The Adaptation Strategies Of Advertising Cross-cultural Transmission Research

In the context of globalization of economic, cultural, corporate brandmanagement has gone beyond national boundaries, and advertising as an importantmeans of cross-border marketing of one of its commitment to the important task of thecross-cultural communication products and corporate branding and culturalinformation, has become the brand internationalization propaganda tool. Incross-cultural, cross-border advertising communication, cultural differences betweencountries and regions will undoubtedly become a difficult and sensitive factor in theadvertising practice. In this study, cross-cultural communication as a logical startingpoint to the factors of cultural differences in advertising intercultural communicationand cross-cultural advertising strategy as the main goal of this study, the premise ofcross-cultural advertising, objectives, and in-depth analysis of the variables, summedup the international and domestic brand of cross-cultural advertising communicationstrategy, summed up the revelation of the spread of Chinese cross-cultural advertising.The author’s purpose is advertising intercultural communication from the perspectiveof the art design for a more comprehensive study in order to achieve left for futureresearchers a more complete documentation and some of the personal point of viewresults.There are3chapters in the dissertation (Introduction and Conclusion are notincluded in the chapters). The author announces most of his views in the descriptions.The1st chapter is entitled "Cultural Adaptation of Intercultural Communication"and advertising, mainly introduces the theoretical support of advertising cross-culturalcommunication, including culture, advertising and spread the concept of therelationship between, and cultural adaptation theory intercultural communicationtheory elaboration.The second chapter entitled "advertising communication" under the "culturaldifferences, this chapter will affect advertising intercultural communication culturaldifferences factor into the vertical differentiation elements and horizontal differencesin elements of two elements to conduct feasibility studies vertical differentiation elements include high, medium and low consumer groups differences in elements ofdifferentiated elements, male and female consumer groups, young people andmiddle-aged consumer group differences in element. Lateral variations of elementsincluding the five aspects of the symbols of language, religion, national culture,values and way of thinking, administrative and legal restrictions.The third chapter entitled "Advertising Intercultural Communication Strategy andImplications for China", excellent advertising intercultural communication strategyfinishing., and the status of modern China’s advertising market and the problems wereanalyzed and summarized, and finally through understanding of good advertisingIntercultural Communication Strategy, the local conditions for China’s advertisingmarket available and development of communication strategy.The author’s main ideas: First, establish the correct concept of interculturalcommunication, intercultural communication understanding of advertising is theinevitable trend of the development of advertising. Second, cross-culturaldissemination of advertising inevitably has to face the complicated internationalenvironment, and which cultural differences are the biggest barriers to interculturalcommunication in advertising, attention and analysis of cultural differences is animportant aspect of advertising cross-cultural communication. Third, cross-culturaldevelopment of China’s current advertising is not ideal, the degree ofinternationalization of the brand and brand lasting degree weak. Enhance the culturalconsciousness, absorb nutrients from the national culture, the performance of theforms of international, to promote means of regionalization is to promote Chinesebrands, the only way of advertising development.