This paper analyzes the specific strategies of cross-cultural advertising communication, and through the analysis of Coca-Cola's advertising communication in China, proves the development direction of cross-cultural advertising communication strategy-more thorough localization. Paper Keywords: cross-cultural advertising; Dissemination; Strategies Generally speaking, enterprises that spread cross-cultural advertisements are multinational enterprises. As a multinational company operating on a global scale, its advertising strategy often needs unified deployment and global vision, but at the same time, multinational companies expand their business in host countries with many different cultural backgrounds, which requires that their advertising strategy must take into account the differences between different cultures. Generally speaking, there are three effective global cross-cultural advertising communication strategies, namely "standardization", "localization" and "standardized creativity and localized implementation". 1 standardization strategy standardization strategy refers to a brand management strategy that extends the same brand to different countries and regions and adopts the same name * * * logo * *, the same packaging and the same advertising scheme. Standardization strategy is based on the universality of human nature and global convergence, which reflects the * * * nature of national markets. 1, 1 Advantages of standardization First, economies of scale in production and distribution are realized. The premise of advertising standardization is the standardization of products, that is, the same products are produced and sold in markets all over the world, so it is no longer necessary to design different products for different needs, establish different production lines and adopt different distribution methods. The advertisement of standardized products can satisfy consumers' needs, which makes it possible to further expand the production and sales of products on the original basis. Second, it greatly reduces the production and publicity costs of advertisements. Standardized advertising realizes the implementation of the same or similar advertising strategies in different markets, without spending a lot of manpower, financial resources and material resources on art design, text writing, typesetting, printing and production of different advertisements, which greatly saves advertising costs. Colgate sells its products to more than 40 countries through global advertising. After packaging standardization, the head office only provides two different advertisements, and the regional manager can only choose one of them, which not only saves the company huge advertising expenses, but also makes huge profits. Third, a clear brand image can be formed. The implementation of standardized advertising makes the company appear in front of consumers with a voice and an image, and then establishes a clear brand image through good advertising, and builds its own brand's standardized personality and unique cultural connotation, which can be recognized by different consumers and improve consumers' loyalty to the brand. For example, internationally renowned companies such as Fuji, Kodak and Nike sponsored the Olympic Games, interspersed standardized advertisements in TV programs and broadcast them in different languages for different regions, thus establishing a very unified and clear world brand image. Fourth, it is conducive to enhancing the competitiveness of products in the international market. The implementation of advertising standardization has greatly reduced the cost of products and also brought down the price of products. The reduction of prices has enhanced the market competitiveness of products and expanded the penetration of products. If the company's strength is relatively strong, coupled with the superior products and services, it also enhances the trust of consumers, and the products are more easily accepted by the target market. Fifth, it is conducive to the unified management and control of advertising activities. Multinational companies manage advertising affairs in dozens of countries and regions. If there are great differences in advertisements in each country, the management of global advertising affairs will be in a state of chaos. On the contrary, if you only manage one or two globally standardized advertisements, it will certainly be much less difficult. 1.2 Problems brought by standardization The spread of advertisements must be placed in a specific culture to meet different market demands. It is difficult for a unified and standardized advertising strategy to meet the needs of all regions, which brings great pressure to the company's advertising, especially when its publicity link is weak, and it is even more difficult to take into account the market situation in all regions. In addition, if the local * * * controls the factors such as product composition, packaging and trademark, these will seriously hinder the implementation of the company's standardization strategy. Therefore, advertising standardization is conditional, and not all products are suitable for advertising standardization. Products suitable for cross-cultural advertising standardization must be products with consistent needs and expectations of consumers everywhere. Including the following situations: advertising that pays attention to visual appeal, products that avoid translating advertisements into multiple languages, products that enhance brands through image advertising, high-tech products and products with national characteristics and styles. 2 Localization strategy Localization strategy refers to that cross-cultural advertisements aim at different cultural backgrounds in different national markets, adopt different advertising themes suitable for the local culture, and spread different advertising information. 2. The advantages of1localization are as follows: firstly, the local audience is refreshed and the influence of advertisements is enhanced. Generally speaking, the local audience will be full of admiration for the well-known products of multinational companies and full of awareness of watching foreign scenery. When this fixed thinking is impacted, it will have a very strong shock and a feeling of epiphany. The second is to strengthen the interaction with the host audience and establish a new product image. Interaction emphasizes the communication between information sender and information receiver, and localized advertising strategy creates a communication medium for both parties and helps to establish a new product image. Third, it eliminated the unattainable image of multinational companies and established the affinity image of the company. The impression of multinational companies in the eyes of the audience is mostly tall and luxurious. Localization strategy makes local audiences feel that multinational companies are actually very peaceful and not far from themselves, which in turn produces a sense of intimacy. The advertisement of brandy in remy martin pays special attention to the different needs of different cultures and customs in different regions. In European and American countries, it uses the slogan "Cognac art is like fire", and uses the combination of metaphor and personification to give consumers a clear message: brandy manufacturers are like fire to customers, and their brand-name wines will be of high quality; Brandy is warm and rich in taste, with a long and fragrant aftertaste, which itself contains the same feeling as fire; Brandy can make lovers ignite the spark of love, immerse lovers in the passion of love, and make friends create touching * * * ..... "Like fire" will make customers produce emotional * * * sounds, which is also in line with European and American cultural customs. For the East, especially the China market, the auspicious slogan "When remy martin opens, good things will come naturally" is adopted, which captures the oriental psychology of loving Geely and makes remy martin brandy sell rapidly in Hong Kong, Macao and Taiwan and Singapore where Chinese are concentrated. 2.2 The first problem brought by localization is that the brand image is not uniform and clear. Localization requires different advertisements for different markets. An advertisement may be romantic in France, enthusiastic in the United States and friendly in China, causing embarrassment to different brands in different markets. Second, advertising production costs are high. An advertisement needs a lot of investment in art design, writing, printing and production. In addition, differences in advertisements sometimes lead to differences in products, which in turn leads to the need to expand production, thus greatly increasing production costs. 3 Standardization creativity, localization and standardization have their own advantages and disadvantages. How to make these two strategies complement each other in brand management is the key to the success of cross-cultural advertising in the world. At present, the strategic mode of organic combination of standardization and localization widely used in cross-cultural advertising is "standardized creativity, localized execution", that is, the same advertising creativity is adopted all over the world, but when it is applied to different countries and regions, the language and characters of these countries and regions are used to actually express this creativity. The classic case of "standardized creativity and localized implementation" is McDonald's "baby cradle" advertisement. The originality of this advertisement is universal. In the movie, a baby is lying in a rocking bed. When the cradle swings up, the baby laughs? Babies cry when they are young. After swinging back and forth several times, the camera turned to the window opposite the cradle, where a McDonald's brand was hung. It turns out that when the cradle was put on, the baby laughed when he saw the mark. The baby cried when the mark disappeared. McDonald's promoted this ingenious advertisement to the whole world, but adopted different baby images for different markets. European and American markets are European and American babies, African markets are African babies, and Asian markets are of course Asian babies. There are many such advertising cases. For example, during the Top Ten Asian World Cup, Addidas put an advertisement in China, showing the scene of fierce confrontation between two teams composed of world-famous stars, and the final shooting action of the film was completed by China football players. In fact, Addidas used advertisements with the same creativity all over the world, but the lens was finally replaced by athletes from different countries. 4 The trend of cross-cultural advertising communication-more thorough localization The conclusion of the introduction to the book "The End of Globalization" published by Allen Lughman, a professor at Oxford University in 2000 is: "Think regionally, act locally and forget about globalization." This reflects a trend of cross-cultural advertising communication, that is, "more thorough localization." Woodruff, former president of Coca-Cola, famously said, "Coca-Cola is 99. 1% carbonic acid, syrup and water. If there are no advertisements, who else will drink? " One sentence tells the true meaning-Coca-Cola sells culture, and the secret recipe is "sugar water+advertising". At first, Coca-Cola appeared in front of consumers with an international image in China, and impressed consumers with the most typical American style and spirit. The advertisement used is also the Atlanta version of the United States. At the end of the 20th century, Coca-Cola realized that it was a long way to become the leader of China's beverage market. So in 1997, they began to implement the localization strategy of advertising in great strides, and the wonderful pen was 1997-2003 series of Spring Festival movies. 1999 During the Spring Festival, the TV advertisement "Windmill" was regarded as a milestone in the history of Coca-Cola's localization strategy in China. The whole exterior was shot in Niujiaogou near Harbin, and all the characters came from this village. The theme of the advertisement is that villagers in northeast China celebrate the Spring Festival, with the melody of traditional Chinese musical instruments as the music background. Whether it is a cattle driver, a carefree child in China, or a windmill flying against the wind, there is a strong Chinese style. In the Spring Festival of 2000, "Dragon Dance" celebrated the Spring Festival with the people of China in the form of traditional festivals in China. Dragon is a typical mascot in China, and dragon dancing is a celebration of traditional festivals in China. The long queues of hundreds of people dancing in the advertisement, combined with the deafening sound of gongs and drums, appropriately mobilized the emotions of China consumers and made them feel that Coca-Cola's "Chinese flavor" is really getting stronger and stronger. 200 1, Coca-Cola launched the image of China-"Ah Fu, a clay doll". In the northern small village in the snow during the New Year, a pair of lovely little brothers and sisters are jumping hard to paste Spring Festival couplets, and snowballs fall on their little faces ... Mom and Dad hear the sound outside the door and come out to encourage their little brothers and sisters to cheer. The little brother and sister who posted couplets are clay dolls "Ah Fu". They are not holding big carp, but holding Coca-Cola to pay New Year greetings to consumers in China. Advertising skillfully combines the Spring Festival, China people's nostalgia, affection and Coca-Cola culture. In 2002, the advertisement of paper-cut New Year pictures with the image of "Ah Fu, clay doll" was adopted. The beloved little Alfred and his family invited the children in the neighborhood to cut paper together. While drinking Coca-Cola, Little Alfred was suddenly inspired to improvise and cut out a soaring dragon. With the laughter of "Longteng is auspicious, Ma Yue is happier", * * * ushered in the Spring Festival. In 2003, Coca-Cola still took "Ah Fu, a clay doll" and "a small village in the north of China" as important creative elements, and put them in a typical Spring Festival atmosphere, so that Little Ah Fu and the children could enjoy their performances together: snow in the New Year, fiery couplets, skiing with the children, and enjoying the joy of the New Year with the laughter of "Happy Year of the Sheep, Coca-Cola". The reason why Coca-Cola's New Year's Eve advertisement touched the hearts of consumers in China mainly lies in grasping some of the most essential things of China's New Year, such as blessings, couplets, lanterns and firecrackers ... Through the description of China's traditional folk behaviors such as posting Spring Festival couplets and setting off firecrackers, the feeling of Coca-Cola spending the Spring Festival with everyone is formed, and the spread of Coca-Cola can bring people magical joy, unexpected surprises, optimistic spirit and confident ideas, so that every China's New Year is full of magic. This series of advertisements for New Year's Eve really captured the hearts of Chinese people and aroused many people's infinite reverie about their happy childhood. At the same time, it also explains the brand concept of Coca-Cola to the fullest. Coca-Cola has become a local product in China, and this local image has indeed achieved the effect of communicating with consumers in China. In recent years, the practice of cross-cultural advertising communication in the world market has proved the importance and necessity of "more thorough localization" and the obvious development direction.