| Issue |
SHS Web Conf.
Volume 159, 2023
2023 International Conference on Language and Cultural Communication (ICLCC 2023)
|
|
|---|---|---|
| Article Number | 02017 | |
| Number of page(s) | 5 | |
| Section | Cultural Communication and New Media Marketing Strategy | |
| DOI | https://doi.org/10.1051/shsconf/202315902017 | |
| Published online | 23 February 2023 | |
Connectivity and Barriers: Cross-cultural Advertising Communication
School of Arts, Nanjing University, No.22 Hankou Rd., Gulou District, Nanjing, Jiangsu 210093, P.R. China.
* Corresponding author: maxian@smail.nju.edu.cn
The world has been connected into a large unified market, forming a global organic economy. Economic globalization has increased the number of multinational companies and transnational projects. Cross-cultural advertising is an indispensable part of the cultural inheritance of the brand’s origin country and the cultural exchange with other countries and regions. This paper analyzes the causes of cross-cultural advertising. It explains the issues that should be paid attention to when cross-cultural advertising carries out brand communication through positive and negative examples. Finally, this paper suggests the strategies enterprises should adopt when carrying out cross-cultural advertising communication and analyzes the prospects of cross-cultural advertising.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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