题目内容：
根据下面资料，回答题 International Advertising
①International advertising entails dissemination of a commercial message to target audiencesin more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of
literacy and languages spoken.
②How the advertising function is organized also varies. In some cases, multinational firmscentralize advertising decisions and budgets and use the same or a limited number of agencies worldwide. In other cases, budgets are decentralized and placed in the hands of local subsidiaries, resultingin greater use of local advertising agencies.
③International advertising can, therefore, be viewed as a communication process that takesplace in multiple cultures that differ in terms of values, communication styles, and consumption patterns. International advertising is also a business activity involving advertisers and the advertisingagencies that create ads and buy media in different countries. The sum total of these activities constitutes a worldwide industry that is growing in importance. International advertising is also a major
force that both reflects social values, and propagates certain values worldwide.
④In international markets the process of communicating to a target audience is more complexbecause communication takes place across multiple contexts, which differ in terms of language, literacy, and other cultural factors. In addition, media differ in their effectiveness in carrying different appeals. A message may, therefore, not get through to the audience because of people' s inability to understand it (due to literacy problems), because they misinterpret the message by attaching differentmeanings to the words or symbols used, or because they do not respond to the message due to a lackof income to purchase the advertised product. Media limitations also play a role in the failure of acommunication to reach its intended audience.
⑤The process of communication in international markets involves a number of steps. First,the advertiser determines the appropriate message for the target audience. Next, the message isencoded so that it will be clearly understood in different cultural contexts. The message is then sentthrough media channels to the audience who then decodes and reacts to the message. At each stage inthe process, cultural barriers may hamper effective transmission of the message and resultin miscommunication.
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