Research On The Strategy For Audience’s Psychology Of Intercultural Advertising Communication

With the trend of globalization boosted, economic trade and cultural exchange between different nations become frequent, which makes the multi-national corporation appeared and developed. Under the conditions of globalization, intercultural advertisement relying on the multi-national corporation takes this opportunity to grow up rapidly. However, its development is not that smooth, for the audience of intercultural advertising communication is greatly influenced by specific cultural differences, consuming habits and so forth, thus making it facing difficulties.This paper consists of the following5parts to explore audience’s psychology under the intercultural advertising communication. It uses the literature method, case analysis method and comparative method to study audience’s psychology strategies under different cultural backgrounds.The introduction of the paper reviews the literature from the perspective, mainly introducing the research background and relevant situation about audience’s psychology under intercultural advertising communication.The second part elaborates the coming era of globalization and intercultural advertising communication, focusing on the interpretation of global environment and the argument of related concepts and the trend in development. According to the comparison of the development of intercultural advertisement in China and abroad, the necessity and feasibility of the research have been given.The third part elaborates audiences’psychological problems under intercultural advertising environment. Combined with the classic advertising cases, it analyzes advertising audiences’psychology, such as social psychology, cultural psychology and consumer psychology, from which it points out the complex psychological status in China’s intercultural advertisement.The fourth part is the key of the paper. Aiming at audiences’ psychological problems during the intercultural advertising communication, it puts forward valuable strategy to guide intercultural advertising communication of China to create its own development model. Overall, the intercultural advertising communication of China is still in the primary stage of development. But in the long run, it has a promising prospect.The last one is the summary of the study of the paper. There is still a long way to go for China’s multi-national corporation to achieve success in intercultural advertising communication so as to integrate global capital and culture. But this paper has given some guiding strategies for audiences’ psychology under intercultural advertising communication.