tailieunhanh - Advertising American values and way of life: Public diplomacy and american companies’ ads in China

other countries’ consumers and advertise American culture values and way of life. By analyzing American movie trailers, car ads and commercials of fast food chains, this essay wants to present how American companies exert their influence in the field of public diplomacy and transform abstract soft power of culture values and way of life into tangible and visible forces. | Journal of Anthropology and Archaeology December 2015, Vol. 3, No. 2, pp. 37-47 ISSN 2334-2420 (Print) 2334-2439 (Online) Copyright © The Author(s). All Rights Reserved. Published by American Research Institute for Policy Development DOI: URL: Advertising American Values and Way of Life: Public Diplomacy and American Companies’ Ads in China Su Jiangli (苏江丽)1 Abstract In an information age, soft power and smart power coined by Joseph Nye has captured the imagination of academics and politicians around the world. He distinguishes between soft power as a guiding principle and public diplomacy as an executive practice when he combines soft power with Mark Leonard’s three principal dimensions of public diplomacy: daily communication, strategic communication and building lasting relationship. Nye views American culture values as an element of soft power and he thinks American companies play an important part in boosting the country’s soft power. Advertisements have long been the main weapon for American companies to attract other countries’ consumers and advertise American culture values and way of life. By analyzing American movie trailers, car ads and commercials of fast food chains, this essay wants to present how American companies exert their influence in the field of public diplomacy and transform abstract soft power of culture values and way of life into tangible and visible forces. Keywords: soft power, public diplomacy, advertisements, culture values, way of life It is known to all that “soft power” is a term used to describe a nation’s use of co-operative programs and financial assistance to persuade other nations to ascribe to its policies or attract other nations to follow its policy trajectories unconsciously. Dr. Joseph Nye, Jr., a noted foreign policy scholar and practitioner, coined the phrase “soft power” in 1990. He has written and lectured extensively on the idea and usage of soft power ever .