Guangdong University of Foreign Studies, Guangzhou 510080, Guangdong, China
In intercultural communication, the identification of cultural identity is a process of constantly updating and transforming one’s cultural identity, which is well exemplified in international advertisements. Lifestyles, values and personal characters conveyed by international advertisements can unconsciously construct or reconstruct the cultural identity of target audiences, which would motivate their purchasing to a great extent. Under the guidance of cultural identity theory, this thesis theorize and discusses how consumer identity is communicated, constructed, and consumed in the cross-cultural advertising through explicit and implicit processes. Findings of the research reveal that consumer identity construction is not a static and fixed process but a dynamic process in which different identities have been constructed in the selected cross-cultural advertisements. In addition, the present research finds that the constructed identity serves as a persuasive means to induce audiences to make symbolic consumption.
Cross-cultural Advertising, International Advertisement, Social Identity, Consumer Identity
Yu Lu. Research on the Construction of Consumer Identity under the Perspective of Intercultural Communication. The Frontiers of Society, Science and Technology (2020) Vol. 2 Issue 18: 158-164. https://doi.org/10.25236/FSST.2020.021824.
 Ashcraft K.(2005). Resistance through Consent? Occupational Identity, Organizational Form, and the Maintenance of Masculinity among Commercial Airline Pilots. Management Communication Quarterly, no.19,pp.67-90.
 Burke, Peter J. (1991) .Identity Processes and Social Stress. Social Psychology Quarterly, vol. 56,no.6,pp.836-849.
 Eleni Papaoikonomou, Rosalia Cascon-Pereira, and Gerard Ryan. (2016). Constructing and communicating an ethical consumer identity: A Social Identity Approach. Journal of Consumer Culture, vol.16, no.1, pp.209-231.
 George Herbert Mead.(2015).Mind, Self, and Society ,university Of Chicago Press.
 Jonathan E. (2004). Schroeder & Detlev Zwick:Mirrors of Masculinity: Representation and Identity in Advertising Images, Consumption Markets & Culture vol.7,no.1, pp.21-52.
Jonathan E. (2015).Schroeder: Communicating Identity Consuming Difference, Consumption Markets & Culture, vol.18,no.6,pp.485-489.
 José,B. (2010).The Apparent-time Construct and Stable Variation: Final /z / Devoicing in Northwestern[J]. Indiana Journal of Sociolinguistics,no.1.
 Labov, W.(1966).The Social Stratification of English in New York City[M] Washington: Center for Applied Linguistics.
 Lai, M.(2005).-L Language Attitudes of the First Post Colonial Generation in Hong Kong Secondary Schools[J].Language in Society,no.3.
 Moyer,M.G.(1998).Bilingual Conversation of Code-switching for Power Wieldin[A]. In: Auer,P.(Ed.) ,Code-switching in Conversation: Language, Interaction and Identity[C].London: Routledge.
 Nguyen (Natalie) Truong, Doan Nguyen & Nicole Hartley.(2015).Consumer social identity: cool and single or caring and attached, Journal of Strategic Marketing,vol.23,no.1, pp.33-48.
 S Alexander Haslam, Stephen D Reicher.( 2016). Rethinking the Psychology of Leadership: From Personal Identity to Social Identity [J]. Daedalus, 145(3).
 Serpe, Richard. (1987). Stability and Change in Self: A Structural Interactionist Explanation.” Social Psychology Quarterly,vol. 50,no. 1,pp. 44-55.
 Turner. T.(1987). C:Rediscovering the Social Group: A Self-categorization Theory, New York:Basil Blackwell.
 Wu Yan.( 2009). Modern Chinese American’s Cultural Adaptation and Search for Cultural Identity [J]. Beijing: Hua Bei Electricity University,pp.39-40.
 Yuan, Z. -M.(2013) Understanding Identity Discourse[J].Journal of Multicultural Discourses,no.1.