随着经济全球化趋势的日益明显,品牌输出和跨国营销越来越频繁。我国加入WTO后,打造国际品牌,参与国际竞争已是题中之义,而作为塑造品牌形象和开拓国外市场的主要方式的广告,就这样被推向了前沿阵地,从此也将不可避免地遭遇跨文化传播的问题。在跨文化广告传播中,人们普遍认识到要走“一体化”与“本土化”相结合之路,实施广告的“战略全球化,战术本土化”(“Thinking globally,Acting locally”)。无可否认,实施本土化广告策略,融入当地文化,是国际品牌占领全球市场的必然选择,许多国际知名品牌如可口可乐、宝洁等也是靠营销本土化在全球 With the increasingly obvious trend of economic globalization, brand output and cross-border marketing are more and more frequent. After China’s accession to the WTO, building international brands and participating in international competition is already a matter of questioning, and advertising as the main mode of shaping the brand image and opening up foreign markets is thus pushed to the forefront and will inevitably encounter with it Intercultural communication issues. In intercultural advertising, it is generally recognized that “Thinking globally, tactical localization” should be implemented on the road of combining “integration” and “localization.” Admittedly, the implementation of local advertising strategy, integration into the local culture is the international brand an inevitable choice to occupy the global market, many international brands such as Coca-Cola, Procter & Gamble also rely on marketing localization in the world