Research On The Advertising Presentation Of Domestic Brands In European And American Markets

The paper selects the advertisements presented by Huawei,Lenovo and Alibaba in the European and American markets as the research samples,through combing the types and texts of the advertisements,using the case study method,the text analysis method and the subject-guest research method have analyzed and studied the advertisements presented by Huawei and other domestic brands in the European and American markets.The whole research content is divided into two parts.The first part is the analysis of the concept and expression of advertisements.Separately from the advertising creative expression,the advertisement emotion expression and the advertisement values presentation angle and so on angle carries on the analysis to the Huawei and other brands in the European and American market present advertisement text,understands the domestic product brand advertisement present posture in the European and American market;The second part is a study on the system construction of advertising visual symbols of Huawei and other brands in Europe and the United States,from the perspective of advertising semiotics,the text symbol system of advertising.The image symbol system and the product symbol system are analyzed in three aspects to dispel the meaning and connotation of the advertising symbol in the alternation of light and shadow.Through the study on the advertising of domestic brands in the European and American markets,it is found that the advertising presentation of domestic brands in the European and American markets is carried out in a certain advertising context,and the shaping of the advertising context is of great significance to the dissemination of domestic brands in Europe and the United States.If there is no advertising context,there will be no advertising effect.Advertisements presented in different advertising contexts should have corresponding forms and contents of advertising creation,so domestic brand advertisements are presented before they are presented in Europe and the United States.Advertising makers should fully understand the customs and habitsof the target countries and produce advertisements that suit their cultural background by understanding their customs and habits.We must closely link domestic advertisements with consumers in Europe and the United States from a cultural point of view.Feel the charm of advertising.No advertisement can exist alone without context.The producers and advertisers of advertisements in Europe and America should also pay special attention to the contextual culture of the target countries.For more brands such as Huawei,Lenovo and other brands want to develop in the European and American markets for domestic brands to provide advertising presentation strategy thinking and inspiration.