Abstract

As an international corporation, Unilever has a sales and manufacture network almost all over the world. But in such a competitive circumstance of Fast Moving Consumer Goods market nowadays （whose homogenized products or substitutions are prevailing）, Unilever maintains its throne of first three in the globe by not only the improvement of its manufacture and sales channel, but also its successful advertisements, especially the cross-cultural advertisements.

Taking the practice in English major and the analysis achievements of predecessors into account, I choose to probe into Unilever’s experience and lessons in its cross-cultural advertisements principally from the aspect of wording. The first chapter will give a brief introduction to key factors of successful cross-cultural advertising and the general situation of Unilever’s cross-cultural advertising. The second chapter will be a broad explanation and analysis of modern advertising theories about wording as well as cross-culture in and out of China. The third chapter is to be the case study of representative brands under Unilever in China, which will be focused on wording and cross-culture. At last, this thesis is going to reach a few conclusions and raise some proposals.

The result of this thesis will be a supplement to the literature on international advertising and be able to provide some reference for the corporations that enter Chinese market, assisting them performing better in the competition.

Key words: advertising, wording, cross-culture, foreignization, domestication

摘        要

作为一个全球化定位的企业，联合利华几乎在世界各地形成了一条它自有的产销网络。但在如今这样一个竞争激烈、产品日趋同质化的快速消费品市场环境之中，除了供销渠道的完善，成功的广告营销，尤其是其跨国广告营销，也是联合利华多年来稳列快消产品前三甲的法宝。

结合英语专业的实际和前人的研究状况，本文选择主要从措辞和跨文化的角度探究联合利华跨国广告的经验教训。首先，绪论将对成功跨国广告的一般要素和联合利华跨国广告方面的概况进行简单介绍；其次，把与研究措辞和跨文化有关的中外近现代广告理论加以阐述和分析；然后，对联合利华旗下几个在中国代表性品牌的广告进行以措辞和跨文化为主要研究方向的案例分析；最后，得出结论，提出建议。

本文不仅是国际广告文献的必要补充，也为己经进入和即将进入中国市场的跨国公司更好地参与市场竞争提供语言方面的参考依据。


关键词：广告，措辞，跨文化，异化，归化