To investigate the similarities and differences in the Video Advertising between Apple and Huawei from a cross-cultural perspective
DOI:
https://doi.org/10.61173/exm2rm89Keywords:
video advertisement, microfilm, cultural ele-ments of advertisement, Apple and HuaweiAbstract
This essay investigates Huawei and Apple’s advertising strategies in the Chinese smartphone market, focusing on their similarities and differences within the framework of multicultural brand competition. As smartphone market leaders, Huawei and Apple’s commercials are critical in attracting customers and fostering brand loyalty. It is vital for the two brands to consider Chinese buyers’ cultural backgrounds and values in order to tailor marketing effectively. This study analyzes 11 series of commercial videos and microfilms from both brands to see if Apple’s mobile phone advertising exhibits a trend of localization in the Chinese market, and how Huawei uses cultural components in its advertising to attract Chinese customers, harmonizing with their cultural values and attitudes. The research considers a variety of criteria, including slogans, colors, themes, characters, and settings. The findings shed light on cross-cultural communication and how to create effective cross-cultural commercials in the Chinese smartphone market.
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