近十年中美可口可乐广告视频的文化差异分析.docx

近十年中美可口可乐广告视频的文化差异分析.docx

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近十年中美可口可乐广告视频的文化差异分析

Contents

ChineseAbstract..............................................................................2

EnglishAbstract...............................................................................3

1.Introduction.................................................................................4

1.1BackgroundoftheStudy.............................................................................4

1.2ObjectandSignificanceoftheStudy...........................................................5

2.AdvertisingExpositions...............................................................5

3.AdvertisingCharacteristics..........................................................7

3.1Similarities....................................................................................................7

3.2Differences....................................................................................................8

4.CulturalDifferences.....................................................................8

4.1CollectivismandIndividualism....................................................................9

4.2ConservatismandAdventure.......................................................................11

5.Implication...................................................................................13

5.1UnderstandingoftheCulturalDifferences..................................................14

5.2LocalizationofBrands.................................................................................14

5.3IdentificationofCompetitors.......................................................................15

6.Conclusion....................................................................................15

References.........................................................................................17

近十年中美可口可乐广告视频

的文化差异分析

摘要

广告是经济活动，同样也是文化产品。

广告视频在跨文化交流中起着重要的作用，不同国家、不同民族的广告视频中都蕴藏了独特的文化内涵，文化的差异性很明显的展现在广告视频中。

笔者通过比较近十年可口可乐公司在中国与美国发布的关于可口可乐的广告视频，就广告视频中表现出的文化差异进行分析，对我国企业实施“走出去”战略提供建议。

笔者强调广告创作者应充分认识文化差异，在广告视频中体现品牌的民族性与国际性，找准目标市场本土品牌的竞争对手，在广告视频中突出产品特色，以期实现更好的产品宣传效果。

关键词：

广告视频；文化差异；比较；“走出去”战略

AnalysisofCulturalDifferences

BetweenChineseandAmericanCoca-ColaAdvertisingVideosinRecent10years

Abstract

Advertisingisaneconomicactivityaswellasaculturalproduct.Advertisingvideoplaysanimportantroleinculturalexchange.Advertisingvideosofdifferentcountriesandnationalitiescontainsuniqueculturalconnotations.Culturaldifferenceswillbeobviouslyembeddedintheadvertisingvideos.BycomparingtheadvertisingvideosaboutCoca-ColapublishedbyCoca-ColacompanyinChinaandtheUnitedStatesinrecenttenyears,theauthoranalyzestheculturaldifferencesintheadvertisingvideosandprovidessuggestionsforChineseenterprisestoimplementthe“goingglobal”strategies.Theauthoremphasizesthatadvertisersshouldfullyunderstandtheculturaldifferences,embodythenationalandinternationalcharacteristicsofthebrandintheadvertisingvideos,findoutthecompetitorsofthelocalbrandinthetargetmarkets,andhighlightcharacteristicsofproductsintheadvertisingvideos,soastoachieveabetterproductpublicityeffect.

Keywords:

advertisingvideos;culturaldifferences;comparison;

the“goingglobal”strategies

1.Introduction

1.1BackgroundoftheStudy

Atpresent,advertisinghasbecomeanindispensablesectionofhumanlife.It is undeniable thatvirtuallyallofpeoplelivingandworkinginthissocietyareincreasingly surrounded by advertising.Nowadays,itisnodoubtthatinthisirreversibleeraofeconomicglobalization,therearemoreandmoreexchangesbetweenChinaandtheUnitedStatesinthepolitical,economicandculturalfields.Fromacross-culturalperspective,asaspecificsymbolofculturalexchangebetweenChinaandtheUnitedStates,advertisingvideoscanintuitivelyreflectsomeculturaldifferencesbetweentwocountries.

Economicglobalizationisaninevitabletrend,andenterpriseshavetofaceculturaldifferencesfortheircompanies’survivalanddevelopmentwhenexploringnewforeignmarkets.Interculturalcommunicationreferstothecommunicationbetweennativespeakersandnon-nativespeakers,andalsoreferstoanycommunicationbetweenpeoplewithdifferencesinlanguageandculturalbackground.Morethaneverbefore,withtheincreasinglydevelopmentofthetimes,theworldisnowcharacterizedbyaninterrelated,interdependentglobalcommunity（Samovaretal.,2012:

1）.Duetothedifferencesinhistoricalbackground,socialnorms,traditionalcustoms,values,thinkingpatternsandlivinghabits,inChinaandtheUnitedStates,people’sbehaviorandthinkpatternsarequitedifferent.Therefore,thesamestorycanbeexpressedindiverseways,inaccordancewithaGreekproverbthat“everytalecanbetoldinadifferentway”.

Infact,thecommercialvalueofadvertisinghasalwaysbeenthefocusofpeople’sresearch,buttheimportantvalueofadvertisingcultureshasoftenbeenignored.Inrecentyears,manyresearchersandscholarshavestudiedtheculturaldifferencesofCoca-Cola’sadvertisingculturesfromdifferentperspectives.

InCulturaldifferencesBetweenChinaandtheWestandtheCreativeExpressionofModernAdvertisements（黎梦怡,2010（11）:

163）,bycomparingCoca-Cola’sadvertisementsofChinaandtheUnitedStatesintheearlyperiodofthesamegeneration,LiMengyibelievesthatCoca-Cola’sadvertisersindifferentcountriesuseddifferentadvertisingsymbolsinordertoachieveeffectivecross-culturaladvertisingcommunicationeffectsbecauseoftheculturaldifferencesbetweenChinaandthewest.

InThinkingModeofChineseandWesternCommercialAdvertisingCultures（向罗群,2009（6）:

215-216）,XiangLuoqunmakesacomparativeanalysisoftheculturaldifferencesbetweenChineseandwesterncommercialadvertisements,includingoverallthinkingandanalyticalthinking,imagethinkingandabstractbehavior,collectivismandindividualism,powerawarenessandrightawareness,andthestudymakespeoplerealizetheimportanceandnecessityofattachingimportancetocross-culturalfactors.

CaiZhiguoanalyzesthedifferencesbetweenChineseandWesternadvertisingculturesfromthinkingmode,advertisingappealandspecificperformanceinOntheDifferencesBetweenChineseandWesternAdvertisingCreativity（蔡之国,2007（11）:

133-136）.Inhisopinion,Chineseadvertisersneedtotakethenationalculturesasthebasis,andlearnfromtheexperienceofWesternadvertisingcreativitytorealizethecombinationofChinesecultures’characteristicsandtheadvancedcreativityofthewesternworld.

Inaword,theexistingstudiesforsuccessfulmultinationalcompaniesusuallyonlyextractasegmentofanadvertisementasareference,butthereislittleanalysisondifferentadvertisementsofthesamecompany.FortheanalysisoftheChineseculturedisplayedintheadvertisingvideos,theresearchfocusatthisstageismostlyontheConfucianculture,whichisoftenexpressedasfamilyaffection,reunionandfilialpiety.Ontheotherhand,thestudyofwesterncultureismostlyembodiedinindividualism,heroism,extroversionandsoon.

1.2ObjectandSignificanceoftheStudy

Coca-Colacompany,asoftdrinksbusinesstycoon,wasborninAtlantain1886,andafterhundredsofyears’development,Coca-Colahasbecometheleaderofcarbonatedbeverageindustry,withaveryhighmarketshareof48%intheworld.Itwasrankedthe1stintheworld’stop100mostvaluablebrandslistin2006,andthe13thin2017.InCoca-Colacompany,thereisasaying:

“99.61%ofCoca-Colaisacarbonated,waterandsugarsyrup.Withoutadvertising,whowilldrinkit?

”Consequently,forsuchabeverage,Coca-Cola’sadvertisingandmarketingstrategyisextraordinarilysignificant.Thus,onthebasisofinterculturalcommunicationperspective,byexploringCoca-Cola’sadvertingvideosissuedduringthelastdecade,thepapercanfurtherimproveourunderstandingofChineseadvertising.

ThestudyofCoca-Cola’sadvertisingvideosisabletohelpChinesecompaniestoadjustandformulatetheirpromotionstrategies.ThispaperisdedicatedtoprovidingsomeimplicationsthatmayhelpChinesefirms,especiallythoseinFMCGindustries,makeproperadvertisingstrategieswhenopeningnewoverseasmarkets.

2.AdvertisingExpositions

Coca-Colaissuedtwosignificantadvertisingthemesforthebrandin2009to2019---“OpenHappiness”in2009and“TastetheFeeling”in2016.TherearesomeinformationaboutCoca-Cola’stypicaladvertisingvideoslaunchedintherecent10years:

AdvertisingTheme

AdvertisingTitle

IssuingTime

IssuingCountry

VideoContentDescription

OpenHappiness

NewYear,theFirstCoca-Cola（新年，第一瓶可口可乐）

2010

China

SomeyoungpeopleshareCoca-ColawithfriendsthroughscreensonNewYear’sEvearoundtheworld.

InsectThief

2010

America

AgroupofsmallinsectspursueabottleofCoca-Colaandenjoyit.

CatchtheCoca-ColaBear（捉紧可口可乐熊）

2012

China

ThestoryofthreebearsandabottleofCoca-Colainwhichtwoofbearsaretrippedbythebottle.

PolarBearsWatchtheBallWithYou

2012

America

Whilewatchingtheball,onebearwasinabadmood.TheothertookoutsomebottlesofCoca-Colatocomforthim.

TastetheFeeling

BrotherlyLove（兄弟篇）

2016

China

Coca-Colaaddsfuntobrothers’dailylifetoshowtheeternalthemeofloveandconflict.

Supermarket

2016

America

The“love”betweenananthomaniacfemaleconveniencestore’sclerkandamalecustomerwhenbuyingCoca-Cola.

Anthem

（颂歌篇）

2016

Global

PeoplesharethehappytimeandCoca-Colawithfriendsandloverstoshowfriendshipandlove.

Coca-Cola,WeareGoingtoBeTogetherinnewyear

（可口可乐，新年就要在一起）

2019

China

Inthenewyear,peoplegath