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1、山东建筑大学毕业论文外文文献及译文本科毕业论文外文文献及译文文献、资料题目：InfluencesofcultureandmarketconvergenceontheinternationaladvertisingstrategiesofmultinationalcorporationsinNorthAmerica,EuropeandAsia文献、资料来源：网络文献、资料发表（出版）日期：2012.6院（部）：商学院专业：市场营销班级：营销111姓名：李小乐学号：2011091422指导教师：高桂平翻译日期：2015.6.10山东建筑大学毕业论文外文文献及译文外文文献I
2、nfluencesofcultureandmarketconvergenceontheinternationaladvertisingstrategiesofmultinationalcorporationsinNorthAmerica,EuropeandAsiaPurpose–Thepurposeofthisresearchistostudycreativestrategyandexecutionasopposedtoallelementsofmarketingandadvertisingstandardization.Itexploresthestandardiz
3、ationmodel(e.g.global,glocal,local,andsinglecasestrategy)byexaminingtheinternationaladvertisingstrategiesthatmultinationalcorporations(MNCs)fromNorthAmerica,Europe,andAsiausedintheiradvertisingcampaignstargetingtwoculturallydifferentmarkets:theUnitedStatesandChina.Design/methodology/app
4、roach–Acontentanalysisof210printadvertisementscomparestheextentofstandardizationincreativestrategyandexecutionacrossproductcountryoforigin(Japan,Korea,Belgium,France,Germany,GreatBritain,theNetherlands,Sweden,Switzerland,andtheUnitedStates).Westernversusnon-Westernculturalcuesarealsocod
5、edandexamined.Findings–Overall,MNCsaremorelikelytoadopttheglocalstrategythananyotherstrategiesintheirinternationalcampaigns.Specifically,EU-basedMNCstendtopursuetheglobalstrategy,whereastheNorthAmerica-basedMNCsseemtofavortheglocalstrategyandAsia-basedMNCstendtouselocalstrategy.Westerna
6、ndnon-WesternculturalvaluesarefoundtomanifestintheAmericanandChineseadssimilarly,indicatingatrendofincreasingsimilarityininternationaladvertisinginfaceofglobalconsumerculture.Researchlimitations/implications–Theresultsofthiscontentanalysisprovideafullerpictureinunderstandingthelong-stan
7、dingissuesofstandardizationininternationaladvertisingbecauseofanapproachtoanalyzecreativestrategyseparatelyfromexecution.However,contentanalysisisinherentlylimitedininferringcausalitybetweenobservedpatternsandmechanisms/variablesthataccountforthepatterns.Also,thetimeframeforsam
