Cross-Cultural Communication Strategies of the Thai Advertising Industry and Their Implications for the International Communication of Chinese Advertising

Abstract

Based on the theory of cultural adaptation, this paper explores the cross-cultural communication strategies and successes of Thailand’s advertising industry, analyzing their implications for China’s international advertising efforts. Through case studies and empirical analysis, the paper identifies key cross-cultural strategies in Thailand’s advertising industry, such as language adaptation, symbol interpretation, and cultural element integration, which effectively enhance advertising impact and audience acceptance. The study suggests that China’s advertising industry should draw from Thailand’s successes by aligning with target market cultural characteristics while maintaining Chinese cultural identity, achieving a balance of localization and internationalization. The paper also provides specific strategies for China’s advertising industry to enhance its cultural adaptation capabilities, addressing the challenges posed by globalization. The research aims to offer theoretical support and practical guidance for cultural adaptation strategies in China’s international advertising.