Research On The Problems And Countermeasures Of Intercultural Advertising Communication

Intercultural advertising communication is the product of cross-cultural exchange and dissemination of advertising. Intercultural communication embodies different countries, regional and inter-ethnic cultural convection and integration. As a form of dissemination of cultural, advertising itself is contained in heterogeneous cultural communication trends, Along with the deepening of economic globalization, information and communication technologies have been developed and matured, intercultural advertising communication is not only the needs of cultural integration, but also in practice with inevitability.Cross-cultural multinational companies rely on advertising to expand products or provide services.They are to face with their own huge culture difference even diametrically opposite to the target culture, values, way of thinking and behavior, and other related factors. Audiences with different cultural background are difficult to correctly understand advertising in enterprises of foregin countries, as reflected in the content of information even modes of transmission. Therefore, study of the obstacles in intercultural advertising communication, analysising and responsing strategies, and improving cross-cultural advertising effect have become the key to marketing International expansion.This thesis consists of three parts.PartⅠreviews the literature from the perspective, deeply analyses the history and current situation of intercultural advertising communication research and comes to the conclusion that the focus of current research is on the awareness of cross-cultural advertising phenomena, and mostly explores intercultural advertising communication from the cultural translation, but there is a lack of theoretical depth and targeted solutions. This thesis is based on the current research. After that, the thesis defines the basic concepts on the intercultural advertising communication, such as cultural transmission, intercultural communication and intercultural advertising communication. This thesis conducts a comprehensive analysis to provide in-depth research to support the concept. In the last part of the conclusion, the thesis analyzes the theoretical origin of the Intercultural advertising communication, from the theories focus on the level of finding the realization of the academic basis of the healthy functioning.PartⅡis the core of this thesis. Through the typic controversial advertising incident, it interpretes issues and causes of intercultural communication, detailedly introduces obstacles elements of the cultural differences in the cross-cultural exchange of advertising. And it explains the intercultural factors on the impact of advertising from the specific performance of cultural differences.PartⅢconcludes intercultural advertising communication strategy in China to provide valuable reference to constructing theory.