Cross-cultural Advertising Communication In The Context Of Globalization: Conflict And Harmony

Economic integration will promote intercultural exchange and integration, the most important means of disseminating economic information, in the general trend of global economic integration, advertisement, as the leader, which breaks area and countries'geographical boundaries, and plays the important role of cross-cultural economic information dissemination. But the cultural differences between areas and countries inevitably became very difficult and sensitive factors in the specific advertising practice. With the intercultural communication as the logical starting point,Focusing on the issue of the cross-cultural advertising research in the globalization of consumption vision, through the in-depth analysis of the impact on cross-cultural advertising factors from the two aspects from promotion and hampering factors, based on cross-cultural communication theory, this paper discusses cross-cultural communication advertising strategy for cross-cultural advertising, subsequently the relevant conclusions are put forward.The prolegomenon part shows the need of research, research significance and research methods. The second part of the paper is the base element, which defines key concepts, expounding advertising, and the relationship between culture and communication, reviewing the cross-cultural communication theory development, and giving the summary and synthesis of the main cross-cultural communication theory. The III, IV, V part are the core of the paper. It gives a detailed analysis on cross-cultural communication, describing the constitution of cross-cultural advertising communication activities, which includes the subjects, agencies, medias, contents and audiences. It also analyzes advertising promotion and hampering factors and displays completely the conflict and harmony of the advertising cross-cultural communication. Advertising has been called as the persuading arts in cross-cultural advertising communications activities. How to face various cultural differences and eliminate conflicts between different cultures to reach effective persuasion has been one of the most important problems of international business. On the basis of the previous text, Part VI discusses the overall strategy of the cross-cultural communication advertising, combing with cross-cultural communication theory and the analysis of advertising communication strategy, the paper put forward specific recommendations of enhancing cross-cultural communication effectiveness:1) to strengthen international brand image 2) to increase the awareness of consumerism 3) to cultivate cross-cultural awareness, which can benefit from our enterprises to participate in international competition.