Glocalization In Intecultural Communication Of Advertising-a Cultural Analysis Of Pepsico International Advertising In China

The rapid growth of global economy accelerates the process ofeconomic integration, which expands the width and extends the depth ofintercultural communication. At the time globalization affects the societypeople live in from more than one aspect and subdivide the global marketin a more subtle way, it also makes us embrace the foreign economicforms. As a result, transnational enterprises came into being. For theirsurvival and prosperity in the overseas market, these enterprises employinternational advertising–the most effective means to promote theirbrand image. The involvement of culture requires those internationaladvertisers to take both the economic factors and cultural elements intoconsideration. America, as a leading power in the world economy andglobalization, plays a major role in intercultural communication.Different communication strategies of advertising in different culturalcontext will influence the sales of products in a very profound way, thusinfluence the acceptability of the global brands. PepsiCo, as the secondlargest food and beverage manufacturer in the world, has more than100subsidiaries worldwide. This thesis, adopting the content analysisqualitative method and guided by Elaboration Likelihood Model andCulture Adaptation Orientation, will probe into the globalizationstrategies of international brands by taking the example of PepsiCo advertisements. It is concluded that successful international advertisingshould be globalized as well as localized.