Since the twentieth century, the humanistic thoughts have been playing a much and more important role in advertisement. In indian lodge to increase the sale, the enterprises are paying lots of attention to the exercise of images in advertisements, and foreign images are apply more and more.
at that step up has been some research concerning the use of foreign images in the cross-cultural advertisements at home and abroad. However, the main object of prove is or so the global advertisements.
As a college student, the author changes the perspective to adopt the impact of the advertisements of autochthonal brands published in local place on college students purchase desire. The research adopts case study, which chooses three native brands, Yili, BBK and Bosideng, which are leading enterprises in their fields as the prove brands. College students are chosen as the respondents. Through the analysis, systemization, comparison and conclusion, the report aims at finding out whether foreign images used in the native brands advertisements have a validating effect on college students buying desire.
According to the results, foreign images used in the native brands advertisements would stimulate college students purchasing desire. Thereby, the significant position of foreign images in native denote strategy is confirmed, which offers constructive strategies and suggestions to the development of the enterprises brand and marketing strategy.
Due to the limitation of time, it is to some extent dubitable whether native brand chosen in the case study can represent all the native brands, which needs to be improved.
Keywords: foreign image native brands advertisement
purchasing desire college student
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