Saline Metaphor

In the background of globalization,multicultural communication pattern brings mutual conflicts of every kind of culture,value and ethic idea into being. As a typical cultural carrier,advertisement is also bearing the weight of the impacts and conflicts between global and local culture. In such an open cyberspace and other public saying fields,some advertisements regarding national dignity are drawing people's attention more and more, e.g.:Toyata arbitrary ad.,Nippon lacquer's Dragon Edition,Nike's 'frightening room'and so on. The information they are delivering trigger off nationality emotion repeatedly. Are these caused by different cultural system ,misunderstanding due to diverse thinking or conflicts in ideology area?Are these media texts totally different from the way people unscramble?Is it either without options ,or taboo for creative idea?Here the thesis is leading to distinguish and divide the differences between incompatability of ideology area and cultural branching of multinational advertisement,to set up an attitude more objective so as to actively understand how nation culture to establish its course of perceiving world,pondering self cultual value and reappearing in gloal cultual communication.It practically means a lot that we stick up for the independence and dignity of national culture in globalizing wave. But facing material phenomena,people are either numb or over-reactive. This is connected with subjective or objective elements ,e.g.:text structure,people's cognization,nationality mentality.Below thesis is going to mutually analyze and convey the significance behind mass media's conmmunication by narrating "Nike AD." and by combining previous two "insulting" AD. events into it. It re-peruses "frightening room" AD text,analyzes the the reason and negative effects in them course of taking China-American culture background and theories of nationalism into account, meditates roundly and objectively the diversity between the east and the west. Finally it will raise consultable strategies for multinational brands to elude local cultural taboo and nationalism emotion by the angle of Advertising Marketing ,meanwhile it will reflect on how domestic brands to use nationalism tongue rationally.