跨国公司广告本土化的研究

摘要：随着经济和文化全球化的进一步发展，世界各国公司的商务交流呈现出了前所未有的频繁。而为了扩大国际市场份额，跨国公司运用国际广告这一重要手段来进行国际宣传和跨文化交际。广告作为一种特殊的交流方式，在跨国公司发展迅速的中国已然成为文化先锋。然而，跨国广告在传播过程中也存在不少问题，例如经济环境，文化价值观，宗教背景等的不同。本文以跨国公司的本土化为研究对象运用跨文化交际的知识加以分析。首先，介绍随处可见的跨国广告的发展现状。其次，提出在华跨国广告本土化的主题并从成功和失败的策略来展开，并从广告商标本土化，广告语本土化，广告语言本土化，价值观本土化等来探寻跨国广告中的文化整合。再次，从宗教、经济、文化等各方面分析影响跨国广告之所以越来越中国化的因素，主要从跨文化交际的个人主义和集体主义，防止不确定性，权力距离，男性化和女性化等角度来分析文化价值观不同的原因。最后，本文就跨国公司广告在中国的本土化提出一些建议以鼓励和为本国企业提供经验。

关键词：跨国公司; 广告; 跨文化交际
 Study on the Localization of Transnational Corporation Advertisement
Abstract: With the further development of economy and culture globalization, business exchanges between companies all over the world have presented the unprecedented frequency. Transnational Corporations, in order to expand international market shares, they find advertising, an important tool of international marketing and cross-culture communication. We can say that advertising is a kind of special communication. With economy globalization, transnational companies develop very rapidly in China, of which the global environment, are the main subject of cross-cultural communication, and the transnational advertising is a pioneer of cross-cultural communication. Yet, during the process of transnational ads transmission, many problems exist, like different economic environment, different culture values, different religion background. This paper takes the localization of transnational corporation advertisement as the study object, and analyses with cross-cultural communication. First, introduces the current situation of transnational ads in the world, especially in China. Then, proposes the topic of transnational ads’ localization in China from the perspectives of successful and unsuccessful strategies. Presents culture integration from name localization, values localization, language localization, custom localization. Third, analyzes the reason why it becomes more and more in line with the tastes of the Chinese people from many factors, mainly from values at the perspective of cross-culture communication, like collectivism and individualism, uncertainty avoidance, power distance, masculinity and femininity. Finally, the paper puts forward some suggestions suit the localization of transnational ads in China, and encourages Chinese enterprises to pay more attention to the latest popular elements, and absorb transnational advertising concept.

Keywords: Transnational Corporation; Advertisement; Cross-culture communication
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