Impact of Globalization on Advertising in the Chinese Market: Report

This report provides an overview of advertising in China, examining its growth, cultural influences, and agency management. It explores the impact of globalization on the Chinese market, including the use of language and brand names. The report discusses the complexities of offensive advertising and the importance of consumer acceptance. Furthermore, it highlights the role of new media and the evolving landscape of advertising and communication studies within China. The analysis covers key aspects such as media control, consumer behavior, and the incorporation of cultural values like mianzi, Confucian ethics, and guanx. Overall, the report offers insights into the strategies and challenges faced by advertisers in the dynamic Chinese market, emphasizing the importance of adapting to cultural nuances and consumer preferences.

Running head: BUSINESS WRITING
BUSINESS WRITING
Name of the Student
Name of the University
Author Note

1BUSINESS WRITING
The Post –WTO Decade in China
Executive Summary
In recent days, China is one of the recognizable largest advertiser and consumer market
in the World. The gross domestic product (GDP) has increased their growth almost over 8%,
which is one of the fastest growing market and second-largest economy. The renowned
companies like Nike, Toshiba, Volkswagen, and General Motors has made the fastest growing
market in China. It helps them to build most competitive media to compete with multinational
counterparts. China’s advertising billings of US$83.6 billion in 2010 are the third largest in the
world and are estimated to continue their double-digit annual growth. Therefore, the country has
increased their power in advertisement, which makes the impacts in the diversified cultural
values, language and brand names, acceptable and offensive advertising, media growth and
control, and agency management.
According to the standard in the marketing management, China has made a
modernization in the cross-national activities and developing on the strong culture heritage. In
the process of globalization and Media growth and control helps in the different policies, which
helps to introduce the implanting language policies, defend against globalization’s cultural
infringement and regulates the media globalizations. One of the advertising company, in China,
named China Cable Network Company established in this country and they operated
Broadcasting, Film, and Television Company other national airwaves.
Globalization and Agency Management is another part in the development in the history
of China. The structure, which has formed for the exercise of the ability must always, uses the
governance system and helps on the reduction on the corporate structure.

2BUSINESS WRITING
In this advertising paper, the analysis content has helps to identify the media growth,
control and agency management culture and advertising effects. Therefore, the identification of
the consumers negotiates become more important in the conflicting values in the globalizing
world. It will become more complicated for the China economy development.
For beyond of the individual collectivism China deals with the additional researches,
which make the compliance in the both for the masculinity or femininity and youth and
modernity appeals. They made the development in the indigenous culture values like mianzi,
Confucian ethics, and guanx.
China market has grows repeatedly in the advertising marketing where the consumers has
played the actual significant roles. In the part of language and brand name the Chinese market
has uses their popular strategies, which always concerns with the transliterated names, brands
and quality of the products. The marketers undermine the marketing communication, which
helps to enhance the product population with positive connotations with the consumers.
In every advertizing company, offensive advertising always found and in China, there is
no exception in this. In the survey on such issues, it has found that the advertising company’s
uses offensive matters while publish in the air. It is also necessary the advertising co tents, which
are using to promote the products must be acceptable by the consumers. If the Consumers failed
to accept the contents then the use of such intensity will fail. The mode of new media also uses
various methods while promoting the advertisement like internet or social Medias. In the
continuous process in development of advertising and communication studies in China, this
assignment helps in the various aspects of Chinese. It will increase the process of expanding
knowledge platform, which are highly resourceful for future work and study.