Conflict Management Mechanism. Intercultural Advertising Convince

The globalization undeniably promotes constant communication between the West and East, in which cultural conflicts all too often arise due to differences in countries, custom, history, and values, being part and parcel of the international information flow, intercultural advertising is just a byproduct of the widespread conflicts. The conflicts of such surface practically every stages of information flow in the context of advertising persuasion. The intercultural advertising persuasion entails the conflict between selling point and behavior change, as well as the conflict between local culture and foreign culture, putting substantial strains on the effect. The thesis sets out to identify the corresponding concepts in the light of cross-cultural convincing mechanism. Drawing theoretical framework from intercultural communication, intercultural advertising, and conflict management in particular, it hopes to propose the coping strategies to address the existent conflicts.