Localization of Advertising Campaigns of Global Brands for the Chinese Market: Cross-Cultural Perspective

Globalization process allowed modern business executives to expand their activities into new markets. For a successful business expansion world brands need to create good advertising campaigns, applicable for the target audience, which is impossible without extensive knowledge about the target culture. There has been a great number of cross-cultural marketing studies with the focus on developed markets. However, no serious explanation has been given to describe the advertisement adaptation for the emerging markets. This paper examines the way Chinese cultural values influence consumer behavior and advertisement perception with the purpose of providing business executives with recommendations and restrictions for designing commercials targeted at Chinese audience. The methods employed in this study are the following: a qualitative study of the two advertising campaigns and a quantitative survey on consumer preferences. This study is supposed to fill in the knowledge gap existing in the current cross-cultural marketing research and serve as a base for developing new advertisement adaptation methods.