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Cultural Impact on International Branding in Advertising----A case of success of LGE in China I. Research Problem: Is it possible to persuade consumers in different markets with the same advertising message? This question is one of the most fundamental decisions when planning an advertising campaign in different cultural areas and one of the most frequently discusses issues in advertising today. Banding as a kind of marketing communication for consumers aims to create an image by designing and promoting certain products or services, their brand names, and additional values. International banding is an example of interactive communication between marketers and consumers from different cultures. In sum, the main research question of the present study is how does culture impact on international branding in TV advertising and what specifically are these impacts? From late 1990's, the Hanliu phenomenon was firstly formed from Korean dramas and extended into various mass cultures. (The Hanliu phenomenon refers to the enthusiasm of Asian people for Korean mass cultures such as Korean dramas, pop songs and fashions.) This phenomenon leads to the popularity of Korean products and Korean cultures such as Korean dramas, mu