Characteristics of China's Advertising Creation

During the five thousand years' development of the Chinese nation, folk customs have been constantly developing and improving. Folklore is the most direct embodiment of national culture, and the psychological and cultural characteristics of a nation can be found most directly through folklore. This characteristic of China's spreading folk customs can be applied to the creation of advertising copy, making the advertising copy more "China", making the target consumers have a sense of identity and intimacy, thus achieving the ideal advertising effect.

First, the concept and main characteristics of folk communication

Spreading folklore is an important part of folklore. Professor Yang Lichuan, in My Humble Opinion on Spreading Folklore, interprets spreading folklore as a spreading phenomenon with customs and fashion characteristics, which exists in oral, customary and material forms and spreads by folk inheritance. According to this definition, the author believes that the spread of folk customs has the following typical characteristics:

Affinity to spread folklore is a kind of communication phenomenon of "folk inheritance and communication". "Folk inheritance" means that most people in China prefer or are willing to spread it, and they have great recognition of this kind of communication phenomenon, which means that this kind of communication phenomenon will make the public feel cordial. This characteristic of China's spreading folk customs meets the requirement of affinity in advertising copy. Advertising copy creation can make use of people's awareness of spreading folk customs and narrow the "sense of distance" with the target consumers.

Stable. The spread of folklore in China is a "custom" phenomenon. All "customs" were not formed in one day, and a relatively stable situation can only be formed through long-term accumulation. At the same time, "custom" itself is not absolutely fixed, it will change with the development of society. Therefore, the author thinks that the spread of folk customs in China is relatively stable. It is precisely because of the relatively stable characteristics of spreading folklore that its application in advertising copy becomes possible.

Fashion. The spread of folklore in China is a spreading phenomenon with fashion characteristics, that is, it can be formed through the accumulation of time, loved by the public for a period of time, and has certain fashion or trend significance. At the same time, fashion also shows the changes of spreading folk customs on the other hand, that is to say, this kind of spreading folk customs will change with the changes of social history. China's fashion of spreading folk customs can be applied to the creation of advertising copy and serve it.

Of course, there are other characteristics of spreading folklore in China, such as regionality, inheritance and standardization, so I won't go into details here. From the above three typical characteristics, it can be clearly seen that China's communication customs are compatible with many methods and requirements of advertising copywriting, which shows that many elements of China's communication folklore can be applied to advertising copywriting.

Second, the application status of advertising copy creation in spreading folk customs in China.

With the continuous progress of "localization" of advertising operation, we can see that some advertising copywriting (hereinafter referred to as "copywriting") has successfully applied China to spread folk customs in their creation.

For example, in recent years, Pepsi has combined the product name with the custom of greeting each other in China New Year's Festival, and launched the advertising slogan "I wish you Pepsi".

Of course, there are many cases like this, but the application of advertisers to spread folk customs in China is more in a more emotional stage. Most copywriters pay little attention to consciously spreading folk customs from China when creating copywriting, and there are relatively few academic and industrial summaries in this respect, and the relevant methods and paths are not well summarized.

In addition, there is also the phenomenon of misusing and spreading folk customs in copywriting in China. This kind of improper behavior in the application of spreading folklore in China often leads to half the effort, and even has a negative impact on enterprises.

To sum up, we must explore how to effectively apply China's communication folklore to copywriting, so that advertisers in China can apply China's communication folklore to copywriting more scientifically and reasonably.

Thirdly, how to use China to spread folk customs in advertising copy creation.

First, advertisers can learn from some specific forms of China folk communication in the process of copywriting, so as to make the target audience feel intimate.

There are many forms and formats of spreading folk customs in China, including folk songs, couplets, Allegro and crosstalk. Advertisers can learn from some domestic forms or formats of spreading folk customs to create copywriting, thus achieving good results.

As mentioned above, Jinliufu Liquor launched a TV advertisement in 2006, and the copy was in the form of folk songs, that is, "What is not afraid of fire?" -gold; What's going well? -6; What is the appearance of the new year? -Fu! What is more auspicious? -Jinliufu wine! Jinliufu wine is more auspicious-I have a happy event, Jinliufu wine! "In the whole advertisement, the question and answer of men and women echoed each other, which not only pointed out the product name and characteristics, but also gave the audience a cordial feeling.

In recent years, there are fewer and fewer advertisements spreading folk customs, from which we can find that in China, most advertisers don't pay much attention to spreading folk customs, which deserves our deep consideration.

Secondly, advertisers can apply the festival elements in China's spreading folklore to the copywriting.

Traditional festivals have always been valued by the Chinese nation. However, in recent years, due to the entry of foreign culture, many merchants and advertisers mostly use some foreign festivals to advertise, but just ignore the festival elements of spreading folk customs in China. For example, advertisers often take the Western Valentine's Day on February 14 as the promotion point, ignoring the traditional "July 7th" in China.

In this regard, some foreign enterprises have done quite well. In order to make the audience in China feel intimate with their products, they used China to spread folk customs to create copywriting, and achieved good results. For example, Haagen-Dazs ice cream made use of the legend of Mid-Autumn Festival in China and the spreading custom of eating and giving moon cakes in China, and produced a series of holiday advertisements. The specific copy is: "There is a good gift in the Mid-Autumn Festival, so why ask for thousands of miles! Haagen-Dazs moon cake ice cream ". The Goddess Chang'e flying to the moon's goddess Chinese painting was added to the print advertisement, and the moon was replaced by Haagen-Dazs moon cake ice cream product itself.

Thirdly, advertisers can make use of China's nostalgic elements in spreading folk customs to create copywriting.

Psychological research shows that nostalgia is widespread in human beings. The power of nostalgia comes from the natural or necessary transcendence and turning point in each stage of growth. Whenever people enter a new stage of life, in order to open up a new road in the future, they must give up some old things, so it is inevitable that they will have some sadness, which will lead to people's nostalgia. Nostalgia is regarded as an emotional method in copywriting. Copywriting can make use of some spreading folk customs that people have experienced (such as punching sandbags and kicking shuttlecock when they were young) to arouse people's nostalgia and make consumers and products feel emotional.

Fourth, in the process of copywriting, advertisers should timely examine and effectively use the newly formed communication folk customs.

Social changes will produce some new communication folk customs. For example, in recent years, most people in China will sit around and watch the Spring Festival Gala on New Year's Eve, which is called the newly spread folklore by some scholars. Such a scene can appear in related copywriting, which makes people feel very intimate. Therefore, advertising copywriting should pay attention to observing social changes, discovering newly formed communication folk customs, and making use of them in time.

For example, a TV advertisement of Haoliyou School makes full use of the newly formed communication custom of "dividing line" among primary school students in China, highlighting the main appeal of this product-friendship, which is in line with the advertising slogan "Haoliyou, good friend". This TV advertisement has gained a good reputation in the industry and academia.

In addition, advertisers must pay special attention to its rationality when using China to spread folk characters.

In the process of spreading folklore by applying China, advertisers must also pay attention to the rationality. The following two aspects deserve our attention:

First of all, it is the connection between China's dissemination of folklore and the products or services promoted by copywriting, that is, whether there is any connection between them. Advertisers can't blindly apply China to spread folk customs, let alone apply China to spread folk customs in their copywriting. Secondly, try to avoid using passive China to spread folk customs and pay attention to long-term effects. Copywriting must remember that spreading folklore in copywriting is only a means to better communicate with consumers. Therefore, try not to spread folk customs by some negative ways that arouse consumers' disgust and disgust.

At present, there are not many special summaries and generalizations about China's application in advertising, which requires advertisers to collect and sort out some materials related to China's spreading folk customs in their daily lives, gain insight into the spreading folk customs related to target consumers, and use them in copywriting and even the whole advertising operation, so as to realize benign communication with consumers and achieve good advertising results through application.