Approaching Strategies Of International Advertising From The Perspective Of Cross-cultural Communication

In the increasingly fierce competition for international market, international advertising industry plays an extremely important role. Which strategy-standardization or localization is adopted has a far-reaching influence on international advertising consequence. With regard to the international advertising strategies, the standardization school and the localization school have been arguing all along without a final conclusion. This paper discusses the international advertising strategy controversy from the perspective of cross-cultural communication.With the cross-cultural communication theory as the theoretical foundation and content analysis and case study as its research methods, this paper makes a systematic analysis of the effect of the cultural differences on the international advertising effect. It comes up with four suggestions on how to minimize the negative effect of cultural differences on the advertising practice and maximize its persuasiveness. The paper attempts to explore the strategy issue from the following two angles:(1) It approaches international advertising as a process of cross-cultural communication and introduces the cross-cultural communication model into the study and further analyzes possible obstacles in the process.(2) By drawing upon the achievements of cross-cultural communication and analyzing some specific classical cases, it discusses the relation between culture and international advertising, particularly the negative effect on the international advertising of the cultural differences among target markets.By approaching international advertising as a type of cultural communication, the author attempts to broaden the horizon of the international advertising research.