品牌广告在国际传播中的表达方式比较——以中日泰三国广告为例

A Comparison of the Expressions of Brand Advertising in International Communication——Take Advertising in China,Japan and Thailand as an Example

当今,消费者不再以考虑产品的实用功能为主,而是追求更高层次的精神需求,从而实现个人价值。采用数据收集和内容分析,通过对中国、日本和泰国三个国家的品牌广告分析,发现在广告主题、文化方面存在差异。在品牌广告传播过程中,中国更多的是选择正面直接宣传,以励志为主题传播正能量,而日本泰国则是通过讲故事的方式向消费者灌输他们的品牌核心价值观。

Nowadays,consumers do not consider the practical functions of products any longer,but pursue higher levels of spiritual needs,so as to achieve personal value. Through data collection,content analysis and the analysis of brand advertisements in three countries: China,Japan,and Thailand,this paper finds that there are differences in advertising themes and cultures. In the process of brand advertising,China has chosen the direct,positive promotion publicity in order to spread positive energy with the inspirational theme while Japan and Thailand infuse consumers with core values of their brands by storytelling.