A Multiple Case Study of Advertising Adaptation Strategy of European and American Brands in China
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改革开放以来,欧美品牌纷纷落户中国。欧美市场与中国市场的巨大差异,迫使欧美品牌调整其在华广告活动。本研究通过对广告公司从业人员的深度访谈和查阅相关文献,获取16个案例,发现本土化策略分为四个层面:产品本土化、定位本土化、创意本土化、呈现本土化。其中,创意本土化最能体现文化的深层内涵:从"赋予个体独立于社会之外的意义"到"己在群中";亲子关系从独立平等转向儒家的亲慈子孝;夫妻关系从二人世界转向儒家的夫唱妇随、开枝散叶;在两性关系上,从取悦异性转向儒家对性别角色的社会期待。Since the reform and opening, more and more European and American brands have entered China. Because of big differences between China and the US and Europe,it is necessary for European and American brands to adjust their advertising strategies to meet demands of China market. 16 cases are collected through depth interviews and second-hand data. There are four levels of adaptation strategy:localization of product;localization of target audience,localization of creativity,and localization of execution. Among all levels, localization of creativity is the best to illustrate the cultural adaptations,including the relations between self and group,between parent and kid,between husband and wife,between sexes.