Different Cultural Values In Intercultural Advertising Communication

With the intensification of economic globalization and the rapid development of multinational companies,cross-cultural advertising,as an crucial means of intercultural communication,has become more and more recognized by the society.This thesis attempts to probe into the cultural differences in intercultural food-and-drink advertising communication.From Guo Youxian and Hao Dongheng's Chinese Elements and Advertisements and Yang Haijun's Chinese and Foreign Advertising History,the writer has selected 53 food and drink advertisements for research objects.Furthermore,the writer has used Geert Hofstede's national cultural dimensions theory,respectively Individualism versus Collectivism;Uncertainty Avoidance;Power Distance;Masculinity versus Femininity;Long-term versus Short-term;Indulgence versus Restraint.Then,the writer adopted two methods for analysis,namely,literature analysis method and comparative research method.In the process of economic communication,multinational companies propagandize products,transfer commercial information and provide services through cross-cultural advertising.They hope not only to catch the eyes of the audiences by the novelty and creativity of their ads,but also to arouse the desire to buy their products.Therefore,based on the cultural dimensions theory,the study analyses Chinese and Western cultural differences and their influences on intercultural advertising transmission from the aspects of language,cultural values,religion,pragmatic failures,art consumption psychology,artistic aesthetics,laws and regulations.By reviewing many typical food and drink advertising texts,we can see the specific manifestation of cultural conflicts,the attitudes of the audiences and the results.Finally,the paper proposes a cross-cultural advertising communication strategies for Chinese enterprises.Based on the localization of advertising,the thesis aims to find out ways for enterprises to achieve the maximization of the effect of intercultural advertising communication.At the same time,it draws lessons from the successful examples of western enterprises' global business strategy and provides a useful theoretical reference for Chinese companies advertising in the global market.