广告策划与跨文化传播 On cross cultural communication strategies of advertising

On cross-cultural communication strategies of advertising 摘要：广告策略是指广告策划者在广告信息传播过程中，为实现广告战略目标所采取的对策和应用的方法、手段。经济的全球化进程，必然导致广告的跨文化传播，因此正确有效的跨文化传播应该从目标国文化和母国文化出发，以此为指导采取合适的策略，或一体化策略、或差异化策略、或全球本土化策略，以求取得好的传播效果。

关键词:广告策略跨文化传播一体化差异化全球本土化

Abstract :Advertising strategy is a kind of measure or means that the advertiser uses to achieve the tactic goals in the process of information dissemination. The process of economic globalization will inevitably lead to cross-cultural transmit of advertising, so the correct and effective cross-cultural transmit should start from the target country's culture and domestic culture, which serve as a guidence of taking the appropriate strategy, integration strategy, differentiation strategy, and global localization strategy for obtaining a good transmit result.

Key word :Advertising strategy , Integration of cross-cultural communicate Global localization

Content

Introduction (3)

1.vertising strategy for the integration of cross-cultural communication (4)

2. Cross-cultural differences in advertising communication strategy (4)

2.1 Respect for the target country cultural differences (4)

2.2 Use of the target country's culture (5)

2.3 Use of home country culture (6)

3. Global cross-cultural communication advertising localization strategy (6)

Conclusion (7)

Acknowledgements (8)

Bibliography (9)

Introduction

Advertising is not only to sell goods and services, and cultural attributes. It is a kind of economic behavior, but also a communication behavior, not only by a certain ideological domination, but also must reflect a certain outlook on life and world view.

"World War II," since the end of economic globalization and transnational companies are the two major trends in world economic development. When the production of goods and services for multinational advertising face of the global market, they must face is both similarities and differences with the global culture. Generally believed that the advertising of cross-cultural communication consists of two levels: the spread between different countries and within countries between different sub-culture propagation. This article refers specifically to the advertising of cross-cultural communication between different countries, spread, and also refers to a specific period in a particular activity, within the same country have focused on different cultural backgrounds of the audience by the spread, such as during the 2008 Beijing Olympic Games advertising communication. I think it would be great, some activities have a global impact of advertising during the advertising is defined as cross-cultural communication.

1.Advertising strategy for the integration of cross-cultural communication

The theory originated in the American scholar Levitt (Levitt). In 1983, he was in the "Harvard Business Review" published "the globalization of markets," a paper pre marketing strategy. He believes that traffic and the rapid development of communications technology is increasingly making the world a common market, consumer tastes almost convergence, needs, life will go beyond the ethnic, geographical and cultural constraints, the implementation of market integration if the advertising strategy to focus resources , mass production of a product, using the same advertising strategy, the same brand name, create the image of the same product, you can achieve very good advertising effectiveness.sented an integrated

Levitt's theory, although exaggerated consumer tastes, needs, lifestyle, convergence, ignoring the national cultural differences hinder the implementation of integration policies, but if they can accurately grasp the similarities of different cultures, and these common cultural theme as