Study On International Advertising Communication Strategy From The Perspective Of Cross Culture

Driven by the global development strategy,the Multi-National Corporation began to expand the international market in the world,and to shape the brand image.In this process,the international advertising plays a vital role,as an important part of the international marketing process.But the conflict between different countries and regions has become a problem that can not be ignored in the process of international advertising communication.In this study,the cross cultural communication as a logical starting point,the international advertising communication strategy as the research object,through the analysis of the potential pitfalls of international advertising communication,learn from the successful strategy of the Multi-National Corporation advertising communication,and integrated marketing communication strategy,summed up the overall strategy and recommendations of international advertising communication.In the introduction,the research background of this research is clarified,and the current situation of cross culture communication studies at home and abroad is summarized,and the research methods used in this research are described.In the second chapter,the relationship between culture,communication and advertising is analyzed,and the related concepts of intercultural communication are discussed,and the structure of international advertising communication is analyzed from five aspects: the theme,the Proxy Companies,the media,the advertising content and the audience.The third chapter analyzes the potential pitfalls in the international advertising communication from two aspects.Based on the previous discussion,the fourth chapter and the fifth chapter are the focus of this study,combined with the advertising case,discussed in detail the advertising communication strategy of Western Multi-National Corporation in China,and pointed out the shortcomings of China's international advertising communication.In the course of the research,the author has fully borrowed the successful communication strategy,summarized and summed up a number of international advertising communication strategy.The purpose of this study is to have some implications for the communication of international advertising in our country.