【正文】 this research is to study creative strategy and execution as opposed to all elements of marketing and advertising standardization. It explores the standardization model (. global, glocal, local, and single case strategy) by examining the international advertising strategies that multinational corporations (MNCs) from North America, Europe, and Asia used in their advertising campaigns targeting two culturally different markets: the United States and China. Design/methodology/approach – A content analysis of 210 print advertisements pares the extent of standardization in creative strategy and execution across product country of origin ( Japan, Korea, Belgium, France, Germany, Great Britain, the Netherlands, Sweden, Switzerland, and the United States). Western versus nonWestern cultural cues are also coded and examined. Findings – Overall, MNCs are more likely to adopt the glocal strategy than any other strategies in their international campaigns. Specifically, EUbased MNCs tend to pursue the global strategy, whereas the North Americabased MNCs seem to favor the glocal strategy and Asiabased MNCs tend to use local strategy. Western and nonWestern cultural values are found to manifest in the American and Chinese ads similarly, indicating a trend of increasing similarity in international advertising in face of global consumer culture. Research limitations/implications – The results of this content analysis provide a fuller picture in understanding the longstanding issues of standardization in international advertising because of an approach to analyze creative strategy separately from execution. However, content analysis is inherently limited in inferring causality between observed patterns and mechanisms/variables that account for the patterns. Also, the time frame for sample selection, which is set as a year prior to the 2020 global financial crisis, is another limitation of the study. Practical implications – There is an ongoing trend of using “onecreative, multipleexecution” strategy in international advertising. MNCs may distinguish advertising creative strategy from 山東建筑大學(xué)畢業(yè)論文外文文獻(xiàn)及譯文 2 execution when developing their international advertising campaigns. Originality/value – First, this study addresses the issue with a clear conceptual definition of standardization and differentiates the strategic and tactic standardization. Second, this is the first attempt to explore the standardization model using a sample of 51 multinational brands from North America, Europe, and Asia. The authors find that MNCs are practicing some standardization advertising strategy, but to varying degrees. Third, this study identifies and empirically tests two external factors – culture and convergence of external markets – that influence standardization. Key Words :Advertising standardization； Global consumer culture positioning； Global marketing strategy； Multinational panies 山東建筑大學(xué)畢業(yè)論文外文文獻(xiàn)及譯文 3 1. Introduction How to standardize advertising messages has been a challenge to multinational corporations (MNCs) in the era of globalization. As a means of establishing a uniform global strategy and image (Samiee et al., 2020), marketing managers of MNCs employ a standardized advertising strategy designed to maximize the firm’s profit potential ( Jain, 1989) and enhance its performance outes (Schilke et al., 2020). The renewed interest in the decadesold standardization debate among academics and professionals has moved beyond the question of whether to standardize international advertising or adapt international advertising to foreign markets. Current concern centers on how to use standardization and localization approaches effectively in the face of contingency factors such as cultural environments, customer profiles, market diversity, product types, anizational determinants, and campaignrelated factors (Gabrielsson et al., 2020。 Taylor, 2020。 Melewar and Vemmervik, 2020。 Vrontis et al., 2020). Critics point out that a number of deficiencies in the research literature made advertising standardization fuzzy and plex to understand (Melewar and Vemmervik, 2020). According to them, the fundamental flaw is that the concept of standardization is loosely defined。 Okazaki and Mueller, 2020。 Taylor and Okazaki, 2020。 Samiee et al., 2020). To address the conceptual ambiguity, Wei and Jiang (2020) proposed a standardization model to deepen the understanding of MNCs’ international advertising strategy from a perspective of how the level of standardization in creative strategy relates to the level of standardization in execution. The model highlights a dynamic relationship between creative strategy and execution in standardizing international advertising campaigns. However, they empirically tested the model using only advertisements of a single brand (Nokia) sampled from the USA and China. In addition, the model did not incorporate environmental factors (. 山東建筑大學(xué)畢業(yè)論文外文文獻(xiàn)及譯文 4 cultural values and market homogeneity) that impact MNCs’ advertising strategy. Motivated by the global cultural positioning theory, this study aims to examine the advertising strategies of MNCs selected from North America, Europe, and Asia, which advertise in two culturally different markets – the USA and China. In doing so, the role of environmental factors in influencing the international advertising of those MNCs is explored. The study is a timely response to Taylor’s (2020) call for new approach to research the standardization issue in international advertising. He argued that: […] international advertising research is poised to advance to a new level. While international advertising has seen debate on the standardization versus local adaptation issue, dating back even well before Levitt’s (1983) article sparked controversy (. Elinder, 1965。 Wei and J