Research On The Cross-cultural Communication Of International Brand Advertising In China

Driven by the global development strategy,multinational companies began to expand their international market share and improve their brand awareness.International brand advertising plays an important role in the process of expanding international business and also plays an extremely important role in the marketing of international brand products.However,in the process of continuous dissemination of international brand advertising,it should be noted that the cultural background of different countries and regions is different.The study of modern multicultural advertising communication and communication strategies enables multinational companies to gradually break down the cultural barriers in the development of the global market economy and gain competitive advantages for brands in the global culture.The cross-cultural communication of advertising has very important practical significance and value.Multinational companies have accumulated more practical experience and formed a set of mature operation methods with their own styles through operating advertisements in the Chinese market over the years.This paper analyzes on the logical basis of intercultural communication theory and defines the essence of intercultural communication in the advertising activities of multinational corporations in the Chinese market.Cultural,advertising,this paper explains the basic concept of the intercultural communication,on the basis of further on multinational companies advertising historical development are analyzed,and then selected the international automobile brand BMW ads cases and Italian brand Prada case comparative analysis,detailed elaborated how multinational company in China in cross-cultural communication,and cross-cultural advertising in the process of spreading the actual role played by.Discussed in this paper based on the case of international brand for the specific strategies of intercultural advertising communication,and study the international brand advertising communication strategy of difference,in the contemporary international brand advertising in the development of cross-cultural communication problems and put forward the corresponding development strategy,and as far as possible to these specific strategy has carried on the analysis summary for the entire system.