2026-05-05T20:32:22Zhttps://uvadoc.uva.es/oai/request

oai:uvadoc.uva.es:10324/725952024-12-16T20:08:55Zcom_10324_38col_10324_787

Guo, Yifan González-Cascos Jiménez, Elena Universidad de Valladolid. Facultad de Filosofía y Letras 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. 2024-12-16 2024-12-16 2024 info:eu-repo/semantics/masterThesis https://uvadoc.uva.es/handle/10324/72595 eng info:eu-repo/semantics/openAccess http://creativecommons.org/licenses/by-nc-nd/4.0/ Attribution-NonCommercial-NoDerivatives 4.0 Internacional