Cross-cultural Communication Context Cultural Groups Agree That The Lack Of Research

There is an unnoticeable detail included in the case of Toyota Auto Advertising which happened at the end of 2003. Though the case happened in mainland China and many multinational companies such as Japanese invested, French invested companies were involved, it is the typical multi cultural broadcasting case, but the responsible guys of those involved main parties are all Chinese. The case reflected the lack of the self-identity of local culture for Chinese people.The article analyzed the lack of the self-identity of local culture for the main parties in case of Toyota Auto Advertising base on the method of case analysis, and then concluded some possible results for the lack of self-identity of local culture which are blindfold adoration of other cultures, culture nihilism and extreme emotion of nationalism. The article also analyzed and demonstrated these three possible results with corresponding cases as well as the reasons lead to these results.At last through the analysis of Yaoming's perfect image in the multi culture broadcasting, the author put forward some suggestions on how to avoid the dissensions brought by the lack of the self-identity of local culture for Chinese people in context of the multi culture broadcasting.