When advertising in the Chinese luxury market, companies need to consider cultural sensitivity, accurate language translations, leveraging celebrity endorsements, utilizing digital marketing platforms, establishing a strong brand image, and understanding consumer behavior to effectively reach and resonate with Chinese luxury consumers.

2. Adjust the advertising content to resonate with the local audience, including the use of local languages, cultural references and local celebrities.

3 Provide cultural training for employees involved in advertising and marketing activities to ensure that they understand potential traps and how to avoid them.

4. Test the advertising content with local consumers to collect feedback and make necessary adjustments before launching the campaign.

5. Develop a crisis management plan to quickly and effectively respond to any negative feedback or rebound, including admitting mistakes, apologizing and taking corrective measures.

There are risks associated with using humor in cross-border advertising. These risks include cultural differences, language barriers, risk of offense, brand image and perception, and legal and regulatory considerations. To mitigate these risks, advertisers need to conduct in-depth cultural research, test advertising content, and adapt to the cultural context of different markets.

Respect and traditional values are seen as very important things in Chinese society and disrespect for these values can trigger strong emotions and boycotting behaviour. And until now, Dolce & Gabbana has not shown a very sincere attitude to admit its mistake, so Dolce & Gabbana's market share in China has been taken over by other brands

1.Cultural sensitivity

2.Local preferences

3.Nationalism

4.Brand reputation

Our group think there are three points in total,

The first point is stereotypes, because the promotional video released by D&G shows a Chinese model eating Western food with chopsticks, which is considered to be full of stereotypes about Chinese culture.

The second point is racial discrimination. The content in the video is considered racial discrimination.

The third point is bad interactions on social media. The D&G boss’s response on Instagram was seen as a blatant insult to China and Chinese culture.

2. Using the text and the cultural dimensions explored in chapters 3 and 4, discuss whether Chinese consumers should forgive D&G’s actions.

   • forgiveness from Chinese consumers may not come easily

   • D&G's disregard for cultural sensitivity and the subsequent fallout have deeply offended Chinese consumers, challenging notions of respect, trust, and collective identity.

     
     

3. How can multinational companies ensure advertising content does not antagonize local consumers?

   • Employing staff who understand the local culture

   • Conducting market research in the country

   • Adapting marketing strategies to suit the country's culture

     
     

4. Discuss the risk of using humor when advertising across borders.

   • misunderstanding the jokes

   • May offend other cultures

5. What do companies need to consider when advertising in the Chinese luxury market?

   • Need to consider cultural differences, values, preferences, and sensitivities specific to Chinese consumers.