Advertising in Europe and Asia


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Advertising in Europe and Asia

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