The Transnational Advertising Agencies(TNAAs) Localization Research

By using historical method, this paper is intended to analyze the transnational advertising agencies(TNAAs) in china, with an emphasis on the entry processes,motives, strategies,and effectsof TNAAs in China.With globalization theory, analyze TNAAs globalization process, motives,strategies and effects. With intercultural communication, analyze the difficulty and deeper causes of TNAAs in China., and give useful advices. Analyze the process, motives, strategies,effects of TNAAs Localization, and introduce some typical cases of TNAAs in China. It gives some implicationsof the development of Chinese national advertisingagency.This paper is divided into six parts: TNAAs introduce, review the history globalization of TNAAs, Interculturalcommunication appear, the evolution and strategies of TNAAs in China, some typical cases of TNAAs Localization,strategiesof Chinese national advertisingagencies.This paper uses theories and cases to review localization of TNAAs in China and implicationsof the globalizationof national advertisingagency.