跨文化传播失败的广告案例分析The Failure Advertisement Case in Cross-CultureCommunicationEditor：李慧娇Editor: 李慧娇Reviewer: 刘尚C ONTENTS目录Contents01Cross-Culture Communication Theory02Case Analysis03Conclusion01Cross-Culture Communication TheoryIntroductionCross-Cultural Communication (Intercultural communication) is a universal phenomenon of human being.With the spread of globalization, the cultural field is facing the trend of globalization, and the cross-cultural communication among countries is gradually increasing. However, due to the differences in cultural values and other factors among countries, especially under the influence of Ethnocentrism, Consumerism and Orientalism, the intercultural communication always faces an insurmountable gap.As China has transformed from the “global factory” into the “global market”. More and More global brands are running and competing in Chinese market, especially luxury brands. Dolce Gabbana, as a famous global luxury brand, had a good performance previously, while after the insulting China scandal, the sales volume in China declined rapidly.An Italian luxury fashion house founded in 1985in Legnano by Italian designers Do menico Dolce and Stefano Gabbana.They met each other in Milan in 1980and design ed for the same fashion house.In 1982,they established a designer consulting studio;in time it grew to become "Dolce &Gabbana".They presented their first women's col lect-ion in 1985in Milan,where a year later their store would open its doors.Dolce Gabbana02Case AnalysisCase AnalysisDolce&Gabbana Incident:•Stefano Gabbana,the founder and creative director of Italian luxury brand Dolce&Gabbana(D&G),has provoked a public outcry by making insulting remarks about China.•DG official website had to take the video down after netizens complained that it implied discrimination against Chinese chopsticks and even Chinese people.•However,DG is a really double-dealer,the designer updated a post on the foreign network,saying that China is a shit-like country.•This gross outrage was really irritating!However,he explained by the ridiculous claim of that his account was stolen. The ability to deal with public relation is really insufficient.Case AnalysisThen Chinese stars and models, including Chen Kun, Li Bingbing, Wang JunKai, Zhang Ziyi, Huang Xiaoming Deli Reba, etc, refused to attend the brand show scheduled to be held in Shanghai. Subsequently, many stars with DG to cancel the contract, cancel cooperation with DG. After the brand show was canceled, the activity site was desolate.Perhaps the DG brand realized its serious mistake may ruin its market success in China. Therefore, in order to appease the sentiment of Chinese consumers, it even learned Chinese and apologized in Chinese. However,most netizens did not buy it and expressed their resistance.Ethnocentrism:Ethnocentrism is the belief that one's cultural group to which one belongs (usually equated with the state) takes precedence over all other cultural groups. It shows a sense of national superiority, that is, judging the value of other cultures from the value of their own national culture.Ethnocentrism may lead to Self-centered mentality, Stereotype, National Prejudice and Discrimination, Racism, ignoring the respect for local culture.DG’s behavior is a typical negative event of the this kind of mentality, which aroused the public indignation in China. In return, it damages the brand image of DG.Consumerism:Consumerism culture refers to consumerism in the cultural sense. It is a social and cultural phenomenon, and it refers to the cultural ideology that satisfies the desire stimulated by modern culture. As an important part of social culture, mass media will undoubtedly be influenced by consumerist culture. At the same time, because of the typical symbolic characteristics of consumption, the mass media is also a force that cannot be ignored in the spread of consumerism culture. Transnational media company of operation, operation logic of the capitalist world system and ideology, the phenomenon of media imperialism is happening, is the cause in developed countries (especially America) medium, impact the developing countries, makes audiences in the developing countries accept capitalism consumerism values, and became a captive to western cultural hegemony，And lead to the collapse of the national cultural tradition.DG overemphasized on the consumerism, and neglect the mainstream values and public sentiment in China, which result in the outrage of Chinese society.Orientalism:Orientalism is a set of images about the Orient fabricated by westerners for their own interest. Orientalism, as a theoretical tool of European colonial plans and imperialist aggression, always focuses on the West rather than the East. Itspurpose is to build a system of knowledge, discourse and power based on the binary opposition between the East and the West.The West is shown as self-centered, powerful, masculine and dominant. On the other hand, the east is opposite to the other, marginal, weak, feminine andobedient. This asymmetric relationship is depicted to consolidate the hegemony of the west.When orientalism is a common way of thinking and cognition, common sense orientalism has become a kind of power discourse, dominated by the power discourse, the white living in the west, whether intentionally or not, will produce a sense of superiority over the people and objects of the east , because they believe in the heart that the east is mysterious, savage and pagan. In their eyes, the Orientals must be racially inferior to the whites, and they need to shoulder the mission to save and civilize them. When understanding the East, westerners always take little account of the reality of the East, but turn to the so-called authority of Orientalism, to believe in an Orientalism of the East. Because, this Orientalism of the Orient can bring Westerners a sense of superiority, can prove their centrality.Orientalism ideology is the remnants of colonialism mentality. It is a deeply-rooted cultural prejudice. Under the guidance of this mentality, DG’s terrible behavior had hurt Chinese people’s feeling severely.03ConclusionConclusionThe Strategy for multi-national company to avoid Cross-cultural risks:•Getting rid of Ethnocentrism, Consumerism and Orientalism, avoid arrogance and prejudice;•Learning and respecting the local culture and social values;•Applying the differentiated marketing strategy based on the actual conditions of target market.References1.DG中国官网：/2.关世杰，《跨文化交流学》，北京大学出版社，2009年版；3.杜向涛，《“中国元素”广告的跨文化传播研究》，西北大学硕士论文，2009年；4.陈培爱，《广告跨文化传播策略》，《东南学术》，2004年增刊;5.刘昕远，《商业广告跨文化传播的障碍与对策》，江苏商论，2008年3月。
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