Automobile Advertising In Cross-cultural Context

The automobile industry has been a part of globalization, while China has been one of the most potential markets of the world for the popularity of cars.So more and more foreign automobiles enter Chinese market while many domestics are sold in international market. How to possess a tiny space in drastic market competition has been the focus of most of the automobile manufacturers and retailers'annual plan. On this occasion, we need automobile advertisements which can express information without language to transmit product's information and disseminate brand and enterprise's culture.For the advertisements transmit information with a subjectivity, so some people stress that advertisements should express products'information in our own way. But it's important to understand macroscopic factors and microcosmic factors in cross-culture communication and study the successful cross-culture communication experiences.While advertisements'elements also reflect a country's spiritual culture.It's unavoidable that the culture differences between countries and areas become the sensitive factor in cross-culture communication. Since the differences of culture settings between the advertisement's producers and consumers, it's possible that consumers sometimes may misunderstand the advertisements.The misunderstanding affects advertisements'effect of propaganda, what is more, it can damage the corporate images.Although Chinese automobile industry started later than western country, it has a strong momentum of development with the support of national policies and international capital and begins to enter the international market. How to maintain the Chinese characteristics and adapt to the local cultural practices has been the priority of Chinese auto advertising creator'job.The paper aims at the study of contents,channels, modes and effects of transnational corporations'auto advertising, provides a theory and application guidance for the international of domestic automotive advertisements and auto companies.The paper starts from the various influential factors in cross-culture context, tries to make a reasonable analysis of the constituent elements and communication effects of automobile advertising from Communication, Semiotics,Management and marketing angle. On basis of the study of predecessors, the paper tries to make a specific research on automobile ads.The study uses the successful and unsuccessful cases of transnational corporations for reference, analyzes their strategies in cross-culture marketing and finally forms a theory. Connecting this theory with the actuality of Chinese automotive and automobile advertising market will form special cross-culture advertising with Chinese characteristics. Because of the restriction of economy and culture, the effects of Chinese automobile advertising in the world market is not very good. However, Chinese automobile market is still one of the world's most potential markets.And the advertisement is becoming more and more mature in the open market. Based on this, Chinese automobile advertising will definitely gain great success.