全球品牌在中日广告诉求中的差异及效果研究——奔驰和奥迪的案例研究

A Study of the Difference and Effects of Global Brands' Advertising Appeals in China and Japan——A Case Study of Mercedes-Benz and Audi

由于全球化的不断深化,深受文化影响的广告也发生了变化。广告诉求是广告中的核心内容,目前学术界对全球品牌在中国和日本的广告诉求的研究发现,理性诉求与感性诉求、全球性诉求与本土性诉求在两个国家并存,但现有研究缺少对单一全球品牌在中日两国使用的广告诉求及广告效果的对比分析。本文基于理性诉求与感性诉求、全球性诉求与本土性诉求的学术定义,采取定义中的客观指标,包括信息时长占比、广告语言、模特国籍、主题,作为判别标准,分别对汽车行业中的两个全球品牌(奔驰vs.奥迪)在中日投放的部分广告的广告诉求进行分析。研究发现在两国广告中,奔驰偏好采用感性诉求,而奥迪偏好采用理性诉求,且只有奔驰在日本市场采用本土性诉求。在广告效果分析上,本文利用奔驰与奥迪在中日市场的年销量与年销量增长率进行分析发现,相比在中国市场,本土性诉求与感性诉求在日本市场的广告效果更好。本文研究结果为全球品牌的跨文化广告策略提供一定的管理启示与实践意义。

Due to the continuous deepening of globalization,advertising,that is profoundly affected by the cultural influence,has changed as well. Advertising appeals is the core content within advertising. The current academic research on advertising appeals of global brand,found that hard-sell appeals and soft-sell appeals,global appeals and local appeals coexist both in China and Japan. However,existing research lacks the comparison of single global brand's advertising appeals and their effects in Chinese and Japanese market. This paper selected the objective indicators from the academic definitions of four types of advertising appeals(e.g. hard-sell appeals,soft-sell appeals,global appeals and local appeals) as a criterion,which includes information- related time ratio, language, models' nationality and theme. According to those indicators,this study further analyzed 12 ads in total,from two global brands(Mercedes-Benz vs. Audi) in automotive industry casting in China and Japan. The study revealed that in both countries, MercedesBenz preferred adopting soft-sell appeals while Audi was inclined to apply hard-sell appeals. Interestingly,local appeals were only employed by Mercedes-Benz in Japanese market. In terms of the advertising effects,comparing both brands' annual sales volume and sales growth,we discovered that local appeals and soft-sell appeals lead to better sales performance in Japan compared to China. The findings of this paper provide certain inspiration and significance for the practice of global brand's crosscultural advertising strategy.