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Automobile Advertising in Cross-cultural Context

Author: XinXia
Tutor: FuGenQing
School: Ocean University of China
Course: Business management
Keywords: Car ads Marketing Spread Cross-cultural
CLC: F426.471
Type: Master's thesis
Year: 2010
Downloads: 463
Quote: 1
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Abstract


The world automobile industry has entered the process of globalization, as the family car era, China has become one of the world's most potential auto market. Foreign car brands have been flooding the domestic auto brands are beginning to go out of the country, to the world. How to get a place in the fierce market competition, has become the focus of attention of many automobile manufacturers. In this case, the car ads to transmit information super-verbal assume the transmission of product information, to spread the burden of brand culture and corporate culture. Advertising transmit information with subjectivity, which was stressed that the ad should say to ourselves, with our own imagination to imagine, to see with their own visual way, but in the context of cross-cultural advertising elements also reflected the spirit of a country's culture. The cultural differences between the countries, regions, inevitably become an important factor affecting advertising intercultural communication effect. Cause the consumer misunderstanding advertising phenomenon in the transmission process because of the advertising message encoding and decoding of different cultural backgrounds have occurred, which affects not only the product promotion and sales, will have a negative impact on corporate image. Despite a late start, but in support of national policies and international capital, the strong development momentum of China's automobile industry, has begun to enter the international market. How the international transmission while maintaining the original Chinese characteristics, but also to adapt to the local culture and customs, has become a major issue facing China's auto advertising creative. This paper aims at the dissemination of the contents of the multinational automotive advertising, communication channels, modes of transmission, and dissemination of results of research, to provide a theoretical reference and guidance for the internationalization of China's domestic auto ads and auto companies. Firstly, the various factors of intercultural communication from the impact of advertising cut, and strive to make a reasonable analysis of elements from the perspective of communication, semiotics, management, marketing and other car ads, dissemination of results, and learn from their predecessors in Advertising cross-cultural dissemination of research results, specific to the automotive advertising research. Study with reference to the case of multinational companies in the automotive advertising and marketing successes and failures, the analysis in cross-cultural marketing strategies adopted by a theoretical understanding. Understanding of the current status quo of China's auto market and the advertising market linked to the formation of a cross-cultural advertising and marketing with Chinese characteristics. The study found that due to the impact of the economic, cultural and other reasons, China's auto advertising marketing in the international market is not ideal, but in the long run, China's auto market is still one of the world's most promising markets, the open environment of the advertising market is also gradually mature, the Chinese auto ads will have some of the world intercultural communication as.

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