advertising in europe and asia
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Advertising in Europe and China
06016391 Leung King Laam
"You can tell the ideas of a nation by its advertisements." —Norman Douglas
What is advertising
a way of promoting products, services or information
a form of communication (between manufacturer and consumer)
a physical commodity an integral part of pop culture an important economic force a part of our urban landscape
History of advertising in western countries
Around 15th and 16th centuries, education level rose up as well as printing developed the advertising
The first advertisement in Britain – sell church’s books La Presse, the first french newspaper to include paid
advertising in June, 1936 Around 1840, advertising was added in the service
sector (Charles-Louis Havas), full-service agency was established afterwards
The establishment of radio, television and internet promoted the advertising
History of advertising in China
China is not the origin of advertising Start with musical instrument to increase sales of the
hawker Normally, it was a mean to transfer the message from
the emperor to the people – political advertisement In Chou Dynasty, the coin is used to show the new
emperor and reign title Reform of China – market oriented – advertising can
stimulate the growth of economic and investment The advertising industry progress rapidly
Comparison of advertising with western countries
China Emphasize the practical value and long history
of the product Clothing, personal and family product, food
and medicine are the main items for advertising
The traditional value and the family value are sustained by using the product
politically correct
Chiu Chingyee 07001592
Selected Ads from China & EuropePart I:
Use of bank commercials to analyze the embedded cultural meanings
Part II: Politics of CommercialsChina: Resurgence of NationalismEurope: Emergence of responsibility for environment and aware of their political culture
Chiu Chingyee 07001592
Ads from China Construction Bank Video Clips from YouTube:1.Son and Father
http://www.youtube.com/watch?v=JQLdcASK_DY&NR=1
2.A married couple expecting a new babyhttp://www.youtube.com/watch?v=XWOyJ2A22Bc&NR=1
3.Plans to bring up a childhttp://www.youtube.com/watch?v=-woBUaxZ3IM
Chiu Chingyee 07001592
Ads from European banks1. Centea: Doing more is our nature
http://www.youtube.com/watch?v=xgTtCqFLsr8
2. OTP Bank: Motionhttp://www.youtube.com/watch?v=_eM4brPBGlo
Chiu Chingyee 07001592
China Construction Banks Ads
Centea Bank Ads
Theme Father and Son “Doing more is our nature”
Message • Emphasize on traditional Chinese values – Unity
• Banking concept: Important to plan, now and future
The bank managers work harder for their clients because they are all independent.
Cultural Norms
• Build up close relationships with audience• Imagery communicates through a soft but dignified style to "win" consumertrust and respect
• Linkage to “biological conception”• Sperm woo an reluctant egg - Openly conveyed in ads. This ads can be a taboo in HK/China. Social norms are more open than Chinese?
Style Rely on earthy and family-based appeals
Stylistic dimensions - Sense of humorChiu Chingyee 07001592
Other Ads illustrating cultural differences 1. HSBC Smashed Car demonstrating French
& German attitudeshttp://www.youtube.com/watch?v=v1vvLQd53Ps
2. HSBC Chinese and British bankers in a restauranthttp://www.youtube.com/watch?v=09kLIsNfaO8
Chiu Chingyee 07001592
Criticism in FranceThe context of advertisementInequality of man and womanDirect or indirect influence to increase
pollution problem (energy, paper, visual, noise and light pollution)
Removal of all advertisement in the public television on January, 2009 – sustain well political culture
Criticism in ChinaToyota’s car stops
between two lion stone (salut & bend its head), Prado
Toyota’s car pull the chinese land cruiser by the steel rope
It represents the War of Resistance Against Japan (1937-1945)
Criticism in ChinaIn 2004, the Chinese
government accused the advertisement of NIKE
NBA star LeBron James defeats a kung fu master, two chinese women and two golden dragon
Chinese authorities and netizen are very angry