A Comparative Study Of Mobile Advertisements By Apple And By Huawei From The Perspective Of Intercultural Communication

Apple and Huawei are two well-known and widely accepted technology giants.Their success can be attributed not only to their unique mobile chips,systems and industrial designs,but also to the advertisements they designed to carry the culture of their enterprises to the public.This thesis is intended to explore the internal causes of the advertising success of Apple and Huawei by means of the ‘Analytical Model of Advertisements'(AMA)based on the ‘Tri-Meta-Concept Model'(TMCM)that is constructed by the author in the perspective of non-face-to-face intercultural communication.TMCM is a theoretical framework applied to study cultural communication,which is comprised of three elements: language,culture and psychology.Based on some cultural theories proposed by Edward T.Hall et al,the author explains how the three ‘Meta-Concepts' are interrelated and interactive,and then examines the advertisements designed by Apple and by Huawei.By analysing advertisements in the three dimensions of language,culture and psychology,the author finds that,as a special form of communication,successful advertising is also successful non-face-to-face communication,and this successful communication not only conveys the qualities of the advertised products of Apple and Huawei to the public,but also displays enterprise culture.Taking advertising research as a breakthrough in academic study of non-face-to-face intercultural communication,the author would like to make an attempt of exploration in the field of non-face-to-face communication while revealing the differences and similarities between cultures of China and America.