Driving Sales with Words: Advertising Localization of Foreign Automotive Brands in China

Abstract

This dissertation examines linguistic and cultural adaptation in foreign automotive advertising for the Chinese market, shedding light on the intricate process of crafting culturally resonant and linguistically appropriate advertising content tailored to the Chinese context in an increasingly globalized world. The thesis is divided into three chapters. The first chapter provides an overview of the advertising sector in China, tracing its evolution over time and channels; it explores the moderating role of culture as well as the intricacies of official regulations and guidelines, all of which shape the content of advertising campaigns. The second chapter offers an in-depth analysis of advertising language (in general as well as in the Chinese context) and of various other challenges that companies face while localizing their brands and advertisements for the Chinese market. The third chapter investigates the specifics of the automotive sector in China. Finally, the last section analyzes several advertisements from leading foreign automotive brands – Mercedes-Benz, Audi, and BMW – on three major Chinese social media platforms (WeChat, Weibo, Xiaohongshu), with the aim to identify the various strategies used to appeal to Chinese consumers. The conclusions emphasize that aligning advertising content with local cultural and linguistic preferences is crucial for foreign automotive brands aiming to succeed in China. This research provides valuable insights for marketers seeking to enter or improve their presence in the Chinese automotive market, as it highlights the importance of cultural sensitivity and linguistic adaptation in international advertising strategies.