Implicit Context in Cross-Cultural Communication of Chinese Brands

This paper reviews the implicit context theory from the perspectives of linguistics, communication, and cross-cultural communication. In order to discerns the implicit context of cross-cultural communication, it could be distinguished into four types of paradigms—cultural context, institutional context, relationship context and the posterior context. Then, the authors make the appropriate recommendations for the four types of implicit context paradigms. The main point raised is that some implicit contexts may be interpreted from the positive, through a positive way to adapt, or take a supportive strategy; some implicit contexts are negative, and can take the way to avoid, dilute or guide. This paper mainly analyzes the problem of implicit contextual processing in the cross-cultural communication of Chinese brands, such as CRRC, Huawei, Trump Chi, SANY, etc.