| As the wave of globalization advances,cultures with diverse forms and rich connotations gradually go abroad,and cross-cultural communication activities based on the purpose of communication,interaction,and integration are becoming increasingly frequent.In this process,films that integrate intuition,appeal,and influence are regarded as important channels for cross-cultural communication.In view of the current situation,more and more films choose to be brand-oriented in cross-cultural communication,and adopt brand strategies to help them increase their cultural influence and cultural radiance.It can be said that high-quality movie brands are more likely to capture overseas movie markets and accelerate the export of domestic culture.As the leader of movie brands,Marvel Movies is the most worthwhile place to learn.While carrying American culture and ideology,it successfully penetrates cultural barriers and builds an overseas audience’s sense of American culture.Therefore,this article takes Marvel movies as an example,and adopts a cross-cultural perspective to analyze and discuss the brand communication strategies of Marvel movies,and tries to provide feasible suggestions for the overseas communication of other movie brands.This article first outlines the two concepts of Marvel film and brand communication respectively,then analyzes the current status of Marvel film brand from the perspective of practice and path,and then combines the theory of cross-cultural communication,respectively from positioning,content and channels.The aspect systematically discusses the brand communication strategy of Marvel Movies.Finally,based on the analysis of the previous chapters,it summarizes the inspiration of Marvel Movie Brand Communication,with a view to providing other movie brands with good strategies to enter overseas markets.After research,it is found that there are three reasons why Marvel movie brands can reduce the cultural deficit and stimulate overseas audiences to resonate with American culture.First,from the perspective of positioning,Marvel movie brands have three aspects: market,audience and style.Set out to use the common psychological needs of human beings and individualism as the core of science fiction style to precisely locate and expand the overseas market.Second,from the perspective of content,the Marvel movie brand promotes it in its works.Universal values,setting multicultural codes on film spaces and roles,and using easy-to-understand low-context cultures have touched global audiences and crossed cultural barriers.Third,from the perspective of channels,Marvel film brands have adopted " The"online + offline" model covers its communication network,and uses strategies such as localized marketing and experiential activities to ensure the export of American culture while reducing cultural discounts and promoting cultural consensus.In the era of globalization,it is the general trend for movie brands to "go global".However,it is not easy for movie brands to successfully achieve cross-cultural communication.This article analyzes the Marvel movie brand communication strategy,summarizes the experience of establishing global awareness,integrating exotic culture,and local customization from the three aspects of positioning,content,and channels.I hope other movie brands can get inspiration and inspiration from this research. |
