Research Of Chinese Elements And Cultural Identity

With the development of China’s economy, more and more multinational corporations give attention to China’s market, and compete for it. They tend to use localization strategy in the advertising, to overcome cultural barriers and please their target-consumers. Ever since1st Chinese Element International Creative Award, Chinese elements become popular in the advertising, it’s regarded as rich resource of advertising creativity. To the multinational brands, putting Chinese elements into the advertising means combination of localization strategy and advertising creativity. Meanwhile, local brands also make best use of Chinese elements in the advertising campaign. So the research on Chinese elements and advertising becomes hot spot issue of advertising practical research..With the background of globalization and China’s rapidly economic development, Chinese elements come up as China cultural characteristics and image, calls upon culture exchange, and shows desire to enhance national cultural soft power essentially. It implies protection of cultural identity, which means belongingness toward culture community and confirmation to identity, cultural identity is pretty important in the context of intercultural communication. As a result, we want to know how Chinese elements to bring about China consumers’cultural identification, and how advertising to achieve effectiveness. This study would like to give some advices about how to enhance multinational corporations’intercultural competence.This article is based on three opinions:1.Chinese element is a system of symbolic representation, we see communication as symbolic interaction, so as Ads cross—cultural communication.2. Cultural identity is an inevitable psychological experience to consumers, when they contact with effective cross—cultural Ads.3. Cultural identity is formed and managed in intercultural communication, it is not an independent variable. Discourse analysis plays an important role in the study.On the basis of literature review, we redefine the conception of " Chinese Element". Then we analyze print ads of Audi and Toyota in a semiotic method, by text research, we try to elaborate that how cultural identity is formed by advertisement narration, by Chinese elements. In our study, Audi is a successful case, Toyota is opposite. By the contrast, we can see that Chinese elements have a great influence on the formation of cultural identity in the cross—cultural ads, while target—consumer’s cultural identity has a great influence on the effectiveness of the ads. The current researches about Chinese elements seldom focus on cultural identity, and this study try to enrich the research about the using of Chinese Element in cross—cultural advertising.