An Analysis Of Cultural Conflicts In Advertising

Along with the development of Chinese economy, China becomes the hot spot for foreign enterprises and companies around the world. In order to raise recognition of foreign brands and promote products, advertising becomes a very important means. However due to the cultural differences and different social values, some concepts embodied in the foreign companies'advertisements were transferred directly from foreign countries to China which led to the misunderstanding between Chinese consumers and foreign companies, so much so that how to avoid cultural conflicts in advertising becomes the topic for the thesis. The author will discuss the definitions of"advertising"and"culture"in the first two chapters of the thesis, and then introduce some conflicts caused by cultural factors, arguing that the most useful approach for solving cultural conflicts is to define culture broadly and to recognize its significance to most or all conflicts. Some of the ways in which culture affects conflicts will be outlined, accompanied by examples. The thesis will also analyze the conflicts taking place in advertising by giving examples of the kind and explain how culture works in advertising. Following the"failure cases", the thesis will also offer cases that succeed in raising overseas brand recognition by combining brand spirit with Chinese culture. Concluding the thesis are the resolutions for the cultural conflicts in advertising.