On Toyota's Misstep in Advertising Its Land Cruiser SUV in Beijing
On Toyota's Misstep in Advertising Its Land Cruiser SUV in Beijing
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论丰田在北京为其陆地巡洋舰SUV做广告的失误
DOI：
10.1300/j046v18n04_04
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发表时间：
2006
期刊：
影响因子：
--
通讯作者：
Nader H. Shooshtari
中科院分区：
文献类型：
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作者：
Fengru Li;Nader H. Shooshtari
摘要以丰田2004年在北京举办的Land Cruiser SUV广告宣传活动为例，考察了跨国公司试图将广告创意与当地文化相结合的做法。在社会语言学的框架内，本文确定了一家跨国公司扭曲中国消费者社会语言学系统的广告错误的特征。我们鼓励跨国公司认识到社会语言系统在国际市场上为目标消费者所固有的重要作用。全球营销研究人员面临的挑战是在西方文化主导之外从事双文化和双语人种学研究，以便更好地理解国际营销行为。
Abstract Multinational corporations' attempt to combine advertising creativity with local cultures is examined in the case of Toyota's 2004 Land Cruiser SUV advertising campaign in Beijing. Within a sociolinguistic framework, the paper identifies characteristics of a multinational corporation's advertising mistakes that distorted Chinese consumers' sociolinguistic system. We encourage multinational corporations to recognize the important role of socio-linguistic systems indigenous to targeted consumers in international markets. The challenge to global marketing researchers is to engage in bicultural and bilingual ethnographic studies outside the Western cultural dominance so that greater understanding of international marketing behaviors can be sustained.