Expression forms of emotional advertising

Good patriotic appeals can stimulate the "tinder" of patriotic emotions buried in the hearts of consumers, and for advertising audiences, they can feel a sense of pride and a sense of national pride through such appeals. dignity. Especially in the past few years, the "Toyota Domineering" and "Pailing Dragon Pillar" incidents have made this kind of patriotic sentiment gradually rising in the advertising industry. Advertising appeals that reflect patriotism can be divided into the following categories:

(1) National identity

National identity is a sense of belonging that reflects the cohesion of the country. centripetal force. There should also be more patriotic appeals. For example, although Tsingtao Beer enjoys a high reputation in China, when it first entered the market in Hong Kong, Macao and Southeast Asia, it launched the "Beautiful or Beautiful, Hometown Water" product in a targeted manner in response to the sentiments of people of Chinese descent in Hong Kong, Macao and other places who are passionate about their homeland and homesick. This touching advertising slogan aims to achieve the goal of promoting and selling products by promoting and stimulating the love of the motherland and hometown among overseas Chinese, and has achieved great success. In this example, the overseas Chinese's love for their motherland and hometown is a reflection of their national identity. In addition, for example, a TV commercial for sportswear brand Li Ning: five members of the Chinese national team appear continuously on the screen, accompanied by the narration "We all have a dream~~because we were all born in China." There are also "Skyworth Love, "Chinese heart", "Changhong air conditioner, Chinese style", "black hair, Chinese goods", etc. all reflect the sense of identification with the motherland.

There are also many examples of national identity reflected in foreign advertising. For example, after the September 11 incident in the United States, United Airlines used "We are united" as the company's slogan, which was displayed at United Airlines airports across the United States. Posters with this slogan were put up everywhere.

(2) National pride

A CLIO Award-winning TV commercial for American Chevy Motors is an example of using national pride to reflect patriotism. The entire advertisement does not mention any car performance, but repeatedly highlights the great and powerful United States through life scenes, scenery, and simple and eye-catching slogans such as "America, America~~". This advertisement focuses on stimulating consumers' national pride, and at the same time repeatedly implies that "Chevrolet is America, and America is Chevrolet." It establishes a connection between this pride and the product, and is proud of the United States. Be proud to be an American, and chevre can bring that pride to you.

In our country, advertisements that use national pride as the appeal point are also relatively common: For example, the carbonated drink brand "Very Coke" has also gone through this road a few years ago, with the advertising slogan "Very Coke, China" "People's own Coca-Cola!" is very provocative; "Haier, made in China", "China has made a 505", etc., are also very similar.

(3) Social Responsibility

The TV commercial of Chongqing Aoni Saponaria Shampoo Extract: with Su Shi’s words "Niannujiao Chibi Nostalgic" as the background image, it reproduces the story of Genghis Khan Magnificent historical pictures such as bows shooting giant eagles, Su Wu herding sheep, Guan Tianpei's blood-stained forts, and the Anti-Japanese War are accompanied by majestic and vigorous music and the bold words "The great river goes eastward, and the waves are swept away". Finally, it ends with the slogan "The Great Wall will never fall, domestic products should strengthen themselves". The whole advertisement is so majestic that it makes people feel angry after watching it. In today's situation where strong foreign brands are marching into our country with advantages in capital, management, scale and other advantages, it is indeed the urgent responsibility of Chinese enterprises to stay vigilant and work hard. Therefore, as soon as the words "The Great Wall will never fall and domestic products should strengthen themselves" with a strong sense of historical responsibility and mission appeared, it had a great impact on consumers and caused a strong ideological outcry. Similar ones include Changhong Electric's El number "Changhong, supports China's national industry with industry", "Changhong, takes industry to serve the country and make the nation prosperous as its own responsibility, who else would it be?" etc.

(4) National self-confidence

Advertisements that appeal to national self-confidence are classics such as a commercial for Kelon Refrigerator. The slogan is: China has many talents going global. For the first time, today Kelon Refrigerator was honored as the first Chinese refrigerator stationed in the United Nations, looking confident, calm and generous. There are also examples such as "Chunlan, the brand going global", "Chinese, Qi Qiang!" and so on.