Analysis of Cultural Values in Intercultural Advertising Communication from the Perspective of ＂Glocalization＂

Chen Zhen

《International Journal of Social Science and Education Research》 3卷1期 (2020/02) Pp. 29-36

https://doi.org/10.6918/IJOSSER.202002_3(1).0005

摘要

Multinational corporations carry out the strategy of ＂glocalization＂ to adapt their products for the local environment of the destination country. This strategy can be reflected in the intercultural advertising communication. In order to understand the intercultural advertising communication and its effectiveness, this paper analyzes the advertising appeals by three multinational corporations' advertising cases based on the theory of cultural values. The results show that the optimal sharing of cultural values of source culture and target culture is the key to the success of the glocalization strategy.

關鍵字

Glocalization ； intercultural advertising communication ； cultural values

參考文獻

Cho B., U. Kwon, J. W. Gentry, S. Jun, & F. Kropp, Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials [J]. Journal of Advertising 28 (1999): 59–73.

Bond, M. H., Beyond the Chinese Face: Insights from Psychology [M]. New York: Oxford University Press, 1991.

Bain & Company, Luxury Goods Worldwide Market Study [A], 2019.01

Cheng, H., and J. C. Schweitzer. Cultural Values Reflected in Chinese and U.S. Television Commercials [J]. Journal of Advertising Research 36 (1996): 27–45.

Hofstede, Geert. Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations [M]. CA: Sage Publications, 2008.