Advertising examples that reflect high and low context

The first one made by Ogilvy Singapore/media/print/the_economist_brain

The second one made by JWT Dubai

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The main forms of advertising:

Through newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms, in the People's Republic of China and the country Publish, broadcast, set up and post advertisements within the country. Specifically include:

1. Use newspapers, periodicals, books, directories, etc. to publish advertisements;

2. Use radio, television, movies, videos, slideshows, etc. to broadcast advertisements;

3. Use buildings or spaces such as streets, squares, airports, stations, docks, etc. to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

4. Use theaters , set up and post advertisements inside and outside stadiums (venues), cultural centers, exhibition halls, hotels, restaurants, amusement parks, shopping malls and other places;

5. Use vehicles, boats, airplanes and other means of transportation to set up, draw and post advertisements Advertising;

6. Mail various advertising materials through the post office;

7. Use physical gifts for advertising;

8. Use online email, BANNER etc. for advertising, a type of database marketing.

9. Call center, a type of database marketing

10. Using SMS and MMS for advertising, a type of database marketing.

11. Use other media and forms to publish, set up and post advertisements.

12. Some people still use oral advertising.

13. Advertising through mobile phone short message and color message services, as well as advertisements posted in mailboxes, have also become widespread recently.

The concept culture of advertising:

The first type is the basic elements, also known as explicit elements. It expands the atmosphere of advertising culture and strengthens the comprehensive functions of advertising through sources, information, media, channels, objects and feedback. The other type is hidden elements. It further broadens the functions of advertising culture through emotional factors, psychological factors, time and space environment, cultural background, and authority awareness.

The source of information that constitutes the explicit elements of advertising culture refers to the source of information release, that is, the advertiser, the social organization or individual who wants to release advertising information, which in modern economic society is mainly companies and enterprises. The information in explicit elements refers to the information on goods, services, concepts or public relations that advertisers want to promote to consumers. The media in the explicit elements refers to the carrier that records and saves the advertising information and then reproduces the advertising information. Media and advertising information are inseparable. Without the media, advertising information would not exist, and there would be no exchange and dissemination of advertising information. The channel in the explicit element refers to the way and channel through which information is transmitted. Different advertising messages can choose different advertising media. If the advertising information is text, you can choose print media; if the advertising information is audio and video, you should choose electronic media, etc. The audience in the explicit elements refers to the recipients and users of advertising information, that is, the specific advertising objects. Feedback in explicit elements refers to the reaction of the advertising target after receiving the advertising information. In the process of communication, this is a kind of information reflux. Advertising communicators can test the effectiveness of advertising based on feedback and adjust and improve their advertising activities based on the feedback.