遭遇全球化：广告业、广告传播与广告人

当今世界经济全球化已成为不可阻挡的潮流,经济全球化的必然结果是跨国公司及其全球性经营活动的兴起。全球化的商业环境给国际广告市场和广告业带来了前所未有的影响与巨变,作为直接为跨国公司及其品牌服务的广告公司、广告传播与广告人,此时也不得不面对客户的全球市场实现跨国经营和运作。由此,全球化不仅使广告业成为“全球化”的行业,而且使广告传播遭遇全球化时代的跨文化传播,并促使广告人从一个单一文化人转型成为一个多元文化人,以担当起跨文化广告传播的使命。

Advertising Industry, Advertising Propagation and Advertising Agent in Globalization:

The economic globalization has become a powerful trend,which results in the rise of multinational corporation and international business.Globalization also has brought unprecedented influence on the international advertising market and advertising industry.The advertising company,propagation and agent that directly serve for the multinational corporation and their brands,also have to face the global market.Therefore,the globalization not only makes the advertising industry and advertising propagation globalized,but also converts the advertising agent into the multi-dimension expert.This thesis aims to analyze globalization through the current status and development of international advertising industry.