Advertising Localization Diachronic Study,

This paper is focused on the diachronic inspection of the Chinese advertisement localization studies. The advertisement localization is a unique domain in the Chinese advertisement research: one hand, it is the field that based on their own survival pressure and self-status recognition consciousness; on the other hand, it is also a very important proposition of academic field.With the development of China's modern advertising, the localization studies of Chinese advertisement has made the rich progress, but simultaneously it is also facing from own development limitation and the exterior environment challenge. Overall, the research is in much altogether when the stratification plane, lacks system's combing and analyzes, "the advertisement localization" has not carried on the accurate description to the essential concept. Although the academic and the advertisement fields pay attention to this question, but they have not established a positive and effective communication mechanism. These make the diachronic inspection of the Chinese advertisement localization studies to be an urgent proposition.According to the Chinese modern advertisement the development process as well as the present advertisement localization studies present situation, divides into three stages: "ethnic characteristics" stage, "the native place creativity strength" stage, the revival "Chinese elements" stage.What needs to point out is that these three stages are not the relations which substitutes mutually, accumulation of each stage have in fact integrated during afterward practice and the research. But the overall clue passed through the Chinese advertisement localization studies is culture. In addition, the consumer the life style as well as the mark element utilization are the aspects which this paper need research. Finally, this paper will also propose some suggestions to the academic and advertising fields...