International Communication Strategies and Effects of Chinese Brands’ Public Service Advertisements on Overseas Social Media: A Case Study of Huawei’s “Seeds for the Future” Program
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Keywords
public service advertising, international communication, brand identification, narrative strategy, emotional resonance, social media
Abstract
This study takes the overseas dissemination of Huawei’s “Seeds for the Future” program on YouTube as a case to explore the communication strategies and effects of Chinese brands’ public service advertisements abroad. Through content analysis, it finds that the advertisements deeply integrate the brand into the universal values of educational empowerment and technological inclusiveness by employing a complete “Hero’s Journey” narrative, emotionally charged visual presentation, and subtle brand integration. A questionnaire survey (N=130) shows that the advertisements significantly enhanced overseas audiences’ brand favorability and trust, while effectively stimulating emotional resonance and value identification. This research reveals an effective path for Chinese brands to build brand identification in overseas markets through value resonance.
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