Heterogeneous Formations And Homogeneous Logics

Along with the socioeconomic development in the era of globalization, advertising has become more and more important. Advertisement not only introduces the functions of the productions, but also plays a major role in promoting globalization and consumer society.This paper focuses on the issue of the localization of transnational corporation advertisements against the background of globalization and consumer society. During the study, the paper is trying to explore the relationship between advertisement localization and consumer society through analyzing a large number of texts and cases in advertising industry.This study proposes that the tension between signs and meaning in consumer society creates much room for advertising. Advertisements transform themselves within the vast sign system in order to fit into different local cultures. But these signs are always floating and indeterminate because of their communicative structure.In point of fact, localization is just a kind of strategy during the process of capital globalization. Its "appearance", "fictionality" and "tendency" indicate that there has never been "localization" in its real sense. Localization is always negotiated and compromised with globalization. Both localization and globalization must comply with the business and cultural logics of global capitalism.