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自本世纪初至今,国际广告策略经历了一个由当地化到标准化的发展过程。在初期,一些大型的跨国公司和出口商采用了广告当地化的战略,这也是为了适应各个国家不同的地理环境、历史条件与经济发展水平而制定的。因为,消费者的不同的购买动机来自于不同的价值观、风俗习惯、消费偏好。不同的民族、不同的文化群体,对色彩、图像、标志和音
Since the beginning of this century, international advertising strategy has undergone a process of development from localization to standardization. In the early days, some large multinationals and exporters adopted the strategy of localizing advertisements, which was also designed to meet the different geographical environments, historical conditions and level of economic development in various countries. Because, different consumer motivation to buy from different values, customs, consumer preferences. Different ethnic groups, different cultural groups, about color, image, logo and tone