At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide sugge...At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide suggestions for this phenomenon, this article compares the effect of different orientations of public service ads＇ appeals on the tendency of individual＇ s pro-social consumption behaviors experiment. The experimental results prove that comparatively speaking, altruism orientation of public service ads＇ appeals can make the individual to produce higher levels of pro-social consumption behaviors. Based on the above research results, the author respectively puts forward some advices about public service ads for the management of profit and non-profit organizations.展开更多
Globalization changes the business style of corporations.In modern society,entrepreneurs believe that it is important for companies to expand their business all over the world.However,an inevitable problem comes to ma...Globalization changes the business style of corporations.In modern society,entrepreneurs believe that it is important for companies to expand their business all over the world.However,an inevitable problem comes to managers' sight-cultural differences.Citizens in different countries have different norms,rules,symbols and values,which influence the business expansion of corporations in foreign countries.Therefore,it is crucial for translational corporations to introduce their products or services to foreign customers in proper ways and make customers accept them.Advertising plays an important role in this process because it delivers corporate image and corporate culture to customers.Meanwhile,Hofstede's cultural dimensions help managers analyze and deal with cultural differences when they are assigned to foreign countries for managing.In this paper,an analysis on the application of Hofstede's cultural mode based on a case study of Coca-Cola's advertisements will be conducted.It will be organized as follows:a literature review on Hofstede's cultural mode will be arranged in section one.Then,section two will discuss the application of Hofstede's cultural mode in China,and a case study of Coca-Cola's advertisements in China will be followed.In the end,a conclusion based on above findings will be summarized in section three.展开更多
The Advertising Law of the People’s Republic of China, adopted at the Tenth Session of the Standing Committee of the Eighth Chinese People’s Congress, came into force on February 1, 1995. This marks the formalizatio...The Advertising Law of the People’s Republic of China, adopted at the Tenth Session of the Standing Committee of the Eighth Chinese People’s Congress, came into force on February 1, 1995. This marks the formalization of advertising practices in China. Restored after the reform and opening, China’s advertising industry, as a leading industry to serve the展开更多
World War I had brought great pain to people, old beliefs had been lost and new beliefs were badly-needed. On the road to discover new beliefs, therefore, the surrealism originated from so-called "surreal" a...World War I had brought great pain to people, old beliefs had been lost and new beliefs were badly-needed. On the road to discover new beliefs, therefore, the surrealism originated from so-called "surreal" and "super-reasonable" dreams became an attempt. As a leading brand of fashion and jeans, with its distinctive symbolic meaning Levi's is a typical symbol of American clothing. Much spiritual, cultural and artistic temperament was given to Levi as time changes, and Levi became a symbol of personality and rebellion ever since. This paper analyzed how designers of Levi applied the realism thinking in advertising design,and gave uniqueness and attraction to Levi's advertisement, based on which, the paper conducted a comprehensive theoretical research on Levi's design.展开更多
The Rongshida Group, a leading electrical-applianceproducer in China, planned to choose its advertising agent fromfour candidates, the China Advertising Inc., Shanghai Ogilvy &Mather, Shanghai Leo Burnett and RSCG...The Rongshida Group, a leading electrical-applianceproducer in China, planned to choose its advertising agent fromfour candidates, the China Advertising Inc., Shanghai Ogilvy &Mather, Shanghai Leo Burnett and RSCG, by balancing one oftheir advertisement proposals against another. Lasting five daysand nights, the customer finally selected RSCG as its agent. Bossof the China Advertising Inc. said they bed lost the competitionto the three 4A companies not in terms of proposal but becauseof comprehensive power.展开更多
Based on three aesthetic criteria of logos, pathos and ethos in classic rhetoric theory, this article analyzes the modes of persuasion applied in Barack Obama's first inaugural speech. It has been found out that t...Based on three aesthetic criteria of logos, pathos and ethos in classic rhetoric theory, this article analyzes the modes of persuasion applied in Barack Obama's first inaugural speech. It has been found out that the perfect combination of these three appeals endows the speech with the rhetoric charm, passion and art of language which efficiently helps Obama to guarantee the political success in election.展开更多
文摘At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide suggestions for this phenomenon, this article compares the effect of different orientations of public service ads＇ appeals on the tendency of individual＇ s pro-social consumption behaviors experiment. The experimental results prove that comparatively speaking, altruism orientation of public service ads＇ appeals can make the individual to produce higher levels of pro-social consumption behaviors. Based on the above research results, the author respectively puts forward some advices about public service ads for the management of profit and non-profit organizations.
文摘Globalization changes the business style of corporations.In modern society,entrepreneurs believe that it is important for companies to expand their business all over the world.However,an inevitable problem comes to managers' sight-cultural differences.Citizens in different countries have different norms,rules,symbols and values,which influence the business expansion of corporations in foreign countries.Therefore,it is crucial for translational corporations to introduce their products or services to foreign customers in proper ways and make customers accept them.Advertising plays an important role in this process because it delivers corporate image and corporate culture to customers.Meanwhile,Hofstede's cultural dimensions help managers analyze and deal with cultural differences when they are assigned to foreign countries for managing.In this paper,an analysis on the application of Hofstede's cultural mode based on a case study of Coca-Cola's advertisements will be conducted.It will be organized as follows:a literature review on Hofstede's cultural mode will be arranged in section one.Then,section two will discuss the application of Hofstede's cultural mode in China,and a case study of Coca-Cola's advertisements in China will be followed.In the end,a conclusion based on above findings will be summarized in section three.
文摘The Advertising Law of the People’s Republic of China, adopted at the Tenth Session of the Standing Committee of the Eighth Chinese People’s Congress, came into force on February 1, 1995. This marks the formalization of advertising practices in China. Restored after the reform and opening, China’s advertising industry, as a leading industry to serve the
文摘World War I had brought great pain to people, old beliefs had been lost and new beliefs were badly-needed. On the road to discover new beliefs, therefore, the surrealism originated from so-called "surreal" and "super-reasonable" dreams became an attempt. As a leading brand of fashion and jeans, with its distinctive symbolic meaning Levi's is a typical symbol of American clothing. Much spiritual, cultural and artistic temperament was given to Levi as time changes, and Levi became a symbol of personality and rebellion ever since. This paper analyzed how designers of Levi applied the realism thinking in advertising design,and gave uniqueness and attraction to Levi's advertisement, based on which, the paper conducted a comprehensive theoretical research on Levi's design.
文摘The Rongshida Group, a leading electrical-applianceproducer in China, planned to choose its advertising agent fromfour candidates, the China Advertising Inc., Shanghai Ogilvy &Mather, Shanghai Leo Burnett and RSCG, by balancing one oftheir advertisement proposals against another. Lasting five daysand nights, the customer finally selected RSCG as its agent. Bossof the China Advertising Inc. said they bed lost the competitionto the three 4A companies not in terms of proposal but becauseof comprehensive power.
文摘Based on three aesthetic criteria of logos, pathos and ethos in classic rhetoric theory, this article analyzes the modes of persuasion applied in Barack Obama's first inaugural speech. It has been found out that the perfect combination of these three appeals endows the speech with the rhetoric charm, passion and art of language which efficiently helps Obama to guarantee the political success in election.
