Cross-Cultural Management Strategies of McDonald’s in France-Based on a Multimodal Discourse Analysis of Three Print Advertisements
Abstract
Intercultural advertising can not only market products and expand markets via culture, but also can spread enterprise culture and promote cultural exchange and economic trade via products. This study is based on a series of print advertisements of McDonald’s which were designed to celebrate Hallowmas in France, with Visual Grammar (VG) functioning as the research theory and Multimodal Discourse Analysis (MDA) as the research method. In this way, the underlying intercultural adaption mode of McDonald’s in France is dredged through an examining of those three ads with AIDA mode analysis. It can be concluded that marketing and advertising localisation strategy is used in its brand spreading and culture adaption in France. Hopefully, this study can spur more researches on intercultural advertising strategies for transnational enterprises.
Keywords: Multimodal Discourse Analysis, Visual Grammar, McDonald’s, intercultural management, print advertisement.
References
Theocharous A (2015) Food Advertising as a Mirror of Intercultural Differences: the Case of the UK and Greece. British Food Journal, 117(4):1256-1272.
Harris Z (1952) Discourse Analysis. Language: 1-30.
O’ Tool M (1994) the Language of Displayed Art. London: Leicester University Press.
Kress G, Van Leeuwen T (1996/2006) Reading Images: The Grammar of Visual Design (2nd Ed.). London: Routledge.
O’ Halloran K.L, Tan S, Marissa KLE (2013) ‘Above All’: The Myth of ‘Dreams’ as Advertising Tool. The Multimodal Analysis of Television Commercials: 329-30.
Bateman JA, Schmidt KH (2012) Multimodal Film Analysis: How Films Mean. New York, London: Routledge.
O’ Halloran KL, Tan S, Wignell P (2017) SFL and Multimodal Discourse Analysis. Cambridge: Cambridge University Press.
Lee WN (1993) Acculturation and Advertising Communication Strategies: a Cross-cultural Study of Chinese and Americans. Psychology & Marketing, 10(5):381–397.
Halliday MAK. (1985/1994) An Introduction to Functional Grammar. London: Arnold Publishers.
Gauthier C, Fornerino M (2016) Acculturation and Advertising: Evidence from South Korea. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Springer International Publishing.
Khairullah DZ, Khairullah ZY (1999).Relationships Between Acculturation, Attitude Toward the Advertisement, and Purchase Intention of Asianâ€Indian Immigrants. International Journal of Commerce & Management, 9(3/4): 46-65.
Sam DL (2015) Acculturation. International Encyclopedia of the Social & Behavioral Sciences, 5:68-74.
Tucker FG, Khairullah DZ, Tankersley CB (1996) Acculturation and Immigrant Consumers' Perceptions of Advertisements: a Study Involving Asian-Indians. International Journal of Commerce & Management, 6(3/4):81-104.
Ward C, Kennedy A (1994) Acculturation Strategies, Psychological Adjustment, and Sociocultural Competence during Cross-cultural Transitions. International Journal of Intercultural Relations, 18(3):329-343.
