A Comparative Study Of Chinese And UK's Across-Communication Of Brand Advertisement

As our reform and opening, joining into the WTO, and the success of bid to Olympic game, China is going to in accordance with the modern world. During this period, the restriction of region, quantity and equity of foreign capital have been reduced or canceled. The opening atmosphere and strength of market have been increased, foreign investment fields also increased significantly. The international market competition is fierce, and many international well-known brand has been completed the strategic layout in China's market. In this circumstance, we can see the China's brands are face to formidable opponents. China's brands must go abroad to increase market share, participating in the competition of the international market. Especially for those who have taken the international brand, brand internationalization strategy is imperative. But due to not pay attention to brand promotion and propaganda for a long term, or not appropriate of method, the enterprise brands awareness is not high. It's severely weakened in the international competitiveness of enterprises. Chinese enterprises should build up the brand, towards the world, in addition to improving the quality of products and service, it also need to actively involved in the advertisement. Therefore, how to operate the brand's across-cultural advertising communication should not be ignored in the process of the development of internationalization. The brands are facing to huge cultural differences of culture during its across-cultural advertising communication. Many case of brands'across-cultural conflicts are worthy of our attention. How to use the cultural differences to improve the efficiency of across-cultural advertising has become an urgent issue which international marketing needs to solve.So far, the research for this topic in academic field is prolific, but mostly about the China-America cultural differences and the macroscopic research in China and foreign countries. The comparative study of China and other countries is rarely. The author will use the advantages of study in Britain, choose the brands advertising in the cross-cultural communication of China-Britain as the research object, according to the comparison between Chinese and British culture, the influence of culture to the brand advertising and the contrast between the spread of the brand advertising each other and a lot of cases, to analyses the problems that the China's brands are facing to in their across-cultural communication, and seek the solution.