Cultural Impact On International Branding In Advertising----A Case Of Success Of LGE In China

Is it possible to persuade consumers in different markets with the same advertising message? This question is one of the most fundamental decisions when planning an advertising campaign in different cultural areas and one of the most frequently discusses issues in advertising today.

Banding as a kind of marketing communication for consumers aims to create an image by designing and promoting certain products or services, their brand names, and additional values. International banding is an example of interactive communication between marketers and consumers from different cultures.

In sum, the main research question of the present study is how does culture impact on international branding in TV advertising and what specifically are these impacts?

From late 1990's, the Hanliu phenomenon was firstly formed from Korean dramas and extended into various mass cultures. (The Hanliu phenomenon refers to the enthusiasm of Asian people for Korean mass cultures such as Korean dramas, pop songs and fashions.) This phenomenon leads to the popularity of Korean products and Korean cultures such as Korean dramas, mu

The concept of “culture” and business as been extensively researched, both how it affects interpersonal communication, as well as in more general terms: such as culture influences business practices, consumer choice and behavior (Hofstede, 1991; 1998; Traompenaars and Hampden-Turner, 1993, 1997). Two models have been extensively used in the business world: Hofstede’s 5 Dimensions and Hall’s perception of time and high-context/ low-context models.

Most of definitions of culture focus on the content of culture or on the function of culture. Looking into culture, some scholars share ideas that culture consists of two components, one visible and one invisible. The visible component comprises items such as behavior and products, while the invisible component has essentials like values and norm. The two parts influence each other.

In this study, branding is seen as two-way and three-layered communication. When collecting data, it is important to investigate both the marketer and consumers. When analyzing data, it is necessary to categorize the data according to the three layers of branding.

Some topics in this essay:
III Design, Sandage Fryburger, China Chinese, China Korea, Christopher McDonald1995, Douglas Craig, China Research, Guangzhou LG’s, South Korea, Zhenyi Li1999, focus interviews, international branding, chinese perceptions, focus interview, research question, branding materials, south korea, impact international, printed advertisements, impact international branding, affect branding performance, countries eg, research question study, impression south korea, cultures korean dramas,