Research On China's National Image Advertising Communication Strategy From The Perspective Of "The Belt And Road Initiatives"

“The Belt and Road Initiatives” is a major cooperation initiative put forward by China in the face of the current world situation.It has a profound historical and cultural background and practical significance.For this initiative to proceed smoothly and bear fruitful results,China needs to be able to establish and maintain a good national image in the countries along the belt and road.For a long time,China's image has been in a passive "other-shaping" situation,and western media have deliberately created "China threat theory" and "China infiltration theory".Therefore,China's national image is in urgent need of improvement.National image advertising is one of the important ways to improve national imageFirstly,by combing the existing national image advertisements in China and their development process,finds that China seldom launches national image advertisements specifically targeting“the Belt and Road Initiatives”countries.In the summary of the national image advertising communication strategy,this paper proposes three strategies for the communication of national image advertising in “the Belt and Road Initiatives ” countries: On the localization strategy,learn from the theory of national image construction,USP theory,location theory and the theory of mother and child brand,combined with the national environment,national policy and historical and cultural situation,proposed the "peace" as the core of the national image positioning,and expounds the "peace" in the national image advertising should be embodied as a economic image of win-win cooperation,a political image of seeking common ground while reserving differences,a cultural image of harmony in diversity;On the localization strategy,the national image advertising should be adapted to the local actual situation.In terms of content,it should insists on the localization of language expression,picture elements,values and religious customs,and realizes the localization of China's national image advertising from the following aspects: using audience-oriented perspective,carrying out local audience research,following local policies and regulations,and cooperating with local advertising companies;On the launching strategy,We should deepen media cooperation,learn more about the media in different countries,use new media platforms and technologies,focus on border media for peripheral communication,and at the same time pay attention to the timing of delivery.