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1、B.A.ThesisCultureInfluenceonAdvertisementB.A.Candidate:LiuYangAdvisor:MengFanyiForeignLanguageDepartmentJiayingUniversityMay22,2008AcknowledgmentsIamgreatlyindebttoanumberofpeople,withoutwhosehelpthisthesiscouldnotbecompleted.Firstofall,Iwishtoexpressmythanksandappreciationtomytutor,Mr.MengFanyi
2、,whosehelpfulsuggestionshavecontributedgreatlytothecompletionofthisthesis.Iowehimspecialthanksforprovidingmesolidandabundantmaterialsandinstructions.Mysincerethanksshouldgotoallthepeoplehelpingmeonthiswork,fortheirconstantencouragementandsupportthroughoutthecourseoftheresearch.Finally,Iwillexpre
3、ssmythankstomyfamilywhohaveshownpatienceandunderstandingtotheentireperiodofthiswork.Thebiggestthanksmustgotomyparentswho,thoughunabletosupportmetheoretically,encouragemespiritually.iAbstractAdvertisingisoneofthemostimportantthingspresentinoursocietytoday,likeanoldsloganputsit“Advertising,yourrig
4、httochoose”.Advertisingisaformofcommunicationwhosepurposeistoinformpotentialcustomersaboutproductsandservicesandhowtoobtainandusethem.Themainaimofadvertisingwasbelievedtosellingproducts.Advertisementsaredesignedtogenerateincreasedconsumptionofthoseproductsandservicesthroughthecreationandreinforc
5、ementofbrandimageandbrandloyalty.Forthesepurposesadvertisementsoftencontainbothfactualinformationandpersuasivemessages.Allthemajormediumisusedtodeliverthesemessages,including:television,radio,movies,magazines,newspapers,videogames,theInternet,andbillboards.Advertisingisoftenplacedbyanadvertising
6、agencyonbehalfofacompany.Culturegenerallyreferstopatternsofhumanactivityandthesymbolicstructuresthatgivesuchactivitiessignificanceandimportance.Differentdefinitionsof"culture"reflectdifferenttheoreticalbasesforunderstanding,orcriteriaforevaluating,humanactivity.Cultureismanifestedinmusic,literat
7、ure,lifestyle,paintingandsculpture,theaterandfilmandsimilarthings.Althoughsomepeopleidentifycultureintermsofconsumptionandconsumergoodsasinhighculture,lowculture,folkculture,orpopularculture,anthropologistsunderstand"culture