【正文】 f cultures without a clear anchorage in any one territory” (Hannerz, 1990, p. 237). Recognizing the emergence of GCC, Alden et al. (1999) proposed a series of brand positioning strategies across cultural borders。 Mintzberg, 1983), which conceived different binations or “configurations” of strategic elements to make up the strategy spectrum (Lim et al., 2020). Specifically, the model of configuration in standardization (see Figure 1) consists of four 山東建筑大學(xué)畢業(yè)論文外文文獻(xiàn)及譯文 6 distinctive types of general strategy in international advertising: global strategy, glocal strategy, local/countryspecific strategy, and singlecase strategy. According to Wei and Jiang (2020), the global strategy is characterized as a highly standardized creative strategy coupled with highly standardized execution, by which advertising messages are used on a global scale with virtually no change in themes, positioning, illustrations, or copy – except for translation Figure 1 where needed (such as use of local subtitles). The glocal strategy refers to a bination of a highly standardized creative strategy with highly adapted execution, by which the transfer of a centrally set creative strategy across borders with each market executing the strategy according to its environment. The local strategy is characterized as a highly adapted creative strategy acpanied with highly adapted execution, by which MNCs localize the creative concept, positioning, and actual production of the advertising message .according to the specific sociocultural conditions of the market where they advertise. The single case strategy represents a bination of a highly adapted creative strategy with highly standardized execution. Although Wei and Jiang’s (2020) standardization model provides a new perspective to 山東建筑大學(xué)畢業(yè)論文外文文獻(xiàn)及譯文 7 examine the longstanding standardization issue in international advertising research, it may not be theoretically sophisticated enough to delimit the research focus to advertising itself. After all, advertising strategy hinges upon a business anization’s positioning strategy (Fill, 1999。 few studies explicated the concept fully by differentiating key aspects of an advertising message into distinctive dimensions such as creative strategy and execution. Conceptually and practically, creative strategy and the execution of an advertising campaign can be standardized uniformly or independently. Creative strategy and execution jointly shape the content and presentation of an advertisement (Ramaprasad and Hasegawa, 1992). Creative strategy refers to a policy or guiding principle that specifies the general nature and character of messages to be designed (Frazer, 1983). Simply put, it concerns “what is said” in advertising (Mueller, 1996). On the other hand, execution refers to the selection of appeals, copy, and illustrations to execute the chosen creative strategy. It is about “how it’s said” in advertising (Mueller, 1996). Past research has indicated that MNCs tend to adopt varying degrees of standardization in creative strategy visa` vis execution. For example, Eger (1987) found that the creative strategy of a MNC’s international advertising campaign tended to be standardized, while the execution formats were usually localized, adapting to the unique environment of different foreign markets. Based on the consideration that creative strategy and execution are intertwined but represent two different aspects of an advertising message, Duncan and Ramaprasad (1995) proposed that whether international advertising practices are standardized or localized depends largely upon how creative strategy differentiates from execution. Their theorization of the standardization issue in international advertising advances the literature with a fresh approach to address the deficiencies in the existing frameworks (Paek et al., 2020。 Kanso and Nelson, 2020) and content analyses (Nelson and Paek, 2020。 Alden et al., 1999。 Taylor and Okazaki, 2020。 Fatt, 1967), it is now clear that the focus needs to move beyond which general approach is more desirable to look instead at the factors that allow for successful standardization of advertising. There is a need for research that empirically tests whether various factors that have been proposed will impact the ability to effectively standardize advertising. A model of when standardization is feasible and how it works would represent a major advance in the literature (p. 11). 2. Conceptual framework and hypotheses Conceptualization of advertising standardization The deficiencies in the existing frameworks of standardization in international advertising resulted in failure to illuminate the issue (Melewar and Vemmervik, 2020。 Zou and Volz, 2020). Not surprisingly, empirical support for propositions of standardization is inconsistent, if not conflicting (Okazaki et al., 2020。 Taylor, 2020。 no consistent or coherent model has been developed to guide practitioners (Duncan and Ramaprasad, 1995。 Okazaki and Mueller, 2020。 Vrontis et al., 2020). Unfortunately, research on the longstanding debate about the merits of standardization in international advertising has not e to substantial conclusion on generalizable findings (Harris and Attour, 2020。 本科畢業(yè) 論文 外文文獻(xiàn)及譯文 文獻(xiàn)、資料題目： Influences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and Asia 文 獻(xiàn)、資料來源： 網(wǎng)絡(luò) 文獻(xiàn)、資料發(fā)表（出版）日期： 院 （部）： 商學(xué)院 專 業(yè)： 市場營銷 班 級： 營銷 111 姓 名： 李小樂 學(xué) 號： 2020091422 指導(dǎo)教師： 高桂平 翻譯日期： 山東建筑大學(xué)畢業(yè)論文外文文獻(xiàn)及譯文 1 外文文獻(xiàn) Influences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and Asia Purpose – The purpose of