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