'Success depends upon previous preparation, and without such
preparation there is sure to be failure.' These words from the
Chinese philosopher Confucius should be taken to heart by every
company planning operations in China. The role of advertising is
crucial as it is the first point of contact between consumer and
product/ brand. Cultural misunderstandings can happen easily and
determine success or downfall. This research paper gives an insight
into Chinese cultural values and what role they play in
advertising. Cultural theories and models are applied to China and
the development of advertising in the country is reviewed. As
language is a fundamental part of culture, a closer look at brand
naming decision factors is taken. Examples of Chinese and
international advertisements published in China are analysed and
findings show that culture does play an important role but the
necessity of intercultural marketing in today's business world is
still undervalued. For only with a solid knowledge of the market
and its culture can the Chinese challenge be mastered successfully.
This book is directed to everybody doing business in China and
being interested in this fascinating culture.
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