Therefore, in cross-advertising, we should pay attention to respecting the religious beliefs of the audience in the target country and adopt? Localization? Strategy. In India, 85% people believe in Hinduism. In Hindu classics, the cow is Shiva's mount, which is extremely sacred. Killing cattle and eating beef is a blasphemy against Hinduism. Out of full respect for the beliefs of Indian consumers, McDonald's reluctantly withdrew the world-famous Indian beef burger and introduced chicken burgers, mutton burgers and various Indian vegetarian dishes, which were favored by local customers. What is the slogan of Seiko Watch Company? Man created time, and a precise watch made it perfect? However, when promoting products in Malaysia, it was resisted by consumers. Because Malaysians are mostly Muslims, they think that God created time. Later, Seiko Watch Company made it in time? Localization? Adjust it and change the slogan to? Man has created a method of timing, and a sophisticated watch has made it perfect? This avoids cultural conflicts.
3 Understand the habits of the target country
Language is the carrier of thinking and culture. Different countries have formed their own unique language systems in the process of development. The process of cross-cultural advertising communication is actually the process of encoding and decoding by the disseminator and the receiver respectively. Therefore, if you are not familiar with the language habits of the target audience, it will lead to misunderstanding in advertising communication. Cross-cultural advertising language can not be simply the literal meaning of native language advertising, it is best to write it in local language. Like China? White elephant card? Batteries sell well in Southeast Asia, but are left out in Europe and America. Because? White elephant? The name of this commodity literally translates into white elephant, which means? Useless and cumbersome things? Of course, this will be coldly received by European and American consumers. Another example is the Nova brand car produced by American General Motors, which is neglected in Latin America. What is the reason for Nova in Spanish? Not leaving? Because many Latin American countries use Spanish, consumers will definitely not buy it? Not leaving? Our car.
Therefore, in cross-cultural advertising communication, we should be proficient in the language of the target country and adapt to its language habits. ? Coca cola? This Chinese translation is not only similar to the pronunciation of the original English version of Coca-Cola, but more importantly, it embodies the beverage? Does it taste good？ Finish drinking with consumers? Coke? The mood, so deeply favored by consumers in China. Haier, a famous brand of China electrical appliances, has the English trade name Haier, and its pronunciation is similar to Higher in English. Higher? Meaning of. Haier even launched? Haier and higher? Advertising language implies the first-class quality of Haier products. Like in China? Bat card? When electric fans were exploring the international market, some experts suggested that China people? Bat? Change it to Majalo because even if? Bat? What are the homophones in Chinese? Fu? The meaning of "bat", but its English translation is in common sayings. A woman who seduces men? A product with such a name must mean not interested. In addition, in cross-cultural advertising communication, proverbs and poems familiar to the target audience can be imitated, and good publicity results can be obtained. The slogan of Toyota Motor Corporation in China is based on China's ancient poems. Finally, there will be a way. Where there is road, there is Toyota. ; In Britain, English proverbs are applied and become that where there is a road, there is Toyota; In the United States, the first sentence of the American Declaration of Independence was changed to not all cars are created equal, which achieved excellent results.
4 Use the stars of the target country.
People always feel close to people who belong to the same culture, and it is relatively easy to accept the products they recommend. Therefore, in cross-cultural advertising communication, advertisers often choose people from the target country to speak for themselves in order to adapt to the local cultural atmosphere and market.
When people from target countries are used as product spokespersons, some tend to use idol stars to generate appeal. The Coca-Cola Company has chosen a new generation of idols in China, such as She, She, and She as image spokespersons. In China, Lux no longer uses blond western stars, but chooses Maggie Cheung and Shu Qi. Other advertisements prefer to use ordinary people as endorsements to enhance the affinity of products, such as the global series of advertisements launched by Haier Group during the Beijing Olympic Games? A Haier and a home? The creativity of advertising is global, but families from different countries are used in the promotion in order to be close to the real life of the people in the target country. Another example is Adidas. During the World Cup, the advertisement was a scene of a game between two teams composed of world-famous players, but when it was broadcast in various countries, the final shooting action was completed by famous players in the target country. Like this? Localization? This strategy will certainly attract the recognition of the audience in the target country.
5 Abide by the laws and regulations of the target country
Law is the highest embodiment of national cultural values and needs to be enforced. Laws and regulations with different contents in different countries directly restrict advertisements, especially cross-cultural advertisements. Before advertising creation, we must be familiar with and abide by the relevant laws and regulations of the target country, analyze the differences of legal systems in different countries and regions, and effectively avoid illegal risks.
Advertisements about religion, alcohol and tobacco are banned in European countries, but we can find many advertisements about alcohol and tobacco in China. In many countries in Europe and America, it is legal to use symbols such as national flag and national emblem in advertisements. For example, the American flag pattern is a common symbol in fashion, which often appears on clothes and allows ordinary people to wear it. However, in Asian countries with oriental civilization as the core cultural content, it is illegal to use the national flag and national emblem at will.
Four? Localization? Advantages and disadvantages of strategy
? Localization? Strategy is an advertising strategy adopted by advertisers to adapt to the cultural environment of the target country in order to meet the different needs of consumers when facing different audiences in different cultural environments in cross-cultural advertising communication.
In cross-cultural advertising communication? Localization? Strategies can strengthen the communication with the audience in the target country from the concept and emotion in the familiar cultural context and gain their recognition. At the same time, it can also increase the affinity between producers and products in the target audience and improve the effect of advertising promotion. But in fact? Localization? In the process of strategy, because different advertising strategies are adopted in different cultural contexts, there will also be inconsistent brand image and excessive advertising production and publicity.
In today's cross-cultural advertising communication, adoption is more recognized? Compromise? How to achieve it? Standardization? And then what? Localization? Communication strategy of combined advertising. What is the core of this strategy? Standardization strategy, localization performance? Can not only maintain the global unity of international advertising, but also take into account the different requirements of different target markets and coordinate to the greatest extent? Standardization? With what? Localization? Relationship has greatly improved the advertising effect of products.
References:
[1] Jia Yuxin: Intercultural Communication, Shanghai Publishing House, 1997.
[2] Zhao Enfang: "Modern Advertising Culture", Shandong People's Publishing House, 1998 edition.
[3] Kong: Oriental differences and cross-cultural advertising language, Linguistics Journal, No.9, 2008.
[4] Li Jiuliang: Cultural differences and cross-cultural advertising creation, shopping center modernization, the first 1 1 period, 2008.
[5] Xiang Yunfeng: The influence of English language and cultural differences on advertising translation, Journal of Ningbo University, No.2, 2004.
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