Connectivity and Barriers: Cross-cultural Advertising Communication

Abstract

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.