非母语广告传播的创作策略(国外英语资料).docVIP

非母语广告传播的创作策略(国外英语资料) Shandong Yiyuan (Journal of Shandong College of Arts) in 2004 first (total eightieth) Creative strategies of non native advertising communication Paul Liu (Department of design, Shandong College of Arts, Shandong, Jinan 250014) Abstract: the trend of globalization of marketing and the spread of non native language advertisements are becoming more and more frequent, which poses a greater challenge to advertising creation. How to make transnational ads more effective, pens They explore cultural differences, respect for customs, avoid national feelings, meet local values, standardize localization and localization, integrate dominant cultures, and lead the world Ten basic strategies such as ideas. Key words: non native language; advertising communication; strategy CLC number: J524.3, document identification code: A, article number: 1002-2236 (2004) 01-0028-03 The trend of marketing globalization requires that advertising communication be adapted to the whole world Of. This poses a greater challenge to advertising creation because of different countries and different people Ethnic groups have different cultural traditions and political and economic backgrounds, and different cultural groups are different Language, values and forms of consumption. The research focus of traditional advertising copy Under a single cultural background, its principles and laws are undoubtedly difficult to adapt to globalization Advertisement creation. Especially the creation of advertising copy. Haier group in 1997 by Guangdong Hua vision Advertising company produced Haier: China in (Halr:made) core advertising Language, shaping Haiers global brand image, has had little success and has had to return Haier, sincerely and forever is the slogan. With the marketing activities of enterprises in China Globalization development, similar problems will also be more and more, cross-cultural advertising spread this One, research topics will increasingly be concerned about. Is cross-