Cross-Cultural Advertising: The Engine and Communication Code for Constructing Cultural Soft Power in a Global Context
Year: 2025
Type: article
Abstract: Under the wave of globalization, the advertising industry has gradually become an important carrier for the dissemination of national cultural soft power. This paper focuses on the unique role of cross-cultural advertising in enhancing the support of the advertising industry for national cultural soft power. It thoroughly analyzes the connotation of cross-cultural advertising, reviews in detail the challenges it faces in areas such as cultural differences and cultural hegemony, and explores the impact mechanism between cross-cultural advertising and national cultural soft power through successful case studies of well-known domestic and international brands. Furthermore, it proposes targeted and forward-looking development strategies and optimization suggestions, aiming to provide practical guidance for the strategic enhancement of national cultural soft power through the advertising industry in the context of globalization.
Author: Xinqi Liu
Institution: Beijing Technology and Business University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408420125