Thinking On The Strategy Of Intercultural Advertising Communication Between China And West

Intercultural communication refers to the contacts and exchanges of information across regions, countries and nations. Under the wave of economic globalization of the 21 century, mutual understanding between different peoples is essential, therefore, the intercultural communication becomes more and more important.As one of the forms of intercultural communication, advertising spreads across two or more different cultural groups. And, facilitated by the quick advance of communication technology, the earth more and more looks like a village as the globalization gone deeper and deeper. The intercultural advertising communication has become not only necessity but reality.When an enterprise involves in intercultural advertisement communication, the culture of the target market would have huge difference or even be totally different with the home market. People of the different culture would hardly understand properly the contents expressed by these foreign advertisements and it would also be very difficult for them to accept the method of these advertisement communication. Because of this, how to overcome the fixed gulf between cultures and how to improve the results of intercultural advertisement communication have become a priority for modern enterprises in their international marketing activities.This paper has four parts. In the first part, the author analyzes current situation of the studies with respect to intercultural advertising communication. These studies always fall into the description of the phenomenon, mainly discussing the effects of cultural difference on advertisement translation. They lack the depth of theoretical analysis and, therefore, could not come into any strategies that may guide the current intercultural advertising activities. These defects constitutes the ground for the study of this paper. The second part explains thoroughly the basic definitions. After the definition of Culture, Communication and their close relationship are explained, the author thoroughly explains the meaning of intercultural advertising communication on the basis of the interaction of culture and communication, giving logical support and theoretical basis for the studies hereafter. In the third part, the author studies the effects of the cultural difference between the east and the west on intercultural advertisement, using the knowledge of cultural studies, philosophy, semeiology and intercultural communication. The fourth part is the key of this study. Using the reference of the famous western enterprises' advertising strategy in China, such as Cocacola and Nestle, the author raises ways and methods that may minify the effects of cultural difference on intercultural advertising communication, offering the theoretical reference for domestic enterprises' intercultural advertising communication activities.