On Cross-Culture Communication Of International Advertising

Since reform and opening especially since the entrance to WTO, China has witnessing unpaired development in its history. Its economy is developing so quickly, some powerful enterprises begin to step to international markets and join the international competition. As an important means to compete in the international market, international advertising is attracting more and more attention from big cross-country enterprises. In order to gain their own position in international competition, Chinese enterprises have to pay more attention to the study and execution of international advertising, absorb international advertising concept from abroad enterprises and make use of advertising to build its own world-class brand.Adverting is an activity of information communication; symbols are the carrier of information. Its symbols and symbol system transfer the information and meaning of advertising. Most of the time, It's the negative function of culture-barrier cause the failure of International advertising. This thesis analyzes the reason for negative effect of culture-barrier to communication of international advertising from view of semiology, culture and communication.This thesis discusses the way to avoid the negative effect of culture-barrier to International advertising. First, to master the ritual, custom and products prefer of correspondent customers, enterprises should do research on audience before advertising. Second, the thesis hackles the familiar measures executing in International advertising as "Standard campaign", "Local campaign" and "Competitive campaign" and penetrate the specific operations in the symbol activities.