Advertising and Cultural Concepts
Text/Pan Pan?
In May 1986, at the 13th World Advertising Congress held in Chicago, American Advertising The well-known person in the world, Jino Betty Vandenut, gave a long speech on the topic of "Art and Science of Culture". She said: “Who could have created today’s culture if no one advertised? Where could you find a more vivid way of promoting cultural activities than the advertising medium? … We should admit that we do influence the culture of the world. , because advertising is an integral part of contemporary culture and is the disseminator and creator of culture. “The essence of advertising is promotion, and its purpose is commercial, but the form of advertising is cultural, and it is a certain social culture. product. Since advertisers and advertising audiences are people with certain social and cultural customs, the philosophical concepts, thinking patterns, cultural psychology, ethics, customs, social systems and even religious beliefs of different ethnic societies will inevitably have an impact on advertising. Influence, thus forming the advertising style and style of a certain nation or country. Advertisements in any society all have traces of social culture. ?
The commonality and differences of cultures determine the changes in advertising strategies in different cultural backgrounds. This is important for advertising campaigns carried out in a relatively wide area and cross-country, cross-ethnic and cross-religious situations. , interracial advertising campaigns are very important. When planning these types of advertising activities, cultural commonalities and differences should be clarified, and advertising messages and information transmission methods that can be understood and accepted by audiences of all cultural backgrounds should be retained. According to cultural differences and advertising communication Make appropriate corrections to the content and manner. The listing of the world-famous fast food chain McDonald's in India illustrates this point well. McDonald's fast food originated in the United States, where beef is the main meat, so many hamburgers in the United States use beef as the main raw material. India is a country with Hinduism as its main religion. Indians regard cows as sacred objects and avoid eating beef. In order to win the Indian market and respect India's national habits to gain more consumers, McDonald's restaurants used mutton as the main raw material for hamburgers sold in India and carried out advertising, thus successfully entering the Indian market. ?
On the other hand, advertising itself is also a kind of culture. In addition to being commercial, advertising also reflects the advertiser's and advertising producers' understanding of life and their values. For example, the advertisement of Diamond brand watch says: "Extraordinary diamond watch." It embodies a sense of elegance. An advertisement for a certain famous brand watch said: "Seize the time and move towards the future." It embodies a cherishment of time and a sense of rhythm. Although these two types of advertisements embody different values ??and appeals, they both express their own pursuits and concepts. It can be seen that while advertising promotes goods or services, it also consciously or unconsciously outputs a certain cultural consciousness, changes people's thoughts and values, guides people's behavior and lifestyle, and stimulates material needs. At the same time, it also stimulates people's spiritual needs. The vitality of advertising lies in innovation and differentiation. Advertising with a modern flavor and catalytic effect will inevitably change some traditional cultures to a greater or lesser extent and promote the development of culture. Advertising is becoming a special social and cultural phenomenon. ?
The embodiment of advertising culture shows a tendency to combine with literature and art in terms of expression, and reflects the different levels of sales promotion in terms of motivation. Selling motivation can be divided into three different levels, namely selling products, selling services and selling ideas. Promoting products is the most basic and direct purpose of advertising. It mainly introduces the functions, characteristics, uses, styles, etc. of the product. Selling services goes a step further than selling products. It not only sells products, but also considers consumers' satisfaction in using the products. Sales concept is the highest level of sales, which uses persuading consumers to accept a concept to achieve the purpose of sales. For example, as people's living standards improve, people pursue eating well. At this time, the color, aroma, taste and shape of dishes have become dietary needs. When it comes to dressing, we pursue beautiful and elegant clothing, and the style, color, and texture of clothing have become the main considerations. These fully illustrate that while people are pursuing commercial consumption, they are also pursuing cultural consumption.
With the improvement of marketing level, the commercial nature of advertising is gradually decreasing, while the cultural nature of advertising is gradually strengthening.
When mass media such as newspapers, magazines, radio, and television became popular in modern families, the new lifestyles attached to various media products also had a strong impact and shock on traditional consumption concepts. Among them, the most direct consumption demonstration effect Advertising has played an even greater role in changing traditional consumption inertia. Today, with diversified needs and increasingly fierce market competition, simple information-based advertising has become a thing of the past. Advertisers try their best to infiltrate various concepts and emotions into advertising works. Makoto Nakamura, an advertising designer for Shiseido in Japan, said: "The design of an advertising artist must reflect his or her own creative philosophy."
Culture has a regulatory and normative effect on public behavior and concepts. If advertising strengthens or changes people's certain concepts, then culture directly affects people's understanding, judgment and acceptance of advertising activities. On the one hand, advertising creation cannot be divorced from the corresponding social and cultural background; on the other hand, advertising must carry out necessary cultural packaging when creating advertising. Successful advertising will inevitably show a strong cultural flavor. Excerpted from "China News"
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Advertising and cultural differences
Keywords: Advertising
In advertising, cultural differences are a factor that cannot be ignored.
Culture refers to the various beliefs, values ??and expressions that any group of people (including a society) hold together and form the experience and guide the behavior of each member of the group. Therefore, the lifestyle and behavior patterns of a group of people living in the same culture must be deeply influenced by culture and show the same form and characteristics. In other words, a group of people who inherit different cultures must have different lifestyles and behavior patterns due to cultural differences. Culture is a complex that includes language, aesthetic tastes, values, consumption customs, moral norms, lifestyles, and historically inherited human behavior patterns. It affects and acts on everyone living in that culture just like the atmosphere surrounding the earth. The thinking patterns and behavioral characteristics of people within the environment. Many normal people are naturally influenced by it to make various decisions and choose specific lifestyles. As reflected in advertisements, their creativity, illustrations, titles and forms of appeal all have considerable cultural artistic conception.
Cultural differences come from differences in thinking
Cultural differences in creativity first come from differences in thinking. The East and the West each have different sources of philosophical thought. The Eastern system (especially China) is deeply influenced by traditional cultures such as Confucianism and Taoism. It has a long and rich history and pays more attention to emotional changes. Therefore, Eastern peoples sometimes observe things intuitively, irrationally, and comprehensively. They pay attention to emotional appeals. . Relatively speaking, Western logic has inherited the "syllogism method" since Socrates. Therefore, Western thinking methods tend to be rationalistic, good at using logic, and reasoning thinking. They are accustomed to grasping the nature of things in a systematic and orderly manner. Therefore, the Eastern way of thinking is usually characterized by spiritual, perceptual, introverted, comprehensive, and subjective; while the Western way of thinking is usually characterized by material, rational, extroverted, analytical, and objective. Of course, this is only from the overall perspective of the thinking habits of Eastern and Western people. As for the specifics, it also varies from person to person.
Advertising under the influence of a single culture
Under the influence of a single culture, Eastern and Western advertisements show different characteristics and shine with unique dazzling light due to the differences in their thinking and culture. color.
China has a long history, rich traditional culture, conservative savings concepts, and a culture that is extremely humane. When it comes to advertising, creative people are usually accustomed to hiding their emotions in their hearts, and then reflecting them into advertising works through creation, from which the essence of traditional Chinese culture can be read. The advertisement for the Red Star hardcover porcelain bottle Erguotou is to promote the product from a cultural perspective. As the political and cultural center of China, Beijing, the most famous and common wine is Red Star Erguotou. As a must-have on the dining table in old Beijing, Erguotou has been integrated into Beijing culture. But as a low-end product, if Erguotou wants to enter the high-end market, it must rely on culture as an entry point. Its TV commercials highlight the must-have items for eating, drinking, playing and studying in Beijing. For example, in Beijing - to eat, you have to eat roast duck; to play, you have to climb the Great Wall; to study, you have to learn Peking Opera; and to drink, of course you have to drink Red Star, and it is Red Star Erguotou in a finely bound porcelain bottle. Starting from Chinese traditional culture and unique habits, we have improved the status of our brand, integrated ourselves into the culture, and risen to a certain height.
However, under the impact of foreign culture, especially Western culture, the thinking and logic of the new generation of young people have undergone great changes. For some products with them as the main target group, such as high-tech products such as cars, mobile phones, and computers, as well as consumer goods such as clothing, beverages, and food, the advertising performance of these products will change accordingly.
In the West, Valentine’s Day falls on February 14th every year. On this day, girls give chocolates to their loved ones. In China, this foreign festival has attracted more and more attention from young people. Every year on the eve of Valentine's Day, major chocolate brands will carry out various advertising campaigns. In normal times, the market coverage of Jindi Chocolate is far behind that of Dove and Cadbury, the two most popular chocolate brands in China, but this is not the case during Valentine's Day. Jindi Chocolate has timely launched several gift packages suitable for Valentine's Day, coupled with its unique advertising slogan, it has become one of the most attractive chocolates for girls during Valentine's Day - "Only for the one you love most". On a day like this, how could such a sweet and thoughtful word not make people's hearts move?
The straightforward and passionate expression of love is a unique way for Westerners. In their thinking, love must be spoken out. Even a duel to the death between love rivals is glorious and sacred, without any shyness. This is obviously not what conservative Chinese people are used to. The advertising slogan "Only for the people you love most" is obviously an intuitive reflection of Western culture.
However, the strongest impact on China's market culture today is not from Western culture, but from our close neighbors - Japanese and Korean culture. The "Korean Wave" storm swept across mainland China in the past few years, causing a considerable impact on young people, and the aftermath is still left today; Japan's cultural influence on the outside world has a long history, such as Panasonic, Sony, Honda, Fuji, etc. The brand has become a household name in China and is deeply rooted in the hearts of the people. There is no doubt about this. The cultural invasion of Japanese and Korean clothing, movies, music, etc. is pervasive. The most popular advertisement some time ago was the advertisement for Olympus digital cameras. It can be said that everyone knows about it. Its theme song "Hey, Julia" was also a smash hit. On the Internet, some people clicked and downloaded the full-page advertisement countless times, creating a miracle of advertising videos in China. Olympus digital cameras thus completely opened up the Chinese market and caused a considerable impact.
Advertising under the impact of multiculturalism
In today's reform and opening up, under the impact of multiculturalism, China has formed many emerging cultural phenomena.
"Qixi" - the seventh day of the seventh lunar month, is the traditional Chinese Qixi Festival. In ancient Chinese legends, it is the day when the Cowherd and the Weaver Girl meet. In the past, this day only meant a romantic and magical folklore to the Chinese, but today, it has evolved into China's Valentine's Day, giving young men and women in love the second romantic holiday every year, and also giving This is the second opportunity for merchants to take advantage of this opportunity. So, just like February 14th, flowers, chocolates, champagne and all romantic products suitable for couples were once again overwhelming. Chinese Valentine's Day - This is undoubtedly a typical example of the impact of Eastern and Western cultures.
As the saying goes, when foreign brands want to enter the Chinese market, they should not only bring a certain cultural impact, but also strive to adapt to the Chinese cultural environment, so that they can be more easily accepted by Chinese consumers. Resulted in multicultural advertising.
When foreign famous brands are launched into the Chinese market, their advertising creativity also changes accordingly. As one of the most famous brands in the world, Coca-Cola's products were once rejected by many Chinese because of their anti-traditional taste. However, as China's economic level draws closer to that of the West, and as the living standards of Chinese people improve, Coca-Cola no longer No longer a fresh consumer product, it has become a must-have on many family tables, so the focus of its advertising has long been no longer on taste. The Spring Festival is a traditional festival in China and one of the most important festivals for the Chinese people. Every Spring Festival, every family gathers together to have New Year’s Eve dinner and then visit relatives and friends. As for the demand for drinks on the Chinese table during the Spring Festival, Coca-Cola will not Let this go. This year is the Year of the Monkey. During the Spring Festival this year, Coca-Cola specially launched the Coca-Cola Golden Monkey New Year Edition, with China’s most famous mythological image Sun Wukong appearing as its “endorsement”. This vivid and lovely image known to people all over the world is not only It looked lively and festive during the Spring Festival, and also brought us closer to the Chinese audience.
The characters in this advertisement are also very Chinese. A Chinese family of four - the mother wears a Chinese bun; the father wears a long robe and mandarin; and the two children, one has an Afu haircut and the other has a maid's bun. If you If you have a good memory, you will also find that these typical Chinese characters have appeared in Coca-Cola’s Spring Festival advertisements in previous years.
Not only Coca-Cola, but also McDonald’s advertisements during the Spring Festival are very Chinese. Not only do they have many Spring Festival couplets with the word "Fu", but they also have firecrackers, lion dances, etc. It is not difficult to see the influence of Chinese culture on foreign brands. In the environment of Chinese culture, foreign products are also dressed in cheongsam and mandarin jackets, saying "good luck and good fortune". There are more and more examples of foreign brands putting on Chinese clothes in China's advertising market.
Advertising Innovation Culture
In today's society, advertising has formed a unique culture. Of course, there are regional differences in its specificity, but we cannot ignore the overall culture formed. Every year, tens of thousands of people celebrate the Gluttonous Night advertising event; many pop music stars’ albums include advertising songs; when people are chatting and gathering, some people will casually say a few popular advertising slogans from time to time... Advertising, as a kind of Cultural products have formed a unique cultural phenomenon and are integrated into the cultural environment formed by historical and regional impacts. Culture affects advertising, advertising innovates culture, and so on, creating life.
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