONTENTS

摘要

Abstract

1. Introduction..1

2. The Introduction of Advertisement1

  2.1 The Concept of Advertisement

2.2 The Development of Advertisement

3. The Interrelationship between Advertisement and Cultural Values3

 3.1 The Influence of Advertisement on Cultural Values

  3.1.1 The Influence on Pragmatism 

  3.1.2 The Influence on Liberty and Equality

3.2 The Reflection of American Cultural Values in Advertisement

  3.2.1 The Reflection of Individualism

  3.2.2 The Reflection of Independence

  3.2.3 The Reflection of Openness

  3.2.4 The Reflection of Competition 

4. The Reasons for Interrelationship8

4.1 The Reason for Substance

4.2 The Reason for Sense

5.  Conclusion.9

Bibliography

Acknowledgments