analysis of cross-cultural advertising in the soil of the city path（分析跨文化广告在城市土壤的路径）.docVIP

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analysis of cross-cultural advertising in the soil of the city path（分析跨文化广告在城市土壤的路径）.doc

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analysis of cross-cultural advertising in the soil of the city path（分析跨文化广告在城市土壤的路径）

Analysis of cross-cultural advertising in the soil of the city path Paper to write network: Abstract: The world economic integration, in-depth development of China within the international commodity market, more and more consumer choice in the range of the brand in front of many. Advertising their products into the public business a quick way to enter the minds of consumers, however, Chinese consumers have their own spending habits and cultural attitudes, with some international brands mother culture is entirely different. How to adapt to the needs of consumers in China to to promote their products and establish their own brand image, is an international brand advertising strategy in the primary consideration, localization strategy is their first choice. Paper Keywords: localization of the consumer mentality of traditional cultural elements With China’s reform and opening up and economic development, more and more foreign goods into the Chinese market, advertising, cross-cultural communication in the field of rapid momentum in front of us. In order to achieve the established cross-cultural communication effectiveness , we must clearly understand the differences between cultures and, based on these differences to develop their own communication strategies. 14 May 2008 l1. McDonald’s in China celebrate the first restaurant opened in l000. McDonald’s in China’s catering industry occupies an important market position, multinational companies entering the Chinese market is a typical case of successful operation, and advertising is an important factor in the success of McDonald’s in advertising, McDonald’s has been pursuing localization strategy. In this paper, McDonald’s ad for example, summed up the foreign goods when making cross-cultural advertising communication strategy for the localization of specific operations. First, the use of local Chinese characters People would always belong to a culture with their own people have a sense of in