Approaching International Advertising Strategies Of Multinational Corporations From A Cross-Culture Perspective

With the globalization of politics and economy, the economic and cultural exchanges with foreign countries are increasing. As a specific carrier of culture, advertisements have become a significant instrument to communicate among all countries. Besides, advertising is subordinate to culture, influenced by culture, and carries and reflects culture. International advertising industry plays an extremely important role. Its strategies of standardization and localization is adopted has a far-reaching influence on international advertising consequence. With regard to the international advertising strategies, the standardization school and the localization school have been arguing all along without a final conclusion. This paper discusses the international advertising strategy controversy from the cross culture perspective. With the cross-cultural advertising theory, the theoretical foundation and content analysis and case study as its research methods, this paper makes a systematic analysis of the relationship between culture and advertising, the effect of the cultural differences on the international advertising and in the hope to provide enlightenments to Chinese Multinational Corporations.In Chapter I, the author states the fundamental concept of advertisement, culture, cross-culture advertising, function of advertising, the relationship between adverting and culture, and the purpose of this study. Chapter IIfocuses on the international advertising strategies of multinational corporations, and analyzes the practice through the study of the case of Hilton International. Chapter III analyzes the activities of multinational corporations in China and thus to seek the enlightenment to Chinese enterprises. Chapter IV is the conclusion of this paper.