What Advertising Strategies Did VW Jetta Use to Promote in China and the United States?

Tianyi Zhang, Shaoke Li
2022 Advances in Social Science, Education and Humanities Research   unpublished
With the increasingly obvious trend of globalization, the market of various countries is closely linked, and the world market is forming. However, top management in companies that work internationally sometimes overlook the importance of the invisible barriers that cultural differences create in marketing communication. As cultural differences have a profound influence on the process of brand internationalization and global marketing, businesses must pay more attention to those factors. Failure
more » ... to place marketing strategy in the cross-cultural context of the countries where a company is doing business will work to the detriment of global marketing and public relationship. [1] What's more, international advertisement promotion has become one of the most common ways for companies to enhance the pace of internationalization, which can help them to compete with others in global marketing. According to the background information listed above, the purpose of this case study report is to examine how Volkswagen Jetta used different advertisements in China and the United States to adapt to the diverse national cultures including elements of pragmatism, individualism/collectivism, low/high context, and sexism.
doi:10.2991/assehr.k.220401.217 fatcat:v5thvasrczcqnmgtfi2hl2sx7u