What's the difference between Chinese and foreign advertisements? I hope it can be more detailed, thank you.

Category: Business/Financial Management

Analysis:

Analysis of differences between Chinese and foreign advertisements

Abstract: Due to the differences in historical conditions, economic development speed and cultural awareness, China and foreign countries (as long as the foreign countries mentioned in this paper refer to western developed countries) have different situations in the field of advertising. After the reform and opening-up, China's economy has developed rapidly, and so has its advertising industry, stepping into the ranks of advanced countries in the world. Western countries are big advertising countries in the world, and advertising has become one of the pillar industries of their economic development, which has effectively promoted economic development. A brief analysis of the differences between Chinese and foreign advertisements will surely make China's advertising industry develop better in learning and using for reference.

Keywords:: Chinese and foreign advertising development status, cultural differences

Cultural differences between Chinese and foreign advertisements

The difference in advertising level between China and developed countries highlights the cultural background. Especially for a nation with a history of five years, the overall style, concept and language of advertising are obviously different from those of foreign countries.

(A) the overall style of advertising

Most China audiences like to watch western advertisements, because they are usually humorous and easily accepted. On the contrary, domestic advertisements are a bit stiff and reluctant, giving the overall impression that they are too dignified. Foreign advertisements, especially those winning prizes in international advertising festivals, have a common feature, that is, they can jump out of the commodity itself and not stick to it, but they can display the charm of the commodity very vividly and vividly on the basis of accurately grasping a certain personality characteristic of the commodity, which seems to have conquered consumers inadvertently. Humor, humor, fun and lightheartedness are the main themes of western advertisements. However, most advertisements in China are always used to grasping a certain feature of goods and then showing it in a very real and direct way. It is difficult to go beyond the commodity itself and bring relaxed and happy acceptance to the audience. For example, to advertise drugs, we must tell the function and curative effect of a drug one by one through referees; The shampoo in the advertisement seems to set off the quality of the product only through a long black hair.

(B) differences in advertising concepts

Under the guidance of scientific and rational advertising concept, western advertising industry has established advertising business norms for a long time, and people consciously act according to these norms to maintain a healthy and orderly advertising market. First of all, from the operation of the whole industry, western countries generally follow the advertising agency system. The advertising agency system enables advertisers, advertising companies and advertising media organizations to play their respective roles in the same market, so as to avoid vicious competition and unfair competition due to the dislocation of their respective functions and responsibilities. Secondly, in the specific business agency process, advertising companies strictly follow the industry norms and operational procedures, and rarely delete a link at will or intentionally miss a step. China people's handling methods are quite flexible. This kind of "flexibility" is more a kind of "flexibility" that has not been fully recognized and considered, and it is a kind of "flexibility" with limited ability and no time to take care of others. Generally speaking, compared with foreign countries, the advertising market in China is quite chaotic. Because all three parties involved in the market regard advertising as a tool or way to make money, and for their own economic interests, they will not hesitate to sacrifice market norms. From 65438 to the early 1990s, China tried out the advertising agency system in some cities. 10 years later, it is still struggling.

Differences in advertising language

In the content of expression, most domestic advertising languages pay attention to the marriage with the spirit of the times and establish a correct and positive advertising image; Overseas advertising language focuses on the direct promotion of enterprises and products. For example, the slogan of a watch shop in China is "Race against the clock, knowing that it is very difficult to start a business, time waits for no one, Qi Xin makes concerted efforts, and everything depends on people". Before buying a watch, people have to take a heavy political lesson, and the advertisement of a watch shop in Taiwan Province Province is "Beautiful, Love at First Sight", in which two puns are used to highlight the dignity and elegance of the watch, which makes people fall in love at first sight. In the form of expression, most of the words used in domestic advertising language are rigorous and neat, and they like to use allusions. However, overseas advertising languages tend to be eclectic and free-form, and they like to use rhetorical devices such as metaphor, exaggeration and personification. For example, in the optical shop, the domestic advertising slogan is "I have fantastic ideas in my chest, and I can tell the autumn clearly", which is disgusting and dull, and my work is stable. The slogan of overseas advertisements is not a couplet: "Eyes are the windows of the soul, please install glass for your windows in order to protect your soul". This advertisement uses metaphors and personification. In terms of expression style, most domestic advertising languages are solemn, serious and straightforward; However, most overseas advertisements are humorous, implicit and elegant. For example, the advertisement of Wahaha fruit milk in China shows a lovely child begging: "Mom, I want to drink Wahaha fruit milk". Both of them are fruit milk, but overseas advertisements implicitly joke: "Sweet and sour yogurt has the ignorance of first love".

Second, the differences in advertising management systems

Comparison of advertising legislation

The earliest professional regulations concerning advertising management in China are the Provisional Regulations on Advertising Management promulgated by 1982 and 1987.

The Regulations on Advertising Management promulgated in 2006 and the Advertising Law of People's Republic of China (PRC), which came into effect on February 1995, as well as the Anti-Unfair Competition Law, Trademark Law, Food Administration Law, Drug Administration Law and Consumer Protection Law, all involve provisions related to advertising. The State Administration for Industry and Commerce is the competent authority for advertising management. From18th century to the beginning of 20th century, the British advertising industry was extremely developed and prosperous, and its advertising management was also the most successful in Europe. 17 12, the British parliament passed the newspaper and magazine advertising tax act, that is, the stamp duty act, from which special advertising tax was levied. 1803, the advertising tax was raised to 3 15 shilling. Regardless of the size of the advertisement, it is taxed once (3 15 shilling). 1907, Britain promulgated the world's earliest Advertising Law, prohibiting advertisements from obstructing the natural beauty of entertainment places and scenic spots, and from obstructing public facilities such as roads, railways and downtown. In the "Transaction Representation Law" promulgated by 1968, there are provisions prohibiting improper representation in advertisements of goods and services, such as false statements, slander, encouraging crimes, and advertising infringement. It takes the Ministry of Commerce as the executing agency.

(2) Methods of controlling false advertisements

At present, in addition to administrative punishment measures, China also imposes a fine of 65438+ advertising fee of 0 ~ 5 times on false advertisements, and criminal responsibility shall be investigated if the circumstances are serious. However, there is no clear definition of false advertising and the degree of harm of false advertising. The fine for false advertising stipulated in the Anti-Unfair Competition Law is between 654.38 million yuan and 200,000 yuan, which is inconsistent with the provisions of the advertising law. Some countries in Europe and America also have strict penalties for illegal advertisements, especially false advertisements. From the identification of false advertisements to the punishment, it is carried out in accordance with very standardized procedures, and the punishment results are often "widely announced". Due to the fierce competition between enterprises, advertisers and advertisers are very reluctant to go to this step, because it means that their reputation will fall rather than face bankruptcy. Therefore, effective management and punishment methods also urge advertisers and advertisers to be self-disciplined.

Third, the public in developed countries has a high degree of trust in advertising.

According to the survey results of Beijing consumers in 2003 and Nanjing and other places in 2002 by the Research Center of Advertising Consumption and Market Psychology of China Academy of Sciences, the proportion of consumers in China who are skeptical about advertisements is still high. According to the survey of China Academy of Sciences, 85% of China people think that most products are not as good as advertised, among which 80% think that most advertisements do not show facts, but only create an atmosphere, while 72% and 73% of American consumers think that. According to a survey provided by the British Advertising Association, from the 1960s to the 1980s, the proportion of British public strongly agreeing with advertisements rose from 22% to 30%. The proportion of a little approval rose from 46% to 47%; The proportion of a little disapproval decreased from 14% to10%; From the perspective of trust, advertising can be regarded as an option to promote sales in developed countries.

Four advertising budget determination method

Making enterprise advertising budget is one of the most difficult marketing decisions for enterprises. Advertising costs vary greatly from industry to industry. Even in the same industry, there are different budget methods. Commonly used are: first, determine the absolute amount of promotion expenses according to the economic ability of enterprises; Second, determine the level of advertising budget according to the current or expected sales volume. The third is to determine the budget level of this enterprise according to the advertising budget of competitors. The fourth is the target task method, that is, first determine the advertising goals, then determine the tasks that need to be completed to achieve these goals, and finally estimate the advertising costs required to complete these tasks. In China, the first two advertising budget methods are adopted, especially the first one seems to be in the majority. However, international advertising places special emphasis on cumulative effect. Advertising promotion is not to do more with more money in a period of time, to do less with less money, or to do what it can without money, but to play a certain role under the guidance of correct strategic thinking, through unified colors, unified advertising slogans and unified components, through planned multi-frequency broadcasting, and in conjunction with product characteristics, channels and pricing factors. In this respect, Japanese advertisements in China provide a powerful comparative effect. Over the years, the advertising expenses of Japanese products have accounted for 70% of China's total foreign advertising expenses, and the corresponding marketing effect is that Japanese color TV sets account for 87.8% of the country's imports, refrigerators account for 68.4% of the imports, and automobiles account for 63% of the imports. From the conclusion of a series of survey reports in Britain, it can be found that before the mid-1970s, large enterprises in Britain and Europe mainly used the first and second methods to determine the advertising budget level. However, since the mid-1970s, enterprises that often use the fourth method, that is, the target task method, especially those with better business conditions, have used it more and more, which has formed a virtuous circle. Its proportion has reached 39.8%.

Five, advertising agencies

The services provided by Chinese and foreign advertising companies are basically the same, but there are still some specific differences. First of all, in the advertising planning stage, experienced British advertising companies will define the advertising objectives in detail, not just to increase sales. These targets include: 1. Let the target customers know about the enterprise or its products; 2. Strengthen the recognition attitude of target customers to the company or its brand; 3. Form a preference; 4. Establish or improve the reputation of the company; 5. transmit relevant information; 6. Establish or enhance the company image; 7. Remind customers to pay attention to the company or its brand; 8. Counterattack the advertising campaign of competitors; 9. Looking for middlemen or distributors; 10. Help or encourage middlemen or distributors; 1 1: strive for greater response from customers to other promotion methods such as coupons; 12. Increase the customer flow to the store; 13. Improve the promotion effect by spreading the company's reputation. However, advertising companies in China seem to adopt qualitative analysis. Thirdly, in terms of market research services, British advertising companies generally undertook market research tasks in the 1950s and 1960s. Because more and more enterprises have established their own market research departments. Advertising companies in China generally accept customers' market research business.

Chinese and foreign advertisements have similarities and can learn from each other. Therefore, we should study and understand the current international advertising trends, and make up our minds to carry out reforms to catch up with the development of the international advertising mainstream. Facing the international trend of advertising in today's world, we should strengthen communication and exchange with the international advertising industry while doing our own advertising business well, adopt the method of going abroad, expand the scope of communication, adopt the flexible way of making friends with livestock, improve the level of communication, and learn from and draw lessons from foreign advanced management and business experience from a high starting point. At present, there are 565,438+00000 advertising employees in China, which has become a powerful industrial force. The holy land on 9.6 million square kilometers of land shows splendid culture, and the consumer country with a population of 6,543,800+0.3 million has inexhaustible advertising creative resources. Based on such a solid foundation, we will produce more advertising products, and usher in a new situation of China advertising world.