从跨文化敏感度和身份认同视角分析广告

广告是商家用来宣传产品的重要方式。成功的广告不仅拉近了消费群和产品的距离,而且增加了公司的利润。如何打造成功的广告是商家需要重视的问题。雀巢咖啡和可口可乐是通过广告成功打开中国市场的典范。文章以这两个品牌的广告为研究对象,运用跨文化敏感度和身份认同理论分析广告成功的原因。最终得出结论:成功的广告必须重视文化差异,重视消费群的身份特征。

An Analysis of Advertising Based on Intercultural Sensitivity and Identity

Advertising is a crucial way for businesses to promote products.A successful advertising can not only shorten the distance between consumers and the products,but also increase company’s profit.How to make a triumphant advertising becomes a key question that businesses should pay attention to.Nescafe and Coca-Cola are the typical examples which open China’s market by employing successful advertising.Therefore,this paper takes the advertisings of Nescafe and Coca-Cola as examples and tries to analyze the factors being responsible for a successful advertising on the background of intercultural sensitivity and identity.Through analysis,the paper believes that a successful advertising should focus on culture differences and consumers’ identity.