A Case Study On Mcdonald’s Advertisements From The Perspective Of Intercultural Communication

With the constant deepening of globalization, brand management strategies of multinationalcorporations become one of the main connotations and elements of global economic integration.But, every multinational corporation feces the challenge from intercultural communication inmultinational management. Only dealing with the challenges well can these corporations occupy theinitiative in external cooperation and communication, international economics and trade negotiation,as well as international management of multinational corporations. In the trend ofinternationalization, advertisement marketing strategy of multinational corporations plays animportant role in international cooperation and communication, and international economics andtrade as well. Advertising communication not only marketing products and expanding markets viaculture, at the same time, spreading enterprise culture and promoting cultural exchange andeconomic trade via products as well.Based on Hofstede’ Cultural Dimensions Theory, this thesis focuses on the cultural differencesbetween east and west by studying the cases selected from McDonald’s advertisements. Throughcomparison and analysis, it is can be seen that how McDonald’s builds its own brand successfully inthe view of intercultural communication. Besides, it is also shown how McDonald’s pinpoints thesocial value and cultural standard of its products in intercultural communication through briefadvertisements.There are totally five chapters in the thesis. The first chapter is the introduction. The secondchapter is the literature review which mainly shows previous study about interculturalcommunication and advertising at home and abroad. The third chapter is the theoretical backgroundwhich introduces and explains the theory which will be used during analyzing and discussing in thethesis. The fourth chapter is the case analyzing. The author firstly analyzes the case selection andstudy procedures in the thesis. Then, part of advertisements with distinctive cultural features, thebrand logo, and brand slogan are chosen to be compared and discussed, based on the theoryintroduced in chapter three. The fifth chapter is the conclusion. After the specific case analysis anddiscussion in chapter four, the conclusion part provides some references to the interculturaladvertising communication, and clarifies the reasons why some intercultural advertising failed.Besides, it also gives practical guidance and assistance to the process of advertising of this brand indifferent countries with different cultural backgrounds.With the help of comparative analysis and case study, the thesis puts emphasis on the study ofdifferent advertisement cases of McDonald’s and the success in creating its own brand. Theinnovation of the thesis is to embody the great significance of intercultural communication, as a successful medium, to promoting culture soft power and cultivating global awareness andintercultural communication competence, with the use of Hofstede’s cultural dimension theory.