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영어

This purpose of this study is to exam advertisement design in cross-cultural communication, focusing on understanding how advertisements can be designed to resonate with people of different cultural backgrounds. For the data collection of the study, the advertisements presented by Huawei in the European and American markets were collected as samples for an analysis. Through sorting out the types and forms of the texts and advertisements presented in the European and American markets, the study has applied a qualitative content analysis method to conduct as a case study in order to explore the inner meanings and intention to succeed cross-cultural communication. Researching on the system construction and presentation of advertisement design of Huawei brand, this study analyzes the text, image, and product symbol systems of advertising, and explains the meaning and connotation of advertising symbols in light of the advertising semiotics. In conclusion, advertisement designers should develop a corresponding advertising forms and contents, so that enterprises can fully appeal the culture and custom of their target countries, and produce the advertisements through sense of semiotic resonance.