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1、Forcross-culturaladvertisingcommunicationstrategytoexploreAbstract:Analysisofthespecificcross-culturaladvertisingcommunicationstrategy,andthroughanalysisofCoca-ColaadvertisinginChinainstance,thatthecross-culturaladvertisingcommunicationstrategydevelopment-amorethoroughlocalization.Pa
2、perKeywords:cross-culturaladvertising;communication,strategyGeneralcross-culturaladvertisingcommunicationbusinessistransnationalbusinessoperationasaglobalmultinationalcompaniesoperatingwithinthecontextofitsadvertisingstrategyoftenrequiresthedeploymentofaunifiedandglobalperspective,bu
3、tatthesametime,multinationalcompaniesisInmanyhostcountrieswithdifferentculturalbackgroundstoexpandtheirbusiness,whichrequiresitsadvertisingstrategymusttakeintoaccountthedifferencesbetweendifferentcultures.Ingeneral,theeffectiveglobalcross-culturaladvertisingcommunicationstrategythere
4、arethreekinds,namely,‘standard’15‘localization‘and’standardizationcreative,localizedimplementation.‘AstandardizationstrategyStandardizationstrategyisthesamethesamebrandname(logo),thesamepackagingandthesameadvertisingcampaign,etc.todifferentcountriesanddifferentregionstoextendtheexpan
5、sionofabrandmanagementstrategystandardizationstrategyisbasedonthecommonalityofhumanfactorsandglobalconvergence,reflectingthecommonmarketcountries.1,1TheadvantagesofstandardizationFirst,theproductionanddistributiontoachieveeconomiesofscalestandardizationonthepremisethatadvertisingstan
6、dardizationofproducts,thatisthesameintheworldmarket,productionandsalesofproducts,whichnolongerneedtodesignfordifferentneedsofdifferentproducts,theestablishmentofdifferentproductionline,takeadifferentdistributionmethods.forstandardizedproductstomeetconsumeradvertisingcommon,makingthep
7、roductionandsalestofurtherexpandontheoriginalbasisaspossible.15Second,thegreatlyreducedproductionofadvertisingandpromotionalcosts.Standardizingadvertisingindifferentmarketstoachievetheimplementationofthesameorsimilaradvertisingstrategy,donothavetospendalotofmanpower,financialandmater
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