“一带一路”背景下“中国元素”广告的说服路径

A Preliminary Study of the Persuasion Approach of Advertisements with Chinese Elements under the “Belt and Road Initiative”

丝绸之路是以商品为载体的文化交流。"一带一路"共建坚持市场运作的原则,广告是市场运作的必要元素。中国企业走出国门,在国际市场讲述品牌故事,文化基因决定其会使用"中国元素"。浙江吉利控股集团收购马来西亚国产车宝腾后,其广告中的中国元素和马来西亚元素都很有文化代表性,为探析"中国元素"广告的说服路径提供了一个很好的实证范本。中国元素激活美学反应,引导消费者深入了解产品,进而提升品牌态度,最终引发购买。当地元素激活民族主义情绪,唤起产品印象,直接导致购买,而后强化品牌态度。

The Silk Road is a kind of cultural exchange mediated by commodities. "The Belt and Road" Initiative adopted the principle of market forces, in which advertising played an important role. Chinese enterprises enter the world market and tell the brand story to international audiences. The cultural genes determine that they use the traditional "Chinese elements" in their ads. After Zhejiang Geely Holding Group acquires Malaysian domestic car,Proton, authors use the advertising materials of Proton and compare the advisements of Chinese elements with those of Malaysian cultural elements,to make a preliminary empirical exploration of the persuasion route of "Chinese elements". Chinese elements activate the aesthetic experiences and lead consumers to learn the product information, then improve the brand attitude, and finally promote to purchase. Whereas, local elements activate the nationalist feeling and arouse the product impression, then promote to purchase, finally enhance the brand attitude.