Interculture Marketing from a Multimodal Perspective: Taking Burberry as an Example

Huan LiuFollow
Shaojun BaiFollow

DOI

https://doi.org/10.25035/visions.26.02.04

Keywords

intercultural marketing, multi-modal, burberry

Abstract

In today's era of globalization and international reach, firms and organizations are actively seeking fresh avenues to grow and broaden their operations, particularly beyond their domestic markets. Achieving success in new markets is not solely dependent on creating a high-quality product, but also effective marketing. This essay takes Burberry as an example, analyzing the influence of culture in intercultural marketing from a multi-modal perspective. The posters for a Chinese New Year marketing campaign lack symmetry and harmony, contrary to Chinese aesthetics. The prominent element does not align with the campaign's purpose. The use of black violates New Year taboos, and the overall design is inconsistent with the festive atmosphere.

Recommended Citation

Liu, Huan and Bai, Shaojun (2024) "Interculture Marketing from a Multimodal Perspective: Taking Burberry as an Example," Visions in Leisure and Business: Vol. 26: No. 2, Article 4.
DOI: https://doi.org/10.25035/visions.26.02.04
Available at: https://scholarworks.bgsu.edu/visions/vol26/iss2/4