Abstract
Advertising is one of the most important things present in our society today, like an old slogan puts it “Advertising, your right to choose”.
Advertising is a form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them. The main aim of advertising was believed to selling products.
Advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty. For these purposes advertisements often contain both factual information and persuasive messages. All the major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet, and billboards. Advertising is often placed by an advertising agency on behalf of a company.
Culture generally refers to patterns of human activity and the symbolic structures that give such activities significance and importance. Different definitions of “culture” reflect different theoretical bases for understanding, or criteria for evaluating, human activity.
Culture is manifested in music, literature, lifestyle, painting and sculpture, theater and film and similar things. Although some people identify culture in terms of consumption and consumer goods as in high culture, low culture, folk culture, or popular culture, anthropologists understand “culture” to refer not only to consumption goods, but to the general processes which produce such goods and give them meaning.
Most international advertising blunders occur because of a failure to fully understand the foreign culture and its social norms. This can take many forms, ranging from blatant rejection of existing customs and tastes to innocent insensitivity to the environment.
Key Words: advertisement culture cultural blunders
摘要
广告是目前我们社会重最重要的东西之一，就像一句老话说的，“广告，你选择的权利”。
广告是一种以向潜在顾客介绍产品，服务以及如何拥有和使用它们的交流方式。
广告为了促进销售,巩固品牌形象和品牌忠诚度，经常包含了实际和有说服力的信息。所有的主流媒体都被用以传递这些信息，包括电视，广播，电影，杂志，报纸，电子游戏，网络和公告牌。广告通常由广告代理为公司制作。
文化通常涉及到给予这些行为意义以及重要性的人类的行为模式和符号结构。对于文化的不同定义反映了对于文化的理解的不同的理论基础。
文化是由音乐，文学，生活方式，绘画及雕刻，戏剧和电影等东西组成的。虽然有些人通过消费和商品来区别文化（就像高等文化，低等文化，通俗文化，或流行文化）。 人类学家明白文化不仅仅指消费品， 还包括了制造物品和给它们赋予意义的过程。
大部分国际广告的失误是由于没有对国外文化和社会习惯充分理解而引起的。这可以有许多的形式，从大张旗鼓地抵制现有的习俗和品味到对环境的无动于衷。
关键词：广告 文化 文化差异
