Research On Advertising Cultural Context Localization Of National Minority Regions In China

At the background of “global village” world nowadays, with the rising of global economic integration, the global capital and goods can be flowed and exchanged between different regions in the world. The globalization and integration of the business environment and favorable business atmosphere make the huge change of advertising means in the international market. With the constant upgrading of advertising carriers, the advertising plays a vital role in the communication. Because of its nature and purpose, advertising communication is the easiest way to communicate with customers from different regions and countries. In order to make the brands, services and products enter successfully into the international market and being accepted by the customers. Advertising will be not immutable but adopt flexible ways to create economic benefits. Meanwhile, during the process, in order to achieve the purpose of advertising communication, advertisers will adopt localization way of communication. Localization is neither a narrow geographical concept, nor a apposition between different groups. It is to find the specific mode of communication and content suited best to specific local conditions to spread more of humane accomplishment in the context of globalization. With the development of traffic in modern society, the exchange between different regions is frequent. It is normal to travel, visit and immigrate between different regions. It is a must to learn the local language, customs, and to adapt to the local cultural context to integrate into the local living environment in a new place. It is also essential to interpretation and study regional culture during the process. Based on the information above, it is an indispensable task in the field of advertising to study localization of advertising communication in cultural context.It is an inevitable result of cross-cultural communication to achieve localization of advertising cultural context in national minority regions in China. It has its development history and potential. It has not only the cultural inheritance of social function but great commercial potential. During the process of localization of advertising cultural context in national minority regions of China, there will be integration, ideological collision. It will promote the development of cultural diversity and raising the economic value. Gradually, it will be an essential part of the economic development of China.The study on advertising culture localization is mostly concentrated on the macro strategy that the multinational brands achieve localization. It discussed mainly on the advertising communication effect and its resulting economic benefits. However it studies less about the effect of advertising culture communication to the inheritance of ethnic culture in China. This paper attempts to start from the communication paths, exploring the effect of national culture in advertising and influence on advertisement localization propagation. It will have effective report to make up for the lack of research documents about regional advertising culture of national minorities in China.There is obvious cultural difference between different nationalities, regions and living conditions in the world. The differences make significant influence to the advertising context. By analysis of the cultural differences related to advertising, this paper discusses further about the methods of the exchanging and mixing of advertising cultural context in cross-cultural communication to make advertising suitable to different cultural environment in different countries that can create excellent advertising works having both national spirit, global consciousness and spirit of the times. It breaks the general rules of research on advertising, combining the theory with practice, by empirical research, to study the advertising according to the specific multinational characters in China. It is not only the innovation of theory but playing certain practical significance in the advertising communication of national minority regions.Obtaining first-hand information and secondary data by questionnaires and text analysis, this paper studies the current localization of advertising cultural context in national minority regions. The author studies different contents with different methods. To be specific, the author researched the material from the information of communication channels, the standard from system, and the cognition from psychology and language. The author discusses advertising cultural communication of national minority regions in China by knowledge from different fields to discover all kinds of phenomena from different aspects, angles and purposes. The research aspects can be listed as follow: cultural anthropology, sociology, regional economics, linguistics, philosophy and psychology. The author tries the best to draw the conclusion more scientific by doing comprehensive analysis from different aspects.