Analysis of non-native Advertising Creative Strategy

Analysis of non-native Advertising Creative

Strategy

Paper Keywords: non-native speakers, advertising communication, strategy Abstract: Marketing globalization and the growing non-native Advertising Dayton complex, made on the ad created a greater challenge. How to make cross-border advertising more effective, I explore the understanding of cultural differences, respect the customs, avoidance of national sentiment, to meet the local values standardization and localization should be the performance of fusion dominant culture, leading the world in ten concepts such as basic strategy.

Marketing, the trend of globalization, to adapt their advertising communication required to achieve globalization. This suggests a greater advertising creative challenge, because different countries have different cultural traditions, ethnic and political and economic backgrounds, different cultural groups have different language, values and consumption patterns. traditional advertising copy research focused on a single cultural context, its principles and laws is no doubt difficult to adapt to globalization and advertising creative.

especially the ad copy creation. Haier Group of China in 1997 as the advertising company by the Guangdong produce a “Haier: Made in China” (Hal r; made in china) core advertising language, to shape the Haier brand of globalization, with little success, but had to return to “Haier, sincere forever” slogan on the ad. With the globalization of corporate marketing activities, similar problems would surely be more and more cross-cultural advertising research will increasingly be the focus. Cross-cultural advertising language standardization is good, or should nationalization? or should local of? it difficult to get a single answer, but I think that can be analyzed to explore the creation of cross-cultural advertising some basic strategies.

First, the impact of cultural differences on communication Understanding of cultural differences, including awareness of substantive knowledge and explanatory knowledge of two levels, the former can be obtained from newspapers and magazines, which can be felt only through cultural participation. As to understand the attitude of local people, the concept of life and personal willingness to play in the community the role of other, only

through the deep human communication can be learned. in North America and Western culture and Asian culture, the more secular oriented (secularization), personality, cultural background is low. So for China, Japan, the characteristics of indirect advertising obscure , emphasizing the symbolic significance, highlighting the social status, humane and humorous advertising, in the context of Western culture, then something must give consumers. Nescafe .. tastes great, “the advertisement, in much of China appreciated, but as in Germany, the audience reaction is certainly right: “how good?” because the Germans so strict and serious, creative advertising slogan used by way of encoding and emotional preferences, are marked by their cultural background mark. in advertising in the local culture, often there is no understanding because of cultural differences lead to conflict or bias, but in different cultural regions, which often appear. pandas were welcomed most of the countries in the world, so “Panda” into the brand name means languages, are caused by a better association, but in Islamic countries to pursue brand advertising, but were attacked and resisted external image of the pig because of the panda, is also considered bogey material. Cross-cultural advertising creative must fully

understand and respect country’s cultural differences and the audience, careful language.

Second, respect for religious beliefs and customs Because religious beliefs, the performance of different countries and different ads for different products have different attitudes. Blowing through the world the United States Camel cigarettes ad saying, “I’d rather row a mile for the camel,” the subtext is to buy Camel cigarettes for smokers, rather go soles worn out. the TV screen is sitting on his legs stilts temple smokers before the end of worn out shoes, the hole is most eye-catching. One of the ads broadcast in Thailand, Thailand convulsed with rage, the original Thai popular Buddhism, Buddhist temple as well as respect for the Holy Land , foot, and dirty place, in the temple before the light feet, it is outrageous. The Sony ads are marginalized: eyes closed man-Sakyamuni, but soon sprout even worldly, open your eyes, not with the music Stop rocking ... ... At this point showed the slogan, “Sony, so the Buddha tempted.” The ad is quite a bad idea, but lead to diplomatic protests. European Catholics believe that indulge in bathing dress as inappropriate behavior, so rarely used shower gel, to teach

religious doctrine in many countries people work hard and thrifty, so washing machines save energy is considered a luxury commodity and rarely used. ad writing and respect the religious beliefs without understanding the characteristics and impact, often make big mistakes.

Customs of a nation state in the formation of a long historical period, the moment is not easy to change behavior, trends and social habits. Different customs in different countries, resulting in creation of advertising language different p sychological requirements. Our “snow frog” food, publicity in foreign countries so that consumers actually feel dirty, because the frogs and toads in Western countries, when the thing is ugly and unpleasant. in the United States, the deer can lead to a better association, are considered masculine the meaning of gas, while in Brazil it is commonly known as homosexuality. ducks male prostitutes in the middle of popular culture, America and Europe who hanged the number “13”, while China, Japan hanged “4”, yell ow is a symbol of the Chinese noble and sacred , while in the West were a symbol of indecent and obscene. advertising creative skills to use language, humor, pun, euphony, have to be consistent

audience States customs and traditions, understand and think positive, otherwise it will be less effective.

Third, to meet the local values American slogan “just do it” when shown on television in Hong Kong, translated as “want to do it,” the theme of the ad advertised individual freedom in the United States, is not surprising, but Hong Kong as a Chinese society, self-discipline traditional psychological advantage, so many consumers think the ads are suspected of inducing young people do bad things, have complained the ad was changed to “should do it”, onl y to calm storm. of middle-aged clothing ads, often stressed dignified and stable, it is not feasible in the West. Unlike in the West emphasize the age qualifications, but excluded from the psychological concept of steady aging and to youth, energy, happy as advocates for the elderly is also against the old. General Mills in the U.S. Japanese market with a good cake powder, in the ad campaign: a cake made of rice is as easy as, almost did not play effect, and later learned that the Japanese housewives words the feelings of hurt, as do Japanese women think that rice should be have a high skill Caixing. Americans are very particular about personal hygiene, but the Catholic European

countries that the body is the gift of God, over health is superfluous. So when “Green” toothpaste to the “toothpaste to brush your teeth after a meal to meal people must have “for the slogan, in the Europe not work, because the Europeans think that brushing after meals three meals a day, simply quirks. is also a striver groups, the United States striver pursuit of entertainment, fashion and fast cars, and Japan Quedui expensive sound system and lace curtains interested. to meet the local values in order to make advertisement of goods is accepted, the advertising market to open.

Fourth, to avoid the negative impact of national sentiment Most of the world nations are prone to ethnic and cultural superiority, that is, their culture, something known and familiar to have a strong sense of identity, often belittle foreign cultures in the unknown and unfamiliar things, this superiority is often sensitive with the inferiority and emotional hand in hand. advertising campaign, these feelings are often manifested in two aspects. First, the ad creator easy subconsciously to their own experience as the experience of the national culture based on its view as a domestic exotic

cultural differences to solve the reference criterion which will lead to cultural illusion generated advertising, so fuzzy, dilute its feeling of cultural differences and scientific ability to judge. Haier beginning of this article mentioned slogan Made in china, that is, national complex, as if is disappointing for the Chinese people. This is a typical weak national state of mind. Second, the audience of national foreign products are often more sensitive to this point they often become local companies manufacturing anti-foreign sentiment, strengthen its market position means: like “Cola , China’s own Cola “and the like ad to imply the national xenophobia. foreign brands are often hampered not small, particularly so in the second stage of market development with the local brand advertising to avoid causing conflict, the national language do not touch the sensitive point of the audience .

Fifth, the principle language used for The most obvious cross-cultural advertising communication is the language barrier an obstacle, the country proficient in the language of the audience and adapt their language habits and characteristics of cross-cultural advertising is the foundation and guarantee terms: a dictionary definition of Advertising

Creation alone is not enough. CUE as the United States a toothpaste brand name, in French Linguistic meaning is actually a ass. “Dart is power” (Dart is power), as Kwan Kerry Chrysler’s advertising slogan, prepared for the popular, translated into Spanish, then the suggesting a lack of vitality to the needs of goods. the lack of understanding of the context of a language, semantic errors committed often also from Mongolia drums. reposted elsewhere in the paper for free download 6ddf881d316c1eb91a37f111f18583d048640f5a

advertising terms of rhetoric but also with a language-related habits and life experience. as a symbol of commercial advertising with the lily, “Love For All Seasons”, with “a fish lotus” symbol “surplus year after year”, from homophonic, Figure luck, used in other countries, only people to fathom, the famous Pepsi ad in English language “Come alive with pepsi” (please drink Pepsi, so lively Jun), translated into German, “and Pepsi together, rose from the grave”. “Fit is best” as English advertising language, simple, symmetrical, with Rhyme, translated into Chinese: “the right is the best”, is much more limited.

National languages have conventional abbreviations,

which is often plagued copy writing, often a laughing stock because of non-standard abbreviations: <”The European Trade Magazine>> to promote public welfare and progress of Brazil themed ad in the” social integration schemes “(Progra made In tegraca xociae) abbreviated PIS, the res ult “This is PIS”, to become “wet his pants the” means.

Cross-cultural advertising language to write the best written in local languages, and not simply replaced with the two languages, publish or broadcast a local expert to look over before the best, so as to avoid adverse extended meaning.

Sixth, to adapt to cultural and educational level Developed countries, people generally high level of education, while developing countries illiterates more to improve the quality of China’s basic national policy emphasis on raising the level of mass education, elite education as a national policy Zeyi India, focusing on the elite talent, national level of education is low overall, so in India, English is the language of the embodiment of the elite, but many people do not read the

lower classes, regular promotions to the text it is not feasible, the use of colloquial language features of the image of the audio-visual advertising , the effect is often much better. cultural level of the same ad on diff erent people’s awareness and understanding of language is often very different terminology in advertising must adapt to the audience the country’s cultural and educational level of the target audience in the United States, Japan, France, Britain and other cultural and educational countries with a high level, we must pay attention to advertising language arts standards, it would not be heard, and in India, some African countries, the term soil some, bluntly, the effect will be better.

Seven local policies and regulations to avoid Different countries have different policies, laws. The implementation of the advertisement regulations, direct restrictions on the conduct of the multinational advertising, advertising creative must be investigated to understand clearly the former. Such as Germany prohibit the use of comparative advertising, comparative advertising, in Germany can not publish or broadcast. Japan requires no more than one TV ad clever seconds, long copy is in Japanese TV ads will

become was te paper. In Italy, the “deodorant”, “sweat” of such common words can not be in advertising appears. in China’s use of pornography is strictly forbidden to advertise, and in the United States, France and other Western countries, you can boldly ingenious us e. If a country’s laws, policies thoroughly cooked in the heart, words can be used to avoid advertising practices, both to achieve your goals , and bypass policy restrictions.

Eight, and cultural integration of the principle advantages American popular culture, popular the world, wrapped in McDonald ad, carrying the American culture around the world, but McDonald’s in different countries have different menus, with champagne in France in the UK with a whiskey, beer in Germany, in Singapore, Malaysia, fruit dried milk flavor, with black tea in China is’ The integration of the principle advantages of the two cultures is also important in advertising, on the one hand to have the national cultural characteristics in order to attract audiences, the other culture to adapt to the audience in order to be accepted. Coca-Cola Chinese New Year Dragon Dance advertising, Pepsi sent tens of thousands of Vice couplets: “Pepsi Spring, seven Xilinmen

degrees Festival,” Toyota “car to Piedmont Road, a road must be T oyota,” the advertisement, really makes us feel better skill. to promote the product using national characteristics, to form a unique advertising style, which is not the world of conflict. French perfume, fashion advertisements such as the country does not feature as a selling point for its romantic, certainly eclipsed. Marlboro Advertising is telling consumers its products from the “cowboy country” was popular. a country, the nation’s unique temperament, spiritual traditions, aesthetic ideas, and unique text, logo colors, can constitute a distinctive cross-cultural advertising, integration In the advertising creation, selection of local and easy to understand manner shown, often avoid drowning in the advertising information in the merit.

September, the core elements of the local orientation of standardization and related integration Advertising can reduce the production costs of globalization, the formation of a unified global brand image, but need to find a variety of cultures in the ad has the same effect, but it is very difficult, and a grasp of the principle is that the standardization of the core brand positioning to allow other elements of the brand

localization. If Chanel advertising promotion in the world the same human needs: It looks beautiful. Swatch watches appeal to people entertainment needs. Olay defined as adult women using the cream, but for different countries take a different name: P & G shampoo according to different cultures their names, but they all use the same ad: wish-and-go. high-tech products easier to use standardized terminology in advertising, and food advertising language should be more localized because eating and drinking habits are usually bound by the beliefs and culture, larger

Ten to meet the global trends, leading consumer attitudes Anthropologists T aylor Leavitt said: positive convergence of world culture and customs of the direction of the political obstacles as ablation, the Internet and satellite TV into the global family, outbound tourism have become increasingly frequent, global enterprises are intertwined. The world is increasingly McLuhan described as “global village.” tends to watch the world’s youth are the same football, listening to the same music, worship the same star, playing the same games, the global trend to have more of the cultural groups common experience and common culture. adapt to the common experience and culture, advertising can go beyond

the local culture rather than submit to the local culture. the international marketing practice has proven that when people find a new consumer concept. The new products meet the needs and is particularly attractive power, its cultural practices and cultural superiority will give way. Japanese home appliances, the U.S. fast food by Chinese consumers is evidenced by Pepsi advertising it was “a new generation of choice” none of the pressure as countries around the world quickly open and capture the market also explains the reason.

In addition, there are people of different cultures cross-cultural groups, which belong to different culture or nationality. But share common needs and values and attitudes of groups such as women, new mothers, astronomy lovers, geek, music enthusiasts and so that is the case groups, to them, new ideas, new products, new technologies, often with extraordinary attractive new fashion, advertising, language and find a selling point, can often lead the consumer concept. reposted elsewhere in the paper for free download . com

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