The Study Of Ethics' Issues On Cross Culture Advertisment Communication

In recent years, Advertisment of insulting China from transnational corporations (TNC) have often appeared, which strongly irritate sensitive nerves of Chinese people. Why did these events appear and whether did they insult Chinese people on earth? And how to avoid them to happen again in the future? These questions make both TNCs reflect and also arouse the heated discussion among Chinese people.Entering the 21th century, the tide of economic globalization sweeps across the whole world, the bond of economy begins to link closely the people in different areas. They eager to further the understanding with each other, therefore, cross culture communication becomes more important than before. Cross culture communication refers to the ever—frequent phenomena of culture information contacting and exchanging among different areas, countries and nations. Advertising, as an important form of cross culture communication, becomes very popular in the whole world with the global market integrated degree's deepening and new promulgated information technology improving. Cross culture advertisement communication, with its own striking characteristics, has much difference in each procedure of promulgating, compared with traditional advertisement style. Especially, when facing receivers with big culture diversity, even totally different culture, they will mostly fail to understand correctly or disagree the content and way of advertisement of TNCs, due to different custom traditions, values, thinkings and the like. Moreover, ethics, on its own, is a complicated system, resulting in many ethics'issues appearing, during the process of cross culture advertisement communication. How to stride over the gulf between cultures, improve the effect of communication and avoid more ethics'issues to appear, which become a big problem to be tackled in TNCs when they conduct the international marketing. This paper, divided into four chapters, has more than 30,000 characters in all the first chapter introduces the theme of the paper----cross culture advertisement communication. This chapter mainly points out what is cross culture advertisement communication, the difference with traditional advertisement behavior and the recent state of cross culture advertisement communication. By analyzing, cross culture advertisement communication has been the important economy and culture communication means in the whole world with its irresistible tendency, laying the foundation for the following analysis; The second chapter begins to analyze emergent ethics'issues in the surging situation of cross culture advertisement communication, providing practical basis for the following strategy analysis; The third chapter, the core of this paper, contra posing the above mentioned issues analyses one by one of them and finds the deeper reasons underlying them; The fourth chapter is the sum about ethics'issues, indicating its complexity,giving the enlightenment for the corporations.