A Study Of Cross Cultural Advertising Communication Strategy

In the context of economic globalization, cross-cultural advertising communication becomes increasingly important means of cultural transmission. Whereas it is also facing difficulties, a major performance is the conflict and collision between different cultures;in this situation,advertising internationalization and localization has become the most important issue of international communication.As the most important means of dissemination of international brands, Cross-cultural advertising play an important roll in the process of cross-cultural communication products and cultural information. However the cultural differences, between local and national, would inevitably be a difficult and sensitive practice factors.In this paper, cross-cultural communication is the logical starting point, focusing on the communication strategy, and through the variable-depth analysis, summarizing in domestic and foreign brands of cross-cultural advertising communication strategy, summing up several enlightenments for Chinese brands.The introduction sets out the purpose and significance as well as research methods, reviewing the development of domestic and cross-cultural communication theory, and also the cross-cultural communication theory and composition as described elements.Chapter one is on the premise of cross-cultural advertising communication, purpose, and variables, showing the effects and influence of cultural differences and cultural sharing on cross-cultural effects of advertising communication.The third chapter is the core of this article, in-depth study of the internationalization and localization strategy in cross-cultural communication in the use. Based on the previous article discussed,chapterⅣsummarizes the cross-cultural advertising implications for China and specific recommendations:the first one is to establish the correct concept of cross-cultural communication; another one is correctly handle the internationalization and localization of the relationship. To participate in international competition of Chinese enterprises benefit.