Cross-cultural Communication Of Sports Brand Advertisement

Since China's entry into the WTO,the domestic economy and sports industry have developed rapidly and the sports industry has been expanding.After hosting the Olympics,local sports brands began to embark on the road of transformation.Focus from the original production,now pay attention to product development,brand construction,enterprise improvement in strength and international influence,there has emerged a large number of leading enterprises,the company is one of them.In the capital market,Anta sports has a market value of over $100 billion,ranking the third in the global industry.But in the global sports market,brand awareness and influence,the domestic sports brand,on the way to enter the international is still in its infancy stage,compared with the world's top sports brands,has a certain gap.Domestic sports brand to enter the international market,it is bound to need with the power of advertising communication,and the rapid development of social media for the sports brand advertising communication provides a broad platform,how to make use of social media advertising to cross-cultural communication becomes the key to the sports goods market competition.This paper is divided into three parts.The first part is to clarify the selected samples in our study in 2017,two big sports brand Nike,Anta in WeChat and twitter platform release all of the advertising text,combine the reading quantity,amount,amount of thumb up a series of data,the advertising text content analysis,and from the theme selection,video production,typesetting layout,headline writing,slogan,thirdly analyzes the features of Nike and Anta social media advertising.On this basis,the paper summarizes the advertising appeals of the two sports brands in terms of technology performance,fashion trend and emotion.Second part combined with the specific case,analysis of the two sports brand advertising in order to achieve cross-cultural communication strategy adopted by the brand internationalization,summarizes the two sports brand in the realization of "localization strategy","standardization strategy" and"globalization strategy,localization performance".The third part mainly analyzes the current situation of intercultural communication of Chinese sports brand advertising.In the process of intercultural communication,sports brand advertising in China lacks overall planning and advertising production has no main line.Lack of a deep understanding of the target market;The homogenization of advertising appeals is serious and lacks creativity.The purpose of the advertisement is not clear and the communication effect is poor.In order to solve the above problems,this paper puts forward some Suggestions.First of all,when making advertisements,Chinese sports brands should strengthen the narrative nature of advertisements and make them more close to consumers.Secondly,we should be able to seize the opportunity of major sports events and carry out brand communication.At the same time,implement localization brand strategy to attract target consumers;Finally;we should set up the concept of great cultural communication,respect other countries' cultural customs,and strive to find the commonality in culture.