The Cultural Adaptation of Luxury Advertising of Western 
Brands in China Under the Theory of Cultural Dimension

Shuang Li

doi:10.70711/neet.v3i8.7579

The Cultural Adaptation of Luxury Advertising of Western Brands in China Under the Theory of Cultural Dimension

Shuang Li

Abstract

This thesis examines how western luxury advertising adapt their strategies to Chinas unique cultural dimensions based on the theory of cultural dimensions. Through comprehensive analysis of the cultural differences of cultural between Chinese and English with the theory
of. Cultural dimensions and the unique appealing of luxury advertising, this thesis elaborated the strategies for the strategies of cross-cultural
adaptation for the luxury advertising in China, including hierarchical messaging and authority figures, trust-building through certifications and
celebrity endorsements; family/group-oriented narratives; gentle masculinity and traditional femininity; tradition-modernity fusion and legacy
emphasis and moderate emotional appeals and symbolic status.

Keywords

Cultural Dimensions; International Advertising; Cultural adaptation

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References

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DOI: http://dx.doi.org/10.70711/neet.v3i8.7579

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