RT info:eu-repo/semantics/masterThesis
T1 Linguistic and Cultural Elements in Advertising Marketing in the Context of Globalization: The Case of China and English Speaking Western Count
A1 Guo, Yifan
A2 Universidad de Valladolid. Facultad de Filosofía y Letras
K1 Cultural difference
K1 Advertising
K1 Language
K1 International marketing
K1 5701.11 Enseñanza de Lenguas
AB In the context of globalization, transnational advertising and marketing is becomingincreasingly significant in international relations as a result of the increasingfrequency of international commercial operations and the increasing prevalence ofbrand entrance into foreign markets. Although corporate advertising aims at economicprofitability, advertising communication itself carries the function of concept andvalue exchange. Taking Hofstede’s Cultural Dimensions as the theoretical framework,this paper discusses the transnational advertising communication and marketing ofcorporate brands from both linguistic and cultural perspectives, combining real casesof internationally famous brands such as Coca-Cola, D&G, McDonald's, IKEA, andso on, and explaining and analyzing the elements that need to be paid attention towhen carrying out international advertising marketing by comparing the culturaldifferences between China and the West.
YR 2024
FD 2024
LK https://uvadoc.uva.es/handle/10324/72595
UL https://uvadoc.uva.es/handle/10324/72595
LA eng
NO Departamento de Filología Inglesa
DS UVaDOC
RD 04-abr-2025