The Research On The Localization Of McDonald's Advertisement In China

With the deepening of economic globalization,the rapid expansion of multinational companies promotes the globalization of production and sale on the one hand.On the other hand,the product as a carrier to the world exports values and imperceptibly changes people's life concept and consumption concept.McDonald's as a multinational company in the United States,which carries the cultural connotation of the United States,and even can be said that it is a tool that the United States implements its values and ideology to the world in the context of globalization.It is clear that McDonald's is quite successful in this respect.Facing cultural differences among consumers around the world,McDonald's uses localization strategy and integrates local culture,and has become the world's leading fast food industry brand,but also spreads the American values to the rest of the world.This paper takes Mc Donald's advertising in China as a research object,and analyzes the localized advertising strategy of Mc Donald's in China in the background of globalization,and examines the advertising localization strategy of McDonald's from the perspective of cultural criticism and finds out the logic of its behavior,and hopes to provide global advertising and marketing experience for our multinational companies.Research suggests that McDonald's localization in China has its profound business considerations and cultural logic.At the commercial level,McDonald's firmly grasps the trend of globalization,and actively assimilate into it,and treats it as an opportunity to frantically expand around the world.In this process,advertising and its localization play an important role.McDonald's actively spreads the concept of consumerism through advertising to become an active contributor to consumer society,through the localization of advertising to fully consider the cultural environment of the output to meet the local consumer value and psychological needs.Therefore,the concept advocated by the advertising products a large number of loyal consumer groups,and advertising localization helps effectively weaken the resistance of global development to achieve its strong ambition of building a restaurant empire.At the cultural level,McDonald's advertising in China can be used as cultural means expertly,which makes full and systematic insight into Chinese consumers through cultural means,such as consumer orientation,cultural use,cultural guidance,cultural participation and cultural reproduction.Its localization in China reached the pinnacle of localization.This study is divided into the following chapters:Introduction(the origin the study,research significance,research methods,literature review,etc.).Chapter 1: The Formation of "Empire" in the Global Fast Food: McDonald's in the Tide of Globalization(an overview of the formation of McDonald's business empire and its implications for world politics,economy and culture.).Chapter 2: The Shell of Localization: The Localization of McDonald's Advertising Creation in China(From the perspective of advertising creation,we make an intuitive analysis of McDonald' s localized advertising strategy in China.)Chapter 3: The Core of Localization: McDonald's Cultural Strategy of Localization in China(Based on the study of McDonald's advertising in China,it is explored to its localization in the cultural level.)Chapter 4: Cultural Hegemony: The Political Ideology of "Golden Arches"(pointing out the political ideology of McDonald's advertising).Conclusion McDonald's Enlightenment to China's multinational companies in advertising and marketingWe should also see the cultural hegemony of McDonald's advertising in China.McDonald's as a representative of American fast food culture,which is responsible for the expansion of American capitalist ideology.Advertising as Mc Donald's successful entry into the local market is an important means to promote the ideology of capitalism.McDonald's public relations and television advertising in China spread American cultural values all the time.Through the fragmentation of local value,the compromise of the value and the virtual reality of the construction of social means,McDonald's advertising makes the American cultural values remain stable on the one hand;on the other hand,shallow level and fragmentation into the local cultural environment help it to reduce development resistance.On the one hand,we must fully understand the logic of advertising localization and cultural connotation,so as to promote the harmony of world cultural symbiosis and harmonious development;on the other hand,the application of McDonald's advertising in China on the localization strategy is quite successful,this is a great inspiration and reference for China's multinational companies to go abroad market.