“全球化”一词源于英美语系,从麦克卢汉的“地球村”概念、丹尼尔·贝尔“意识形态的终结”、布热津斯基的“网络外交”直到管理学革命之父彼得·德鲁克的“全球购买中心”。“广告全球化”就是在这样的背景下提出来的,其理论支点是:国际品牌在全球所有国家和地区进行广告表现及传播时,其广告策略、表现方式、品牌个性形象甚至品牌名称的界定。都采用统一化战略。“本土化”则与民族文化的认同相关联,“广告本土化”的理论支点是:各国有自己独特的文化,国际品牌在进入一个国家和地区进行广告表现和传播时,其广告策略、表现 The term “globalization” originates from the Anglo-American language system. It starts with McLuhan’s concept of “global village”, Daniel Bell, “the end of ideology,” and Brzezinski’s “cyber diplomacy.” Peter Drucker, the father of management science, “Global Marketplace.” “Advertising Globalization ” is proposed in this context, the theoretical fulcrum is: international brands in all countries and regions in the world when the performance and dissemination of advertising, advertising strategy, performance, brand image or brand name The definition. Have adopted a unified strategy. “Localization ” is related to the identification of national culture. The theoretical fulcrum of “Advertising Localization ” is that each country has its own unique culture. When an international brand enters a country or region to perform advertisement performance, Advertising strategy, performance