| The global village predicted by McLuhan has been achieved, while theexisting networks of relationships are impacted by the arrival of the tide ofinformationization. MSN, Face book, Twitter and other new age of mediaplatforms has flattened the earth. For Chinese enterprises, in the context of theglobalization, advertising and various marketing activities are imperative. Fromthe experience of China’s domestic enterprises in recent years as a rising star ofthe video site Youku, Tudou, Dangdang have listed in New York, to meet theinternational market baptism.From the international market, as represented bythe United States multinational corporations have never stopped to enter Chinaand seize more market share in the pace.Advertising has always strikes for economic development, it is a barometerreflecting the state of economic development. As we all know, the reason whyforeign multinational corporations can stay in China and quickly seize the localmarket is the ensuing4A advertising company. After a long investigation, theU.S. company has developed a global cross-cultural advertising communicationstrategy:“standardized creative, localized implementationâ€, that global marketstake the same creative, while the creative is implementing and performed underthe background of the each country and region’s local conditions. Practice hasproved that it is effective. So many problems that Chinese enterprises confront inthe process of internationalization desiderate completing the combinationbetween the market and culture, so that learning from the American Advertisingmay be a good shortcut.Most America’s creative advertising is based on the global market. Thedevisers are familiar with the creativity and design elements that are accepted byconsumers around the world. The American Advertising is also the world’sadvertising. This paper was based on the long-term collection and collation ofinformation on American Advertising，used the print advertising for the study,summarized the creative design elements included in the American printadvertising, and carried out analysis deeply combining with the successful brandof the Coca-Cola, summed up referenced cultural ideas and design elements that will benefit Chinese enterprises to enter the international market. The study hasa positive meaning for the development of the Chinese Advertising industry andcreating world-known international brands.In this paper, according to the present situation of the current U.S.Advertising, the development trend of the international advertising and theadvertising works material, using semiotics theory, advertising theory,cross-cultural communication theory as the theoretical basis, taking contentanalysis, comparative analysis, case analysis, the literature material method aswell as several methods to develop. This paper mainly based on specificadvertising case aims at the study of advertising copywriter, graphics, color,layout and design element analysis, then gets a summary of the American planeadvertisement feature and the common speech to advertising. This paperhighlights the United States Advertising in graphics, color and distribution inorder to get the reference for us to cross different culture. The studies for thedomestic advertising company can provide effective experience and informationin making international advertisements. In theory it can make up for the foreignadvertising theory limitations of the study and get more domestic advertisingresearch content. The last chapters above Coca-Cola global marketing studyfrom advertising creative strategy, popular culture to the idea of keyinterpretation and analysis, which can help us understand the United StatesAdvertising. It can help us get more information from the whole planeadvertisement contains to make China international well-known brand providesreferenda’s mistakes.In the long run, the study of Chinese advertising industry can promote theChinese enterprise to get an international development and create moreinternational famous brands. With the opening and reform more thorough, theChinese market is becoming one of the world’s most creativity and growthpotential market.Our Chinese advertising industry and the famous enterpriseswill be in an increasingly mature and open international stage in out moredazzling rays of light. |
