Linguistic and Cultural Elements in Advertising Marketing in the Context of Globalization: The Case of China and English Speaking Western Count

Abstract

In the context of globalization, transnational advertising and marketing is becoming increasingly significant in international relations as a result of the increasing frequency of international commercial operations and the increasing prevalence of brand entrance into foreign markets. Although corporate advertising aims at economic profitability, advertising communication itself carries the function of concept and value exchange. Taking Hofstede’s Cultural Dimensions as the theoretical framework, this paper discusses the transnational advertising communication and marketing of corporate brands from both linguistic and cultural perspectives, combining real cases of internationally famous brands such as Coca-Cola, D&G, McDonald's, IKEA, and so on, and explaining and analyzing the elements that need to be paid attention to when carrying out international advertising marketing by comparing the cultural differences between China and the West.