On the Differences between Chinese and Western Advertising Cultures?

Reflections on the Differences between Chinese and Western Advertisements

What's the difference between Chinese and English advertisements?

By studying a large number of Chinese and western advertising works, we

It is not difficult to find that the current advertising traffic in China is still

Creative, practical and product surface model/

Service-oriented, even if consumers appear, they are mostly.

Directly recommended, the biggest feature of this model is to attach importance to integration.

Rational, crisp and direct information. Xiliyi advertisement

Otherwise, it focuses on people who use goods/services.

Heart, often have a certain story, pay attention to love.

Sensibility. Or pay attention to the impact of goods on people, people

The prisoner made some changes to own this commodity.

To some extreme situations; Still in the advertisement}

Angel would rather be in some extreme situations than.

Give up the commodity and highlight the deep love for it; or

The author compares the situation before and after owning the goods.

Wait a minute. It can be said that Celie's advertisement has gone beyond production.

The concept of commodity focuses on conveying a kind of value concept, door-

Live attitude, in advertising, products are not monopolized,

White is just the carrier of feelings.

Xiliyi advertising integrates information, entertainment and art.

The two missing elements are perfectly combined in advertising works.

Together, this is one of their brilliant soil fertility. Through research

And tasted many advertisements of Xiliyi, we can find that,

Their advertisements usually put the unique value (letter) of goods

Interest part), with an entertainment+. Now people

The dramatic effect of "I point" was achieved from 1( 1J) before.

Fruit. An advertisement may not better display its goods or services than other advertisements.

Competitors have good soil fertility. First, strengthen cooperation with competitors.

Difference, whether this difference exists objectively,

Or just the difference in consumers' sensory understanding,

Must be competitive, I (IJ and this difference

The focus is entirely on commodities, which have something to do with commodities.

Inseparable, we must be able to make consumers agree,

Can be a reason for them to buy. Many people's menstruation.

The bombing of advertisements has caused people to be in the middle of advertisements.

A kind of audio-visual numbness, they have always been interested in advertising.

Tired, the only thing that can make their eyes bright and refined.

God's advertisements are inspiring.

Advertising film; The other is the efforts of advertising creators.

Goods or services have created dramatic effects.

The more creative, the more attractive and interesting art watches are.

Now A gripping story, beautifully made.

Paintings and images, pleasant music and sounds all make

Advertising has jumped from simple information dissemination to rich judgment.

Audio-visual expressive art of the connotation of beauty.

Advertising, especially TV advertising, should learn to tell stories.

Things. However, at present, most of our TV advertisements are still

Stay at the low level of "informing" and "showing"

On the other hand, the plot advertisement has become an advertisement for Xiliyi.

} traffic. Its characteristics are as follows: through vivid, tortuous,

Interesting storyline attracts the audience; Well-made,

Use various artistic techniques and techniques to hide product information.

Hidden in the story, the audience is not easy to produce resistance.

Let's take a look at two perfume awards at Cannes Advertising Festival.

Suck the moon

Yue:

L products top perfume house

Award: Silver Lion Award

At sea, a big ship full of goods is stable.

Water. Soon the destination reached a huge angry skeleton.

In the cave, the sailors groped along with boxes of goods.

Everyone looked nervous when they entered the hole. At this time, the goods appeared.

A fat banshee who ignores sailors.

Panic fled, just looking at the scattered all over the floor.

Top country perfume, said contentedly.

He said, "He is mine." The flute is melodious and white.

The knight summoned his beloved mermaid girl by the sea,

Handsome men and beautiful women have deep feelings in their eyes. Suddenly, I came from afar after work.

Smell a strange smell in the wind. At this time, female

The devil daubed perfume in the cave, and the perfume was abandoned beside him.

Perfume bottles are piling up like mountains. Work hard to move forward.

Run, mermaid is beautiful and charming ... but it's over.

Leave beautiful Chen Heng and I will take you to Chen Jue.

Regardless of the mermaid's incomprehension and disappointment. Work.

Sleep soundly and look intoxicated; The banshee is asleep,

Happy face. Fell asleep in the banshee's arms after work. protect

The ugly banshee and the beautiful mermaid in Guan Jun.

I}u language, perfect love is not upside down.

It's hopeless, Tiny Top Country Perfume.

You can create the myth that banshees beat beautiful women. exaggerate

Contrast and ingenious conception created a corpse.

Country perfume is an irresistible brand.

The image is unforgettable.

2 Product A Award: Gold Award

Lion award

After a man sprayed AXE perfume on his body, two people

The woman made eyes at him and pestered him strongly. Mosquitoes take advantage of this.

The machine came to bite him, and then the mosquito was eaten by the green moth, green.

This kind of moth is eaten as a delicious official dish by the elderly who eat.

Finally, in the mud in front of the old man's grave, it may be an axe.

The role of perfume, drilled two maggot butterflies.

Heart pattern. At the end of the advertisement, the word silver was printed.

The new supporting axe is more durable than before.

I read it one weekend in Li Nan before.

An article entitled "Virtual Pair of Chinese and Western Advertisements"

Words ",the article fictional two contestants-Kang Xuan.

The hand represents the works displayed in the Cannes Prize.

Clock players represent our domestic film and television broadcast.

Tell me. What will domestic advertisements do to the same product?

How to do the advertisement of Xiliyi? By understanding their innovations

We can appreciate the differences between Chinese and western advertisements.

sneaker

Player clock: This is very simple. We do.

There are so many sports stars, as long as you find one, everyone knows.

World champion Tao said to the camera, "I"

Choose, I succeed! Or "I exercise, I save".

Yes! "Then" sideways "hit a shoe and a sign.

But the handsome guy who plays table tennis recently seems to be.

We don't intend to use calcium supplements directly on TV. transport

In addition to sports, sports shoes also have fashion elements, which can also be

Invite movie stars to speak for them. For example, we invited a table.

Little tiger in the bay, let a MM call his name.

Wear shoes one by one and be idolized.

Kang contestant: I remember Woody Allen's movies.

There is a love story in The Book of Sex, which is a two-story building.

Tall and huge chest chasing a man to go my way (IJ escape

My idea is to pay tribute to the masters: one is better than the other.

I'm still tall, my huge belly is jumping, chase one.

Middle-aged men, of course, men wear a pair of sports shoes.

He, running all the way, tried his best and finally got rid of his huge belly.

Pursuit. At this time, cut into sports shoes brands and advertisements.

The language said, "Go to the belly of the general."

Washing powder products

Player Zhong: We are also trying to avoid "Happy Mom".

Mom's advertisement for washing powder. We can use

"Mom Bugang" made a sensational advertisement, poor people.

H_' s children are responsible for ... we can also use men.

Advertising washing powder, for example, someone is interested in airplanes.

The stranger poured lunch on his chest, and he took it out and took it with him.

With washing powder, you can wash your shirt as good as new in the toilet.

As white as yours. Why does he carry washing powder with him?

And then what? He has gone abroad, and our washing powder is good, Yue.

My hometown is Ming. ...

Kang contestant: Washing powder is really recognized by the advertising industry.

It is easy to have thousands of advertisements for products that are difficult to operate.

The law is smart} wife and mother, a face of luck.

Foucault, this washing powder is clean. China has a saying.

The reason why it is called "Wen Gui Qu" is to avoid being straightforward in such a product.

It should be better to sue. Our commercial shoot.

Two children are chasing each other in the snow on the hillside.

The child ran and suddenly fell out of thin air, and the camera zoomed in.

Then he ran into a white sheet hanging in the snow.

At this time, the painting and the right corner fade into the product packaging.

Compared with China advertising, Xiliyi advertising can be the second best.

There are significant differences between Naina and Ibu:

On the whole, Xiliyi advertising pays more attention to artistic expression.

Strong narrative and good at telling stories: China's advertisements are still

Selling the mainstream, the appreciation is not strong, and the voice-over accounts for it.

The weight is large, you can understand it just by listening, and it is straightforward and lacking.

Lack of suspense;

Xiliyi advertising should be aimed at the added value of goods.

Speaking of which, Liu, the focus of our advertisement is still on searching for you.

On the function of commodities:

Xiliyi's advertisement is more hidden than ours.

A feeling of silence;

In terms of thinking, Celie's advertisement is a kind of song.

Line thinking, pay attention to the winding path; Our advertisement is

That kind of linear thinking, abandoning joy and going straight to the subject;

Celie's advertisement uses a lot of sexual attraction.

Attract the audience's attention and arouse their thinking; I

This strategy is rarely used in our advertisements. Sure, here it is.

There are deep-rooted former prisoners;

Xiliyi advertising is very aggressive and aims at competition.

Opponents have more advertisements; In China, comparative advertising.

There are many restrictions;

The production level of Xiliyi advertisement is better than ours.

It is much higher, especially in the use of high-profit technology.

Making animation stunts and:

Is single advertisement suitable for China market?

First, let's look at two international originals broadcast in China.

Advertising and its experience.

When Electrolux refrigerators entered the China market, they

In order to cooperate with marketing, Electrolux New Realm Refrigerator

Repeated exposure in CCTV has led to a shortage of advertisements.

The exaggerated style of Christmas. The advertisement is picturesque: the light is cloudy.

In the dark room, an old refrigerator made a loud noise.

In the noise, the refrigerator swayed from side to side and smashed on the refrigerator.

The fish tank was knocked over, the parrot flew away, and the dog barked, baby.

My son started crying, and then Electrolux's refrigerator appeared.

Cut peace. But this advertisement doesn't.

The recognition of consumers in China is ignored by advertisements.

China people advocate affinity and pleasant appreciation.

H}: and}' Chinese and American customs, blindly pursuing strong sensory stimulation.

Stimulation, emphasizing the visual impact and shock of painting, when

However, we do not deny that this advertisement was broadcast in a country in Xili.

It's terrible exaggeration and mischievous humor, no

Only accept, even consider excellent. In that way

Liu, a China audience with different cultural backgrounds.

This is hard to accept.

Another example: a car in a suit and tie.

The dealer is receiving a man who wants to buy a car in the car shop.

Customers. Judging from the clothes, this customer is different from ordinary people.

There is no difference. The customer put forward an ordinary

Question: "May I have a closer look?" "Of course.

Yes! "Replied the dealer respectfully. Then the advertising situation

Great changes have taken place in this festival: a huge forklift.

Roaring into the store, accompanied by the sound of broken glass,

The front of the forklift has been deeply inserted into the body.

Then lift the car high and spin it back and forth.

Turn around, and then bang, put the car down heavily.

Fell to the ground. In an instant, a brand-new car became.

For waste. For sudden markets, dealers

Stunned and speechless. Then, draw a picture.

There was a defiant voice: "I can see another one."

Really? "Finally, painting and switching, a prisoner, male.

The logo of our company is not the familiar voice of Intel insid.

Sound. The original foreign advertisement of this prison company is in

China market broadcast, due to unexpected plot, table

Now it's exaggerated, and few people can understand its meaning.

Only by knowing the relevant background can the author guess it.

The connotation in. This is L Chuante's foray into the Internet.

An image advertisement, its intention is to say that in reality.

Watching cars is not as good as buying cars online.

Color. In fact, no matter how to explain it, this advertisement also

A little exaggerated and exaggerated, although it was a draw.

The plot has a strong impact, and the children {expression and

There is a great gap in the aesthetic psychology of domestic audiences.

It is difficult for prisoners to sing songs.

Time flies, and the dead are like this. Numerous international

The brand woke up later, and they are marching into China.

In this process, I constantly integrate myself into a part of China.

Points, not just the name, image, advertising and other efforts to China.

, even the business philosophy has become a "China enterprise.

Citizen. "As international brands continue to enter China, it

Our products, brands and advertisements have become China people.

An indispensable part of daily life. Including Iraq.

Lex, Jaitel, Coca Cola, McDonald's, etc.

International brands, including, are already very connected in image.

Close to the China brand, prisoners become more and more affinity, when

However, its weight in the market is becoming more and more important.

Second, how to treat the differences between Chinese and single advertisements?

I often hear a saying about advertising, saying

How low is the overall creative level of advertising in China?

What is the gap between China and the United States?

It's huge. The author believes that the creativity of Chinese and western forces is a whole.

It is said that there are differences between the various units, and experts {are the most}.

What matters is not whether the creative level is good or bad, Liu.

It is manifested as a kind of creativity and a creative style.

Same. China's creative style and style is II%.

Moreover, the difference with Hiley's advertising creativity is deeply rooted.

Prisoner. Should it be shown in the cultural acceptance habits of the public?

Same; The consumption environment of commodities is different; Public culture

Different levels; The advertising industry has different stages of development.

One by one. The causes of the differences between Chinese and western advertising creativity

Prisoners are multifunctional, complex and comprehensive.

Together. Yes, this prisoner is objective.

Things formed in history will not imprison people's will.

In a sense, it changes quickly.

It can also be called the advertising industry in China or the national conditions of China.

Advertising environment.

We need to understand the creative differences between Chinese and western advertisements.

Rationality and objectivity require China Advertising.

The difference theory makes rational thinking and in-depth analysis. Children {

This does not mean that we should rest on our laurels, stop here and learn from the outside world.

The speed of learning. On the contrary, just look at the power of China and the West-

Various differences of advertising creativity under specific national conditions

In order to learn from Xili, Diaoyi knows what to learn.

What? How to learn? How to advertise Xiliyi.

Creativity and creative theory are more suitable for China to realize.

Better serve the advertising industry in China. straight

The correct attitude and practice is to carefully consider their works.

Product, carefully understand from which angle to think,

It combines or changes this old element, and its

How creativity is skillfully obtained from life, it

How did Sheng Da come out of the product?

Excavated.

International 4A companies often pursue creative expression.

The aim is "new expressive force" and "ultimate pursuit".

"Simplicity", I (IJ) The core of China culture is "China people".

I don't appreciate "mediocrity", "production} activation" and "strong sense of history"

Extreme and deliberate innovation, the audience is happy and appreciated.

Then this is closely related to real life or just higher than real life.

A little creativity. Excellent China advertising should

You can really conceive and create from the Chinese point of view.

Meaning, and use China people familiar with life scenes and forms.

Now symbol, this is our own advertisement, I (IJ

This is not a western-style thinking ability expressed in Chinese-

Type and value.